News release

Date: 26th April 2012

The Chartered Institute of Marketing partners with Cognisco to launch digital marketing employee assessments

New ‘Digital Marketing Capability Analysis’ tool measures employee competency and confidence

April 26th 2012 - The Chartered Institute of Marketing (CIM) has teamed up with Cognisco, a leading provider of intelligent employee assessments, to offer a ‘diagnostic tool kit’ for digital marketers which will measure their competency levels in performing their roles.

The ‘Digital Marketing Capability Analysis’ tool offered by Cognisco is part of the CIM’s diagnostic suite of employee assessment tools and is designed for digital marketers at practitioner level and above.

It measures a unique combination of knowledge, competence and confidence, giving managers an insight into an individual’s knowledge and understanding about their jobs as well as their knowledge gaps and specific training needs. It will also highlight ‘star performers’ – talented individuals that could be used in other areas of the business.

David Thorp, Director of Research and Development at The Chartered Institute of Marketing comments, “We have launched this assessment in partnership with Cognisco to meet demand for digital marketing assessment and training. Digital marketing is changing fast and it is vital that marketers’ skills are fresh and up to date so they can maximise new business opportunities in this space.”

Mary Clarke, CEO of Cognisco says, “We are delighted to partner with CIM in the provision of a digital marketing assessment. In this rapidly changing market place, employers must have insight into the skills, knowledge, competence and confidence of their marketing colleagues. Digital marketing is becoming an essential component of a company’s marketing efforts. However, it is evolving quickly in line with technology advances so it is necessary for managers to understand where skills gaps lie so they can improve knowledge through targeted training and intervention.”

The online assessment tool takes approximately 30 minutes to complete and covers areas such as implementing and planning a social media campaign; implementing SEO and search advertising; writing and influencing blogs and online advertising. The assessment takes the form of online multiple response and scenario-based questions.

The full assessment takes up to five hours to complete although participants will only complete the modules that are relevant to them. The cost is £75 plus VAT per user.

About Cognisco
Cognisco is a global leader in measuring employee knowledge and confidence, working with companies in more than 150 countries and 30 different languages. Headquartered in the UK with an office in New York City, its unique online knowledge development solutions enable customers, including some of the world’s biggest brands, to accurately assess and measure levels of individual understanding and confidence. By combining human capital consultancy, online appraisal and learning, Cognisco provides its customers with critical data which enables companies to reduce risk and cost, while increasing operational performance and ROI. Cognisco believes in enabling individuals to reach their true potential by constantly placing them in a position to excel so that employers can continuously improve business performance.

About The Chartered Institute of Marketing
The Chartered Institute of Marketing is the leading international professional marketing body with some 41,000 members worldwide. First established in 1911 it has for a century defined the marketing and sales standards that operate in the UK and is the global champion of best marketing practice. The Institute exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners, enabling them to deliver exceptional results for their organisations. It does this by providing membership, qualifications and training to marketing professionals and businesses around the world. Visit for more information.

For more information, contact:
Kathryn Hughes
0208 547 4022/07801 823 839

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