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The CIM organized its 34th Graduation Ceremony on Wednesday 19th September, 2012 at the Hilton Park Hotel. The Graduation was attended by more than 100 distinguished guests, graduants, alumni and friends of the institute. After the completion of the ceremony a cocktail party was held, giving the opportunity to attendees to socialize and celebrate the graduation of the 2012 class.
The degrees were awarded by Mr Loukaides George (Representative of Nicosia Constituency), Mr Glafkos Mavros (Former General Director- Hellenic Bank), Mr George Liveras (Managing Director-George Liveras & Associates LTD) and by Prof Theo Hadjiyannis (Director-General, CIM).
The Ceremony confirmed once again CIM’s enormous contribution to the development of businesses in Cyprus and the study of the science of Marketing during the past 34 years.
More on page 13
CIM GRADUATION CEREMONY 2012
September 2012
Indeed, we are currently experiencing significant developments in the tertiary educational sector in Cyprus. But our aim here at CIM remains the same:‘to preserve our role as the First Business School in Cyprus’; the undisputed fact that really set us apart from the competition.
For more than 34 years CIM not only delivers knowledge; but also combats the challenges, and at the same time, aligns its activities to be in line with the fast evolving environment. Therefore, CIM experienced significant advancements since the last issue of ‘The Market’.
Striving to maintain high academic standards, we haveadvanced our organisational structure. This enabled usto become more efficient in our operations and responsive to the needs of our students and stakeholders in general. In addition to that, we have enriched our pool of facultycoming from diverse academic disciplines; reaching the astonishing ratio of 1 lecturer per every 6 students.
At another level, the CIM Marketing Summit 2012, which took place on Saturday 31st March 2012 at BOC Headquarters, marked another huge success for the Institute. More than 400 executives from Cyprus and abroad attended, establishing the Summit as the island’s leading event on Marketing and Management.
Concluding, one recent and remarkable achievement of CIM has to be highlighted. The CIM team in the past 6 months has consolidated its place in business education by coming into Agreement with the Internationally Acclaimed, London South Bank University (*ranked as the number one modern university for graduate starting salaries, and the top modern university in London for graduate employment prospects), offering the students the opportunity to acquire an MBA (15 months/ Non-experience) as from October 2012. This is a great achievement for everyone at CIM as it provides new opportunities to the Cypriot in-career professional who can now earn an internationally recognised qualification without disrupting his/her career and personal life.
London South Bank University p. 2 - 3 Is Sales the New Marketing p. 4 - 5 Reinventing Management p. 6 Involving Line Managers in HRM p. 8
The Cyprus Institute of Marketing
ISSUE
08 SEPTEMBER 2012
Dr. Fotis Pavlou (BSc, MSc, PhD) Head of Editorial 2012 graduates alongside with the members of the new CIM Council
Prof. Theo Hadjiyannis (Director-General, CIM) and Mr George Liveras (Managing Director-George Liveras & Associates LTD) awarding degrees to CIM graduates
The Market
The Market This Journal is issued by The Cyprus Institute of Marketing bi - annual basis. The aim of this publication is to bring the alumni, members and friends of the Institute closer. Moreover our aim is to inform the Cyprus business world of the latest developments in the field of marketing.
Editorial Board: Yangos Hadjiyannis Dr. Fotis Pavlou Anna Antoniou
Contact: P.O. Box 25288 Nicosia, 1308 Tel. + 22 778475 Fax. + 22 779331 e-mail:info@cima.ac.cy www.cima.ac.cy
The Cyprus Institute of Marketing is wholly owned by THECYPIOM LTD registered in Nicosia Cyprus and the Cyprus Institute of Marketing is registered with the Cyprus Ministry of Education and Culture.
ATTENTION All information appearing in this newsletter is copyright material. No part can be reproduced in any way without the prior approval in writing of the Institute.
It’s 120 years since the first student passed through the doors of the Borough Polytechnic Institute – and into a world of new opportunities. The Institute set out to ‘improve the mental and bodily health and social happiness of the people in one of the poorest parts of south London’. From the start, the emphasis was on equipping people to earn a living: from bricklaying, to printing, hat- making to leather-tanning, the original curriculum paints a vivid picture of working life in late Victorian Southwark.
As new industries emerged, the Institute had to move fast to keep pace. By the end of the 19th century, bakers made up the biggest group of students.
The National School of Bakery and Confectionery, set up in the 1890’s, is still thriving today. In the 1920’s, we were the first London institution to run courses for heating and ventilation engineers; later in the 1950’s, we pioneered courses for engineers in the country’s fast-emerging nuclear power industry.
In the 1970’s, we launched one of the first degrees in nursing; now, LSBU trains one in four of London’s nurses and social care professionals. Technopark, London’s first science park, opened in the 1980’s. In 1993, the Nutrition and Food
London South Bank University
120 years of learning
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Research Centre opened; today, LSBU leads the way in creating partnership between academics and the food industry. The list of innovations goes on – from sport to sustainable building technology to traditional Chinese medicine.
And it’s not just the curriculum that’s changed. Mergers with other colleges have broadened and deepened our offer, while new buildings are even new campuses – at Whipps Cross and Havering – mean better facilities for staff and students. We’ve gone from Polytechnic Institute to Polytechnic and finally to University. But despite all the changes there’s a striking similarity between our goal in 2012, ‘to be the most admired UK university for creating professional opportunity’ and the vision of our founders.
*Article taken from London South Bank University; Newspaper Title: ‘Celebrating 120 Years’; Author: Professor Martin J EarwickerFREng, Vice-Chancellor and Chief Executive, London South Bank University
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After a long period of repeated and thorough in spection from a group of British academics; LONDON SOUTH BANK UNIVERSITY decided to recognize CIM as an Academic Partner, offering in this way the unique option to acquire British Master sin Cyprus. This makes CIM to be the first academic institution in Cyprus to secure Institution a evaluation by two British universities (University of West London & London South Bank University). This also means that CIM is now in the position to offer the opportunity to students to obtain internationally reputable undergraduates and postgraduates degrees from two different British Universities.
