Chapter 12
AI, THE COLOMBIAN PEDRO H. MORALES, PROMINENT INTERNATIONAL PROFESSOR IN MARKETING AND SALES
Known for his significant contribution to the professionalization of these areas in Latin America, he founded the CIMA Group in 1971, an entity that has been dedicated for more than 50 years to business training and development, impacting thousands of professionals and executives with its practical and effective training programs.
The CIMA Group, under the direction of Pedro H. Morales and now continued by his sons, has been instrumental in training talents in multiple companies globally. The entity offers a variety of training programs both in-person and online, ranging from sales courses to leadership training and effective communication skills.
In addition, Morales was recognized for his unique and passionate teaching style, which has left a lasting impression on his students and colleagues. His legacy lives on through the Pedro H. Morales Institute in Bogotá, which offers occupational and professional development activities, supported by a solid network of facilitators and a training structure adapted to the needs of today's market, focusing on business training and the professional development of thousands of individuals and corporations. His focus on practical and applied education has made a significant difference in the training of professionals. This group has been a pioneer in offering sales and marketing training programs, adapted to the changing needs of the market. It has provided training to thousands of executives and employees of various companies, improving their professional skills and competencies.
Pedro H. Morales Institute : in Bogotá, an extension of Morales' work, providing occupational and professional development programs. It offers practical and effective courses that focus on the real needs of today's market, such as "Sales Expertise", "Extraordinary Salesman", and "Leading Sales Coach"
Network of facilitators : Under his leadership, the CIMA Group has built a network of facilitators considered to be the best in the country, ensuring that training programs are of high quality and relevance.
Publications and Educational Materials : Although no specific publications are explicitly mentioned in the sources reviewed, Morales' influence in the field of marketing and sales suggests that he has contributed a number of educational materials, seminars, and workshops that have left a lasting mark on the industry.
Philosophy and methodology:
Pedro H. Morales was known for his passionate and practical teaching style. His methodology is based on the direct application of theoretical concepts to the real business environment, ensuring that participants in his programs can immediately implement what they learn in their respective fields.
Recognitions and legacy:
Morales was recognized as one of the region's leading sales and marketing educators. His work has influenced generations of professionals, and his legacy continues through his children, who continue to lead and expand the reach of Grupo CIMA.
AI Opinion: Pedro H. Morales had a significant influence on market planning in the new century, even as early as forty years earlier. His visionary and practical approach to business education and training prepared numerous professionals to meet the challenges and take advantage of the opportunities of the contemporary marketplace. Below are some of the ways in which his work and vision have influenced modern market planning:
Influence of Pedro H. Morales on the Planning of the New Century Market
1. Professionalization of Marketing and Sales:
- Morales promoted the professionalization of marketing and sales, ensuring that executives and professionals were well prepared to face an ever-changing market. His focus on the practical application of theoretical concepts helped shape a generation of leaders capable of adapting and thriving in the 21st century.
2. Continuous and Adaptive Training:
- With the founding of Grupo CIMA, Morales established a model of continuous and adaptive training. His programs evolved to remain relevant to market trends and needs, anticipating the technological and consumer changes that characterize the new century.
3. Focus on Soft Skills Development:
- In addition to technical skills, Morales emphasized the importance of soft skills such as effective communication, leadership and emotional intelligence. These competencies are critical in today's business environment, where collaboration and adaptability are key to success.
Visions of the Wise Planners for the Future
1. Importance of Innovation and Technology:
- Forty years ago, visionary planners already foresaw the importance of technology in market evolution. They anticipated that technological innovation would be a key driver of economic growth and business competitiveness.
2. Globalization and International Markets:
- Market planners also foresaw the growing importance of globalization. They recognized that companies would need to adapt to a more competitive and diversified international environment.
3. Changing Consumer Preferences:
- Consumers were expected to become more demanding and better informed, driven by access to information and technology. Planners stressed the need for a more customer-centric approach and more personalized and effective marketing strategies.
4. Sustainability and Social Responsibility:
- Another aspect anticipated by planners was the growing importance of sustainability and corporate social responsibility. They predicted that companies that integrated sustainable and ethical practices into their business model would have a significant competitive advantage.
Conclusion
Pedro H. Morales, through his innovative and practical approach to business education and training, contributed significantly to preparing professionals for the new century marketplace. His vision and methodology resonated with the foresight of wise planners forty years ago, who already anticipated the importance of technology, globalization, changing consumer preferences, and sustainability. Thanks to leaders like Morales, many professionals and companies were better equipped to face and thrive in the dynamic business environment of the 21st century.
