professional marketing

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PROFESSIONAL MARKETING QUALIFICATIONS

4 | Enquiries and advice +44 (0)1628 427120 | E-mail: [email protected]

As the world's largest organisation for

professional marketers we have a globalreputation as a centre of excellence and our

qualications are recognised worldwide.

At CIM, we are able to offer a pathway for

your professional marketing development.

The Certicate in Professional Marketing

and the Diploma in Professional Marketing

are designed specically to help you

progress as a marketing professional.

If you have no previous experience or

qualications and want to understandmore about marketing, we offer the

Foundation Certicate in Marketing. If, on

the other hand, you are more advanced in

your marketing career and have extensive

senior marketing management experience,

our Chartered Postgraduate Diploma in

Marketing may be more suitable.

CREATING A PATHWAY FOR YOUR PROFESSIONAL CAREER

FoundationCerticate in

Marketing

Certicate inProfessionalMarketing

Diploma inProfessionalMarketing

What is marketing? Learn the basic frameworks and develop yourknowledge and skills.

For people of all ages and stages of their career. Ideal for managersin non-marketing functions, entrepreneurs, apprentices and those startingout in a marketing career.

Understand the wider role of marketing and insights into consumer behaviour.Gain the expertise to implement tactical marketing activity.

Aimed at the aspiring marketer who wishes to gain knowledge and skillsto succeed and progress within a career in marketing. Ideal for those workingin marketing support roles (eg marketing assistants) or whose current jobencompasses elements of marketing.

Get equipped with the knowledge, skills and understanding to take astrategic approach to marketing. Understand marketing metrics needed

to make informed decisions.

Aimed at marketers in an operational, supervisory or management role whowant to develop their marketing knowledge and skills. Suitable for departmentmanagers, functional managers, product/brand managers, account managers,marketing executives and business development managers.

Demonstrate specialist professional knowledge across many areas with thischallenging high-level two stage marketing qualication. A route to CharteredMarketer status.

For marketers who are working at a strategic level or aspiring to do so and wishto gain a professional Masters level qualification.

CharteredPostgraduate

Diploma inMarketing


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Find a study centre at www.cim.co.uk/studycentres | 5

Did you know that by signing up for one of our

qualications you will be joining the worlds largestmarketing community?

Here are some of the benets that we provide tosupport you throughout your marketing studiesand beyond.

LEARNING ZONEA dedicated hub of resources to support you duringyour studies, from senior examiner reports to hintsand tips to help you succeed with your assessment.

www.cim.co.uk

PRACTICAL INSIGHTS WEBINARSInteractive webinars delivered by marketing experts our Course Directors. They provide you withpractical marketing knowledge you can immediatelyapply within your day-to-day marketing role.www.cim.co.uk/practicalinsights

CUTTING EDGEWant to keep up with the latest marketing news but

dont have the time? As a member you will receive aweekly e-mail digesting the news and alerting you toexamples to help you with your assessments.www.cim.co.uk/cuttingedge

THE MARKETER MAGAZINEAll the latest industry trends, analyses and practicalmarketing guides in our publication and via e-mail.www.themarketer.co.uk

MARKETING EXPERT

An exclusive online marketing toolkit with practicalmarketing guides and templates.www.cimmarketingexpert.co.uk

CIM INFORMATION AND LIBRARY SERVICESDedicated researchers can assist and help you withaccessing market research reports series includingMintel and Key Note. Online resources give directaccess to journals, books, newspapers and reportsvia Emerald, Ebsco and MyiLibrary.www.cim.co.uk/resources

CHARTERED CPD PROGRAMMEOur Chartered CPD Programme provides aframework to take control of your own developmentas a professional marketer and is the only route toChartered Marketer status.www.cim.co.uk/charteredCPD

CIM MEMBERSHIP: SUPPORTING YOU THROUGHOUTYOUR MARKETING STUDIES AND BEYOND

Join now: www.cim.co.uk/join

For further information call: +44 (0)1628 427120


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QUALIFICATION OVERVIEWThe aim of the CIM Level 3 Foundation Certicate inMarketing is to equip you with the skills, knowledgeand understanding to perform professionally in asupport-level marketing role. We bring learning tolife through meaningful assessments which reectthe demands of the modern industry. As a result, youwill develop a good understanding of the wider roleof marketing and see how your practical skills can beapplied to future career progression.

DESIGNED WITH COMPLETEFLEXIBILITY IN MINDThis qualication consists of two mandatorymodules. However, you can choose to complete justone module and gain an award. Should you chooseto continue to study and successfully complete thesecond module, you will achieve the full qualication.

