What is data literacy? You may be wondering, what does data literacy actually mean? Well, in a growing and ever-evolving society like ours, data plays a huge role in every aspect of life. The ability to understand data, interact with it and simply use it, is data literacy. Data collection has grown at an exponential rate in recent times; collected and collated by companies, governments and the ...

Marketing comes in many different forms, from newspaper adverts to pop up banners on a website. As we all know, the world is changing very quickly on the digital front. The digital world has – and still is – growing at an exponential rate, evolving from the typical print media marketing to the digital age. The rise and domination of digital marketing has led to a major change in the way marketi...

Open a newspaper, sit in a board meeting, turn on your TV, the benefits of a diverse workforce is being discussed everywhere. The trickle-down effect is that brands everywhere are waking up to the fact that HR has been aware of for years – that improving diversity and inclusivity within a workforce has huge benefits both financially and ethically.​ By Corinne Lavictoire and James Delves Accordi...

There’s an old saying, “If a tree falls in a forest and no one is around to hear it, does it make a sound?" It’s a philosophical thought experiment that raises questions regarding observation and perception. The same can be applied to marketing, if no one sees or experiences your product or service how will you get your message or goal across. What’s marketing? The basic definition to marketing...

There’s often a point in many marketing careers when someone seriously considers the idea of becoming a contractor. But to contract, or not to contract: that is the question… This decision might come because you have a brilliant track record of successes behind you and want a new challenge, or you feel that you can’t progress any further in your permanent role. It could just be that you’re bore...

Listen to this Qualifications webinar with Michael O'Flynn, sales and marketing director at the Professional Academy, where we'll be exploring the aspects that make up the new Digital Diploma in Professional Marketing. This qualification has been specifically designed to bridge an identified skills gap within the market and aims to equip experienced marketers within the skills they need to deve...

So, you've spent 2017 boosting your knowledge and developing your CV. Now, you've set your sights on a big step forward professionally in 2018 - either securing a promotion or landing an exciting new role. Does this sound familiar? We explore the essential skills for marketers seeking advancement in the next 12 months. Sharpen critical thinking One of the most important skills for marketers loo...

In today’s complex business world, marketing teams need to incorporate a wide variety of skills. But people managers are increasingly looking outside the organisation for talent that can give their existing line-up a boost. What are the benefits of doing this, and what are the implications for the current marketing team? There’s no doubt that external marketing hires are becoming more attractiv...

Inclusivity, diversity and equality breed success, but many boardrooms look the same as they always have. In late 2014, McKinsey published a global study into corporate equality and diversity which found that businesses with the most gender-diverse leadership were 15% more likely to report financial results above their country’s national average. Those with the most ethnically diverse boards pe...

A successful marketer today requires a wider set of skills than ever before, excelling in creativity, number-crunching, networking, and flexible working. In an interview, one of the most successful business leaders, Silicon Valley guru and Sequoia venture capitalist Sir Michael Moritz, put it succinctly: “If you have too rigid a plan to reach the top, your chances of success diminish. You need ...