20
Professional
Diploma in Marketing
What is it?
Do you qualify? • Conduct a marketing audit and assess
the findings in order to develop a
This qualification provides the
As a minimum, the following qualifications
marketing plan that is responsive to
knowledge, skills and ‘ability
or experience is recommended as the
market and organisational changes and
prerequisite for entry onto the Professional
to do’ in relation to marketing
underpins the organisation’s marketing
Diploma in Marketing:
planning and develops the
strategy
• Determine the importance of
‘marketing professional’ across a
• The CIM Professional Certificate in
Marketing (either 2002 syllabus or the
segmentation, targeting and positioning
range of areas. The qualification
2008 syllabus)
to develop effective strategies which
is a hybrid of marketing with OR
are innovative, cost effective, valuable
a considerable emphasis on
• Any business or marketing Bachelors
and maximise the potential of marketing
opportunities successfully
management as marketers
or Masters Degree (or an equivalent
• Recognise the significance of retaining
move from specialist aspects of
qualification) where a minimum of one
third of credits come from marketing
customers through relationship marketing
marketing into either a functional
(ie 120 credits in Bachelors degrees or
or departmental role. 60 credits with Masters Degrees)
2. Delivering Customer Value through
OR
Marketing
Ideal for?
• Experience in a marketing management
• Develop and manage a brand and
role that has provided potential students
product portfolio in the context of the
Marketers with operational
with ability to be able to demonstrate that
organisation’s marketing strategies and
responsibilities and an eye
they can meet the learning outcomes
objectives
of the CIM Professional Certificate in
on management – including
• Develop and implement an effective and
Marketing if required to do so and is
department managers, functional
efficient channel management strategy
sufficient to pass the Entry test to Level 6
reflecting the needs of stakeholders
managers, product/brand
If English isn’t your first language, you will
• Develop an effective and innovative
managers, account managers,
also need to provide us with evidence of at
communications strategy and plan
agency managers, marketing least IELTS 6.5 proficiency or Trinity ISE III/IV.
that clearly delivers the organisation’s
executives and business
proposition to the market, through
development managers.
effective segmentation and targeting of

How will you be assessed?
internal and external markets
It's possible to qualify within a single
• Utilise an innovative and effective
What will you learn?
academic year studying part time. You will
integrated marketing mix to reinforce
be assessed across the four units using a
the organisation’s brand values, overall
By the end of this qualification you should blend of two basic methods:
marketing proposition and competitive
be able to:
1. By formal examination.
advantage
• Determine customer requirements for
• Evaluate the role of the marketing
planning process and implementation in
2. By assignments such as coursework and
product and service delivery to ensure
a range of marketing contexts including
case studies that require longer answers
the marketing proposition is customer-
organisational strategy, culture and the
and will often be based on various findings
focused, efficient and effective
broader marketing environment
and recommendations within your own
• Develop and manage a brand and
company (or a company of your choice).
3. Managing Marketing
product portfolio in the context of the
organisation’s marketing strategies and
Course content
• Recommend how a marketing function
should be structured and managed to
objectives
This qualification contains four units
deliver competitive advantage
• Recommend how a marketing function
and to complete each one you’ll need to
• Prepare plans for showing how a team
should be structured to deliver
understand how to complete the following
should be structured, selected, formed,
competitive advantage, marketing and
tasks successfully:
managed and developed to demonstrate
organisational success
effective performance against objectives
• Identify the organisation’s information
1. Marketing Planning Process
• Critically assess the organisation’s
needs, scope of research projects and
resource needs and capabilities for the
resource capability to underpin the
• Evaluation of the marketing planning
marketing team to manage marketing
development of a business case to
process and its implementation in a
activities effectively and efficiently
support marketing projects
range of marketing contexts
• Prepare appropriate budgets and
including a detailed analysis of the
accounting documentation to support the
internal and external marketing
financial management of the marketing
environments
function and its associated activities
CIM professional marketing qualifications
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34