WHO IS IT FOR?The Foundation Certicate in Marketing is aimed atthose either in a job that already involves marketingor those who wish to nd out about marketing withthe intention of starting out on a marketing career.

ENTRY REQUIREMENTSIt is not necessary to have any previous experienceor knowledge of marketing and you can chooseto study in a way that suits your requirements andavailability. We do, however, ask that if English is notyour rst language, you provide us with evidencethat you have achieved within the past two years either an IELTS Academic Module with an overallscore of 6.5 (each component pass being at 6.0 orabove) or the Cambridge Certicate of Advanced

English at grade B or above. We are prepared toconsider other equivalent alternatives.

ASSESSMENTSWe use a combination of methods to assessthe Foundation Certicate in Marketing. For theMarketing Principles module, there will be anexternal assessment consisting of a 90 minuteonline test, in which you answer 50 multiple-choicequestions. In the Customer Communicationsmodule, the external assessment is a sevenpage assignment scenario based on a given andorganisation of your choice.

Assessment methods used within the qualicationare employer-driven, practitioner-based, relevantand appropriate for business needs. In addition,assessments for all qualications comply withregulatory requirements, are t for purpose, fair,valid, reliable and manageable to ensure condencein the standard of learner achievement.

HOW LONG WILL IT TAKE TO STUDY?Notional learning time is the amount of timeexpected to take, on average, to complete thelearning outcomes of a module to the standarddened by the assessment criteria. This includes:

Guided learning hours.

Practical and work-based learning.

Assessment preparation time.

Assessment time.

Each module will take 80-90 hours of notionallearning time.

There are three assessment sessions per year withinthe new CIM qualication.

FOUNDATION CERTIFICATE IN MARKETING

To gain the Foundation Certicate in Marketing, a pass in bothmandatory modules is required. However, each module can be takenas a standalone to gain a module award.


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AIMS OF THE MODULEThis module provides an understanding of the keyconcepts and terminology used in marketing. It alsogives you a knowledge and understanding of therole and function of marketing within organisationsand explores the factors that inuence consumerbehaviour.You will identify key components of the marketingenvironment and develop an appreciation of howto collect and use relevant information. The moduleoutlines the concepts and elements which makeup the marketing mix and shows you how they areapplied in context.

MODULE STRUCTUREThree units with two learning outcomes each. Eachlearning outcome will be covered by the relatedassessment criteria (weighting indicated in brackets).

By the end of this module you should be able to:

Unit 1: Discovering marketing Describe the role and function of marketing within

organisations (15%). Explain the factors that inuence consumer

behaviour (15%).

Unit 2: The marketing environment Identify the key components of the marketing

environment (20%). Know how to collect relevant information about

the marketing environment (15%).

Unit 3: The marketing mix

Describe the concept and elements of themarketing mix (20%).

Know how the marketing mix is applied indifferent contextual settings (15%).

ASSESSMENT: EXAMINATIONThe examination will comprise 50 multiple-choicequestions to be completed in a 90 minute controlledassessment.

MANDATORY (MARKETING PRINCIPLES)

As a marketer, it is important to understand a number of key concepts and be able

to apply them to your business environment. This module will give you a grounding

in a number of core principles.

MarketingPrinciples

Mandatory

moduleAssessmentby exam


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MANDATORY (CUSTOMER COMMUNICATIONS)

AIMS OF THE MODULEThis module provides an understanding of howmarketing communications can be used in practiceto engage with customers. It enables appreciationof the customer and considers the importanceof the nature of relationships and how they aremanaged and monitored. You will gain knowledgeand understanding of the purpose and process ofmarketing communications and the range of toolsavailable. You will also explore how to develop asuccessful marketing communications campaign andlearn how the campaign can be put into practice.

MODULE STRUCTUREThree units with two learning outcomes each.Each learning outcome will be covered by therelated assessment criteria (weighting indicated inbrackets).

By the end of this module you should:

Unit 1: Who are customers? Have an understanding of different types of

customer (15%). Understand the nature and importance of

customer relationships (15%).

Unit 2: Communicating with customers Know the purpose and process of marketing

communications (10%). Understand the range of different marketing

communications tools available (30%).

Unit 3: Creating a marketing communications

campaign Be able to create an outline marketing

communications campaign (20%). Be able to implement the marketing

communications campaign (10%).

ASSESSMENT: ASSIGNMENTYou will be asked to submit a seven page assignmentbased on a given scenario and an organisation ofchoice. This assignment is broken down into threetasks.

