why cima? – our relevance to business€¦ · marketing for growth ‘i looked into the other...

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


• 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



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



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


Roles of CIMA Members


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



CIMA members and students

Variety of industries

• Financial services

• Retail

• Management consultancy

• Manufacturing

• Telecommunications

• Healthcare

• Public Sector

• Business Process Outsourcing



Sectors in which CIMA members work

2%

65%

16%

10%7%

Members InPractice

Industry AndCommerce

Public Sector

Retired

Other


Marketing for Growth April 2008GETEX – Dubai www.cimaglobal.com/getex


• 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


Why choose CIMA?


• 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?



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



Time

Advocate

Commentator

Guardian

Scorekeeper

Business PartnerTeam Member

Service Orientation

Performance Evaluation

Technically Competent

Transaction Based

Value


Changing Role of the In-house Finance Professional


Business

Management

Financial Financial Audit

Management Accounting

The Role of the ACMA

CIMA

Traditional

Chartered

Accountant



‘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



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



Quality Training Partners

http://www.ibm.com/uk/

http://www2.kelloggs.com/

http://www.eon.com/en/index.jsp

http://www.pg.com/

http://www.diageo.com/pageengine.asp?site_id=0&section_id=0&status_id=3000&page_id=1015

http://www.vodafone.com/home/0,3044,CATEGORY_ID%253D0%2526LANGUAGE_ID%253D0%2526CONTENT_ID%253D0,00.html

http://www.tesco.com/r/?from=HomepageLogo&url=http://www.tesco.com/

http://www.bp.com/home.do?categoryId=1&contentId=2006973

http://www.baesystems.com/index.htm

http://uk.reuters.com/home

http://www.hsbc.co.uk/1/2/home;jsessionid=0000ECSESKV__mq1uU7e33iKLDE:11j77gr6d

http://www.cadburyschweppes.com/EN/

http://www.lehman.com/

http://www.morganstanley.com/index.html

http://www.jpmorgan.com/

http://www.microsoft.com/uk/

http://www.ey.com/global/content.nsf/International/Home


‘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



UK Business Superbrand 2005 / 2007 /2008

• 2008 - Voted a UK Business Superbrand for second year running

• Top 500 Businesses for Quality, Reliability and Distinction



Why CIMA – Our Relevance to Business

The CIMA Difference



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



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



CIMA and…

Land Rover TescoFord FujitsuDWP IBMAMD CapgeminiUnilever Li Ning

…in business together


Marketing for Growth April 2008GETEX – Dubai www.cimaglobal.com/getex


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



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


http://www.hsbcamanah.com/1/2/hsbc-amanah/hsbc-amanah-home



• Stand alone qualification

• Open access – CIMA qualification not required

• Distance learning

• Computer Based Assessment

• Study time between 3 – 8 months

Supported By





• 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


http://www.cimaglobal.com/islamicfinance



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



CIMA – A partnership with business

Creating shareholder value in the private sector and stakeholdervalue in the public sector



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



Any Questions?

GETEX – Dubai www.cimaglobal.com/getex April 2008

www.cimaglobal.com/getex

Thank You For Listening

why cima? – our relevance to business€¦ · marketing for growth ‘i looked into the other...

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