2016 WORLD SERVICE PROSPECTUS

Transcription

1 CAMBRIDGE MARKETING COLLEGES 2016 WORLD SERVICE PROSPECTUS Cambridge Marketing College 25 YEARS OF MARKETING KNOWLEDGE MARKETING KNOWLEDGE CAMBRIDGE MARKETING COLLEGE 1

2 Photos taken at the Annual Cambridge Marketing College Dinner and Lecture Thank you for inviting me to present to Cambridge Marketing College which in itself is a fantastic marketing achievement. Professor Philip Kotler 2 CAMBRIDGE MARKETING COLLEGE

3 Contents Cambridge Marketing College 2 Qualifications to enhance your career 4 Recognised Levels of Ability 5 Distance Learning 6 Taught Courses 6 CIM/CAM Qualifications 8 CIM Foundation Certificate 9 CIM Certificate in Professional Marketing 10 CIM Diploma in Professional Marketing 12 CIM Chartered Postgraduate Diploma in Marketing 14 CAM Diploma in Marketing Communications 16 CAM Diplomas in Digital Marketing 18 CIPR Qualifications CIPR Foundation Award 20 CIPR Advanced Certificate 20 CIPR Diploma 21 The Cambridge Marketing College Study Package 22 The Delegate Learning Zone 23 Applying to the College 24 Terms and Conditions 25 CAMBRIDGE MARKETING COLLEGE 1

4 Cambridge Marketing College Founded in 1991 we are the leading specialist Professional Marketing College in Europe. Our faculty of 45 Fellows and tutors has helped over 8,000 delegates gain a qualification and do a better job, and our unique Alumni Programme helps support and develop our delegates throughout their careers. Your choice of College for your Professional Marketing Career is a clear one. Does it understand what you are trying to achieve; can it give guidance on your understanding and application of what you learn; will it help make a difference in your career? All of our staff are dedicated to helping you achieve the best from your career in marketing. All of our tutors are practising marketing professionals with a proven ability to impart that knowledge and experience. This Prospectus is laid out to help you find precisely what you want and to give you background data to plot your career and skills path. In 2012 the College carried out one of the largest surveys of postgraduate marketers to assess the impact of their qualifications. The results were quite astounding. 90% said their qualification is of value in their career development: in recognition of professional skills by employers in gaining strategic and marketing skills in gaining confidence in boosting their salaries Over the last 5 years we can state with confidence that their marketing qualifications have been a factor in increasing our alumni s salaries by an average 10,000 pa after qualifying. In some instances the increase has been significant. Enhance your career with a Marketing Qualification from Cambridge Marketing College Improve your confidence Increase your marketing skills 71% Over 71% of alumni have moved to new roles or posts 80% Over 80% of alumni now hold management or higher level roles Be more respected by your organisation 90% 90% of alumni said their qualification was of value in their career development Increase your salary 82% 82% said they would do the same course again 2 CAMBRIDGE MARKETING COLLEGE

5 Join in our success; benefit from our experience We have consistently pioneered improvements in delivering marketing knowledge and have built a reputation for quality and success. Annually we have over 1400 delegates studying with us around the world. We are passionate about developing high achieving marketing and PR professionals not just putting people through courses. Consistently in surveys over the last 20 years over 98% of our delegates said they would recommend us. Tutors who are practising professionals We pride ourselves on the fact that our 45 tutors are practising marketing or PR professionals from diverse backgrounds, who bring a wealth of relevant experience and a current set of skills to our courses. Many are Chartered Marketers and Examiners and all have proven teaching abilities. They consistently deliver excellent pass rates. Top quality support All the College staff are responsible for supporting our delegates. We offer a onestop shop approach to answering queries and providing solutions to problems. One call can get you all the answers you need: or Liz Hamilton with your CV: liz@marketingcollege.com. Over the last 5 years we can state with confidence that marketing qualifications have been a factor in respondents increasing their salaries. Between 2007 and 2012, the average salary increase across all bands was 10,000 pa Employability 4.01 Knowledge Gained 4.19 Career Development 4.10 Professional Credibility Ranked Relative Importance by Alumni (out of 5) CAMBRIDGE MARKETING COLLEGE 3

6 Qualifications to enhance your career Which is the right course for you? Cambridge Marketing College is unique in offering only marketing and PR courses and qualifications and we offer all the main recognised qualifications. We can give you impartial advice on which course is best for you. As a first step you need to consider which area of Marketing you wish to develop: Marketing Management, Marketing Communications or Digital Marketing. You can call for private confidential advice on the right level or choice of course on or your CV and questions to lauren@marketingcollege.com. Qualification Levels CIM Foundation Certificate L3 CIPR Foundation Award CIM Certificate in Professional Marketing CAM Diplomas in Digital Marketing L4 CAM Diploma in Marketing Communications CIPR Advanced Certificate CIM Diploma in Professional Marketing L6 CIPR Diploma L7 CIM Chartered Postgraduate Diploma 4 CAMBRIDGE MARKETING COLLEGE

