Programme content

The CIM Professional Diploma in Marketing comprising four modules for completion.

Marketing research and information

This module is designed to prepare you for the challenges of collecting, collating and evaluating market research. On completion of this module you will understand how 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
• 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

This module is d esigned 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).

On completion of this module you will understand how to:

• conduct a marketing audit
• 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     
• integrate marketing mix tools to achieve effective implementation of plans     
• select an appropriate co-ordinated marketing mix incorporating appropriate stakeholder relationships for a particular marketing context     
• set and justify budgets for marketing plans and mix decisions     
• define and use appropriate measurements to evaluate the effectiveness of marketing plans and activities     

Marketing Communications

This module is designed to explain the role of marketing communications and prepare you for the challenges of managing marketing communications and brand support activities within the work place.

On completion of this module you will understand how to:

• formulate and implement a marketing communications plan     
• use different tools of the promotional mix to deliver an effective coordinated communications campaign to customers and a range of stakeholders      
• devise a basic media plan based on specific campaign requirements using both offline and online media          
• produce a marketing communications budget      
• develop long term relationships with customers, channel members, agencies and other stakeholders and the importance of doing so
• suggest suitable methods to influence those relationships, using marketing communications      
• use the vocabulary of the marketing communications industry and be able to communicate effectively with other marketing practitioners

 

Marketing Management in Practice

This module explains the role and structure of the marketing function and the nature of relationships with other functions within various types of organisations.   

On completion of this module you will understand how to:

• interpret qualitative and quantitative data and present appropriate and coherent recommendations that lead to effective marketing and business decisions    
• use appropriate management techniques to plan and control marketing activities and projects  
• develop marketing objectives and plans at an operational level appropriate to the organisation's internal and external environments    
• use appropriate techniques to develop, manage and motivate a team so that it performs effectively and delivers required results    
• define measures for, and evaluate the performance of, marketing plans, activities and projects and make recommendations for improvements