Through this module, you will build your understanding of the importance of

customer relationships and discover the way in which marketing communications canbe used as a tool of engagement.

CustomerCommunications

Mandatory

moduleAssessment byassignment


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=

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BITE-SIZE AWARDSEach module can be achieved as a distinct, self-contained award which can be built up to attainthe full foundation certicate.

FULL QUALIFICATIONTo achieve the qualication, a pass in BOTHmandatory modules is required.

TWO MANDATORY MODULES

+



Assessment byassignment



WHATS MY NEXT MOVE?Take a look at the Certicate in Professional Marketing develop adeeper understanding of marketing principles and practice.

MarketingPrinciples

Assessmentby exam

MarketingPrinciples

Assessmentby exam

A QUALIFICATION AND MODULAR AWARDSTO SUIT YOUR LIFESTYLE

Our qualication and award pathways have been structured to reect the need for a exible and bite-sizeapproach for todays marketer.

AWARDIN CUSTOMER

COMMUNICATIONS

=FOUNDATION

CERTIFICATE INMARKETING

AWARD IN MARKETINGPRINCIPLES


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QUALIFICATION OVERVIEWThe aim of the CIM Level 4 Certicate in ProfessionalMarketing is to provide the practising marketer withrelevant, contemporary marketing content to equipthem for the current global landscape. Learningis brought to life through meaningful and activeassessment methods which embrace the modernmarketing industry.

Successful completion of the Certicate inProfessional Marketing will establish the knowledge,skills and understanding to be able to perform at anoperational level and to perform an essential andsuccessful professional marketing role within theworkplace.

Those who successfully achieve thisqualication are able to understand the wider roleof marketing and how their practical skills canbe applied to their career progression within themarketing profession.

DESIGNED WITH COMPLETEFLEXIBILITY IN MINDThis qualication consists of three modules, two

mandatory and one elective. However, you canchoose to complete just one module and gain anaward. You can choose to continue to study andadd to your module awards. When you completetwo mandatory modules and one elective module,you will achieve the full qualication.

A choice of elective modules is available and will becontinually reviewed. Further elective modules willbe made available in line with industry demands.

WHO IS IT FOR?The Certicate in Professional Marketing is aimedat the aspiring professional marketer who wishes togain knowledge and skills to succeed and progresswithin a career in marketing.

Ideal for those working in marketing support roles(eg marketing assistants) or whose current jobencompasses elements of marketing.

ENTRY REQUIREMENTSOne or more of the following is required to gainentry onto this qualication:

CIM Level 3 Certicate in Marketing qualication.

Any relevant Level 3 qualication.

Any UK degree or international equivalent.

International Baccalaureate (equivalent to NQFLevel 3 and above).

Professional practice (suggested one year in amarketing role) plus diagnostic assessment ontoLevel 4.

ASSESSMENTSA variety of assessment methodology is used forthe Certicate in Professional Marketing dependingon the module chosen. Assessment methodsused within the qualication are employer-driven,practitioner-based, relevant and appropriate forbusiness needs.

In addition, assessments for all qualicationscomply with regulatory requirements, are t forpurpose, fair, valid, reliable and manageable toensure condence in the standard of learner

achievement.

HOW LONG WILL IT TAKE TO STUDY?Notional learning time is the amount of timeexpected to take, on average, to complete thelearning outcomes of a module to the standarddened by the assessment criteria. This includes:




Assessment time.Each module will take 130-150 hours notionallearning time.

There are three assessment sessions per year.

CERTIFICATE IN PROFESSIONAL MARKETING

To gain the Certicate in Professional Marketing, a pass in bothmandatory modules plus one elective module is required. However,each module can be taken as a standalone to gain a module award.


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Integrated

Communications

MandatorymoduleAssessment byassignment

MANDATORY(MARKETING)

Marketing is a key driver ofsuccess in todays dynamicorganisations. This modulewill give you an insight intomarketing concepts and toolsand how these are applied todeliver results.

AIMS OF THE MODULEThis module is about recognising the importance ofmarketings role in driving success and delivering

results. It provides the knowledge and understandingof the function of marketing within the organisationand demonstrates how an appreciation of customerbehaviour can enable effective targeting. It outlinesan understanding of how external environmentalinuences affect planning and how informationenables decision making; and the elements of themarketing mix and how these are applied to addressmarket and customer needs.

MODULE STRUCTURE

Three units with two learning outcomes each. Eachlearning outcome will be covered by the relatedassessment criteria (weighting indicated in brackets).