7 If you are, or want to be, responsible for the development of a product/service and the management of the marketing mix which goes with that, then you need the Chartered Institute of Marketing (CIM) Professional series of qualifications culminating in the Chartered Postgraduate Diploma which can lead on to a Masters qualification and Chartered Marketer status. In addition Digital Marketing is now an integral aspect of all the new CIM qualifications. For those wishing to specialise in Digital Marketing the suite of Digital Diplomas allows you to develop more specific skills in digital media and branding, planning and analytics. If you are in, or wish to develop a career in, Advertising, PR, Media and the other areas of Marketing Communications then you need the Communication Advertising and Marketing (CAM Foundation) qualifications or the CIPR qualifications if you want to specialise in PR. Q1 Do you have a Degree in any discipline? NO Q2 Do you have two or more years experience in Sales or Marketing or Customer Service NO You may enrol at Foundation Level 3 YES YES Q3 Is your degree in a Business or Marketing discipline? NO YES You may enrol at Level 4 However - if you have more than five years experiance you may be able to start at Diploma level. The best way to proceed is to send your CV to lauren@marketingcollege.com for it to be reviewed and your experience assessed for the correct level. You may enrol at Level 4 If your degree is less than 10 years old and from a recognised University You may enrol at Level 6 If your Degree is in Marketing or has more than 50% weighting in Marketing and you have more than five years experience you may be considered for the Level 7 (Masters) Chartered Postgraduate Diploma. If your degree was from a non-uk university you need to send your degree details to lauren@marketingcollege.com for it to be reviewed and your experience assessed for the correct level. However - if you have more than four years experience you may put yourself forward for the Diploma level 6 qualification. To do so send your CV to the lauren@marketingcollege. com for it to be reviewed and your experience assessed for the correct level. Q4 Do you have more than seven years marketing experience? YES You may be eligible to enrol directly onto the Chartered Postgraduate Diploma Level 7 CAMBRIDGE MARKETING COLLEGE 5

8 Distance Learning Distance Learning is one of our most popular programmes offering flexible study options with 15 months support. We have had Distance Learning delegates from all over the UK and from over 100 different countries around the world. One of the key benefits of Distance Learning is the flexibility. You can start when you want, choose when and where you study, and set your own pace. If you want to complete your course quickly you can have tutor support at the same time for as many modules as you need. If work or other pressures mean you need to slow your studies down you can extend your support and even upgrade to attend taught sessions. We have a specialist Distance Learning Course Director, Kiran Kapur, who will help you get started on your studies, work out a personal study plan, be there to answer questions and help you keep your studies on track. In addition you get: Specialist tutor support for each module our tutors are practising marketing professionals who bring current business experience and proven teaching skills to our courses. Many are Chartered Marketers and they consistently deliver excellent pass rates. There is no limit on the number of times you may contact your tutor by . Electronic Study Guides which allow onscreen reading, highlighting, and annotation making them a truly portable resource. They can also be printed out at home. The Guides include links to the syllabus, reading references, self-test exercises, real life examples and assignments to be completed and marked by your tutor. Feedback from your tutor will help you monitor your progress and see how you can improve your assignment or exam technique. On-Line Support the Delegate Learning Zone further details are on page 23. Upgrade and Extend A key benefit of studying by Distance Learning with CMC is that we also teach courses throughout the year. If you want additional tuition and are able to travel to one of our study centres you can upgrade and attend taught sessions for all or some of your modules or attend revision classes for extra support prior to exams. Most delegates complete within their allotted study time. However, should life or work mean you need more time, you may renew your studies on a modular basis. Taught Courses The College runs classes in the following locations: UK CIM Certificate, Diploma in the evenings, weekends and Saturday Seminars CIM Post Graduate Diploma weekends CIM/CAM Digital Diploma weekends and Saturday Seminars CIPR Foundation Award, Advanced Certificate and Diploma, Saturday Seminars Amsterdam, Netherlands In association with the Amsterdam Business School, we offer classes for the CIM Diploma in Professional Marketing. Frankfurt, Germany In association with PSMG (the leading Marketing association for Professional Services marketers), we offer classes specially tailored for Professional Services Marketing and Business Development Executives for the CIM Diploma in Professional Marketing. Cairo, Egypt The college is launching classes for CIM Diploma in Professional Marketing. Mumbai, India The CMC International Diploma in Marketing Practice The College is delighted to be launching classes in this Diploma with Finplan, the International Institute of Management in Mumbai. Accredited by both the College and Finplan, the Diploma consists of 4 modules: Essentials of Marketing Marketing Planning Marketing Research Integrated Communications For details of our classes, contact our International Director, Kiran Kapur: kiran@marketingcollege.com 6 CAMBRIDGE MARKETING COLLEGE