At the first stage, the cooperation relates to one postgraduate programme which will be provided by the franchise method: the MBA, Master in Business Administration (Non-Experience, 15 months FT or 30 months PT).We are proud that our students now have the opportunity to acquire a British MBA with international recognition in Cyprus, without unsettling their professional and personal careers.
A dynamic University London South Bank University (LSBU) was established as a Technical University in 1892and became a university in1992. Withmore than 25,000students, it is classified as one of the
fastest growing and most dynamic universities in Britain. It is important to note that, according to the Sunday Times Higher University Guide 2012, the LSBU is the Number1 Modern University in terms of the starting salary of graduates. Further, it has been described as the university with the largest upgrades in London.
This evaluation is a clear proof of the contribution of CIM in the Cypriot academic settings and the recognition that the Institute enjoys in the Europe an scene. This is particularly important since it promotes Cyprus once more as an International Training Center. It is a great honor for the CIM as it makes it a truly European Business School. Finally this collaboration strengthens CIM’s role as a leader in Lifelong Learning, providing in this way the opportunity for employed individuals to acquire a world-class MBA by attending evening courses. (For more information visit www.cima.ac.cy)
Beyond the above, taking this chance, CIM congratulates London South Bank Universityforthe 120 years since its foundation, and it is proud of the fact that is its partner in Cyprus.Representation of CIM has been invited and will take part in the celebrations of LSBU that will be held in London at September 31st.
Collaboration of CIM with London South Bank University (UK)
From left: Prof. Theo Hadjiyannis, Colin Knapp, Dr Leslie Gadman and Yangos Hadjiyannis
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Base on his academic career and personal experience, Professor Nigel Piercy discuss main contemporary issues concerning marketers of the 21st century and offers his insights regarding marketing developments and future trends.
Question: What are the elements of a successful marketer in today’s business world, especially in the midst of the global financial crisis?
Answer: Perhaps the most obvious thing is an understanding of the “new normal” - in the sense that in economic downturn consumers have changed their values and behavior and the era of austerity is going to continue. Beyond that we also have to recognise that the days of just throwing big money at problems have gone - the challenge for marketing executives is to develop creative and innovative solutions to the problems we face, not just to offer “more of the same”. This need for creativity and originality extends all the way from the operational realities of effective communications in a world where social media
have more impact on peoples’ lives than do conventional media, through to the development of new ways of doing business that reflect the way markets have changed. The overwhelming need is to go back to “marketing as strategy” impacting on the business model and innovation, rather than keeping with “marketing as promotion” or tactics.
Old - style organizations too slow Question: How important is for a marketer to set up a clear organisational structure and to delegate responsibilities?
Answer: Part of the challenge in times of austerity is getting better at what you do and exploiting everything available to make our companies more efficient. Part of this is about how we organize. In this are too, it is clear that the ways of the past cannot survive. Old-style organizations are too slow and cumbersome in a world that demands agility, speed and flexibility. The challenge for marketing executives is increasingly how to work effectively without a
Is Sales the New Marketing? Interview with Prof. Nigel Piercy, BA, MA, PhD, DLitt, FCIM Professor of Marketing and Strategy and Associate Dean Warwick Business School
Prof. Nigel Piercy (BA, MA, PhD, DLitt, FCIM - Professor of Marketing and Strategy and Associate Dean at Warwick Business School) presenting the topic ‘Is Sales the New Marketing?’ during the CIM Summit 2012
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formal marketing department (or bureaucracy) and instead to work as a cross-functional leader focussed on delivering superior customer value.
Question: How do social media and technology in general affect the daily life of a Marketer and how can they be used to design the Marketing strategy?
Answer: The clearest impact of social media and Internet-based consumer behavior is on communications with the market. But this is a wholly different type of communications which are interactive, responsive and very difficult to manage. One of the toughest things for marketing people and advertising agencies to understand is that you no longer control the message or the medium - the audience does. Beyond that however, strategically the digitization of products, services and value chains is probably the most significant change. We are only just beginning to understand the real impact of digitized products (all the way from financial and information services to computer games) which can be delivered wholly online, and the parallel trend towards digitization of much of the delivery of services and customer support (e.g., the airline ticket). We are also starting to see whole new value chains opening up e.g., Proctor and Gamble as an online seller, and flexible movement between different distribution channels - e.g., pop-up shops opened on a short-term basis by online fashion houses and then closed again. Perhaps the most important thing to hang onto is that we are still in the early stages of a profound change in products and services, and value chains, and there is much left to happen.
New marketing strategies Question: What are the latest trends in Marketing?
Answer: The most obvious and urgent issue for many of us is developing new marketing strategies that are designed for a world of austerity with thrifty, value-driven consumers, and lower spending by many groups in society (e.g., the youth unemployed). The pressure here is for the design and delivery of value-based strategies that focus very precisely on what drives value for different kinds of consumers. This is absolutely not the same as just cutting prices to get business, it is about developing robust value propositions that make sense to hard-pressed consumers. Realising this is why companies as
diverse as IBM, FedEx, Ryanair and Aldi have had a very good recession, while many of their competitors have suffered.
However, at the same time, what we see everywhere is a huge pressure towards integrity. Economic downturn has produced a generation of consumers with a high level of distrust for business in general and traditional marketing messages in particular. We are also seeing a growing concern for the environment and sustainability which is strong enough to impact significantly on consumer purchase choices and business-to-business choice of suppliers. The pressure on marketing is to display higher levels of integrity and ethical behavior as well as to emphasise how a company's corporate social responsibility initiatives create value for customers. Of course, the most attractive new business models are those which combine social benefits and high ethical standards with clear business benefits - e.g., while Dell makes much of its services to allow companies to recycle old computer equipment, this does of course create the opportunity to sell those same companies replacement equipment (which is less power- hungry and more environmentally-friendly); while Unilever partners with NGO's to promote personal hygiene in Africa and reduce disease transmission, they are also there to sell more soap.
