Competition aims to shows students how ‘rewarding’ a marketing career can be

The Chartered Institute of Marketing (CIM) is on a mission to show students how rewarding a marketing career can be through its global competition, The Pitch. 

Now in its 14th year, undergraduate and postgraduate students worldwide studying marketing, or a business degree with a marketing module, are being asked to respond to a pitch from Dogs Trust to develop a marketing plan to grow participation of the Companion Club, the charity’s membership scheme.  

According to the CIM, the current economic climate means charities like Dogs Trust need to leverage “effective marketing strategies” that not only attract, but also engage their target audience.

Entries are open until 2 December, with undergraduates and postgraduates competing in separate competitions. A shortlist of finalists will then compete live in front of a panel of judges to win the ‘Marketers of the Future’ prize in March 2025. The winners will also receive a year’s CIM membership and discounts on CIM qualifications.

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Opportunities for aspiring marketers to access the industry can seem increasingly rare. The competition is designed to provide students with experience pitching their ideas to industry experts, allowing them to develop their experience and boost their employability in an increasingly competitive job market.

Maggie Jones, CIM director of qualifications and partnerships, explains the experience of entering the competition can bolster a CV and provide future marketers with a “competitive edge” when starting out in the profession.

“The quality of teams entering The Pitch is always impressive,” Jones adds.

“Every year, the innovative ideas and concepts from the participants show the huge potential of student marketers and the value The Pitch provides as a platform for them to develop their skills, build their confidence, and offer them a glimpse at how rewarding a career in marketing can be.”

The winning postgraduate team from last year’s competition describe the challenge as a “difficult but a very fulfilling experience”.

“Working together as a team allowed us to utilise our strengths to overcome any challenges and, in the end, help us improve our professional and personal development,” says the winning team from University of Strathclyde.  

The Pitch is integrated into the degree programmes of many UK universities, part of a wider initiative that runs alongside the CIM Accredited Degree partnership programme to map marketing degrees against learning outcomes within CIM qualifications.

According to Debbie Clark, group head of individual giving at Dogs Trust, the competition offers aspiring marketers an opportunity to gain practical experience by solving a real-life challenge.

“It’s a wonderful chance for students to have fun, engage in creative thinking and showcase their skills which will undoubtedly be beneficial as they embark on their marketing careers,” she adds.