Unit 1: The marketing concept

Understand the role and function of marketing (10%).

Understand what inuences customer behaviour (15%).

Unit 2: Analysis and insight

Identify factors and trends in the marketing

environment and how they affect marketingplanning (15%).

Identify options for gathering relevant marketinginformation (15%).

Unit 3: Marketing mix

Know the elements of the marketing mix (30%).

Apply and adapt the marketing mix to satisfycustomer needs (15%).

ASSESSMENT: A MULTIPLE-CHOICE EXAM(A TWO HOUR OBJECTIVE TEST)50 multiple-choice questions to be completed in atwo hour controlled assessment.

MANDATORY (INTEGRATEDCOMMUNICATIONS)

Marketers need tocommunicate effectivelywith internal stakeholdersand customers. This modulewill provide you with theskills to assist in developingcommunications to buildsustainable relationships.

AIMS OF THE MODULEThis module aims to enable understanding of

the importance of effective internal and externalcommunications in building sustainable relationshipsand delivering customer value. It provides theopportunity to recognise the importance ofcommunications planning in delivering marketingsolutions. It explains how the concept of productand brand management can enable organisations todeliver customer value. It outlines the componentsof the marketing communications mix andenables understanding of integrated marketingcommunications (IMC) planning.



Unit 1: Internal marketing

Know how to build cross-functional relationships (15%).

Understand how to harness resources to delivereffective marketing solutions (10%).

Unit 2: Value proposition

Create effective communications to deliver valueto customers (15%).

Understand product and brand management (20%).

Unit 3: Marketing communications

Understand the components of the marketingcommunications mix (20%).

Develop integrated marketing communications (20%).

ASSESSMENT: ASSIGNMENTA 12 page assignment, of three tasks, based on agiven scenario and an organisation of choice.

Marketing

Mandatorymodule

Assessmentby exam


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Digital

Marketing

ElectivemoduleAssessment byportfolio

ELECTIVE (CUSTOMEREXPERIENCE)

Marketers increasingly needto develop deeper knowledgeof customers in differentcontexts. This module willenable you to understand andenhance customer experience.

AIMS OF THE MODULEThis module recognises how deeper knowledge ofcustomer requirements within different contextsallows organisations to enhance customer experience.

It provides the skills and understanding to assesscustomer expectations in context and to developand deliver activities that meet those expectations.It introduces customer experience frameworks andhighlights how to establish effective monitoring andmeasurement techniques that ultimately enableorganisations to improve customer experience.

MODULE STRUCTUREThree units with two learning outcomes each. Eachlearning outcome will be covered by the related

assessment criteria (weighting indicated in brackets).


Unit 1: Customer context

Understand the range of different contexts acrosswhich marketers operate (15%).

Understand the importance of customerexpectations (15%).

Unit 2: Customer experience

Understand the different dimensions of customer

experience (20%). Deliver activities that enhance customer

experience (20%).

Unit 3: Measuring and monitoring

Know how to monitor and measure customerexperience in context (15%).

Use metrics to improve future customerexperience (15%).

ASSESSMENT: ASSIGNMENT

A 12 page assignment, of three tasks, based on agiven scenario and an organisation of choice.

ELECTIVE (DIGITALMARKETING)

Marketers need the essentialskills to identify, integrateand monitor digital tactics toenhance marketing activities.

AIMS OF THE MODULEThis module is about appreciating the importanceof the ever-evolving digital landscape andunderstanding how to develop skills to improvedigital marketing effectiveness. It providesawareness of the nature of the challenges and

opportunities within the digital environment andoutlines the skills and tools required to supportand enhance marketing activities. It identiesthe importance of effective monitoring andmeasurement techniques that enable organisationsto improve digital marketing performance.



Unit 1: The digital landscape

Understand the opportunities and challengespresented through the disruptive digitalenvironment (15%).

Assess the impact and inuence of the dynamicdigital environment (15%).

Unit 2: Digital toolkit

Understand how key digital tools can support and

enhance marketing (20%). Understand the relevance of digital platforms and

channels in context (20%).

Unit 3: Digital in action

Develop digital activities to support and enhancemultichannel marketing (15%).

Apply the key principles involved in monitoring andmeasuring digital marketing effectiveness (15%).

ASSESSMENT: PORTFOLIO

A work-based portfolio which is broken down intothree tasks research, plan and report.

Customer

Experience

ElectivemoduleAssessment byassignment


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BITE-SIZE AWARDSEach module can be achieved as a distinct, self-contained award which can be built up to attainthe full certicate.

