Risk Management for Marketing by CIM:
Spending every rupee to add value
Marketers are called to manage the biggest risks faced by Companies -
the loss of business (customers) to competitors, and the uncertainty
associated with launching new products or exploring new markets.
Advertising and promotional spend often ranks as one of the top
expenditure items on a Company's profit and loss accounts and as a
result marketers carry the responsibility of ensuring that every dollar
and rupee spent adds to shareholder value, with the need to face the
consequences of wasteful expenditure in terms of future budget cuts,
products rendered uncompetitive, due to the high cost structure and or
adverse impact on profitability. The discipline of risk management is
often abdicated by marketers and left to other functions such as Finance
or Audit Committees in organizations or indeed the Treasury function in
Financial Institutions, giving rise to the very question of relevance of
risk management to marketing.
The CIM Sri Lanka Region explores 'Risk Management' at the second CIM
Talking Point Programme for 2011, scheduled to be held on Wednesday
April 27 at Palm Lounge Galle Face Hotel Colombo.
The programme aims to highlight how 'Risk Management' could be
reclaimed to its rightful place by marketers and will also look into the
competencies and mindset required to managing risk to ensure marketing
effectiveness.
While recognizing the existence of complex models of 'Risk
Management', the programme will focus on simple and practical steps that
marketers could follow to incorporate risk management as part of the
organizational culture. The discussion will share real life examples
from the speakers experience of managing enterprise risk, operational
risk, project management risk and reputation risk.
The programme will be presented by Bertram Paul who holds an MBA from
the Postgraduate Institute of Management of the University of Sri
Jayewardenepura, a Fellow of the Chartered Institute of Marketing UK, an
Associate Member of CIMA - UK and a Chartered Marketer. The programme is
sponsored exclusively by HSBC and is organized by the Chartered
Institute of Marketing Sri Lanka Region.
In order to enhance value created towards its membership and
encourage its members to avail themselves of these valuable programmes,
CIM Sri Lanka Region has made the CIM Talking Point series free for the
first 50 Chartered Marketers who register for the programme.
Further, a discount of 50 percent is offered to its members.
The Chartered Institute of Marketing Sri Lanka Region organizes many
versatile events catering to the varying needs of its members, thereby
adding value to its membership and contributing towards the excellence
in the marketing profession of Sri Lanka.
The CIM Talking Point series has been initiated as a part of the
Continuous Professional Development (CPD) programme which enables the
members of the Institute to further their professional careers. Further
information is available on the website www.cim.lk. |