Question: You are in Cyprus to address the CIM Marketing Summit 2012. Please give us an outline of your lecture and conclusions.
Answer: The address is entitled ‘Is Sales the New Marketing?’. The talk outlines the development in many companies of the strategic sales organization absorbing many of the functions and resources previously associated with marketing. In business-to-business marketing the increasing concentration of buying in many sectors creates the need for a new way of managing the "front- end" of the organization and the need for a strategic perspective on customer choices. In some ways this is a natural evolution, but it raises many interesting questions about where this leaves traditional approaches to marketing and the high priority for managing the relationship between marketing and sales even more carefully.
The Market
The future challenge
Question: Economic crisis has transformed many things in business. What has changed in the domain of management in the last few critical years and what is about to change?
Answer: Many businesses have used the recession to address their cost base and companies are much leaner. These adjustments have been painful but many firms have been successful in this cost reduction domain. Indeed, this is the easy bit of management as managers have many tools at their disposal to do this work. In certain sectors such as manufacturing, technology, healthcare etc. companies have been generating huge cash surpluses. The future challenge is knowing what to invest in and how to grow their businesses sustainably. So, looking ahead, we are likely to see an increase in acquisitions and mergers (even though most research shows this rarely creates value, except for lawyers and investment banks), and possibly more partnerships and alliances.
Question: The Cyprus market is considered to be very volatile given our tiesto Greece and the fact that there has been no strategic plan announced or determined yet, relating to the discovery of natural gas. How should our government handle and manage this new discovery so as to be of major benefit to the welfare of the state and the people, based on what other countries have done as well?
Answer: I think the government should get on a plane and fly to Oslo to have a meeting with the Norwegians and find out more about how they have very successfully managed the 'curse' of resources. I wouldn't fly south to Nigeria!
The current crisis is challenging established assumptions and models of how we organise and manage. How can organisations respond to these challenges and reinvent management for the future? Professor Marc Thompson, based on his successful presentation during the CIM 2012 Marketing Summit articulates his main ideas through the following short interview.
Question: Talk to us about the new trends in management. What are the new directions the multinationals are following in terms of their management and leadership? What would your advice be to small, medium as well as large companies?
Answer: The key challenges for all businesses, big and small, are how do we grow and how do we innovate. In a fast changing and turbulent environment this means that firms need to involve all employees in addressing these questions. So, one big trend has been the rise of 'employee engagement'where firms are building deep knowledge on the organisational factors that shape employee commitment and motivation. This new trend has, like all management innovations, its good and bad aspects. Firms often get it wrong when they use an employee engagement model as a tool of control rather than a source of data to support real learning and change.
My experience is that firms are often good at developing the metrics for monitoring but poor at investing in organisational development processes to address the deeper management and organisational issues. Where firms get it right they use the data to support and enable far-reaching changes in structures, systems and processes. My advice to firms both large and small is to break out of the mind-set of seeing employee engagement as a monitoring process and see it as a learning process that can initiate higher levels of employee involvement. This means actively devolving power, accountability and responsibility, not centralising it.
Reinventing Management Interview with Prof. Marc Thompson, BA (Hons), MSc, PhD Academic Director of the MSc Consulting and Coaching for Change, Oxford University / HEC- Paris, Fellow Templeton College
Prof. Marc Thompson (BA (Hons), MSc, PhD - Fellow, Said Business School, Oxford University) presenting the topic ‘Reinventing Management’ during the CIM
Summit 2012
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7. PETROS PETROU, MARKETING MANAGER, SIGMA TV
8. JASON NEOPHYTOU, GENERAL MANAGER, EUREKA
9. YANGOS HADJIYANNIS, DEPUTY- DIRECTOR, CIM
10. MARIA HADJIVASILLIOU, PRESIDENT OF LIMASSOL LECTURERS’ LEAGUE
11. GARO DADZIGIAN, PRESIDENT OF NICOSIA LECTURERS’ LEAGUE
12. IOANNA CONSTANTINOU, PRESIDENT OF LIMASSOL STUDENT'S ASSOCIATION
13. BIANCA ALLERY, PRESIDENT OF NICOSIA STUDENTS' ASSOCIATION
14. CHRISTOS RASPOPOULOS, PRESIDENT OF ALUMNI ASSOCIATION
CIM wishes to the new members every success with the ultimate objective to continue the provision of quality training and educational services offered by CIM for more than 34 years.
During the official dinner held on Tuesday, September 11, 2012 at the Hilton Hotel Park, CIM has announced the new composition of the Council for the period 2012-2015. The Council is the supreme governing body of the Institute; it is the strategic unit of the Institute, laying down the objectives and targets of the Institute on a five- year basis.
The new Council is comprised by personalities from the business world, politics and academia; confirming in this way the continuous contribution of CIM in Cyprus settings and particularly in the education and training of employed individuals.
The current membership of the Council is as follows:
1. PRESIDENT: GLAFKOS MAVROS, FORMER GENERAL DIRECTOR, HELLENIC BANK
2. VICE-PRESIDENT: ANTONIS KARPASITIS, GENERAL MANAGER, METLIFE ALICO
3. SECRETARY: MARIOS CHARALAMBIDES, MARKETING MANAGER, SERANO
4. PUBLIC RELATIONS: ANNA ANTONIOU, CLIENTS MANAGER, SPP MEDIA
5. LEGAL ADVISOR: GEORGE COLOCASSIDES, COLOCASSIDES AND HADJIPIERIS LLP
The new Council of CIM
New Council of Cyprus Institute of MarketingGlafkos Mavros, Yangos Hadjiyannis, Theo Hadjiyannis and George Liveras
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In general, line managers are widely considered as those individuals being at the lower levels of the management hierarchy and are mainly responsible for managing day to day assignments rather than to be involved into strategic HR issues.
