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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

+44 (0) 1628 427001

Registered charity no. 277805

Member since May 2018

Latest News

The Chartered Institute of Marketing's Ireland Marketing Awards

The Chartered Institute of Marketing's Ireland Marketing Awards

The hunt for Ireland’s marketing stars has begun as the 18th 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

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

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.