9 To meet international demand, we have College Ambassadors in these locations: Theo Dingemans BENELUX Hanna Kounev GERMANY Nahed Maher EGYPT Nandan Sengupta INDIA Anisa Byrne DUBAI Our experienced College Ambassadors will: provide advice and guidance on the right qualification and World Service Study Option for you; help you register with the College; You will then be supported by a specialist distance learning tutor for each module of your course. I just want to say a really big thank you to you and the rest of the tutors at the College for your support over the years as I worked my way through the Postgraduate Diploma in Marketing. I was very tearful when I discovered I passed the final MLP module with 72%, your feedback and support during the times that I was panicking was fantastic Thank you! The College has certainly made my distant learning experience a great one! Gurminder Badan, Postgraduate Diploma Distance Learning Delegate CAMBRIDGE MARKETING COLLEGE 7

10 CIM Foundation Certificate in Marketing (Level 3) This course is an ideal introduction to marketing. It looks at marketing in different situations and considers the Not for Profit, Service and Business to Business sectors as well as the Consumer market. By the end of the course you will understand the function of marketing and its role in an organisation; know about the seven Ps (product, price, place, promotion, people, process The Modules Marketing Principles and physical evidence) and how to apply the marketing mix; understand more about customers and managing customer relationships; and be able to communicate with internal and external customers in different ways. On completion of the course you may choose to progress to study the CIM Certificate in Professional Marketing and you will be eligible for 15% off future courses. Customer Communications This module provides an understanding of the key concepts and terminology used in marketing. It provides knowledge and understanding of the role and function of marketing within organisations, and explores the factors that influence consumer behaviour. It identifies key components of the marketing environment and enables an appreciation of how to collect and utilise relevant information about the marketing environment. It outlines the concepts and elements which make up the marketing mix and how these are applied in context. Assessment is by an online multiple choice exam. This module provides an understanding of how marketing communications can be used in practice to engage with customers. It enables appreciation of the customer and considers the importance of understanding the nature of customer relationships, and how those relationships are managed and monitored. It provides the knowledge and understanding of the purpose and process of marketing communications and the range of communication tools available. It explores how to develop a successful marketing communications campaign and outlines how the campaign can be put into practice. Assessment is by a work based assignment to be completed over three months. Fees Fees are 765 for 2 modules for 6 months support. For EU delegates, there is an additional UK government VAT tax, so the cost is 918 for 2 modules. In addition, there are fees paid to the CIM: 50 membership fee plus 100 for each assessment. Delegates are responsible for signing up to the CIM and paying the fees. The Chartered Institute of Marketing is the world s largest professional body of marketers with over 40,000 members worldwide. It is the leading institution for marketing qualifications and has been setting awards since Over 60,000 students have graduated with the CIM Postgraduate Diploma since the 1980s. Thanks to the Cambridge Marketing College, and their exceptional revision and study material, I was able to pass my Introductory Certificate in Marketing. My thanks go out to their expertise and unrivalled support that helped me get forward in my career. I would definitely recommend their services. Liam F Green, Introductory Certificate Delegate 8 CAMBRIDGE MARKETING COLLEGE

11 Delegate Profile Market Research Nick Mazur Product Marketing Manager, Cambridge International Examinations As someone closely involved with the tertiary education system, you d expect Nick Mazur to be a natural advocate of the value of gaining professional qualifications, but it wasn t always so. Although he had a lot of marketing experience, he found that prospective employers were put off by his lack of a formal marketing qualification. A particularly terrible interview galvanised him into action, and immediately afterwards he chose to study for the CIM Diploma. He also wanted to refresh and formalise his knowledge of marketing, which had been built up in a number of varied and interesting roles. While working for the magazine industry association in London as deputy chief executive, he found himself in a reorganisation and took voluntary redundancy to give himself time to think about what he really wanted to do. He had been in marketing roles earlier in his career and enjoyed the customer contact and variety of work, and so resolved to try to get back into marketing. An opportunity arose at Cambridge International Examinations, and although it was an editorial role, Nick decided - rightly as it turned out - that this could be the route to marketing he had been looking for. After a year managing editorial projects, he moved to his current role, Product Marketing Manager, which was newly created, so Nick had the chance to shape it as he went along. He is now responsible for the marketing of new products (mainly examinations) to schools around the world. He is part of the development team, establishing or growing the take-up for new or redeveloped qualifications or programmes. This could be something like a new IGCSE (International GCSE) in Enterprise or World Literature, a new A-Level in English Language or a redevelopment of curriculum and assessments for primary schools around the world. He spends time drafting copy for marketing materials: digital, print, presentations, and also briefing freelancers and agencies to do this. Nick enjoys planning and attending events as he finds it invaluable for keeping close to the marketplace and for meeting customers. Nick adds: We don t do much print advertising for our new products, but occasionally I ll work on this as well. As we are a large company of around 300 people, keeping people briefed on our activities also forms part of my role, especially as we have a number of staff overseas. The variety and creativity in my role is what makes it really interesting. I see a challenge and then can come up with ideas to solve this. Nick s experience is growing ever-wider as he s currently on secondment to the Business Insight team handling the market research programme. His confidence in taking up this challenge was boosted after studying marketing research in the CIM Diploma with CMC. In fact, his CIM assignment idea was developed and used by the business as a major piece of research, and is still used to inform their marketing activity. Nick confesses to having become a bit of a SNAP-aholic (the research software he uses), and he handles research projects in addition to his product marketing activity. He really enjoys seeing the results and then feeding the findings through to steer redevelopments. Our customers are really vocal and tell us what they like/don t like and we get excellent response rates to our research. he says. The variety and creativity in my role is what makes it really interesting. I see a challenge and then can come up with ideas to solve this. CAMBRIDGE MARKETING COLLEGE 9

