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Marketing for Growth April 2008
Why CIMA? – Our Relevance to Business
The CIMA Difference
Richard Hearn - Head of Marketing, CIMA
Stuart Rennie - Student Recruitment Manager
GETEX – Dubai www.cimaglobal.com/getex
Marketing for Growth
• The only international Professional Management AccountancyInstitute with a sole focus on business.
• The voice of over 73,000 members and 91,000 studentsin 161 countries
• Member growth of 5% in 2007
• CIMA’s focus is to qualify students, support members andemployers through CPD and lifelong learning and protectthe public interest.
April 2008GETEX – Dubai www.cimaglobal.com/getex
About CIMA – Fitness For Purpose
Marketing for Growth
• Changing Organisations, Society and Technology
• Driving business and creating value not just Financialreporting
• Pressure to reduce Finance Costs
• Globalisation of Finance – Consistency
• Changing role of finance
• The competition for talent
The Challenges Facing the Finance Function
April 2008GETEX – Dubai www.cimaglobal.com/getex
Marketing for Growth
40%
100
75
50
25
0
Total Cost of Finance
20%
15%
65%
40%
25%
35%
PASTFUTURE
Enterprise decision support
Management risk & financial capital;improve control
Transaction processing, accounting & reporting
The Finance Department of the Future
Managing Accounting as a Portion of Total
Accounting will increase
April 2008GETEX – Dubai www.cimaglobal.com/getex
Marketing for Growth
40%
20%
15%
65%
40%
25%
35%
CIMA opens career doors
• Management accountant
• CFO
• Financial controller
• Finance director
• Management accountant
• CFO
• Financial controller
• Finance director
April 2008GETEX – Dubai www.cimaglobal.com/getex
Roles of CIMA Members
Marketing for Growth
Roles of CIMA Members and Students
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
20.0%
Acade
mic
(Teac
hing)
Accou
nting
Admini
strati
on
Busin
ess P
lannin
g And
Ana
lysis
Compa
ny Se
creta
rial
Consu
ltanc
yCon
trolle
rship
Finan
cial D
irecto
rship
Finan
cial M
anag
emen
t
Finan
cial P
lannin
g & A
nalys
is
Intern
al Aud
iting
& Ban
king
Man
agem
ent
Man
agem
ent A
ccou
nting
Not Pr
ofes
siona
lly En
gage
d
Other
Unassi
gned
Job Category
Perc
enta
ge
of
Mem
ber
s
April 2008GETEX – Dubai www.cimaglobal.com/getex
Marketing for Growth
CIMA members and students
Variety of industries
• Financial services
• Retail
• Management consultancy
• Manufacturing
• Telecommunications
• Healthcare
• Public Sector
• Business Process Outsourcing
April 2008GETEX – Dubai www.cimaglobal.com/getex
Marketing for Growth
Sectors in which CIMA members work
2%
65%
16%
10%7%
Members InPractice
Industry AndCommerce
Public Sector
Retired
Other
April 2008GETEX – Dubai www.cimaglobal.com/getex
Marketing for Growth April 2008GETEX – Dubai www.cimaglobal.com/getex
Marketing for Growth
• CIMA is the best preparation for an global career as afinancially qualified business leader
• CIMA places you at the heart of business decision making
• CIMA develops business leaders (19% of our members are CEOs)
• CIMA is the management accountancy qualification many employersvalue most highly because of the flexibility it provides and it’s internationaltransferability
April 2008GETEX – Dubai www.cimaglobal.com/getex
Why choose CIMA?
Marketing for Growth
• To attract talented, well qualified people who can ‘do’ ratherthan just ‘know’ – ‘applied’ rather than ‘theoretical’
• To retain good people – an investment that can createcompetitive advantage
• Skills that are:
Mix of soft and technicalStrategic Up-to-date Internationally transferableFlexibleFocus on adding value and competitive advantage
They achieve this by choosing CIMA
What Do Employers Want?
April 2008GETEX – Dubai www.cimaglobal.com/getex
Marketing for Growth
Management Skills
Management Accountingand Decision Making
Financial AccountingAnd Compliance
TechnicalSkills
Tax Planning
Treasury Policy
Sarbanes Oxley
IFRS
CIMA
Business Strategy
Narrative Reporting Risk Management
Governance and Ethics
The Competitive Landscape
April 2008GETEX – Dubai www.cimaglobal.com/getex
Marketing for Growth
Time
Advocate
Commentator
Guardian
Scorekeeper
Business PartnerTeam Member
Service Orientation
Performance Evaluation
Technically Competent
Transaction Based
Value
April 2008GETEX – Dubai www.cimaglobal.com/getex
Changing Role of the In-house Finance Professional
Marketing for Growth
Business
Management
Financial Financial Audit
Management Accounting
The Role of the ACMA
CIMA
Traditional
Chartered
Accountant
April 2008GETEX – Dubai www.cimaglobal.com/getex
Marketing for Growth
‘I looked into the other accounting
qualifications and found that CIMA’s
emphasis on business really appealed to me.’
Mary Li Wan Po, Assistant Financial
Controller, Vaillant Group
‘I found other accounting more backwards
looking, whilst I liked the element of CIMA
where you’re working with the company to
move forward.’
