PROFESSIONAL CERTIFICATE IN MARKETING

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1 PROFESSIONAL CERTIFICATE IN The practical skills and knowledge required to devise and execute tactical marketing activities ONLINE LONDON BERKSHIRE The direct study centre of PROFESSIONAL CERTIFICATE IN i

2 OUR PROFESSIONAL QUALIFICATIONS: CIM and ITSMA Marketing Qualifications Professional Certificate in Marketing Professional Diploma in Marketing Professional Diploma in Marketing for Business Services and Solutions Chartered Postgraduate Diploma in Marketing CAM Digital Marketing Qualifications Diploma in Digital Marketing Diploma in Digital Marketing (Mobile) Diploma in Digital Marketing (Metrics and Analytics) Diploma in Digital Marketing (Media and Branding) Sales Certificate in Professional Sales Practice Advanced Certificate in Professional Sales Management Practice Advanced Certificate in Account Management Practice Intensive Diploma in Strategic Sales Practice PROFESSIONAL CERTIFICATE IN CONTENTS Overview 2 Flexible study options 3 Assessment and support 4 Course content 5 Entry and technical requirements 7 How to book and prices 8 Training venues 9 Course schedule 10 The only study centre owned and managed by The Chartered Institute of Marketing (CIM); the world s largest and most respected organisation for professional marketers. CIM Academy offers internationally recognised marketing, digital marketing and sales qualifications via flexible study options to suit your busy working lifestyle. ONLINE LONDON BERKSHIRE Visit for more details. 1437EN.1 PROFESSIONAL CERTIFICATE IN 1

3 OVERVIEW FLEXIBLE STUDY OPTIONS The Professional Certificate in Marketing gives you the practical skills and knowledge to devise and execute tactical marketing activities and gain marketing credibility. This programme has been designed by CIM Academy and it is based upon the Professional Marketing Standards developed by The Chartered Institute of Marketing for the marketing profession. The Professional Certificate in Marketing is accredited and approved by QCA and has been set at Level 4 in the National Qualifications Framework. Who is it for? Junior marketers; senior people, particularly in SMEs, where marketing is only part of what they do; or those in marketing support roles, who undertake marketing activities as part of their job. The typical profiles of people who might take this qualification often include: Marketing assistants. Marketing co-ordinators. Marketing executives. Marketing managers in SMEs without formal marketing qualifications. Non-marketers with aspirations for marketing. Existing marketers wanting to specialise more. What you will learn: Understand the function and fundamentals of marketing in some depth including how to write and execute a marketing plan. Know the many different ways of understanding and communicating with customers and the function these methods serve. Understand your organisation s marketing environment, its constituent parts, and how they work in unison. Apply practical knowledge including the collecting and analysing of data, and the establishment of marketing budgets. For groups and teams We regularly deliver our qualifications to groups and teams of individuals within organisations, or build a bespoke programme to suit your industry or business needs. For more details please contact or call +44(0) Study with us and access: The highest quality resources and expertise as part of CIM, our resources are second to none. Outstanding academic and business related tuition from our Expert Delivery Team who are leaders in their field. Highly supportive network from a dedicated support team, the Expert Delivery Team and fellow delegates. 24/7 access to CIMCity the online learning community supporting you throughout your studies. As well as being able to collaborate with other delegates and our Expert Delivery Team, it hosts an extensive range of online tools, templates, podcasts and links to relevant reading that you can use in your workplace as well as in your assignments. Excellent pass rates and awards for outstanding achievement. An unrivalled reputation over 90% of our delegates would recommend us. A choice of workshop locations study in central London or at Moor Hall, the home of CIM. Or, if you have a group or team to train, we can deliver the qualifications at your choice of location options for tailoring are also available. CPD hours proving your commitment to improving and developing your skills. VIRTUAL LEARNING (ONLINE)* Interact in 14 live virtual classroom tutorials; group and tutor led sessions without leaving your home or office. Ideal if you are looking for a high level of support, yet do not have the time or budget to travel to weekly classes. Key benefits: Live sessions via webcam from any location. Opportunity to go back and review tutorials to consolidate learning. BLENDED ONLINE (FACE-TO-FACE AND ONLINE) A mix of online learning through interactive tutorials and five face-toface workshops. A choice of locations for workshops: - Central London. - Moor Hall, Berkshire (the home of CIM). Key benefits: Choose when to study, and at your own pace. Face-to-face workshops reinforce learning, allowing for practical application. *Requires access to a computer with broadband. 2 CIM ACADEMY THE DIRECT STUDY CENTRE OF CIM PROFESSIONAL CERTIFICATE IN 3