12 CIM Certificate in Professional Marketing (Level 4) Entry Qualifications The course is suitable for those with some experience in marketing and with limited academic qualifications or delegates with non-marketing degrees and limited marketing experience. The Certificate consists of two mandatory modules and one elective module from a choice of two. Each module requires 130 hours of study. The Modules Marketing Integrated Communications Mandatory This module provides an introduction to marketing. It looks at the importance of marketing s role in driving success and delivering results. It provides an understanding of the function of marketing within the organisation and demonstrates how an appreciation of customer behaviour can enable effective targeting. It outlines how external environmental influences affect planning and how information enables decision making. It considers the elements of the marketing mix and how these are applied to address market and customer needs. Assessment This module is assessed by a 2 hour multiple-choice exam containing 50 questions to be completed in a controlled environment. This module investigates the importance of effective internal and external communications in building sustainable relationships and delivering customer value. It considers the importance of communications planning in delivering marketing solutions. 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. Assessment This module is assessed by submission of a 12-page assignment based on a given scenario and an organisation of your choice. Digital Marketing Customer Experience Electives This module is about understanding the changing digital landscape and how to develop the skills to improve digital effectiveness. It 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 defines the importance of effective digital monitoring and measurement techniques and how these enable organisations to improve digital effectiveness. Assessment This module is assessed by a three part work based portfolio, comprising research, plan and report. This module recognises how a deeper knowledge of customer requirements within different contexts allows organisations to enhance the customer experience. It provides the skills and understanding needed to assess customer expectations in context, and to develop and deliver experiences that meet those expectations. It introduces customer experience frameworks and highlights how to establish effective monitoring and measurement techniques that ultimately enable organisations to improve customer experience. Assessment This module is assessed by submission of a 12-page assignment based on a given scenario and an organisation of your choice. Fees Fees are 1,330 for 3 modules for 15 months support, or you can sign-up for a single module at 445 for 6 months support. For EU delegates, there is an additional UK government VAT tax, so the cost is 1,596 for 3 modules, or 534 for a single module. In addition, there are fees paid to the CIM: 50 membership fee plus 115 for each assessment. For EU delegates, the fee per assessment is 130. Delegates are responsible for signing up to the CIM and paying the fees. You can sign up to the College at any time. Assessments are taken in April, July and December each year. 10 CAMBRIDGE MARKETING COLLEGE

13 Delegate Profile Global Product Marketing Manager Andrew Burrell Lead Solution Consultant, Nokia Siemens Networks Oftentimes, marketers embark on gaining qualifications in the hope that it will enhance their appeal to their employer and, in time, improve their career prospects. It s not often that they have clear evidence that studying has contributed directly to an appointment or promotion. But that s exactly what happened to Andrew Burrell when he was seeking his first formal position in marketing. Taking the bull by the horns, he called the head of a Marketing department in his company Nokia Siemens Networks (NSN) - and told him that he was interested in pursuing a career in marketing. Mentioning that he had started studying for a CIM qualification with Cambridge Marketing College a few months earlier, Andy asked if he would act as a mentor and give him some guidance about starting a marketing career. A week later the mentor phoned back with news about a job that Andy subsequently successfully applied for. When asked later why he had chosen Andy over the other candidates, the mentor said that the pursuit of the CIM qualification showed a serious intent to progress in marketing. This first marketing position turned out to be a fascinating marketing communications role, involving the worldwide roll-out of a new Channel Partner Program for Value Added Resellers, as well as the deployment of a range of marcoms tools including case studies, workshops, presentations, brochures and so on. Andy enjoyed the marketing challenges of entering new markets such as the oil industry, and bringing a marketing benefits approach to previously technical activities such as catalogues and newsletters. After just over a year in this job, Andy became Marketing Manager, responsible for a range of mature fixed switching, optical and copper access products with a large installed base. He supported sales teams with marketing materials, training, and competitor intelligence, as well as managing an internal communications program to inform and motivate over 800 staff. A particular challenge was taking responsibility for sensitive communications topics such as switching production overseas. Despite what he describes as fantastic experience, Andy felt that to progress further in his career, a change of role would be required, and an attractive sales job beckoned. He moved to be Lead Solution Consultant within the Care Solutions Division of NSN, responsible mainly for sales of training services to telecoms operators in the UK and Ireland. A key requirement was to help customers to manage the introduction of new technologies and improve their operational efficiency. His planning paid off, as his next move was to Global Product Marketing Manager (Planning & Optimization) for the organisation. This involves marketing and communications for the Network Planning & Optimization line of the business, as well as marketing strategy, creation and launch of new solutions and sales enabling. Says Andy: Where possible I also like to get my hands dirty : writing blogs and news articles, fine tuning presentations, working on value based argumentation, documenting case studies... When asked later why he had chosen Andy over the other candidates, the mentor said that the pursuit of the CIM qualification showed a serious intent to progress in marketing. CAMBRIDGE MARKETING COLLEGE 11