Ian Carroll, Finance Analyst, Jaguar
Student experiences
April 2008GETEX – Dubai www.cimaglobal.com/getex
Marketing for Growth
CIMA Training Companies
• Joint training partnership between CIMA and employers to support CIMA students
• 3500 companies are CIMA partners globally and have adopted the CIMA Framework to train their finance staff.
• CIMA accreditation can be a selling tool for the company in their recruitment
April 2008GETEX – Dubai www.cimaglobal.com/getex
Marketing for Growth
Quality Training Partners
Marketing for Growth
‘I did the CIMA qualification and I’d take people from CIMA anytime. They’re basically business people with a finance orientation, not just accountants.’
Andrew Higginson, Finance & Strategy Director, Tesco
April 2008GETEX – Dubai www.cimaglobal.com/getex
Marketing for Growth
UK Business Superbrand 2005 / 2007 /2008
• 2008 - Voted a UK Business Superbrand for second year running
• Top 500 Businesses for Quality, Reliability and Distinction
April 2008GETEX – Dubai www.cimaglobal.com/getex
Marketing for Growth
Why CIMA – Our Relevance to Business
The CIMA Difference
April 2008GETEX – Dubai www.cimaglobal.com/getex
Marketing for Growth
Understanding The CIMA Differentiation – The components
• The Syllabus
• Practical Experience Requirements
• Transition to Membership
• The Value of Professionalism
• The unique role of Management Accountants
• The contribution to Sustainable Organisational Success
• Continuous Professional Development
April 2008GETEX – Dubai www.cimaglobal.com/getex
Marketing for Growth
Global Advertising Campaign
Partnership Campaign….in business together
Key Objectives
• To differentiate the CIMA offering
• To reinforce the position of CIMA in the business space
• To link CIMA to business success through partnership approach
• Demonstrate the value of CIMA as an ingredient to success
• To raise profile of CIMA
April 2008GETEX – Dubai www.cimaglobal.com/getex
Marketing for Growth
CIMA and…
Land Rover TescoFord FujitsuDWP IBMAMD CapgeminiUnilever Li Ning
…in business together
April 2008GETEX – Dubai www.cimaglobal.com/getex
Marketing for Growth April 2008GETEX – Dubai www.cimaglobal.com/getex
Marketing for Growth April 2008GETEX – Dubai www.cimaglobal.com/getex
Marketing for Growth April 2008GETEX – Dubai www.cimaglobal.com/getex
Marketing for Growth April 2008GETEX – Dubai www.cimaglobal.com/getex
Marketing for Growth April 2008GETEX – Dubai www.cimaglobal.com/getex
Marketing for Growth
CIMA In the Gulf Region – April 2008
Regional Office opening in
• Dubai
Tuition Providers
• CERT Dubai – Higher Colleges of Technology
• Professional Progress Institute FZ – LLC Dubai
• Ernst & Young – Bahrain
April 2008GETEX – Dubai www.cimaglobal.com/getex
Marketing for Growth April 2008
CIMA Certificate in Islamic Finance
Four Modules
• Islamic Commercial Law
• Islamic Banking anf Takaful – Products and Services
• Islamic Capital Markets and Instruments
• Accounting for Islamic Financial Institutions
Supported By
GETEX – Dubai www.cimaglobal.com/getex
Marketing for Growth April 2008
CIMA Certificate in Islamic Finance
• Stand alone qualification
• Open access – CIMA qualification not required
• Distance learning
• Computer Based Assessment
• Study time between 3 – 8 months
Supported By
GETEX – Dubai www.cimaglobal.com/getex
Marketing for Growth April 2008
CIMA Certificate in Islamic Finance
• Enroll on line – www.cimaglobal.com/islamicfinance
• Welcome Pack
4 Study guides
2 assessment attempts per paper
Webcasts on revision topics
Possible e-learning
• Cost – 11,000 AED
• Employer discount (5+) - 20%
Supported By
GETEX – Dubai www.cimaglobal.com/getex
Marketing for Growth
Why CIMA in the Gulf Region?
CIMA is the most useful qualification for businesses growing in Dubai and GCC
Michelle Grant – Manager, Hays Accountancy and Finance – Dubai
CIMA is an appropriate qualification which is increasingly more relevant in today’s complex world to provide the right insight for decision makers
P G Morgan - Senior Manager, Planning & Economics
Finance Division - Omantel
April 2008GETEX – Dubai www.cimaglobal.com/getex
Marketing for Growth
CIMA – A partnership with business
Creating shareholder value in the private sector and stakeholdervalue in the public sector
April 2008GETEX – Dubai www.cimaglobal.com/getex
Marketing for Growth
A Final Thought
‘Financial Accounting is about meeting standards and regulations – this will eventually be outsourced so management accountants are those that are going to stay in business.’
Adam Collins, Export Finance Executive, BAE Systems
April 2008GETEX – Dubai www.cimaglobal.com/getex
Marketing for Growth
Any Questions?
GETEX – Dubai www.cimaglobal.com/getex April 2008
www.cimaglobal.com/getex
Thank You For Listening