A bid to push marketing to the front of boardroom agendas will be launched tomorrow night.

The Bermuda Association of Marketing will bring together professionals and teachers for a "hands-on look'' at the business in a bid to promote the use of marketing as a business tool.

It is the first time the newly-formed group have organised a conference aimed at attracting marketing experts to their banner.

BAM chairman Karla de Sousa said: "BAM is concerned that when students look at their options and, say, choose a business studies course, marketing, in all its roles, is given a poor showing.

"Quite simply, that is wrong. Increasingly, boardrooms across the world are making way for marketing professionals who are able to guide their companies through various changes and upheavals providing tailored solutions to specific problems.'' The event will feature US marketing firm president Jim Durham, also a member of the Society for Marketing Professional Services in North America.

Mr. Durham -- who regularly hosts seminars devoted to the marketing industry -- will kick off a discussion on how to persuade top management of the value of marketing professionals to organisations.

BAM was founded by a group of six women working in the marketing field keen to convince companies that marketing linked to business strategies is the best way for firms to thrive in the coming century.

Ms de Sousa said she wanted BAM to expande "into a resource owned by those currently following marketing careers and who share the same view that Bermuda's school leavers deserve a more informed choice.'' She added: "In developing BAM in this way we hope that students and companies alike will benefit from a better understanding of the role of marketing and how it needs to be taken seriously as a business tool.'' Ms de Sousa said that it was hoped to attract new members from sales, public relations and corporate communications, as well as printing and publishing.

She added: "The wider the cross-section, the better we will be able to manage specific issues.'' The event will be held in the Adams Lounge of the Hamilton Princess, starting at 5.15 p.m.

Entrance to the seminar is $20, payable on arrival.