Reshaping the future of marketing in Nigeria
As part of efforts aimed at encouraging professionalism and excellence, National Institute of Marketing of Nigeria (NIMN) has restated its determination to enforce the provision of the NIMN Act, which mandates marketing professionals and related organisations to obtain a license to practice.
In a chat last week in Lagos, President of the institute, Mr. Tony Agenmonmen, lamented that thousands of marketing professionals are not registered with NIMN, adding that such individuals were violating the NIMN Act No 25 of 2003. He noted that the responsibility for compliance rests on both the individuals and the companies that employ them.
“Section 20(2) of the Act states, ‘If, on or after the coming into force of this Act, any person, who is not a member of the institute practises or holds himself out to practice as a marketer for, or in expectation of reward or takes or uses any name, title, addition or description implying that he is in practice as a marketer, he commits and offence’.
“In view of its determination to encourage such erring members to comply with the provision of the law, NIMN has created a window of opportunity for a special Fast Tracked Executive membership programme, which covers all categories of membership, including associate, full member and fellow.”
Agenmonmen said interested professionals could register for the fast tracked programme through its online portal http://nimn.com.ng/ipay/members_registeration.php. He added that those who may not be able to meet the requirement for the fast tracked executive membership would need to follow the examination route, as “Interested candidates have September 12 to December 31, 2017 to undertake the programme,” he noted.
The president said the initiative was in line with the institution’s preference for non-use of force in driving compliance, adding, “Our approach to compliance is to avoid the use of force, except this is a last resort. We are convinced that it is in the collective interest of all true marketing professionals and marketing organisations to support the effort to ensure that only true and qualified marketers practice marketing.”
He further said at the expiration of the grace period, a comprehensive register of marketing practitioners, including organisations that have registered and in compliance would be published.
According to him, “Practitioners and organisations not in the register will be seen as unable or unwilling to comply with the provisions of the law and will be handled in accordance with the provisions of the Act accordingly. By January 2018, it will be compulsory for all companies recruiting into their marketing departments to indicate membership of the National Institute of Marketing of Nigeria, as a mandatory requirement in addition to other qualification for employment.”
While speaking further on the issue of membership, Agenmonmen said, “NIMN is also reaching out to about 9,000 of its over 10,000 members, who have not been financially active, and whose membership of the institution has technically lapsed, and these members have now been given up to December 2017 to regularise their membership by paying their accumulated subscription up to 2017. If they fail to do so, their names will not be in the register and the provision of the Act will also apply,” noting that a compliance committee has been set up to drive the process.
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