They were always involved to a certain degree with HR-related activities since ‘they are after all closest to employees, having direct responsibility for managing them on a regular basis and being accountable for their performance’ (Purcell et al., 2009: p62). In the recent years, there is an apparent expansion of line managers’ duties and contribution to HRM.
The reasons why organisations decide to enhance their role in relation to HR issues vary. Indeed, the relatively new focus on differentiating between the intended HR policies with the actual practices as experienced by employees revealed their pivotal role.
Nonetheless, line managers are also brought to the spotlight since they help the management to overcome several barriers. One of these is that HR specialists are often considered to be ‘out of touch’ with the reality, promoting HR policies that are mostly theory-based. Thus, when it comes to put these policies into effect, problems and inconsistencies start to emerge.
Involving Line Managers in HRM:
A Brief Overview
Another argument promoting line managers’ prominence is that HR departments are criticised to be unresponsive or most of the times their actions are characterised by lengthy, time-consuming preparations and slow decision-making process rather than instant and direct response. Purcell et al. (2009: p63) expand this argument, by suggesting that ‘there are also other factors at play to explain this recent trend.Decentralisation of decision making, organisational restructuring, the growth of teamworking, pressure at costs and speedier decision making have all influenced devolvement to the line’.
A cost - effective approach
By involving line managers, organisations aim to create a cost-effective, more spontaneous, accurate and reality-based approach to HRM. Therefore, line managers are continually encouraged to take up further HR responsibilities, as a result, several studies to conclude that, in alliance with the HR department/HR specialists, line managers absorb a significant amount of HR authorities and tasks (see for example the studies of Storey, 1992, Hutchinson & Wood, 1995, Hall & Torrington, 1998, Currie & Procter, 2001, Larsen & Brewster, 2003, Renwick, 2003, Nancy & Panayotopoulou, 2005).
Area of Work Responsibility (%)
Training 56 30 5 9
Administration 47 42 8 3
Equal Opportunities 43 40 12 5
Staffing 42 50 6 2
Health and Safety 15 28 15 42
Performance Appraisal 14 33 53 0
*Source: Comprised by Marchington & Wilkinson (2008: p202) based on the results of an IRS Survey - IRS Employment Review 863, 2007
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As seen in the table, Marchington & Wilkinson (2008: p202) present how HR-related responsibilities may be done by the HR department, by line managers, or the responsibilities are shared between them. However, looking the study of Francis & Keegan (2006) what seems to be the norm is that the HR department / specialists are highly involved in policy development, whereas line managers operationalise these and put managerial plans into effect.
In more detail, Hutchinson & Purcell (2003) advocate that line managers are highly involved with communication and information sharing, as well as with coaching, guidance and development of their subordinates. The suggestion is that line managers’ basic role is to manage day- to-day issues that arise at the workplace, so avoid channelling each and every employees’ incident to the HR department. Thus, aspects like absenteeism, employee’ motivation, tasks allocation and even the control of trivial disciplinary issues are most likely to be managed by the line managers.
Line manager’s responsibility Now, in alliance with the HR specialists, and with the necessary support, line managers may have the responsibility for implementing the policies that flow from the higher managerial levels. For example, they may be highly involved in employees’ appraisal procedures (i.e. HR department developing the appraising scheme/ indicators to be used, establishing the procedure to be followed and line managers ensuring the implementation stage). Also, line managers may be involved in employees’ training and development (i.e. HR department offering guidance and line managers being responsible for the daily formal or informal on-the job training of the employees).
This kind of partnership may exist for several HRM aspects, such as activities related to employees’ involvement and participation (i.e. HR specialists designing the policies and line managers carrying out the actual team briefings, problem-solving, quality circles etc.), activities dealing with work- life balance (i.e. policies will be specified by HR department and implementation will be ensured by the line managers).
Overall, empirical findings show that HRM departments and their members are mostly in charge of designing / developing the different HR policies and procedures to be followed. Alongside that, they are also responsible for guiding and supporting the line for a successful operationalisation. For Thornhill& Saunders (1998) and Renwick (2003), this support should not be undermined since is a ‘key’ ingredient facilitating line managers to effectively carry out their HR responsibilities.
Before closing this short article, it should be stated that while this collaboration between the two parties may appear as ‘trouble-free’, tensions arise since ‘the relationship between HR specialists and line managers is not a simple issue…indeed, it is a rather complex, ambiguous and dynamic one’ (Larsen & Brewster, 2003: p241). In very brief terms, barriers arising both from HR specialists (e.g. fear of losing authority / of being redundant if HR responsibility is transferred to the line; excessive workload) and line managers (e.g. unwillingness to absorb HR duties; lack of competencies; insufficient training) are capable of hindering the establishment of a synergistic; mutually beneficial relationship.
As Larsen & Brewster (2003: p229) state, ‘line managers have responsibility for HRM in their areas, but HR specialists have responsibility for HRM across the organisation. The balance of these responsibilities is a key issue in HRM’. A close cooperation between these two is expected to yield benefits for the parties involved and consequently for organisations. This is because from the one side, the HR specialists will have the time focus mostly on strategic HR issues. On the other side, line managers will have greater authority and flexibility to understand and manage their subordinates; thus achieving a more effective climate at the workplace level.
By Dr. Fotis Pavlou BSc, MSc, PhD
Involving Line Managers in HRM: A Brief Overview
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Locative media or Location-based media are media of communication functionally bound to a location. The physical implementation of locative media however is not bound to the same location to which the content refers.