FULL QUALIFICATIONTo achieve the professional qualication, a passin BOTH mandatory modules plus ONE electivemodule is required.


+

AND

YOUR CHOICEOF ELECTIVE MODULE

Currently there are two elective modules

available. This will be continually reviewed.

OR

=

=

=

= =CERTIFICATE INPROFESSIONAL

MARKETING(CUSTOMER

EXPERIENCE)

=CERTIFICATE INPROFESSIONAL

MARKETING(DIGITAL

MARKETING)


WHATS MY NEXT MOVE?Take a look at the Diploma in Professional Marketing developingyour knowledge skills and understanding at a managerial level.

DigitalMarketing

Assessment byportfolio

DigitalMarketing


IntegratedCommunications


IntegratedCommunications


Marketing

Assessmentby exam

Marketing

Assessmentby exam

CustomerExperience


CustomerExperience


A PROFESSIONAL QUALIFICATION ANDMODULAR AWARDS TO SUIT YOUR LIFESTYLE

Our qualication and award pathways have been structured to reect the need for a exible and bite-sizeapproach for todays professional marketer.

AWARDIN MARKETING

AWARDIN INTEGRATED

COMMUNICATIONS

AWARDIN CUSTOMEREXPERIENCE

AWARDIN DIGITAL

MARKETING


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ELECTIVE (DIGITALSTRATEGY)

Digital marketing has evolvedfrom a set of tactical actionsinto a signicant elementof strategy. This moduleprovides insight and in-depthconsideration into howorganisations can implement digital marketingcapabilities into strategic marketing planning.

AIMS OF THE MODULEThis module outlines how understanding and

analysing the macro- and micro-environments canenable organisations to assess the impact of thedisruptive digital landscape in delivering objectives,to develop strategic recommendations; and howcreating digital marketing mixes can enableorganisations to respond with agility to marketneeds. It examines how the management of digitalchannels and the application of key digital measureshelp to achieve business objectives.

MODULE STRUCTURE

Three units with two learning outcomes each. Eachlearning outcome will be covered by the relatedassessment criteria (weighting indicated in brackets).


Unit 1: Digital disruption

Understand the strategic implications of the disruptivedigital environment (10%).

Generate relevant insights into key emerging themeswithin the digital marketing environment (20%).

Unit 2: Digital planning Develop strategic recommendations in order to acquire,

convert and retain customers (20%).

Deliver an agile response to changing customerbehaviours (20%).

Unit 3: Delivering success

Manage and optimise key channels and content withina digitally enhanced strategic plan (20%).

Apply key digital measures to analyse social, sentiment,search and site behaviour (10%).

ASSESSMENT: PORTFOLIOA work-based portfolio which is broken down intothree tasks research, plan and report.

Digital

Strategy

ElectivemoduleAssessment byportfolio

Driving

Innovation

ElectivemoduleAssessment byassignment

ELECTIVE (DRIVINGINNOVATION)

Fast-moving environments canpresent signicant challengesand opportunities to themarketer and the organisation.This module will enable you totake a visionary approach andembed innovation through thelens of entrepreneurial marketing.

AIMS OF THE MODULEThis module outlines the importance of how taking

a visionary approach, and embedding innovation,can help organisations deal with the challenges ofa fast-moving marketplace. It focuses on how anunderstanding of the relationship between marketingand entrepreneurship can enable organisations todeliver compelling marketing solutions. It presentsthe key factors in building and nurturing innovationthroughout the organisation and within the marketingfunction. It provides an appreciation of the roleof internal marketing in supporting a culture ofinnovation and in implementing change programmes.



Unit 1: Entrepreneurial marketing

Understand the relationship between marketing andentrepreneurship (15%).

Implement an entrepreneurial response to change andto delivering marketing solutions (15%).

Unit 2: Innovation

Understand the key factors that facilitate and nurtureinnovation in organisations (15%).

Apply principles of innovation throughout themarketing function (15%).

Unit 3: The marketing champion

Understand the role of internal marketing (20%).

Implement marketing-led organisational change (20%).

ASSESSMENT: WORK-BASED ASSIGNMENTA 16 page assignment, of three tasks, based on agiven scenario and an organisation of choice.


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BITE-SIZE AWARDSEach module can be achieved as a distinct, self-contained award which can be built up to attainthe full diploma.

FULL QUALIFICATIONTo achieve the professional qualication, a passin BOTH mandatory modules plus ONE electivemodule is required.


