Building professional qualifications as a model of integration and transfer of knowledge

Abstract

The multi-faceted nature of transformations that occur in modern business encourages the evolution of concepts, methods and tools of competitiveness, as a result of which, dynamic changes are seen in the theory and practice of management. Marketing, one of the areas of management, encapsulates these changes. Created at the beginning of the 20th century as an academic field, management is based on adaptability adjustment processes. These should be accompanied by changes in the area of managerial education and their success is defined by knowledge transfer between theory and practice. The long established threefold rigid managerial education market (universities, training and consulting companies and so called Corporate Universities) does not guarantee the effective transfer of knowledge and, therefore, the effectiveness of managerial education. The idea of professional qualifications which draw from science as well as management experience, attempts to bridge that gap. Analysis of the operations of institutios that develop and promote professional qualifications, exemplified by The Chartered Institute of Marketing, proves that they may become, or perhaps already are, an effective mechanism for the integration and transfer of knowledge between the world of theory and management practice.