Newbury College - CIM Marketing Professional Certificate

CIM Marketing Professional Certificate

Overview

This course is for those in junior marketing positions, working in marketing support roles or who aspire to a career in marketing. Recommended text books include Essentials of Marketing by Jim Blythe

In the fast changing world of employment, this course is particularly useful to those moving into marketing roles from other backgrounds. It is also a very useful introduction to marketing for those working on the peripheries of marketing in a support role e.g. marketing assistants. You will learn about the whole spectrum of marketing activity at a hands-on level, gain a greater understanding of best practice in marketing, and gain a professional marketing qualification to help you in career progression.
The following four modules are studied and can also be taken as individual units;

Marketing Essentials Unit: 14/09/12- 29/11/12
This unit introduces individuals to the importance of the marketing planning process and the role of marketing across the organisation.
Explain how marketing has evolved and the importance of market orientation in
creating customer value.
Assess the importance of marketing, its cross-functional role and the contribution it makes to the organisation and society.
Identify and explain the stages in the marketing planning process.
Assess the key elements of the internal and external marketing environment that impact upon the organisation, its objectives and activities.
Identify and describe the characteristics and applications of each element of the marketing mix (7Ps).

MIR Unit: 06/11/12- 12/12/12
The unit explores different research methodologies and encourages consideration of complementary approaches to collecting a range of market and customer information.
Identify appropriate information and marketing research requirements for marketing decision-making.
Evaluate the importance of customer databases and their contribution to providing detailed market information to support marketing decisions.
Review the processes involved in establishing an effective database.
Explain the nature and scope of the research industry and discuss the importance of working in line with the industrys code of conduct.
Explain the process for selecting a marketing research supplier in domestic and international markets, developing the criteria to support that selection.
Explain the process for collecting marketing and customer information, utilising appropriate primary and
secondary sources.
Appraise the suitability of different qualitative and quantitative research methodologies to serve different research situations.

Stakeholder Marketing Unit: 07/02/13- 23/05/13
The focus of this unit is to recognise the nature and scope of an organisation's diverse range of stakeholders (of which customers are part) and their relative importance to the marketing process and the market oriented organisation.
Assess the relative importance of organisational stakeholders to the marketing function, and the impact they have on the organisations marketing activities.
Explain the importance of relationship marketing in the context of the organisations stakeholders in achieving their interest, involvement, commitment and loyalty.
Learn how the marketing mix can be effectively coordinated to support internal and external stakeholder relationships.
Explain how to coordinate the communications mix to communicate effectively with the organisations stakeholders in line with budget and time requirements.
Evaluate key methods for measuring the success of the marketing mix and communications activities.

AME Unit: 26/02/13- 04/06/13
The aim of this unit is to provide an understanding of the nature and scope of the internal and external marketing environment with broad consideration of the impact of international and global marketing. The unit addresses the key characteristics of the marketing environment and assesses the impact of market forces that are uncontrollable and how an organisation responds to them.
Explain the nature and scope of the internal marketing environment, including the resource perspective.
Distinguish between the types of organisation within the public, private and voluntary sectors and understand the different influences and challenges they face and how their objectives differ as a result.
Identify and explain the different characteristics of the micro environment and recognise the sources of information required to gain a good understanding of the micro environment, its drivers and challenges and distinguish from the natural environment.
Assess the importance and potential impact on a market-oriented organisation of key trends in political, economic, social, technological and legal/ethical/ regulatory environment.
Consider the implications for organisations pursuing both economic and environmental sustainability as part of an agenda for CSR.

Progression

CIM Professional Diploma in Marketing.

Assessment

This course is assessed using a combination of written assignments and examinations.

Entry Requirements

Students should 2 A-levels (or equivalent) or hold the CIM Introductory Certificate in Marketing. You should also have some related work experience.

Qualifications

CIM Professional Certificate in Marketing

Home Study

Two to four hours reading per week.

Skills

A good standard of written English is required.

Additional Costs

Additional costs for CIM professional membership are approximately 120 , plus 55 per examination module ('Marketing Essentials' and 'Assessing the Marketing Environment') and 70 per assignment module ('Marketing Information and Research' and 'Stakeholder Marketing'). Please see www.cim.co.uk for latest details.