CIM DIPLOMA IN PROFESSIONAL MARKETING
The aim of the CIM Level 6 Diploma in Professional Marketing is to provide the practicing marketer with relevant, contemporary marketing content to equip them for the current global landscape. Learning is brought to life through meaningful and active assessment methods which embrace the modern marketing industry.
ccessful completion of the CIM Level 6 Diploma in Professional Marketing will establish the knowledge, skills and understanding to be able to perform at a management level and to carry out an essential and successful professional marketing role within the workplace.
WHO IS THE DIPLOMA IN PROFESSIONAL MARKETING FOR?
Ideal for marketers who are responsible for the marketing process at an operational level (e.g. Marketing Managers), as well as those who are looking to build on the knowledge gained at Certificate in Professional Marketing level with a future marketing management role in mind.
QUALIFICATION STRUCTURE
The diploma qualification consists of three modules, two mandatory and one elective.
Complete two mandatory modules and one elective module to achieve the full qualification.
There is a choice of elective modules and we will be continually reviewing them and adding more in line with industry demands.
To gain the CIM Level 6 Diploma in Professional Marketing, a pass in both mandatory modules plus one elective module is required. However, each module can be taken as a standalone module to gain a module award.
Purpose Statement
Marketers are presented with many complex choices in the context of a future that is inherently uncertain. This unit will enable you to take a strategic approach to planning to achieve sustainable advantage.Aims of Module
This module is about how to take a strategic approach in marketing planning to achieve competitive advantage. It recognises the significance of situation analysis and introduces techniques for assessing the external and internal environments that enable effective decision making. The module outlines the importance of all stages within the marketing planning process, from the audit, through strategic decision making, to implementation of plans. It outlines how managing resources and employing monitoring and measurement techniques enable the achievement of strategic marketing objectives.Module structure
This module comprises three units of two learning outcomes each. Each learning outcome will be covered by the related assessment criteria and will be assessed by way of portfolio.Assessment: Extended Answer Exam (Three Hours)
The examination will comprise a number of extended answer questions to be completed in a three-hour controlled assessment. Preparatory work will be required for this examination.Overarching learning outcomes
The weighting of learning outcome, as part of the overall assessment, is indicated in brackets. By the end of this module students should be able to: Situation analysis- Understand how to analyse an organisation’s current and future external environment (15%).
- Understand how to analyse an organisation’s current and future internal environment (15%).
- Analyse relevant information to recommend and inform strategic decision making (20%).
- Develop a strategic marketing plan to realise organisational objectives (20%).
- Manage resources to deliver the strategic marketing plan (15%).
- Monitor, measure and adapt the marketing plan for continuous improvement (15%).
To gain the CIM Level 6 Diploma in Professional Marketing, a pass in both mandatory modules plus one elective module is required. However, each module can be taken as a standalone module to gain a module award.
Purpose Statement
Marketers are faced with an increasing volume and range of marketing data, innovative methods of analysis and new measures of marketing effectiveness. This unit will equip you with the ability to selectively analyse different sets of marketing data for insight, and undertake effective decision making in relation to the utilisation of marketing resources.Aims of the module
This module examines the importance of managing marketing data in effective marketing decision making. It presents the role of marketing metrics within the organisation and establishes how an understanding of a range of measurement techniques can enable organisations to achieve marketing insights and strategic decision making. It provides an appreciation of how measurement techniques, aligned to business objectives, can establish and determine the effectiveness of marketing activities. It outlines the value of using appropriate data sources to enable effective marketing analysis, and of employing appropriate analytics tools and techniques to ensure effective marketing decision making.Module structure
This module comprises three units of two learning outcomes each. Each learning outcome will be covered by the related assessment criteria and will be assessed by way of assignment.Assessment: Work-Based Assignment
The assessment will require submission of an assignment based on a given scenario and an organisation of choice. The assignment is broken down into three tasks.Overarching learning outcomes
The weighting of learning outcome, as part of the overall assessment. is indicated in brackets. By the end of this module students should be able to: Metrics and analytics- Understand the role of marketing metrics (15%).
- Understand the significance of different measurement techniques across a range of market contexts (10%).
- Know the relevant measures of marketing performance (15%).
- Apply marketing metrics to establish the effectiveness of marketing activities (20%).
- Understand appropriate sources of data for marketing analysis (15%).
- Utilise various analytics tools and techniques for marketing insight and strategic decision making (25%).
To gain the CIM Level 6 Diploma in Professional Marketing, a pass in both mandatory modules plus one elective module is required. However, each module can be taken as a standalone module to gain a module award.