4 ASSESSMENT AND SUPPORT COURSE CONTENT Personal study Delegates will need to spend a minimum of ten hours per week studying and reading books. For the blended and virtual programmes, the majority of this can be completed online. How it s assessed There are two examinations of three hours each and two business related assignments which require 25 to 30 hours to complete. It is recommended that delegates are in employment when studying, however, assignments can be based on a company of their choice. Connect interact learn CIMCity is the online learning platform that supports all of our delegates through their studies with CIM Academy. It hosts an online course area that allows you to access a wide range of informative online tutorials, templates, academic and practical resources - many of which are downloadable. The learning is divided into a structured study schedule that will help you balance the demands of work with studying for a professional qualification. Combined with allocated reading activities, the online content comes together to ensure you achieve the overall learning outcomes from the syllabus and equips you with practical tips and guidance that you can use back at work. CIMCity promotes interaction and engagement via online discussion forums, collaborative wiki s and private dialogue areas, so you can easily connect with your peers and the Expert Delivery Team, who are at hand to provide you with the academic support and guidance you need to successfully gain your qualification. CIMCity also has a dedicated learning support team, on hand* to offer you support and assistance for both technical and course related queries, as well as provide encouragement and motivation throughout the duration of your course. We want to maintain a positive learning experience throughout your time with CIM Academy. Virtual programmes interact real time Should you chose to study virtually with the CIM Academy, in addition to your access to the wealth of resources available through CIMCity, you will engage in live virtual classroom sessions delivered by our skilled Expert Delivery Team. The equipment required is detailed on page 10. The virtual classroom sessions range between minutes each and are recorded so you can revisit what you have learned at any time. *UK office hours 1. ESSENTIALS Assessment This unit is assessed by a three hour written examination. Learning outcomes By the end of this unit you should be able to: Explain how marketing has evolved and the importance of market orientation in creating customer value. Assess the importance of marketing, its cross-functional role and the contribution it makes to the organisation and society. Identify and explain the stages in the marketing planning process. Assess the key elements of the internal and external marketing environment that impact upon the organisation, its objectives and its activities. Identify and describe the characteristics and applications of each element of the marketing mix (7Ps). 2. ASSESSING THE ENVIRONMENT Assessment This unit is assessed by a three hour written examination. Learning outcomes By the end of this unit you should be able to: Explain the nature and scope of the internal marketing environment, including the resource perspective. Distinguish between the types of organisation within the public, private and voluntary sectors and understand the different influences and challenges they face and how their objectives differ as a result. Identify and explain the different characteristics of the micro environment and recognise the sources of information required to gain a good understanding of it, together with its drivers and challenges. Assess the importance of, and potential impact on, a market-oriented organisation of key trends in political, economic, social, technological and legal/ethical/regulatory environments. Consider the implications for organisations pursuing both economic and environmental sustainability as part of its agenda for CSR. 4 CIM ACADEMY THE DIRECT STUDY CENTRE OF CIM PROFESSIONAL CERTIFICATE IN 5

5 COURSE CONTENT ENTRY AND TECHNICAL REQUIREMENTS 3. INFORMATION AND RESEARCH Assessment This unit is assessed by a written, practical assignment. Learning outcomes By the end of this unit you should be able to: Identify appropriate information and marketing research requirements for marketing decision-making. Evaluate the importance of customer databases and their contribution to providing detailed market information to support marketing decisions. Review the processes involved in establishing an effective database. Explain the nature and scope of the research industry and discuss the importance of working in line with the industry s code of conduct. Explain the process for selecting a marketing research supplier, in domestic and international markets, developing the criteria to support that selection. Explain the process for collecting marketing and customer information, utilising appropriate primary and secondary sources. Appraise the appropriateness of different qualitative and quantitative research methodologies to meet different research situations. 4. STAKEHOLDER Assessment This unit is assessed by a written, practical assignment. Learning outcomes By the end of this unit you should be able to: Assess the relative importance of organisational stakeholders to the marketing function, and the impact they have on the organisation s marketing activities. Explain the importance of relationship marketing in the context of the organisation s stakeholders in achieving stakeholder interest, involvement, commitment and loyalty. Explain how the marketing mix can be effectively co-ordinated to support internal and external stakeholder relationships. Explain how to co-ordinate the communications mix to communicate effectively with the organisation s stakeholders in line with budget and time requirements. Evaluate key methods for measuring the success of the marketing mix and communications activities. CIM Academy has its own entry criteria and applicants are assessed on an individual basis. This qualification is the equivalent to the first year of a foundation degree and we recommend that you have at least one year s experience working in a marketing or customer service role. We also require a minimum of two A Levels; or any general Bachelors or Masters degree (or equivalent); or hold a CIM Introductory Certificate in Marketing (Level 2 or 3); or have an NVQ or SVQ Level 4 in any other subject (UK equivalent to NGF Level 4 and above); or hold an international baccalaureate (equivalent to NQF Level 3 and above) or a pass of the entry test onto Level 4. Our programmes are taught in English, if English is not your first language, you will also need to provide evidence of at least IELTS 6.5 or Trinity ISE III/IV. Transition arrangements If you are part way through studying this qualification elsewhere you can transfer to study with CIM Academy. Please contact the CIM Academy team on +44 (0) for more details. The recommended minimum specification of your PC or Mac is: Windows: 1.4GHz Intel Pentium 4 or faster processor (or equivalent) for Microsoft Windows XP or Windows 7; 2GHz Pentium 4 or faster processor (or equivalent) for Windows Vista. Windows 7, Vista or XP operating system. 512MB of RAM (1GB recommended) or Windows XP or Windows 7; 2GB recommended for Windows Vista. Microsoft Office 2003 or higher. Minimum 1MB Broadband Internet connection, DSL or better (required for high quality video). Microsoft Internet Explorer 7 or higher, Mozilla Firefox, Apple Safari 4 or 5, Google Chrome. Mac: 500MHz PowerPC G3 or faster or 1.8GHz Intel Core Duo or faster processor. Mac OS X v10.5, 10.6 (Intel) or Mac OS X Lion +. Apple Safari 5 or higher, Google Chrome, Mozilla Firefox. You will also require: Pop-ups and JavaScript enabled in your chosen browser. Adobe Flash player 10.1 or higher. Java version 6. Audio sound card and speakers or headphones for listening. 6 CIM ACADEMY THE DIRECT STUDY CENTRE OF CIM PROFESSIONAL CERTIFICATE IN 7