14 CIM Diploma in Professional Marketing (Level 6) Entry Qualifications A Bachelors degree in Business or Marketing (or an equivalent qualification) where a minimum of a third of the credits come from marketing OR three plus years of appropriate experience working in Marketing. The Modules Strategic Marketing The Diploma consists of two mandatory modules and one elective module from a choice of two. Each module requires 150 hours of study. Mastering Metrics Mandatory 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 to 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 the implementation of plans. It outlines how managing resources and employing monitoring and measurement techniques enables the achievement of strategic marketing objectives. Assessment This module is assessed by the preparation of a strategic marketing plan and an examination. Driving Innovation This module examines the importance of managing marketing data for effective marketing decision making. It looks at the role of marketing metrics within the organisation and establishes how a range of measurement techniques can be used to achieve marketing insights and make strategic decisions. 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. Assessment This module is assessed by submission of an assignment based on a given scenario and an organisation of your choice. Digital Strategy Electives This module looks at 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. Assessment This module is assessed by submission of an assignment based on a given scenario and an organisation of your choice. This module provides insight into how organisations can implement digital marketing capabilities in 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 looks at 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. Assessment This module is assessed by a three part work-based portfolio comprising research, plan and report. Fees Fees are 1,480 for 3 modules for 15 months support, or you can sign-up for a single module at 495 for 6 months support. For EU delegates, there is an additional UK government VAT tax, so the cost is 1,776 for 3 modules, or 594 for a single module. In addition, there are fees paid to the CIM: 50 membership fee plus 135 for each assessment. For EU delegates, the fee per assessment is 170. Delegates are responsible for signing up to the CIM and paying the fees. You can sign up to the College at any time. Assessments are taken in April, July and December each year. 12 CAMBRIDGE MARKETING COLLEGE

15 Delegate Profile Group Sales & Marketing Manager Mike Bentham Welch s Transport In retrospect, Mike Bentham seems to have had almost literally a Road to Damascus moment, as his sales and marketing career began after an arduous motorcycle trek from the UK to India via Europe, Turkey, Iran and Pakistan. Perhaps it gave him time to think, as on his return he took the first step on what would prove to be a series of sales and latterly marketing roles in the transport sector. Within a year he had joined Welch s Transport and his immediate impression (coming from a customer-service background) that there was an element of complacency regarding customer service and account management. After many years of trying, he succeeded in establishing a process and responsibilities for structured account management, with the objectives of getting to know existing accounts better in order to identify their needs, win wallet share and improve customer loyalty. Mike began what he describes as a tentative marketing role in 2007, having made a case to the Board outlining the benefits of marketing and the potential pitfalls of relying only on word of mouth for business development - as the company had done for many decades. He then enrolled on CIM s course: An Introduction to Marketing. This helped him to see the scale of the challenge, so he came to CMC to study for the CIM Professional Certificate and more recently the Diploma. Just a few of the initiative Mike has led are: Introduction of Customer Care workshops The introduction of regular blogs to help SEO and positioning Development of personal and business Linked-In pages The extension of CRM databases and the use of -shots Development of relationships with local media In 2011, Mike was appointed Group Sales & Marketing Manager with wider responsibilities for marketing the Group s services. Says Mike: Gaining marketing knowledge through CMC has given me more of a voice within the Senior Management Team (SMT), and the confidence to introduce marketing initiatives. These have transformed the MD Jim Welch s original scepticism into full support for the essential role marketing has to position and promote the various businesses within The Welch Group. The support has been gained by approaching each initiative in a structured and measurable way so that their benefits can be quantified and then used as a springboard to introduce further initiatives. Even the sceptics within the SMT have now accepted the benefits of marketing. Mike is realistic about how much remains to be done, especially the need to be more structured within marketing. Today, as Group Sales and Marketing Manager, Mike manages to balance the demands of customers in a fiercely competitive sector with good marketing practices, focusing on service and key account management. He also needs to balance the advantages of a traditional business - eighty years old next year - with up-to-the-minute SEO and social media techniques. Although it s been a relatively slow and sometimes painfully frustrating journey, Mike feels that Jim Welch, is now fully behind marketing as a concept. As Mike says: None of this would have been possible without the knowledge gained from the marketing courses and seminars I ve attended. None of this would have been possible without the knowledge gained from the marketing courses and seminars I ve attended. CAMBRIDGE MARKETING COLLEGE 13