Purpose Statement
Fast-moving environments can present significant challenges and opportunities to the marketer and the organisation. This unit will enable you to take a visionary approach and embed innovation through the lens of entrepreneurial marketing.Aims of the module
This module outlines the importance of how taking a visionary approach, and embedding innovation, can help organisations deal with the challenges of a fast-moving marketplace. It focuses on how an understanding of the relationship between marketing and entrepreneurship can enable organisations to deliver compelling marketing solutions. It presents the key factors in building and nurturing innovation throughout the organisation and within the marketing function. It provides an appreciation of the role of internal marketing in supporting a culture of innovation and in implementing change programmes.Module structure
The module comprises three units of two learning outcomes each. Each learning outcome will be covered by the related assessment criteria and will be assessed by way of assignment.Assessment: Work-Based Assignment
The assessment will require submission of a 12page assignment based on a given scenario and an organisation of choice. The assignment is broken down into three tasks.Overarching learning outcomes
The weighting of learning outcome, as part of the overall assessment, is indicated in brackets. By the end of this module students should be able to: Entrepreneurial marketing- Understand the relationship between marketing and entrepreneurship (15%).
- Implement an entrepreneurial response to change and to delivering marketing solutions (15%).
- Understand the key factors that facilitate and nurture innovation in organisations (15%).
- Apply principles of innovation throughout the marketing function (15%).
- Understand the role of internal marketing (20%).
- Implement marketing-led organisational change (20%).
To gain the CIM Level 6 Diploma in Professional Marketing, a pass in both mandatory modules plus one elective module is required. However, each module can be taken as a standalone module to gain a module award.
Purpose Statement
For many organisations digital marketing has evolved from a set of tactical actions into a significant element of strategy. This unit will provide you with an in-depth consideration of digital marketing capabilities that can be embedded within strategic marketing planning.Aims of the module
This module provides insight into how organisations can implement digital marketing capabilities into strategic marketing planning. It outlines how an understanding and analysis of the macro- and micro-environments can enable organisations to assess the impact of the disruptive digital landscape in delivering objectives, in order to develop strategic recommendations. It provides recognition of how creating digital marketing mixes can enable organisations to respond with agility to market needs. It examines how the management of digital channels and the application of key digital measures help to achieve business objectives.Module Structure
This module comprises three units of two learning outcomes each. Each learning outcome will be covered by the related assessment criteria and will be assessed by way of portfolio.Assessment: Digital Portfolio
The assessment will require submission of a three-part portfolio comprising of 3 elements:- Research
- Plan
- Report
Overarching learning outcomes
The weighting of learning outcome, as part of the overall assessment, is indicated in brackets. By the end of this module students should be able to: Digital disruption- Understand the strategic implications of the disruptive digital environment (10%).
- Generate relevant insights into key emerging themes within the digital marketing environment (20%).
- Develop strategic recommendations in response to the need to acquire, convert and retain customers (20%).
- Deliver an agile response to changing customer behaviours (20%).
- Know how to manage and optimise key channels and content within a digitally enhanced strategic plan (20%).
- Apply key digital measures to analyse social, sentiment, search and site behaviour (10%).
ENTRY REQUIREMENTS
One or more of the following is required to gain entry onto this qualification:
- CIM Level 4 Professional Certificate in Marketing or CIM Level 4 Certificate in Professional Marketing.
- Any relevant Level 4 qualification.
- Foundation Degree in Business with Marketing.
- Bachelor’s or Master’s degree from a recognised university, with at least one third of credits coming from marketing content (ie 120 credits in Bachelor's degrees or 60 credits in Master's degrees).
- Professional practice (suggested two years marketing in an operational role) plus diagnostic assessment onto Level 6.
If English is not your first language, you will also need to provide evidence of achieving one of the following English language qualifications within the last two years: IELTS Academic Module with overall score of 6.5 (each component pass mark must be 6.0 or above) or Cambridge Certificate of Advanced English grade B or above. CIM will consider other equivalent alternatives.
ENTRY REQUIREMENTS
One or more of the following is required to gain entry onto this qualification:
- CIM Level 4 Professional Certificate in Marketing or CIM Level 4 Certificate in Professional Marketing.
- Any relevant Level 4 qualification.
- Foundation Degree in Business with Marketing.
- Bachelor’s or Master’s degree from a recognised university, with at least one third of credits coming from marketing content (ie 120 credits in Bachelor's degrees or 60 credits in Master's degrees).
- Professional practice (suggested two years marketing in an operational role) plus diagnostic assessment onto Level 6.
If English is not your first language, you will also need to provide evidence of achieving one of the following English language qualifications within the last two years: IELTS Academic Module with overall score of 6.5 (each component pass mark must be 6.0 or above) or Cambridge Certificate of Advanced English grade B or above. CIM will consider other equivalent alternatives.
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