The Marketing Trust

The Marketing Trust (The Chartered Institute of Marketing Charitable Trust, operating as Marketing Trust) is an independent charitable trust which makes grants of financial assistance to charitable, volunteer, educational and other organisations for the purposes of training their staff, volunteers, young people and the general public in any or all aspects of marketing understanding and/or execution, and to appreciate the role of marketing.

www.marketingtrust.org/ Fundraise for us

Joan.Mantle@cim.co.uk

+44 (0) 1628 427001

Registered charity no. 277805

Member since May 2018

Latest News

The Chartered Institute of Marketing's Ireland Marketing Awards

The hunt for Ireland’s marketing stars has begun as the 18^th CIM Ireland Awards were launched with a new principal sponsor, The Marketing Trust. At the launch event at the Titanic Hotel, Belfast were Trustee Nigel Coates, keynote speaker New York-based PepsiCo executive Ciara Dilley, Senior Director of Transformational Innovation (Global Snacks), Chief Executive of CIM Chris Daly, Chairman of the Marketing Trust Mary Kinghorn Davies and Eileen Curry, Interim Chairman of CIM Ireland.

"What made these awards attractive to the Trust was that the organisers have included educational case studies so that many people who may not be able to get to the Awards event will still be able to see and learn from the success of the winners." said Mary Davies, Chairman of the Marketing Trust at the launch of the 2018 Awards in Belfast in May.

The Marketing Trust sponsor Young Enterprise

Trustee Tony Groom with the winning group, MealMate. From left to right: Sarah Payne, Robyn Harrison-Reid, Cedric Mathe, Becca Ali, Rachael Dingwall, Ginine Brown at the Final of the Young Enterprise UK Start-up competition at Loughborough College in May. Judging for the 2018 Marketing Trust Award for Strategic Marketing was headed by Trustees Tony Groom and Nigel Coates.

The winning team, MealMate, are studying at The Business School, Liverpool Hope University and are on a mission to provide students with healthy and cheap meal ideas. They already have orders from both Liverpool Hope and Loughborough College

New Research Fund

In 2013 the Trustees concluded they wanted to do more to broaden the research pool of marketing and market knowledge and then make it more freely available to the public.

So the Marketing Trust created a new Research Fund to initiate and fund research into certain aspects of marketing. They set aside a ring-fenced fund for this and decided to be proactive in initiating such projects instead of waiting to respond to applications.

They drew up a range of topics they would like to see researched and approached the Chartered Institute of Marketing to carry out the first project on the topical subject of Food Labelling which was well received. Full report available on the Trust website at www.marketingtrut.org.uk.

The latest Report is due for publication in the summer of 2018 on the topical subject of:

The Role of Social Media in a Business-to-Business Environment:

Social media is transforming the way in which consumers interact with both each other and businesses. Increasing internet speeds, enhanced technology, WEB 3.0 and the launch of 5G, are providing new opportunities for the development of virtual brand communities, innovation and co-creation. Although the volume and value of business to business (B2B) transactions arguably exceed business to consumer (B2C) interactions, social media research has almost entirely been conducted in a B2C or consumer to consumer (C2C) context. Therefore, little is known about:

How different types of social media are used in a B2B context
What role can social media play in enhancing the B2B buyer-seller experience
To what extent common B2C and C2C platforms such as Facebook, Snapchat, Twitter, Linkedin, Flickr and Instagram (or B2B specific platforms) enable stakeholders to network, transform relationships, improve interactivity and co-create
How effective B2B social media campaigns are
What impact social media has on stimulating innovation, improving performance and building brand awareness and brand equity in a B2B context.

This research plans to redress that and to find out just how effective B2B social media campaigns are and is been carried out by Newcastle Business School, Northumbria University

Research Funding Requests

The Trustees are currently funding research projects at nine other UK universities.

The Trustees would be pleased to hear of any aspects of marketing that practitioners feel they would like more information on.

About us

About the Marketing Trust

The Marketing Trust was set up as The Chartered Institute of Marketing Charitable Trust in 1978 by the Institute of Marketing as an independent Charity organisation to support a wider general understanding and appreciation of Marketing by the general public. In 2011 the Trust became known for publicity purposes by the shorter name of the Marketing Trust, although it is still registered (No 277805) as The Chartered Institute of Marketing Charitable Trust. For the first few years the Council of the Institute (CIM) endowed The Trust with a proportion of annual profits from the Institute's activities to enable the Marketing Trust to carry out its work of making financial grants to appropriate applicants.

In 1990, however, the Marketing Trust became, and has continued to be independent of CIM and has its own independent Board of Trustees to set and implement strategy.

Since 1990, therefore, the CIM has made no further financial or other contribution to the Trust. However, the Marketing Trust continues to have a strong connection with the CIM who continue to provide the secretariat for The Trust in return for an annual fee.

The Marketing Trust has endeavoured to support the CIM wherever possible, funding when appropriate, many non-core activities of the CIM, such as supporting the Marketing Excellence Awards and helping to finance many research projects, and has supported the development of the Moor Hall site over a number of years.

Trust Income

The financial reserves of the Marketing Trust are invested in professionally managed funds and are regularly monitored and assessed by the Trustees to ensure that the Capital Fund is protected. The annual income from those investments enables the Marketing Trust to continue to support and fund a wide range of marketing education, training and research projects by allowing the Trustees to make Grants of financial assistance to suitably approved requests.

Objectives of the Marketing Trust

The objectives of the Marketing Trust have remained constant since being set up in 1978, and can generally be described as:

the advancement, for the benefit of the public, of education, practical training and research into the art and science of marketing. For this purpose, the expression 'marketing' includes the creation, promotion, sale and distribution of products and services
the Marketing Trust will provide Grant funding for certain academic research projects which the Trustees judge to have a wide relevance to business or society generally and which have a marketing aspect.
the Marketing Trust will also continue to support applications meeting the funding criteria, for funding, training and development projects designed to raise the marketing competence of those engaged in promoting the work of charitable bodies
the Marketing Trust generally supports groups and organisations but may well in exceptional circumstances grant support to individuals, provided always that they meet the criteria of the objectives.

All Requests Welcome

The Marketing Trust has supported many projects and organisations over several years, and while they may continue to do so, the Trustees would like to see a wider and more diverse range of projects and organisations reflecting our changing society.

All applications will be carefully considered on their individual merits.