14
Professional
Certificate in Marketing
What is it?
• Hold an international baccalaureate 2. Assessing the Marketing Environment
(equivalent to NQF Level 3 and above)
This qualification gives you the or a pass of the entry test onto Level 4
• Explain the nature and scope of the
practical skills and knowledge
• Business or marketing experience would
internal marketing environment, including
be an advantage but isn’t essential
the resource perspective
to devise and execute tactical
• Distinguish between the types of
marketing activities and gain If English isn’t your first language, you will organisation within the public, private and
marketing credibility.
also need to provide us with evidence of at voluntary sectors and understand the

least IELTS 6.5 proficiency different influences and challenges they
Ideal for…
or Trinity ISE III/IV. face and how their objectives differ as a
result
Junior marketers, those working
How will you be assessed? • Identify and explain the different
characteristics of the micro environment
in marketing support roles (like It's possible to qualify within a single
and recognise the sources of information
marketing assistants); or if
academic year studying part time. You will
required to gain a good understanding
marketing plays some part in
be assessed across the four units using a
of the micro environment, its drivers and
blend of two basic methods:
your current job description.
challenges – and distinguish from the
1. By formal examination.
natural environment
• Assess the importance and potential
What will you learn?
2. By assignments such as coursework and
impact on a market-oriented organisation
case studies that require longer answers
of key trends in political, economic,
By the end of this qualification you should and will often be based on various findings
social, technological and legal/ethical/
be able to: and recommendations within your own
regulatory environment
company (or a company of your choice).
• Understand the function and
• Consider the implications for
fundamentals of marketing in some depth
organisations pursuing both economic
Course content
• Know the many different ways of
and environmental sustainability as part
understanding and communicating This qualification contains four units
of an agenda for CSR
with customers, and the function these and to complete each one you’ll need
methods serve to understand how to complete all the
3. Marketing Information and Research
• Understand your organisation’s following outcomes successfully:
• Identify appropriate information and
marketing environment, its many
marketing research requirements for
constituent parts, and how they work in 1. Marketing Essentials
marketing decision-making
unison
• Evaluate the importance of customer
• Apply practical knowledge – including the
• Explain how marketing has evolved and
databases and their contribution to
collecting and analysing of data, and the
the importance of market orientation in
providing detailed market information
establishment of marketing budgets
creating customer value
• Assess the importance of marketing, its
to support marketing decisions
• Review the processes involved in
Do you qualify?
cross-functional role and the contribution
it makes to the organisation and society
establishing an effective database
This qualification is the equivalent to the • Identify and explain the stages in the
• Explain the nature and scope of the
first year of a foundation degree, which marketing planning process
research industry and discuss the
means you’ll need to meet at least one • Assess the key elements of the internal
importance of working in line with
of these criteria: and external marketing environment
the industry’s code of conduct
that impact upon the organisation, its
• Explain the process for selecting a
• Hold any general Bachelors or
objectives and activities
marketing research supplier in domestic
Masters degree
• Identify and describe the characteristics
and international markets, developing
• Hold the CIM Introductory Certificate in
and applications of each element of the
the criteria to support that selection
Marketing (Level 2 or 3)
marketing mix (7Ps)
• Explain the process for collecting
• Have an NVQ or SVQ Level 3 (equivalent
marketing and customer information,
to NQF Level 3)
utilising appropriate primary and
• Have an NVQ or SVQ Level 4 in any other
secondary sources
subject (UK – equivalent to NQF Level 4
• Appraise the suitability of different
and above)
qualitative and quantitative research
methodologies to serve different
research situations
CIM professional marketing qualifications
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