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Introductory
Certificate in Marketing
Professional Certificate in
Marketing
Professional
Diploma
in Marketing
Professional Postgraduate
Diploma
in Marketing
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©
Professional Diploma
in
Marketing
(Stage 2)
Who
is it for?
This
qualification is ideal for marketers concerned with managing the
marketing process at an operational level, as well as those who
are looking to build on knowledge gained at Certificate level
with a future marketing management role in mind. The content of
the course has been based on the Statements of Marketing Practice,
a set of practical statements defining the tasks marketers perform
and therefore competencies they should have at various stages
of their marketing career.
Overview
This qualification is designed to prepare you with operational
marketing skills required for a role in marketing management.
Profile
The primary role of operational marketing is to plan and implement
marketing activities to support the organisation business or corporate
objectives and strategies. Marketers at this level may also have
an input to business strategy and influence the culture of the
organisation in order to ensure that both have a strong customer
focus.
Aims
and Objectives
-
Identify information and research requirements for business
and marketing decisions.
- Manage
the acquisition of information and the Marketing Information
System (MkIS).
-
Contribute information and ideas for business and marketing
decisions.
- Create
a competitive operational marketing plan appropriate to the
organisation's context.
- Integrate
appropriate marketing mix tools and manage them to achieve the
effective implementation of plans.
-
Define and use appropriate measures to evaluate the effectiveness
of marketing plans and activities.
-
Create an effective communications plan for a specific campaign.
-
Manage marketing communications activities.
-
Develop and manage support to customers and members of marketing
channels.
-
Plan a marketing project.
-
Manage a team in undertaking a marketing project or tasks.
-
Make recommendations for changes and innovations to the marketing
process.
Benefits
Gain
the marketing skills you need at an operational level to maximise
on opportunities for your company. Achieve an internationally
recognised transferable qualification and become an Associate
Member of CIM (ACIM). Understand how to write, implement and evaluate
an effective marketing plan to meet your targets.
Deadlines
For December Assessments
- First Friday in October.
For June Assessments - Last Friday in March.
Entry Requirements and Assessments
You must meet one or more of the following:
1.
CIM Certificate in Marketing/CIM Certificate in Marketing Management
Practice.
2. A Bachelor or Postgraduate degree.
3. EdExcel (BTEC) Higher National Certificate/Diploma in any subject
(UK).
4. NVQ or SVQ Level 3 in Marketing (UK).
5. NVQ or SVQ Level 4 in any other subject (UK).
6. Other appropriate qualifications approved by CIM.
7. 3 years work experience in a marketing practitioner role.
Note:
Qualifications over 10 years old will not be considered for exemption
purposes.
Downloads
How
will I be assessed?
This
qualification is achievable within one year of part-time study
and is taught by module. All modules are assessed by either examination
or assignment. Some study centres do not offer assignment-based
assessment so you should check in advance with your chosen centre.
Exemptions
There are no exemptions awarded at this level. You will need to
sit all 4 of the modules that make up the qualification.
Qualification Modules
Marketing Research and Information
By
the end of this module you will be able to:
-
Identify appropriate marketing information and marketing research
requirements for business decision-making.
-
Plan for and manage the acquisition, storage, retrieval and
reporting of information on the organisation’s market and
customers.
-
Explain the process involved in purchasing market research
and the development of effective client supplier relationships.
-
Write a research brief to meet the requirements of an organisation
to support a specific plan or business decision.
-
Develop a research proposal to fulfil a given research brief.
-
Evaluate the appropriateness of different qualitative and
quantitative research methodologies to meet different research
situations.
-
Design and plan a research programme.
-
Design a questionnaire and discussion guide.
-
Interpret quantitative and qualitative data and present coherent
and appropriate recommendations that lead to effective marketing
and business decisions.
-
Critically evaluate the outcomes and quality of a research
project.
-
Explain the legal, regulatory, ethical and social responsibilities
of organisations involved in gathering, holding and using
information.
Marketing Planning
By
the end of this module you will be able to:
-
Explain the role of the marketing plan within the context
of the organisation’s strategy and culture and the broader
marketing environment (ethics, social responsibility, legal
frameworks, sustainability).
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Conduct a marketing audit considering appropriate internal
and external factors.
-
Develop marketing objectives and plans at an operational level
appropriate to the internal and external environment.
-
Develop the role of branding and positioning within the marketing
plan.
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Integrate marketing mix tools to achieve effective implementation
of plans.
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Select an appropriate co-ordinated marketing mix incorporating
appropriate stakeholder relationships for a particular marketing
context.
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Set and justify budgets for marketing plans and mix decisions.
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Define and use appropriate measurements to evaluate the effectiveness
of marketing plans and activities.
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Make recommendations for changes and innovations to marketing
processes based on an understanding of the organisational
context and an evaluation of past marketing activities.
Marketing Communications
By
the end of this module you will be able to:
-
Explain the role of marketing communications and advise how
personal influences might be used to develop promotional effectiveness.
-
Explain how the tools of the promotional mix can be coordinated
in order to communicate effectively with customers and a range
of stakeholders.
-
Devise a basic media plan based on specific campaign requirements
using both offline and online media.
-
Develop marketing communication and brand support activities
based on an understanding of the salient characteristics of
the target audience.
-
Explain the main elements, activities and linkages associated
with the formulation and implementation of a marketing communications
plan.
-
Recommend a suitable marketing communications budget.
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Explain the importance of developing long term relationships
with customers, channel members, agencies and other stakeholders
and transfer such knowledge to the development of marketing
communication activities.
-
Suggest suitable methods to influence the relationships an
organisation has with its customers, any marketing channel
partners and other stakeholders, using marketing communications.
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Use the vocabulary of the marketing communications industry
and be able to communicate effectively with other marketing
practitioners.
Marketing Management in Practice
By
the end of this module you will be able to:
-
Explain the roles and structure of the marketing function
and the nature of relationships with other functions within
various types of organisation.
-
Interpret qualitative and quantitative data and present appropriate
and coherent recommendations that lead to effective marketing
and business decisions.
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Develop marketing objectives and plans at an operational level
appropriate to the organisation's internal and external environments.
-
Use appropriate management techniques to plan and control
marketing activities and projects.
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Use appropriate techniques to develop, manage and motivate
a team so that it performs effectively and delivers required
results.
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Define measures for, and evaluate the performance of, marketing
plans, activities and projects and make recommendations for
improvements.
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