Aimed at marketing directors and managers in the financial services sector, the IDM says that it will use the findings to deliver bespoke training solutions.
Last year, the institute found barriers to marketing effectiveness in the financial sector.
Skills gaps, managing change and implementing service excellence were perceived to be among the greatest challeges. The latest study will explore these barriers.
The IDM will also look at questions such as what skills and knowledge do marketers need in order to be more effective and what are financial marketers' most pressing personal development needs.
It will also try to identify what professional support and practice needs are not being met and what are key strengths and weaknesses of marketing personnel operating in today's marketplace.
Neil Morris, deputy managing director at the IDM, said: "Whatever the sector, keeping one's own skills and knowledge up to date is a mammoth task, but neglecting to do so often creates a significant hurdle to marketing effectiveness."
He added: "We feel we were able to cover some fallow ground thanks to last year's research, and this survey will enable us to measure how effective we have been, as well as identifying the new issues with which the sector requires assistance."
The deadline for completion of the survey is October 15 2004. Full details of the survey can be found .
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