Location-based media (LBM) delivers multimedia and other content directly to the user of a mobile device dependent upon their location. Location information determined by means such as mobile phone tracking and other emerging Real- time locating system technologies like Wi-Fi or RFID can be used to customize media content presented on the device. The term was jointly coined at the 2004 Consumer Electronics Show by Tom Brammar, the then Chief Executive of Node, and Martin Hill, founder of the Product Management function and practices at Symbian, and wireless pioneer.
Locative media are digital media applied to real places and thus triggering real social interactions. While mobile technologies such as the Global Positioning System (GPS), laptop computers and mobile phones enable locative media, they are not the goal for the development of projects in this field.
Locative media The term 'locative media' was coined by Karlis Kalnins in 2006. Locative media is closely related to augmented reality (reality overlaid with virtual reality) and pervasive computing (computers everywhere, as in ubiquitous computing). Whereas augmented reality strives for technical solutions, and pervasive computing is interested in embedded computers, locative media concentrates on social interaction with
a place and with technology. Many locative media projects have a social, critical or personal (memory) background.
While strictly spoken, any kind of link to additional information set up in space (together with the information that a specific place supplies) would make up location-dependent media, the term locative media is strictly bound to technical projects. Locative media works on locations and yet many of its applications are still location- independent in a technical sense. As in the case of digital media, where the medium itself is not digital but the content is digital, in locative media the medium itself might not be location-oriented, whereas the content is location-oriented.
Japanese mobile phone culture embraces location-dependent information and context- awareness. It is projected that in the near future locative media will develop to a significant factor in everyday life.
Locative media projects use technology such as Global Positioning System (GPS), laptop computers, the mobile phone, Geographic Information System (GIS), Google Maps.
Whereas GPS allows for the accurate detection of a specific location, mobile computers allow interactive media to be linked to this place. The GIS supplies arbitrary information about the geological, strategic or economic situation of a location. Google Maps give a visual representation of a specific place. Another important new technology that links digital data to a specific place is radio-frequency identification (RFID), a successor to barcodes like Semacode.
Research that contributes to the field of locative media happens in fields such as pervasive computing, context awareness and mobile technology. The technological background of locative media is sometimes referred to as "location-aware computing".
Design scholars Anne Galloway and Matt Ward state that "various online lists of pervasive computing and locative media projects draw out the breadth of current classification schema: everything from mobile games, place-based storytelling, spatial annotation and networked performances to device-specific applications." A prominent use of locative media is in locative art. A sub-category of interactive art or new media art, locative art explores the relationships between the real world and the virtual or between people, places or objects in the real world.
By Prof. Theo Hadjiyannis, B.Sc., M.Sc., F.C.I.M. F.C.M.A. Cyprus Institute of Marketing, Director - General
Location based Marketing (LBM)
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with clear timelines, the systematic monitoring and evaluation of progress, and a strong communication strategy. Building a knowledge and innovation– driven economy requires a long–term, ambitious vision based on sustained investments in research and innovation.
The Presidency of the Council of the European Union is a test of maturity, but also a test of effectiveness and efficiency in all aspects – innovative policies, state–of–the–art logistics technology and creative communications. The Cyprus EU Presidency 2012, just like the innovation ecosystem calls for the active engagement of all actors: the public sector, business, academia and research centers, local authorities, social partners, Arts and Cultural Organizations, NGOs and citizens themselves. Collaboration is the new driver of innovation and the key to success.
A platform for reform The EU Presidency serves as a platform for public sector reform and a driver for business innovation – the basic pillars for growth and economic recovery. Cyprus (and Greece) should embark on a nation–wide Innovation and Growth Drive through an extensive campaign to raise awareness amongst Industry and enterprise for the need to innovate and grow. The Innovation and Growth Drive would need to be also a Government widespread initiative and be a horizontal theme across Public Sector and Local Government.
Moreover, holding the Presidency of the Council of Europe entails the accumulation of a vast amount of knowledge and information and the development of innovative practices that should, subsequently, be dispersed across all competent authorities (broader public sector, local authorities, businesses, academia, voluntary organizations etc.). Overall, if utilized correctly, the Presidency of the Council of the EU provides a unique opportunity to enhance Nation Brand «CYPRUS», measured in terms of the country’s Value System, Quality of Life, Good for Business, Heritage and Culture and Tourism.
By Nicos G. Sykas Strategy & Communications Consultant
At a time of public budget constraints, major demographic changes and increasing competition, Cyprus competitiveness, our capacity to create new jobs to replace those lost in the crisis and, overall, our future standard of living depend on our ability to drive innovation in products, services, businesses and social processes and models. In a rapidly changing environment, we must build on our strengths and tackle our weaknesses.
Perhaps the biggest challenge is to adopt a much more strategic approach to innovation. An approach where innovation is the overarching policy objective, where we take a medium– to longer–term perspective, where all policy instruments, measures and funding are designed to contribute to innovation, where policies and initiatives are closely aligned and mutually reinforcing, and last but not least, where the highest political level sets a strategic agenda, regularly monitors progress and tackles delays. The best ideas can fail because of poor execution or weak monitoring.
A pressing need Efforts and expertise on research and innovation must be pooled and critical mass achieved – tackle fragmentation and costly duplication. Existing instruments and initiatives should be streamlined, simplified and better coordinated. We should target at delivering better public services with reduced resources. E–government strategies should aim at moving more services online, and beyond that to develop new internet–enabled services. Public procurement should be used strategically. There is a pressing need for more sophisticated training, as well as opportunities to exchange good practice. Remaining barriers for entrepreneurs to bring “ideas to market” must be removed. Our strengths in design and creativity must be better exploited.