+

AND

YOUR CHOICEOF ELECTIVE MODULE

Currently there are two elective modules

available. This will be continually reviewed.

OR


DigitalStrategy


DigitalStrategy


DrivingInnovation


DrivingInnovation


MasteringMetrics


MasteringMetrics


StrategicMarketing

Assessmentby exam

StrategicMarketing

Assessmentby exam

A PROFESSIONAL QUALIFICATION ANDMODULAR AWARDS TO SUIT YOUR LIFESTYLE

WHATS MY NEXT MOVE?Take a look at the Chartered Postgraduate Diploma in Marketing andwork your way toward Chartered Marketer status.

=

=

=

= =DIPLOMA INPROFESSIONAL

MARKETING(DRIVING

INNOVATION)

=DIPLOMA IN

PROFESSIONALMARKETING

(DIGITALSTRATEGY)

Our qualication and award pathways have been structured to reect the need for a exible and bite-sizeapproach for todays professional marketer.

AWARDIN STRATEGICMARKETING

AWARDIN MASTERING

METRICS

AWARDIN DRIVING

INNOVATION

AWARDIN DIGITALSTRATEGY


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QUALIFICATION OVERVIEWThe Chartered Postgraduate Diploma in Marketingis a challenging, strategic two stage marketingqualication. It enables marketers to inuence andchampion the customer experience, contribute tocompetitive strategy, align the organisation's activitiesto the customer, and manage marketing activities.

TWO STAGESOn completion of stage one you gain theProfessional Postgraduate Diploma in Marketing. Youmay also be eligible for MCIM status.

Stage two enables all graduates of stage one to top

up their qualication to Chartered Marketer statusthrough the completion of a work-based project.Graduates will also need the relevant experience,conrmed registration on our Chartered CPDProgramme and two consecutive years of:

MCIM or FCIM membership grades.

Continuing professional development (CPD).

STAGE ONECIM Professional PostgraduateDiploma in Marketing

STAGE TWOChartered Status

WHO IS IT FOR?

This qualication is aimed at experienced marketersand senior business professionals wishing to gain aprofessional qualication, whilst working at strategiclevel or aspiring to do so.

CHARTERED POSTGRADUATE DIPLOMA IN MARKETING

STAGE ONE(MANDATORY)Marketing is a key driver of success intodays dynamic organisations. This module willgive you an insight into marketing concepts andtools and how these are applied to deliver results.

UNIT 1: EMERGING THEMES Critically evaluate the

impact of new andemerging themes.

Build and rene the skills

necessary to anticipate andadapt to further changes.

AIMS OF THE UNITTo be able to propose strategic marketing responsesmarketers need to critically evaluate the impact ofa range of new and emerging themes on marketing,business organisations and the changing marketingenvironment.

UNIT STRUCTUREThe unit is split into two parts, each with its ownlearning outcome. The weighting of each outcome,as part of the overall assessment is shown inbrackets below:

Part 1: Macro emerging themes (50%).

Part 2: Micro emerging themes (50%).

ASSESSMENT: ASSIGNMENTYou will be asked to submit a written, practicalbusiness based assignment.

Find out more about other routes toChartered Status atwww.cim.co.uk/charteredmarketer


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UNIT 2: ANALYSISAND DECISION

Undertake a strategic audit. Understand and strategic

options to make strategicmarketing decisions.

AIMS OF THE UNITMarketers should be able to undertake a strategicaudit of an organisation, assess its capability andcapacity to deliver the organisations business andmarketing strategy in a challenging, dynamic anddiverse global marketplace.

UNIT STRUCTUREThe unit is split into three parts, each with its ownlearning outcomes. The weighting of each outcome,as part of the overall assessment is shown inbrackets below:

Part 1: The strategic audit

The strategic marketing audit: external (35%).

The strategic marketing audit: internal (35%).

Developing the organisations strategic intent and

direction (30%).

Part 2: Strategic options

Assessing strategic marketing decisions (20%).

Strategic options available to a growingorganisation (80%).

Part 3: Making strategic marketing decisions

Making and justifying strategic decisions (20%).

Financial assessment of marketing opportunities (30%).

Corporate and reputational risk of marketing

decisions (30%). Impact analysis of strategic marketing decisions (20%).

ASSESSMENT: EXAMINATIONThe Analysis and Decision unit is assessed by threehour written examination. Preparatory work will berequired for this examination.

UNIT 3: MARKETING LEADERSHIPAND PLANNING

Develop high levelmarketing and relationshipstrategies.

Analyse and understandcorporate strategy to ensuresuccessful execution anddelivery.