6 HOW TO BOOK AND PRICES TRAINING VENUES Booking Bookings should be made via the CIM Academy team at The Chartered Institute of Marketing please call us on +44 (0) or visit to complete an online application form and send an upto-date CV with your booking. Virtual learning (online) VAT What s included Tuition costs 24/7 access to CIMCity Study materials Blended online (face-to-face and online) VAT What s included Tuition costs 24/7 access to CIMCity Selected core reading books Study materials Please note: No matter what your preferred study option, you will be required to pay 420 of CIM studying membership and assessment fees. We take care of the administration for you, leaving you to concentrate on your studies. Additional exam fees may apply to students in non UK locations. Moor Hall, Berkshire Workshops take place at Moor Hall, our purpose-built training and conference complex in Cookham, Berkshire. Aside from being the home of The Chartered Institute of Marketing, the venue provides a high quality learning environment with access to world-class marketing resources and is conveniently located within easy reach of international airports, major roads, motorway networks and main route railway stations. Central London Workshops take place at Euston House, London, a purpose built training venue, situated just two minutes from Euston mainline and underground stations, and five minutes from Euston Square and Kings Cross. It is both easily accessible nationwide and an ideal location for our London workshops. 8 CIM ACADEMY THE DIRECT STUDY CENTRE OF CIM PROFESSIONAL CERTIFICATE IN 9

7 COURSE SCHEDULE BLENDED ONLINE, MARCH 2014 COURSE SCHEDULE BLENDED ONLINE, JUNE 2014 SECOND SESSION OPCM25 (Moor Hall) Exam session Results SECOND SESSION OPCM26 (Moor Hall) Exam session Results Cohort Starts Online Online Unit 1 starts 3 Mar 14 Cohort Starts Online Online Unit 1 starts 2 June 14 Workshop 1 Marketing Essentials 18 Mar 14 Online Unit 2 starts 31 Mar 14 Case study issued 17 Apr 14 Workshop 2 Assessing the Marketing Environment 22 Apr 14 Workshop 3 - Revision 21 May 14 Workshop 1 Marketing Essentials 17 June 14 Online Unit 2 starts 30 June 14 Workshop 2 Assessing the Marketing Environment 15 July 14 Start Case study analysis 28 July 14 Workshop 3 - Revision 19 Aug 14 Exam Marketing Essentials (written exam, closed book) 3 Jun 14 Jun 14 Aug 14 Exam Marketing Essentials (written exam, closed book) 2 Sept 14 Sept 14 Nov 14 Exam Assessing the Marketing Environment (case study, closed book) 4 Jun 14 Jun 14 Aug 13 Exam Assessing the Marketing Environment (case study, closed book) 3 Sept 14 Sept 14 Nov 14 Online Unit 3 Starts 9 Jun 14 Online Unit 3 Starts 8 Sept 14 Assignment 1: Marketing Information and Research - start 23 Jun 14 Assignment 1: Marketing Information and Research - start 22 Sept 14 Workshop 4 - Marketing Information and Research 8 Jul 14 Workshop 4 - Marketing Information and Research 9 Oct 14 Assignment 1: Marketing Information and Research - hand in 26 Aug 14 Sep 14 Nov 14 Assignment 1: Marketing Information and Research - hand in 24 Nov 14 Dec 14 Feb 15 Online Unit 4 starts 27 Aug 14 Online Unit 4 starts 25 Nov 14 (Work-based Project) - start 8 Sep 14 (Work-based Project) - start 8 Dec 14 Workshop 5 - Stakeholder Marketing 29 Sep 14 Workshop 5 - Stakeholder Marketing 12 Jan 15 (Work-based Project) - hand in 17 Nov 14 Dec 15 Feb 15 (Work-based Project) - hand in 23 Feb 15 Mar 15 May 15 CERTIFICATE ISSUED May 2015 This is an intensive course designed to be run over approx 9 months. Delegates will need to spend approx hours per week studying online and reading books. There are two examinations of 3 hours each and two business related assignments which require hours each to complete. Delegates will also need to attend 5 workshops held at Moor Hall, Berks. The Chartered Institute of Marketing and CIM Academy reserve the right to amend the dates and times of sessions, though this will only happen in exceptional circumstances. CERTIFICATE ISSUED Aug 2015 This is an intensive course designed to be run over approx 9 months. Delegates will need to spend approx hours per week studying online and reading books. There are two examinations of 3 hours each and two business related assignments which require hours each to complete. Delegates will also need to attend 5 workshops held at Moor Hall, Berks. The Chartered Institute of Marketing and CIM Academy reserve the right to amend the dates and times of sessions, though this will only happen in exceptional circumstances. 10 CIM ACADEMY THE DIRECT STUDY CENTRE OF CIM PROFESSIONAL CERTIFICATE IN 11

