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The Chartered Institute of Marketing (CIM) is the custodian of the Professional Marketing Standards, and they provided an updated version of these standards in 2007. The Professional Marketing Standards are considered to be a benchmark set of standards and skills required by marketing professionals and are used to develop marketers throughout the world.
DeltaNet partnered with CIM to produce a web based diagnostics tool called Development Needs Analysis (DNA). DNA uses the Professional Marketing Standards as the basis of an assessment process and provides feedback mapped to the learning opportunities CIM offer within their framework of professional qualifications. CIM have made the tool available as a commercial product to their corporate clients and can configure it to map to the competencies and job roles used by the client organisation. If required, CIM can also offer their clients a higher level of tailoring using the in-built configuration facilities developed by DeltaNet to further customise the software and deliver enterprise wide competency planning and skills profiling assessments. The DNA toolkit uses multimedia case studies which learners study before answering a series of carefully crafted questions. By using case studies in this way we are able to assess each learner’s knowledge and their application of this knowledge (skills) to the particular scenario each learner is faced with.
DNA uses a wide range of question types with a combination of objective and subjective assessment techniques. Question types include:
- Multiple choice
- Tick list (i.e. select several answers)
- Drag and drop
- Ordered list
- Rank in order of priority
- Subjective statements
At the end of the assessment the learner is provided with feedback identifying their strengths and opportunities for development (weaknesses). For each of the opportunities for development, the toolkit provides a list of courses and options, allowing each learner to create a personal development plan based upon their level of competency, mission objectives and organisational strategy.
Managers within the client organisations are able to access a dashboard to manage the use of the system and produce graphic 'skill' maps, enabling them to focus the learning and development activity on the greatest need, maximise the value of their budgets, create 'best fit' project teams, and increase user performance and customer service levels. |
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