September 2016

In a survey of 31 leading companies, including Coca Cola, AmEx, GM, IBM, Hallmark, PwC and Vodafone, CCOs said that university graduates with degrees in Communication or Marketing, and younger to mid-level staff, frequently lacked an understanding of the broader financial, accounting and operational issues associated with running a business.

A focus on strategic thinking, brand and reputation management, business acumen and leadership skills, as well as knowledge of the latest social media marketing and digital practices were seen as must-haves.

Sandra Macleod, Group CEO of Echo Research, the London-based firm that conducted the survey, and co-founder of The Academy for Communication Excellence, said firms were seeking the convenience and perspective of external training courses, but with a content, relevance and focus only available with a customized approach to professional development.