16 CIM Chartered Postgraduate Diploma in Marketing (Level 7) In common with Chartered Programmes in other professions, Chartered Marketer status is becoming a requirement for those holding the top marketing posts in corporations and institutions. For those aspiring to senior positions it is essential to have the CIM Postgraduate Diploma DipM designatory letters and be recognised as up-to-date in your understanding of marketing. Each module requires 150 hours of study. The Modules Emerging Themes Analysis & Decision This module critically evaluates the impact of a range of new and emerging themes on marketing, business organisations and the changing marketing environment. By the end of the module, delegates will be able to demonstrate an ability to recognise the strategic importance of key themes, and to consider how best to take them into account when developing and implementing marketing strategies. Assessment is by assignment This module prepares delegates to undertake a strategic audit of the organisation in order to assess its ability to deliver its business and marketing strategy, and to make strategic choices and decisions based on that audit within the context of a dynamic global market place. The module focuses on the tools for strategic decision making including financial and risk analysis for each decision. Assessment is by case study based exam Marketing Leadership and Planning Managing Corporate Reputation The purpose of this module is to enable students to develop effective high level marketing strategies to support the delivery of an organisation s value proposition (not just the marketing function). This module is designed to provide a detailed understanding of the major issues in developing a relevant, agile and flexible market-oriented organisation, which can respond to a dynamic and changeable market environment. It helps delegates to develop a detailed understanding of the issues concerning the degree of influential leadership required to execute such change within an organisation, both from the top down and from the bottom up; and a thorough understanding of the resources required to implement change within an organisation and to establish the level of competence and capability required to deliver an organisation s value proposition to its key stakeholders and markets. Assessment is by assignment This module looks at the nature and characteristics of reputation management, and at managing the dimensions of an organisation s reputation. It also examines the methods of developing effective corporate communications. It explores ways in which organisations can minimise the gap between customer perception and the way it wants to be perceived and at the range of forces that create and change perceptions, and how to avoid any potentially serious issues. Assessment is by assignment Fees Fees are 1,565 for 4 modules for 15 months support. For EU delegates, there is an additional UK government VAT tax, so the cost is 1,878 for 4 modules. In addition, there are fees paid to the CIM: 180 membership fee plus 95 for each assessment. For EU delegates, the membership fee is 224. Delegates are responsible for signing up to the CIM and paying the fees. You can sign up to the College at any time. Assessments are taken in April, July and December each year. 14 CAMBRIDGE MARKETING COLLEGE

17 Delegate Profile Postgrad / Chartered Marketer Lia Young Attorney, Trade Marks, Caterpillar Lia Young modestly describes her early years as a slow burn when it came to education. She did not warm to conventional learning and wanted independence and some flexibility around her studying. However, this did not stop her achieving a place at Kingston University, graduating in English Literature in Her first choice career was in law and she enrolled at Nottingham Law School, completing a conversion to law Distance Learning course whilst working full time at various temporary jobs. Mounting student debt meant that further legal training had to be put on hold. Joining engineering company Perkins on a 12 month temporary contract, Lia was the company s Press Officer. Seventeen years on, she has not looked back. One day her inspirational boss put a leaflet on her desk for the CAM qualification. She decided to study by Distance Learning at Cambridge Marketing College and started to re-engage with learning. Any issues Lia may have had with education had clearly been dispelled as she achieved Distinctions in her higher and advanced CAM Diplomas and received the Institute of British Advertisers award for her CAM PR paper! Spurred on by this success and recognition, and excited by learning, she enrolled on the CIM Post Grad Diploma with CMC and passed that too. Lia became one of the first CIM Chartered Marketers in Says Lia: The teaching and method of learning at CMC - weekend attendance combined with home study - really suited my lifestyle; it accommodated my full time work, helped me manage my family, and the tutors and structure of the courses and materials really gave me the flexibility I needed. Inspired by the learning experience, Lia decided to complete her legal studies again Distance Learning whilst working full time, and with her second daughter on the way. Perkins had agreed to sponsor the studies based on her marketing qualifications success. In 2005 she completed the Legal Practice Course (another Commendation!), and was given a part-time in-house training contract - a 50/50 split between marketing and a legal training contract role. Qualifying as a solicitor in Jan 2011, Lia joined Caterpillar s (Perkins parent company) in-house legal team. In 2012 she became the first Europe-based trade mark attorney for Caterpillar, with responsibility for the Caterpillar brand in Europe, Mid East and CIS and with global responsibility for the Perkins and MWM brands. Caterpillar is a significant brand, being rated no. 61 in the Interbrand best 100 global brands 2012, and no. 46 in the Fortune Lia is enthusiastic: My current role is my dream job: the perfect balance between my legal and marketing backgrounds and learning! I am supported by a para-legal and we work with the other Caterpillar trade mark attorneys to protect the global brand. We define the trade mark strategy, effect and maintain trade mark registrations, enforce and defend Caterpillar s marks and take action where appropriate on counterfeit activities. I also get to travel with my job: I made several trips to the States last year and attended the International Trade Mark Association conference in Washington DC in April. Lia has benefited from her marketing skills in brand, communications and channel strategy as she interfaces with global teams from legal, commercial and marketing disciplines; she finds that she can speak the same language whether conversing with marketers and sales teams or legal teams and counsel. The final word from Lia: My thirst for learning was definitely re-engaged as a result of my positive experience at CMC. In fact, the quest for learning is still there I am about to embark on my trade mark qualifications and I head back to law school in two weeks time a glutton for punishment perhaps! My thirst for learning was definitely re-engaged as a result of my positive experience at CMC. In fact, the quest for learning is still there I am about to embark on my trade mark qualifications and I head back to law school in two weeks time a glutton for punishment perhaps! CAMBRIDGE MARKETING COLLEGE 15