Policy changes, public–private collaboration, innovation, and talent development should be viewed as critical success factors for competitiveness today and tomorrow. An operational roadmap for public governance reform implementation is needed, associated
EU Presidency and Government Reform
Nicos G. Sykas
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What I mean is that now, more than ever, we are trying to become more efficient and effective in our schemes and we are utilising the available resources in a more ‘targeted’ approach. So in essence is not inventing new ways, but actually, is about a more ‘wise’ implementation of our plans.
Can marketing be used as a tool in any way for helping getting out of this crisis? What role marketing can play?
Of course marketing can offer significant input to the overall situation in the sense that marketing is the tool that helps consumers to take inform decision regarding their purchases. Today, a large portion of the crisis and the stability observed in the economic activity is due to the reduction of the consuming habits by the buyers. So, my opinion is that if we use marketing in the correct way, it may have the potential to increase and improve the levels of consumption within the various sectors, as a result to see again a movement in the markets; a movement that will create a positive chain reaction.
Finally, what role marketing can play in regards to the recent discovery of natural gas in Cyprus?
As far as I know, there is no particular team responsible for marketing / promoting or handling the way that our government markets the natural wealth recently discovered. It is certain that there are specialists for all the technical aspects; the known ‘committee of the wise’. Yet, no particular committee, for what I know, has been established to undertake the responsibility for promoting and attracting foreign or domestic investors.
NO POTENTIALS FOR RECOVERY OF THE ECONOMY
Our director of academic programs Dr. Fotis Pavlou held an interview with one of our alumni (BSc Marketing & MBA) to discuss the current financial situation in Cyprus. Mr. George Georgiou, a former lecturer at the Institute and currently the marketing manager of Christodoulides Bros Ltd. discuss the economic crisis, with a particular reference to the way that marketing can have a significant input.
What is your personal opinion about the current financial crisis? Do you see a ‘light at the end of the tunnel’?
Always according to my own conception, unfortunately I cannot say that I am optimistic about the overall situation. As I see it, at least for the next three-four years there are no potentials for recovery of the economy. Also, I believe that we still have not ‘hit the bottom’ regarding financial crisis since ‘Troika’ still haven’t decided or at least announced its proposed economic measures. I expect that the situation will get worse as soon as the government starts pursuingthe imposed financial objectives.
From your point of view, what could be done in order to improve the overall situation?
There are two main areas that need to be reconsidered if we want to see immediate improvement in our financial and economic levels: a) to reconsider the way that the governmental sector is set-up and b) to find a way for the banks to start flowing money in the market as a means to initiate this ‘machine’ called economy.
New techniques of marketing As a marketer, do you think that the crisis has affected also the way that organisations carry out their marketing-related activities? How?
The reality is that all companies carry out their activities according to a given budget. And it is widely known among marketers that the very first budget that will be reduced in times of financial crisis is the ones allocated for marketing activities. The reason for that is because the effects and the outcome of any marketing endeavor is not so obvious overnight, but needs time to yield the expected benefits. And unfortunately, this indeed affects the way we carry out our activities as marketers. And due to this financial crisis, yes we see some transformations, but I wouldn’t say that we have invented new techniques of marketing.
Mr George Georgiou
CIM Alumni Page
Interview with Mr. George Georgiou, Marketing Manager at Christodoulides Bros Ltd
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CIM’s 2012 graduates celebrating their graduation
2012 graduates alongside with the members of the new CIM Council
Mr George Loukaides (Representative of Nicosia Constituency) and Mr Glafkos Mavros (Former General Director-Hellenic Bank) awarding degrees to CIM graduates
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turn into reality the vision of a better and more effective educational system that would meet future needs and challenges. Cyprus’ accession to the EU constitutes a milestone for the history of higher education in Cyprus as national policy on higher education issues was aligned with EU policies and particularly the objectives of the Lisbon Strategy as well as the Bologna Process.
Our aspiration with regard to the development and expansion of higher education in Cyprus is to provide higher education of high quality to satisfy demand for local as well as the international students, with simultaneous development of lifelong learning programs, training and research. Our strategic objective is to establish Cyprus as a regional and international centre for educational research.
The role of higher education institutions will be catalytic toward the achievement of these strategic objectives. Given the dynamics of today’s global markets, as well as the impact of the international financial crisis, the interaction between policy makers and all the players in the market has increasingly become a necessity with regards to the formulation of effective marketing policies. The aim is to strengthen our collective ability to anticipate and respond effectively to developments.
Today’s Summit which is the island’s leading event on Marketing and Management, will provide the opportunity to managers and executives to network, encourage those open discussions that will help us to gain new insights in managing the exciting and challenging times that lie ahead and of course to look at marketing from new perspectives.
I wish you all a very constructive and fruitful discussion on these exciting issues of today’s business world.
Thank you
The address was read by Dr Eleni Meli, Chief Educational Officer
Ladies and Gentlemen, Distinguished speakers, On behalf of the Minister of Education and Culture Mr George Demosthenous, who couldn’t be here today due to previous engagement, I welcome you to the Marketing Summit of the Cyprus Institute of Marketing titled ‘Everything is marketing’.
Once more, the Cyprus Institute of Marketing hosts in Cyprus top international academics from world high recognised Universities. I express my warmest congratulations to the Cyprus Institute of Marketing for this
initiative of bringing together the academics and professionals in the fields of management and marketing. Such events provide a forum for exchanging ideas and sharing best practices and new developments, as well as for entrepreneurial networking between managers and executives in these fields.
The Cyprus Institute of Marketing the island’s first Business School is one of the most qualified and professional Institutions of Higher Education in our country, since its establishment, in 1978. The Cyprus Institute of Marketing is mostly addressed to working students by promoting Lifelong learning. More than 5000 alumni have been employed in Cyprus and abroad in key management positions, most of them at the senior level giving them the opportunity to shape the future of their business.
