The Chartered Institute of Marketing Ghana (CIMG) has urged businesses to prioritise investment in marketing professionals and continuous skills development as artificial intelligence and emerging technologies reshape the industry.
National President Michael Abbiw made the call at the Institute’s 3rd Graduation, 45th Induction and Conferment Ceremony on 31 October 2026. He said marketing had evolved beyond product promotion and sales to become a strategic business function that helps organisations understand consumers, create value and drive sustainable growth.
“At its best, marketing helps organisations understand people, create genuine value, build trust and grow sustainably,” Abbiw said. He noted that the growing influence of artificial intelligence and other technologies was changing the skills required in the profession, making continuous learning and professional development increasingly important.
Abbiw said Ghana needed marketing practitioners who could think critically, adapt to emerging trends and deliver measurable business results while maintaining ethical standards and professional integrity. He urged employers and business leaders to work more closely with the Institute by sharing vacancies in marketing, brand management, communications, customer experience, sales and business development, and to invest in the professional development and CIMG membership of their employees.
As part of efforts to strengthen the professional marketing community, CIMG launched a new membership portal alongside its redesigned corporate website. The platform is expected to improve access to the Institute’s services, allowing members to update their profiles, verify their membership status, access certificates and other documents, and receive information on professional development opportunities. It also includes a job portal designed to connect marketing professionals with employment opportunities across the industry and related fields.
Abbiw challenged newly inducted members and graduates to apply their professional knowledge to solving business problems, improving customer experiences and supporting organisational growth, stressing that professional qualifications must translate into practical business value.
Strong practitioners build stronger organisations, he added, and the ceremony brought together graduates, newly inducted members and professionals recognised for their contributions to Ghana’s marketing industry.