18 CAM Diploma in Marketing Communications (Level 4) The Chartered Institute through its CAM Foundation offers the CAM Diploma in Marketing Communications. This major qualification is ideal for anyone working or wanting to work in marketing communications. The qualification is designed to meet the contemporary needs of communications practitioners. The course teaches practical skills which can be used in the workplace immediately, as well as the underpinning theory of marketing communications. The standard Diploma includes 5 core modules. However, we also include the Digital Marketing Essentials module to ensure you gain all the key communication skills needed today. The Modules Marketing and Consumer Behaviour Sales Promotion & Direct Marketing Advertising The overall aim is to provide delegates with an awareness of the various elements of the marketing mix and an appreciation of how consumers go about making purchase decisions, in a variety of consumer, business, public service and social market environments. The overall purpose is to understand the theories of marketing through the use of basic psychology and sociology. Assessment is by assignment This module provides a good working understanding of the range of sales promotion practices and the nature and scope of direct marketing, allowing you to deliver an effective direct marketing campaign. Assessment is by examination The key objective is to ensure delegates understand the role and practice of advertising within marketing. In particular, you will consider the different types of advertising, learn how to plan and create advertising campaigns and consider the role and responsibilities of agencies and media owners. Assessment is by examination I just wanted to drop a quick thank you to you all for helping me to complete my CAM Diploma in Marketing Communications. I thought all the study weekends and the organisation of the course were excellent and have found that it has already been hugely influential on my current employment and my future career plans. CAM Diploma in Marketing Communications Delegate 16 CAMBRIDGE MARKETING COLLEGE

19 The Communication Advertising and Marketing Foundation (CAM) was established in 1970 as a charity to provide skills training for agency staff. In 2000 it formed an alliance with the CIM and the CAM qualifications are now managed and awarded by the CIM. This Diploma also allows those taking the optional digital assignments the chance to receive a second diploma in Digital Marketing (without further study). Integrated Media Public Relations Digital Marketing Essentials (optional) The aim of this module is to explore the principles of media research, media selection and campaign planning. You will consider the range and scope of mass media, opportunities for advertising creativity and the impact of new technology. In addition to the models governing communications, this module also features a look at digital media and trends. Assessment is by assignment and optional assignment for Digital Media & Branding This module provides and understanding of the history and definitions of PR, its function and the different needs of varying audiences. In particular, you will assess the range of different PR techniques and uses as well as learning how to compile an effective PR plan. Assessment is by examination The aim of the module is to introduce the key concepts and tools of Digital Marketing. It includes Search Engine Optimisation (SEO), Payper-click (PPC), new and emerging advertising media, marketing, viral marketing, online PR, affiliate marketing and social media, digital metrics in the form of Voice of the Customer (VOC), A/B Tests and Usability studies, legislation, regulations and codes of practice. Assessment is by assignment (optional) Fees Fees are 1,530 for 5 modules for 15 months support. For EU delegates, there is an additional UK government VAT tax, so the cost is 1,836 for 5 modules. In addition, there are fees paid to the CIM: 100 membership fee plus 85 for each assignment and 65 for each exam. For EU delegates, the membership fee is 144. Delegates are responsible for signing up to the CIM and paying the fees. You can sign up to the College at any time. Assessments are taken in April, July and December each year. Please note, exam assessed modules can only be submitted in July and December. Excellent weekend session. The tutor really gets the group talking and engaging in relevant, informative debate/discussion. I really felt I learned a lot from the session and am able to prepare for the exam. CAM Diploma in Marketing Communications Delegate CAMBRIDGE MARKETING COLLEGE 17

