Supporting EMC core strategy
EMCQ declaration of principles. Date: Saturday 4 June 2005 in Copenhagen
EMC has developed The European Marketing Qualification AND Certification Framework – EMCQ upon the following rationale:
1. EMC represents the marketing, (marketing, sales and communications, depending on the local member’s range of activities) professionals in Europe.
EMC is the European professional organisation representing marketing and sales management professionals throughout Europe. Its mandate comes from its members which are national marketing organisations mainly based in Europe.
The members of these national organisations are all together:
a. companies deeply involved in the development of the marketing, the sales and the communications management function
b. marketing professionals working in these companies, or established as consultants or trainers.
2. EMC contributes to a consistent development of the marketing occupational field in Europe.
EMC has built up a European Qualification Framework for marketing, in order:
a. to facilitate the identification of qualified professionals from one country to another throughout Europe.
b. to identify occupational profiles and competences expected by companies in the field of marketing and to be a European reference in that domain
c. to help to improve the quality and efficiency of Lifelong Learning (LL) provision in Europe
3. EMC provides the marketing world with an umbrella qualification framework, based on transparency and mutual trust.
EMC Qualifications framework works on a subsidiarity principle, taking into account local organisations with a local qualification systems existing in European countries. EMC EMCQ provides the national marketing bodies sectoral qualification frameworks - or systems - with a meta-framework (an association of certifiers under the same set of rules, acting in a zone of mutual trust) and not a new qualification system, which would bring competition and reduce visibility to the existing systems.
EMC doesn’t consider EMCQ as a framework devoted to the development of an academic system. Being professionals, we do not consider ourselves competent in terms of evaluating and accrediting training provisions. EMC’s aim is to develop quality standards based on the identification of learning outcomes (1).
4. EMC permanently adapts itself to EU regulations, recommendations and tools in terms of Life Long Learning.
EMC recognises the main principles of a European Qualification Framework, as proposed by the European Commission. EMC is committed to adapt its qualifications framework to the planned developments of the future European Recommendation relating to the European Qualifications Framework. In this respect; the “European Marketing Qualification Framework for Marketing, Sales and communications Management (EMCQ)” meets the statements included in the Recommendation project: “TOWARDS A EUROPEAN QUALIFICATIONS FRAMEWORK FOR LIFELONG LEARNING”. EMC also considers further developments linked with the implementation of the European directive “on the recognition of professional qualifications” issued by the DG Internal Market.
5. EMC formally accredits qualification actors in Europe, with a strong emphasis on quality.
Quality regulations make it necessary to consider only existing qualification systems developed by - or under the control of – EMC members. It makes it also necessary to formally accredit National Marketing and/or Sales and/or communications management sectoral qualification frameworks or systems developed by – or under the control of these EMC members.
EMCQ is based on four basic principles:
1. A mapping of the marketing profession, including job families (“wide functions”), jobs, activities and competences, and reference levels for provisional qualifications.
This mapping has been established through the European Leonardo da Vinci Pilot Project CERCOM for 27 different jobs at executive level and is a common reference for our Qualification Framework. Although mandatory, it remains flexible enough to allow everyone to describe their own qualification with respect to its descriptors. The mapping is liable to change according to deepening of the analysis, or environmental changes concerning the marketing profession.
2. A description of the local qualification framework, system or process.
The formatted descriptors provide transparency about:
- The exact role and responsibility of the local body within the “qualification chain”
- The sources of evidence provided by the local body regarding quality standards
3. An independent quality control organisation at national level.
The Quality process is consistent with the requirements of the future European Commission Recommendation. It is based on an internal and external quality control. External quality control is enforced at national level by an independent National Quality Control Organisation complying with the Chapter 6.1 of the future Recommendation
4. An Accreditation Expert Group independent from EMC Board and regulating the system, in the name of EMC.
This expert group includes experts, clearly independent from all other stakeholders of the process. A summary of their conclusions regarding any National Qualification Framework, system or process submitted to the EMCQ accreditation will be published.
(1) Learning outcomes based assessment is opposed to input assessment; input assessment is based on the quality of resources (programs, staffing, libraries, workload …); outcomes based assessment is based on the relevance of the profile towards companies’ expectations (in terms of potential occupational profiles, described in terms of knowledge, skills and competences possessed by individual qualified learner). It also differs from output based assessment which is based on final exams assessing that academic program has been learned and understood.
The EQF promoted by the DG Education, and more precisely the eight level descriptors clearly put forward learning outcomes based assessment, which appear to be the only possible way to take non formal & informal learning into account.
As far as sectoral qualifications are concerned, the role of professional bodies (EMC for Marketing and Sales Management) is crucial for the development, the implementation of a credible and legitimate qualification framework