8 COURSE SCHEDULE VIRTUAL LEARNING, MAY 2014 VIRTUAL FIRST SESSION Duration (VCs at 19:00) VPC14 Exam session Results VIRTUAL FIRST SESSION Duration (VCs at 19:00) VPC14 Exam session Results Cohort Starts Online - Online Unit 1 starts Virtual Classroom 1 Introduction to Marketing Virtual Classroom 2 Marketing Essentials Tackling the Exam 6 May mins 12 May mins 9 June 14 Online Unit 2 starts 23 June 14 Virtual Classroom 3 Introduction to the Marketing Environment Virtual Classroom 4 Analysing & Approaching the Case Study 60 mins 30 June mins 21 July 14 Start Case study analysis 28 July 14 Submit Unit 1 Mock Exam Marketing Essentials Virtual Classroom 5 Analysing the Case Study Virtual Classroom 6 Feedback on Mock Exam Virtual Classroom 7 Revision Marketing Essentials Virtual Classroom 8 Revision & Comments on Analysis Exam Marketing Essentials (written exam, closed book) 1 Aug mins 4 Aug min (1-to-1) 13 Aug mins 18 Aug mins 26 Aug 14 3 hrs 2 Sept 14 Sept 14 Nov 14 Online Unit 3 Starts 8 Sept 14 Virtual Classroom 9 Briefing on Assignment Assignment 1: Marketing Information and Research - start Virtual Classroom 10 - Marketing Information and Research Asst progress Virtual Classroom 11 Feedback on draft assignment Assignment 1: Marketing Information and Research - hand in 60 mins 15 Sept Sept mins 20 Oct min (1-to-1) 12 Nov 14 Online Unit 4 starts 25 Nov 14 Virtual Classroom 12 Briefing on Assignment (Work-based Project) - start Virtual Classroom 13 - Stakeholder Marketing Asst progress Virtual Classroom 14 Feedback on draft assignment (Work-based Project) - hand in 60 mins 1 Dec Nov 14 Dec 14 Feb 15 8 Dec mins 19 Jan min (1-to-1) 9 Feb 15 CERTIFICATE ISSUED Aug Feb 15 Mar 15 May 15 Exam Assessing the Marketing Environment (case study, closed book) 3 hrs 3 Sept 14 Sept 14 Nov 14 CONTINUED ON NEXT PAGE > This is an intensive course designed to be run over approx 10 months. Delegates will need to spend approx hours per week studying online and reading books. There are two examinations of 3 hours each and two business related assignments which require hours each to complete. Delegates will also need to attend 14 Virtual Classrooms online. 12 CIM ACADEMY THE DIRECT STUDY CENTRE OF CIM PROFESSIONAL CERTIFICATE IN 13

9 The Chartered Institute of Marketing Moor Hall Cookham Maidenhead Berkshire, SL6 9QH United Kingdom CONTACT US Call: +44 (0) Visit: The Chartered Institute of Marketing All rights reserved. Permission to reproduce or extract material from this publication must be sought from The Chartered Institute of Marketing. Details and pricing are correct at time of publication.

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