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ISP RETHINKS TRAINING AS GRADUATES DESERT FOR NEW MEDIA

News, 01 December 1999

THE MOST COMPREHENSIVE assessment yet of its education and training programme is in train at the Institute of Sales Promotion. Although successful in attracting high calibre graduates to the industry, retain-ing them in the face of temptation from trendy new media outfits is proving a challenge. According to ISP director of education Scott Knox: 'People aren’t leaving because of money but because there is a lack of edu-cation and support. We are getting the cream of graduates into sales promotion, but the downside is that you need to keep them hungry and motivated in order to keep them in the industry.' In an attempt to reverse the trend, the ISP has mailed-out two sets of questionnaires: one to senior managers, the other to graduates. In both cases the aim is to determine the professional development needed. New media, DTV and direct mar-keting training modules are also under consideration.