CIM Certificate in Professional Marketing & CIM Certificate in Professional Digital Marketing (revised syllabus)

CIM CERTIFICATE IN PROFESSIONAL MARKETING & CIM CERTIFICATE IN PROFESSIONAL DIGITAL MARKETING

Revised syllabus 2019

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These two qualifications are for aspiring marketers or digital marketers who want to gain knowledge and skills to progress a successful career in digital marketing or digital marketing.

Who is it for?

Both qualifications are suitable for those in a marketing support roles e.g. marketing assistants or whose current job encompasses elements of marketing or digital marketing.  Ideally, you need at least one year’s experience and be in current employment in a marketing or digital marketing role.

How will I be assessed?

The (Applied) Marketing module is assessed via a multiple-choice exam.  The other modules are assessed by completing work-based assignments.

You should have one of the following:

  • CIM Level 3 qualification (e.g. Foundation or Introductory Certificate)
  • Any relevant Level 3 qualification (e.g A levels)
  • Any UK degree or international equivalent
  • International Baccalaureate

What qualification do I receive?

To gain the Certificate in Professional Marketing qualification, you are required to pass the Applied Marketing, Planning Campaigns and Customer Insights modules.

To gain the Certificate in Professional Digital Marketing qualification, you are required to pass the Applied Marketing, Planning Campaigns and Digital Marketing Techniques modules.

How is it delivered and how long will it take?

Both Certificate courses comprise of three modules.  We deliver the CIM Certificate qualifications via part-time evenings, please download a prospectus for a timetable. The course lasts for three 12 week terms, so you should complete the Certificate within twelve months.

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WHAT WILL I LEARN ?

During your time with us studying for the Certificate in Professional Marketing or the Certificate in Professional Digital Marketing, you will cover many of the following topics:

MARKETING MIX

Develop a marketing mix to attract new customers and retain existing ones.

MARKETING RESEARCH

Use different types of marketing research to help you make decisions.

MARKETING TOOLS

Adapt your marketing tools to influence buyers at each stage of the purchasing process .

INTERNAL MARKETING

Get the best from other departments in your organisation through internal marketing.

CAMPAIGN PLANNING

Develop a campaign plan to most effectively appeal to your customers.

TOUCHPOINTS

Identify ‘touchpoints’ with your customers and provide the right service at the right time.

DIGITAL MARKETING

Use all the tools in the digital marketing tools box most effectively.

CONSUMER BEHAVIOUR

Understand what influences customers to purchase your products or services.

HOW MUCH DOES IT COST ?

The total cost of your Certificate in Professional Marketing course or your Certificate in Professional Digital Marketing course is as follows:

LMS

Payable to London Marketing Set:

Payable to London Marketing Set:
Cost of the course (material, workshops, tutor feedback):
• You can pay in full, £2,200 + VAT
• Or in 8 monthly instalments of £335

CIM

Payable to CIM

• Studying membership fee: £65 per year
• Assessment fees (x 3): £145

BOOKS

Books

CIM provide on line module guides for the mandatory modules free of charge. They also have a library for borrowing books. You will have to purchase a core text for each module. These can be purchased directly from CIM (they also do discounted book packs) or you can purchase them from sites like e-bay or Amazon. The core texts range from £40-£60 new.

COURSE BREAKDOWN

The modules for the Certificate are:

You will recognise the importance of marketing’s role in driving success and delivering results. This module provides the knowledge and understanding of the function of marketing within the organisation and demonstrates how an appreciation of customer behaviour can enable effective targeting. It outlines an understanding of how external environmental influences affect planning and how information enables decision making. It also covers the elements of the marketing mix and how these are applied to address market and customer needs.

Unit 1: The marketing concept

  • Understand the role and function of marketing
  • Understand what influences customer/consumer behaviour

Unit 2: Analysis and insight

  • Identify factors and trends in the marketing environment and how they affect marketing planning
  • Identify options for gathering relevant marketing information

Unit 3: Marketing mix

  • Know the elements of the marketing mix
  • Apply and adapt the marketing mix to satisfy customer needs

This module aims to enable understanding of the importance of effective campaign planning to build sustainable relationships and delivering customer value.  It explains how the concept of product and brand management can enable organisations to deliver customer value. It outlines the components of the marketing communications mix and enables understanding of integrated marketing communications (IMC) planning.

Unit 1: Campaign Process

  • Understand the process of planning a campaign
  • Know how to undertake and internal and external situational analysis

Unit 2: Planning Campaigns in Action

  • Know how to develop a successful campaign plan
  • Understand how to implement a plan in practice

Unit 3: Campaign Success

  • Understand the principles of monitoring a marketing campaign
  • Know how to undertake a post campaign evaluation

You will understand how deeper knowledge of customer requirements within different contexts allows organisations to enhance customer experience. This module provides the skills and understanding to assess customer expectations in context and to develop and deliver activities that meet those expectations. It introduces customer experience frameworks and highlights how to establish effective monitoring and measurement techniques enabling organisations to improve customer experience.

Unit 1: Fundamentals of Customer Behaviour

  • Understand the range of customer contexts in which the marketer operates
  • Understand the key factors that influence customer behaviour

Unit 2: Customer experience

  • Understand the customer experience
  • Know how to enhance the customer experience

Unit 3: Measuring and monitoring

  • Understand the range of research and metrics available to monitor customer experiences
  • Know how to use and apply research approaches to gain insight and inform decision making

Appreciating the importance of the ever-evolving digital landscape and understanding how to develop skills, you will learn how to improve digital marketing effectiveness. This module provides awareness of the nature of the challenges and opportunities within the digital environment and outlines the skills and tools required to support and enhance marketing activities. It identifies the importance of effective digital monitoring and measurement techniques that enable organisations to improve digital marketing effectiveness performance.

Unit 1: Digital Techniques

  • Understand digital marketing tools and techniques
  • Assess different applications of digital marketing

Unit 2: Digital Enhancement

  • Know how to integrate digital and offline marketing
  • Understand approaches to enhancing stakeholder engagement

Unit 3: Digital Management

  • Know how to develop a digital marketing plan
  • Apply and adapt digital marketing analysis

POST-COURSE

What will I do after the course?

By the time you finish this qualification, you will probably want a rest from studying.  Once you have had a break, and gained a few more years’ experience at a more senior level, consider studying the next level up – a Diploma in Professional Marketing or a Diploma in Professional Digital Marketing.