LiMA launches EMC-accredited Marketing Competency Model
LiMA presented its marketing competency model, developed and accredited by the European Marketing Confederation (EMC), which provides a clearer definition of the required competencies.
LiMA presented its marketing competency model, developed and accredited by the European Marketing Confederation (EMC). It will help to create a common marketing language in Lithuania by more clearly defining the required competences and strengthening professional cooperation between business and academia.
The internationally recognised model defines the competences required of today’s marketing professional and provides guidance for businesses, educational organisations and current and future professionals considering career choices.
“The model identifies three core competencies that are essential for a marketing professional: strategy, insight and research, and consumer orientation. However, as we go deeper, we see more specialisation, such as financial literacy, knowledge of technology and innovation, and data analytics,” says Indrė Pikturnienė, the curator of the model and a member of the LiMA Board.
Laura Duksaitė-Iškauskienė, Head of the executive search firm Master Class Lietuva, when asked during the discussion whether today’s business leaders know what competences they need when choosing employees, replied: “In B2B, the biggest lack of knowledge is in understanding what managers want. The incoming professional is expected to create content, develop the brand, do communications and so on – they want it all. There are often misunderstandings: it turns out that when the person was hired, everybody had a different understanding of what they were going to do and what competences they had. That’s why we need this model, so that we can see clearly what we can want, what we can choose from and where people can grow up.”
Representatives from universities and business also attended the launch event and shared their insights:
🔵 Laura Duksaitė, Head of executive search firm Master Class Lietuva;
🔵LinetaRamoniene, PhD, Head of Strategic Marketing Module, ISM University of Management and Economics;
🔵 Sigitas Urbonavicius, PhD, Head of the Marketing Department, Vilnius University, Vilnius University, Faculty of Economics and Business Administration;
🔵 Asta Kyguoliene, PhD., Dean, Faculty of Economics and Management, Vytautas Magnus University;
🔵 Renata Augustaitiene, Head of People and Culture Department, Ignitis Group.
Read more on Delfi.
A description of the competency model is available here.