AIMS OF THE UNITMarketers need to develop effective high levelstrategic marketing strategies relating to anorganisations corporate and business strategicintent in the short, medium and long term.

UNIT STRUCTUREThe unit is split into three parts, each with its ownlearning outcomes. The weighting of each outcome,as part of the overall assessment is shown inbrackets below:

Part 1: Delivering marketing strategies

Developing and delivering an organisations vision

and mission (30%). Developing marketing strategies and value

proposition (70%).

Part 2: Strategic marketing planning

Strategic marketing plans (30%).

Assessing and utilising organisational resourcesand assets (40%).

Monitoring and measuring marketing (30%).

Part 3: Market-led strategic change

Leading and inspiring an organisation (40%).

Developing a marketing orientated culture (30%).

Developing and delivering organisational strategies forchange (30%).



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UNIT 4: MANAGING CORPORATEREPUTATION

Understand and analysethe elements and forcescontrolling corporatereputation.

Develop strategies torecognise and minimise risk.

AIMS OF THE UNITThis unit explores ways in which organisations canminimise the gap between customer perception andthe way it wants to be perceived. Marketers needto understand the range of forces that create andchange perceptions and how to avoid any potentiallyserious issues.

UNIT STRUCTUREThe unit is split into three parts, each with its ownlearning outcome. The weighting of each outcome,as part of the overall assessment is shown inbrackets below:

Part 1: Understanding the nature andcharacteristics of reputational management (25%).

Part 2: Managing the dimensions of anorganisations reputation (25%).

Part 3: Developing effective corporatecommunications (50%).


STAGE TWOA route to Chartered Status.

AIMS OF THE UNITYou will explore an emerging marketing theme andevaluate its impact on current marketing practice.You will be expected to provide a project proposal inwhich you have critically evaluated current publishedwork on the emerging marketing theme andidentied the key issues and opportunities facing theorganisation or business sector.

UNIT STRUCTUREStage two will prepare you to lead the design,implementation and evaluation of a strategicbusiness project within your own organisation orbusiness sector.

Stage two is split into three parts, each with its ownlearning outcomes:

Part 1: Dening the project.

Part 2: Project implementation and assessment.

Part 3: Self review and CPD.

ASSESSMENT: WORK-BASED PROJECT

You will be asked to submit a written, practicalbusiness based assignment.

WORKING TOWARDS A MASTERS OR MBA?Following completion of the Postgraduate Diplomain Marketing there are many Masters Degreesin Marketing or MBAs which you may want tocomplete. Some Universities offer exemptionsgraduates of our Postgraduate Diploma in Marketing.Find out more atwww.cimlearningzone.co.uk/community/whats-next


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ENTRY REQUIREMENTSSTAGE ONE

CIM Professional Diploma in Marketing (2003syllabus or the 2009 syllabus) or the CIMAdvanced Certicate in Marketing OR

A business or marketing Bachelor's or Master'sdegree (or an equivalent qualication) wherea minimum of half of the credits come frommarketing (ie, 180 credits in Bachelor degrees and90 credits in Master's degrees) AND

A range of experience working at SeniorMarketing Management level that allows potentialstudents to evidence that they can meet thelearning outcomes of the CIM ProfessionalDiploma in Marketing if required to do so and passthe entry test for this qualication.

STAGE TWO

Successful completion of stage one or a previousversion of the CIM Professional PostgraduateDiploma in Marketing AND

A range of experience in a senior marketingmanagement role that has provided potentialstudents with ability to evidence competence inmanaging marketing resources and contributingto business decisions from a marketingperspective and would be eligible for MCIM status.They should be able to evidence that they havemet the learning outcomes of the ProfessionalPostgraduate Diploma in Marketing if required todo so ADDITIONALLY

Students should be in a position (preferablyworking) to plan, agree and implement a work-based project that is relevant to their business

context.

Note: Entry level is dependent upon the currencyand relevance of your qualications and experience.

We do, however, ask that if English is not your rstlanguage, you provide us with evidence that youhave achieved within the past two years eitheran IELTS Academic Module with an overall score of6.5 (each component pass being at 6.0 or above)or the Cambridge Certicate of Advanced English

at grade B or above. We are prepared to considerother equivalent alternatives. CIM will consider otherequivalent alternatives.

ASSESSMENTSIt's possible to qualify within a single academicyear studying part-time. In stage one, you will beassessed across the four units using a blend of twobasic methods:

Formal examination.