The Institute concentrated on quality, developed collaborations with highly appreciated partnerships. i.e. University of West London and The Chartered Institute of Marketing thus giving opportunities to students to obtain a British degree in Cyprus from well recognised institutions. These collaborations are a clear proof of the Institute’s contribution to the academic life of Cyprus.
The Ministry of Education and Culture realizing the importance of Higher Education for the economic and social development of the country, has introduced an ambitious Educational reform initiative, engaging all stakeholders in order to
Address by the Minister of Education and Culture Dr. George Demosthenous at the Summit 2012 organised by CIM / BOC with the title ‘Everything is Marketing’
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The Summit attracted professional from a wide range of fields, such as:
• Business Executives • Senior Government Officials • Marketing Managers • Human Resource Managers • Sales Managers • Production Managers • Logistics Managers • Brand Managers • And any other executive who would like to be informed on the latest trends in Marketing
The main speakers of the Summit wereProf. Marc Thompson (BA (Hons), MSc, PhD - Said Business School, Oxford University) and Prof. Nigel Piercy (BA, MA, PhD, DLitt, FCIM -Professor of Marketing and Strategy and Associate Dean, Warwick Business School). The former presented a topic with the title ‘Reinventing Management’ and the latter discussed the topic ‘Is Sales the New Marketing?’
*For further information about the summit please visit CIM website / events.
The 2012 CIM Summit is a reference point in the field of Management and Marketing studies in Cyprus and in Europe. The CIM Summit is organised on an annual basis and aims to provide the opportunity to Cypriot firms to be informed about the latest developments in the areas of Marketing and Management. World-renowned academics from Europe’s leading Business Schools attend and share their knowledge every year with attendees representing the leading companies of Cyprus and Europe.
For the first time in its history, the Summit was organised in collaboration with the Bank of Cyprus and entry to the Summit was free of charge. The summit was held on Saturday 31st of March 2012 at the Bank of Cyprus Headquarters.
The main objectives of the Summit were to inform and educate Cyprus’ managers and executives. Moreover, it also provided a platform for managers and executives to network and discussed the latest developments in their respective fields. The Summit is a means for CIM to promoteresearch and to offer added value to its members and alumni.
CIM Marketing Summit 2012
Dr Charis Pouangare on behalf of the Bank of Cyprus during the CIM Summit 2012
Dr Elena Meli on behalf of the Ministry of Education and Culture during the CIM
Summit 2012
Shield of appreciation to Prof. Marc Thompson during the CIM Summit 2012
Prof. Nigel Piercy, Yangos Hadjiyannis and Prof. Mark Thompson
Marketing Summit 2012 General overview of participants
Shield of appreciation to Prof. Nigel Piercy during the CIM Summit 2012
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After a long and demanding process, Cyprus Institute of Marketing (CIM) was successfully reassessed for the period 2012-2013 by the internationally renowned professional body The Chartered Institute of Marketing and thus to be accredited as the exclusive Accredited Study Centre in Cyprus. This assessment is of particular importance as the Chartered Institute of Marketing is the largest professional body in the world regarding Marketing with 40.000 members in 132 countries. The evaluation of CIM is clear proof of the quality of programmes offered and the prestige the Institution enjoys in the European scene.
Further agreements were signed between the two institutions for research, consulting services and the provision of training programmes in Cypriot companies.
Evaluation from the Chartered Institute of Marketing (UK)
The University of Cyprus (Department of Education), in collaboration with the CIM, the Middlesex University and the Cyprus International Institute of Management is organizing a three- day International Conference: ‘7th International Conference on Higher Education Marketing’. The opening ceremony took place in the conference room of the University of Cyprus (Kallipoleos) on 28th March 2012.
The conference focused on the role of marketing in higher education, with emphasis on the challenges that modern universities face today and on the choices of students in tertiary education level. For more information, please refer to the conference website www.cyprusconferences.org/am2012.
International Conference on Higher Education Marketing
The CIM announces that, after a long period of consultation, has signed a collaboration agreement with the internationally renowned University of Groningen Holland (HANZE UNIVERSITY GRONINGEN).
The University of Groningen is the largest University of North Holland. It offers a variety of graduate and postgraduate degrees in Flemish, English and German. The University has more than 25,000 students and 2,700 employees.
The University of Groningen was founded in 1986 after the merging of local institutions, some of which were founded in 1798. Today it is one of the most prestigious universities worldwide with partners in more than 50 countries.
Representation of CIM will be in Holland the forthcoming months to discuss with the University of Groningen ways of enhancing their cooperation.
International cooperation with the University of Groningen
The Cyprus Institute of Marketing (CIM) is pleased to announce that, after a period of consultation, has signed a collaboration agreement with the internationally renowned University of Bamberg, Germany (Otto-Friedrich-University in Bamberg).The agreement includes the exchange of professors /students, conducting research and co-organization of symposiums.
The University of Groningen is one of the oldest universities in Germany founded in 1647 under the name Academia Bambergensis. From 1979 is called Otto-Friedrich-University in Bamberg. It offers variety of graduate and post-graduate degrees in Flemish, English and German. The University has more than10,000 students.Today is one of the most prestigious universities worldwide with partners in over 50 countries
. Representation of CIM will be in Germany in the coming months to discuss with the University of Bamberg ways of enhancing their cooperation.
International cooperation with the University of Bamberg
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Mr. Yangos Hatzigiannis, Deputy Director of The Cyprus Institute of Marketing, was invited by the Russian University for a series of lectures on the topic “Marketing and Advertising in times of crisis”. The lectures were given at two universities in Moscow. The lectures had a great success, since more than 200 students and lectures attended. It is worth noting that Mr. Hatzigiannis has been established as an Honorary Professor
of the Peoples' Friendship University Moscow, one of the largest universities in Russia.