Assignments such as coursework and case studiesthat require longer answers and will often bebased on various ndings and recommendationswithin your own company (or a business of yourchoice).

In stage two, you will need to submit a work-based

project. This will be broken down into three tasks

HOW LONG WILL IT TAKE TO STUDY?Notional learning time is the amount of time weexpect it to take, on average, to complete thelearning outcomes of a module to the standarddened by the assessment criteria. This includes:




Assessment time.

Each unit within the Chartered PostgraduateDiploma requires different amount of learning timedepending on the unit, however, overall we expecteach stage of the qualication to take approximately600 hours of notional learning time to complete.

REQUIREMENTS AND YOUR NEXT STEPS


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WHERE CAN I STUDY? We have an extensive network of Accredited StudyCentres in the UK and overseas. These respectedbusiness schools, colleges and universities haveall been approved and accredited to deliver CIMqualications.

HOW CAN I STUDY? Face-to-face We fully understand the timechallenges of working life. Studying part-time atevening classes or weekends can help get the rightbalance.

Distance learning You can study remotely, withaccess to tutors and important resources via phone,e-mail and web. Although you can learn at your ownpace, you may miss the discipline and debate ofattending a regular class.

Blended This increasingly popular option allowsyou to complete your qualication through intensiveonline learning which is supported by preparedmaterial, tutorials and face-to-face workshops.

WHAT LEVEL AM I AT?It is important to choose a qualication at the rightlevel, based on your knowledge and breadth ofmarketing experience.

If English is not your rst language, you will alsoneed to provide evidence of achieving one ofthe following English language qualications, orequivalent alternatives, within the last two years:IELTS Academic Module with overall score of 6.5(each component pass mark must be 6.0 or above)or Cambridge Certicate of Advanced English gradeB or above.

WHAT ARE THE COSTS?All our qualications represent a sound investmentin your future and your employer may therefore bewilling to sponsor you.

The costs depend on the course, the mode of studyand the Accredited Study Centre. Some studycentres may bundle costs together, you shouldexpect to pay for tuition fees, study materials,assessment fees and CIM membership.

Costs for tuition will vary depending on your chosenstudy centre, so it is worth contacting a few tocompare prices, nd out what is included and thelevels of support offered.

EXISTING UNIVERSITY MARKETINGDEGREE GRADUATESWe partner with leading UK universities to matchthe content of their marketing degree coursesagainst CIM qualications to assess where we canaward exemptions. This means that current andpast students at eligible universities can gain CIMqualications without having to do all the usualassessments.

Find out more at www.cim.co.uk/gradexemptions

YET TO FINISH A CIM QUALIFICATION?If you have started a CIM qualication, you may beeligible to transfer to the new qualications. ContactCIM about transition options.

SOME QUESTIONS ANSWERED AND HOW YOU ENROL

ENROL NOW Choose and contact your

preferred Accredited Study Centre Join CIM To take a qualication, youll

need to join us rst. As a member ofCIM, you will have access to a range ofbenets and resources that can supportyour studies and professional marketingcareer. If you are already a member, justapply for your chosen qualication.To join, simply complete an applicationform online at www.cim.co.uk/joinonline

Our Accredited Study Centres are here tohelp. Find a Study Centre atwww.cim.co.uk/studycentres .

Or call the CIM Customer Experience team :+44 (0)1628 427120


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Continuing professional development (CPD) isessential to your continued effectiveness as aprofessional marketer. At CIM, we're committed tosupporting you throughout your career and ensuringthat you have the tools to develop in line withindustry needs.

Our Chartered CPD Programme provides a focusedand logical way for you to keep learning as yourcareer progresses. It benchmarks your skills againstour Professional Marketing Standards framework,enables you to identify any gaps in your knowledgeand directs you to a range of activities to helpovercome them.

Simply record all the learning and developmentactivities that you undertake over the year; whethercompleted with us, through other organisations, oreven things youve done on your own.

Your CPD journey can lead to achieving CharteredMarketer status - the mark of an up-to-date,experienced and qualied marketing professional.

www.cim.co.uk/cpd

CONTINUING PROFESSIONAL DEVELOPMENT (CPD)


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The Chartered Institute of MarketingMoor HallCookhamMaidenheadBerkshire, SL6 9QH,

CONTACT US

Visit: www.cim.co.uk /qualifications E-mail: [email protected]: +44 (0)1628 427120Fax: +44 (0)1628 427158

The Chartered Institute of Marketing 2014. All rights reserved.Permission to reproduce or extract material from this publicationmust be sought from The Chartered Institute of Marketing.

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