The lectures are part of the collaboration initiated between The Cyprus Institute of Marketing and Russian universities aiming to upgrade the quality of the programmes offered and to further enhance the relations between the institutions of Cyprus and Russia.
During his stay in Russia, Mr. Hatzigiannis had the opportunity to meet with officials of the Russian Education and with representatives of the Russian government who attended the lectures. Also Mr. Hatzigiannis met with Cypriot businessmen operating in the Russian capital as well as with students interested in studying in Cyprus. This visit confirms once again the international and innovative nature of CIM.
Meetings of CIM in Russia
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The CIM was chosen by the Network for the Development of Business Education Programmes (BUSINET) as the sole representative of Cyprus.
BUSINET was founded in 1987 with the ultimate aim to promote joint projects and collaborations among Business Schools in a globalized environment. The CIM has been selected as the 93rd member and Cyprus becomes the 25th
CIM Member of the BUSINET country which is represented in the network. Being a member of BUSINET is a great honor for CIM.
The choice of CIM indisputably proves once again the status of CIM as an international Business School. The formal inclusion of CIM will be held during the annual conference of BUSINET in Bratislava in the forthcoming autumn.
Mr. Hatzigiannis with a team of students and lecturers
Mr. Yangos Hatzigiannis, Deputy Director of the Cyprus Institute of Marketing led the team that represented the CIM in the International Education exhibition held in Vilnius, Lithuania at 19th of March. In the exhibition, more than 100 exhibitors from Europe and America participated. The CIM was once again representative of Cyprus in the International Education Exhibition and this is a proof of the work done by the CIM regarding the efforts to place Cyprus as an International Training Centre. During their visit to Athens CIM's representatives had the opportunity to meet with entrepreneurs, agents of Lithuanian Universities and with other bodies from the wider educational sector.
The outcome of the visit is considered to be highly successful and the CIM seeks to further promote its programmes in the region. This visit confirms once again the international and innovative character of the CIM as well as its immense contribution to the academic life of Cyprus.
The CIM in exhibition in Lithuania
Mr. Hatzigiannis during the education fair
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The CIM was selected by the Network of International Business Schools (NIBS) as its representative in Cyprus. NIBS was founded in 1993 and is headquartered in Belgium with a mission to promote Business Schools’ activities in a globalized environment. It has over 100 members from 40 countries.
It is a great honor for CIM to be accepted as a
The CIM a Member of the NIBS
member of the family of NIBS.
The choice of CIM proves once again the status of CIM as an international Business School. The formal inclusion of CIM in NIBS was achieved during the work of NIBS’ annual conference which was held earlier this year in London (May 21st - 23rd). The CIM was represented by its Deputy Director Mr. Yangos Hatzigiannis. The next conference held in Puerto Rico in May 2012.
The CIM congratulates Dr. Panicos O. Demetriades for his appointment as the Governor of the Central Bank of Cyprus. Dr. Panicos O. Demetriades was a professor for 3 years in the MBA programme, and this is a great honor for our Institute. Therefore the Council of the Institute has decided to honor Dr. Panicos O. Demetriades during a special dinner that will be held at a later stage.
The appointment of a CIM’s professor in such an important position is a proof of the recognition that CIM enjoys by the Cypriot society and the wider business environment. The CIM wishes to Dr. Panicos O. Demetriades every success in his new duties.
CIM congratulates its former lecturer Dr. Panicos O. Demetriades
The CIM congratulates Mr. Panicos Demetriades for his appointment as the Governor of the Central Bank of Cyprus. Mr. Dimitriadis was a professor for 3 years in the MBA programme, and this is a great honor for our Institute. Therefore the Council of the Institute has decided to honor Mr. Dimitriadis during a special dinner that will be held at a later stage.
The appointment of a CIM’s professor in such an important position is a proof of the recognition that CIM enjoys by the Cypriot society and the wider business environment. The CIM wishes to Mr. Dimitriadis every success in his new duties.
Cooperation between the CIM and Eureka
The Cyprus Institute of Marketing leaded the way once again and offered the opportunity to interested parties to learn about the programmes that will be offered in Nicosia and Limassol for the academic year 2012-2013. Apart from its own programmes, the CIM will offer British undergraduate and postgraduate degrees in collaboration with the internationally renowned University of West London and London South Bank University.
Open Days 2012 organized by the CIM
The Open Days took place on Tuesday, June 19th, 2012 at the CIM premises in Nicosia, St. Andrew and on Wednesday, June 20th at Elias Beach Hotel in Limassol. Dozens of students from all over Cyprus attended and had the opportunity to learn in detail about the comparative advantages of the CIM.
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UPCOMING EVENTS:
Educational Background & Previous Work Experience:
Christia obtained her BSc in Business Administration with a focus on Marketing in the USA and she concluded her MSc in Public Relations at the University
of Stirling. She’s been an active PR practitioner since 2000 and she was involved in major PR projects in Cyprus. She specializes in Crisis Management and Internal Communications.
Out-of-work Activities / Interests: Christia is an active person who is involved in many out-of-work activities. She is a member/ actress in various theater groups. She plays the saxophone and she’s taking musical theater classes.
Name: Emmanuela Virvili
Educational Background & Previous Work Experience:
Emma has completedsecretarial studies in South Africa. Throughout her career she has worked in various administrative positions at several organisations
and in different countries. Some of the most important highlights of her career were her employment in the South African Banking sector for four years and the experience she gained in Greece – Athens working initially for a shipping company in operations department and then for a Danish multi-national company for fifteen years in a variety of posts.
Emma, throughout her extensive and diverse work background has acquired great practical knowledge mostly related to administration, organization and interpersonal communication.
Out-of-work Activities / Interests: Reading, attending sporting & music events, cycling.
• University of West London Graduation Ceremony to be held at 28 November 2012 at Wembley Stadium
• CIM Marketing Summit: 20th April 2013