20 CAM Diplomas in Digital Marketing (Level 4) We now offer three CAM digital marketing qualifications: Diploma in Digital Marketing Diploma in Digital Marketing (Metrics and Analytics) Diploma in Digital Marketing (Media and Branding). The Modules Marketing and Consumer Behaviour Each diploma consists of two mandatory modules and one elective module from a choice of three. Digital Marketing Essentials Mandatory The overall aim is to provide delegates with an awareness of the various elements of the marketing mix and an appreciation of how consumers go about making purchase decisions, in a variety of consumer, business, public service and social market environments. The overall purpose is to understand the theories of marketing through the use of basic psychology and sociology. Assessment is by work-based assignment The module has three sections campaign tools, their application, and monitoring digital marketing. More specifically, the unit covers Search Engine Optimisation (SEO), Pay-per-click (PPC), new and emerging advertising media, marketing, viral marketing, online PR, affiliate marketing and social media, digital metrics in the form of Voice of the Customer (VOC), A/B Tests and Usability studies, legislation, regulations and codes of practice. Assessment is by work-based assignment Digital Marketing Planning Integrated Digital Media and Branding Web Analytics & Social Media Monitoring Electives This module aims to provide delegates with the skills and knowledge to understand fundamental digital marketing planning concepts for an organisation. In addition they will explore key factors involved with the implementation, measurement and evaluation of successful campaigns. Similarities and differences covering the mix elements in traditional and digital marketing will be addressed, along with issues such as relationship marketing, permission and consumer concerns around privacy, trust and security. Delegates will evaluate all the key channels used for communicating with the customer and ascertain how they are evolving and can be integrated. In addition to the new models governing digital communications, this unit also features a future trends section, which will be regularly updated, and will consider web 4.0, new influence models and the growing impact of neuroscience on digital communications practice. Assessment is by work-based assignment This module will explore basic online research principles and then examine two themes: web analytics and social media monitoring. Web analytics reviews the effectiveness of company communications and customer interactions on a range of digital marketing platforms including website, social media presences and mobile marketing. Social media monitoring involves using tools to listen to conversations about a brand across digital platforms and taking appropriate action. Assessment is by work-based assignment Assessment is by work-based assignment Fees Fees are 1,330 for 3 modules for 15 months support, or you can sign-up for a single module at 445 for 6 months support. For EU delegates, there is an additional UK government VAT tax, so the cost is 1,596 for 3 modules, or 534 for a single module. In addition, there are fees paid to the CIM/CAM: 100 membership fee plus 85 for each assessment. For EU delegates, the membership fee is 144. Delegates are responsible for signing up to the CIM and paying the fees. You can sign up to the College at any time. Assessments are taken in April, July and December each year. 18 CAMBRIDGE MARKETING COLLEGE

21 Delegate Profile Digital Marketing Clare Montgomery Portfolio career in marketing for recruitment and other sectors. Founder of e-commerce wine retailer. Having spent much of her marketing career in the world of wine, many people must think Clare Montgomery has had an ideal life. But things have not always gone to plan, and Clare has had to work hard over the last 20 years to get on and to keep up with the latest developments in marketing. She started her career as a PR Secretary for a large London PR firm, working up to Account Executive, and to her first taste (sorry) for wine marketing, handling the account of a large UK wine retailer. From the city to rural Norfolk, still in PR, Clare worked on campaigns for firms including the Independent Family Brewers of Britain. Perhaps Clare has wine in her blood, metaphorically speaking, as she comes from a family that had a wine business a business that she joined to run sales and marketing, supplying wines to supermarkets, airlines and wholesalers. She was responsible for selling wines in single serve and helped to launch wine in PET bottles into the UK market. Clare says: After the family business closed, and with two children at infant school, I was keen to get a new job or potentially freelance. But having spent 14 years working pretty much by myself I realised I needed some form of qualification to back up my experience. So in January 2012, I decided to study for the CIM Digital Marketing Diploma with Cambridge Marketing College, being very aware how business and marketing were being changed by the impact of the web. I did the intensive weekend course which was thoroughly enjoyable, although a lot to take in in two sittings but it provided a good grounding for study. One of the key aspects was the importance of integrating on- and offline activity. I particularly enjoyed researching the assignments, where I found I was continually coming up with relevant ideas for a niche online wine business, specialising in wines from small producers in France. While still studying, Clare worked with a local design agency to create a new brand for her wine business: Beaujolais and Beyond ( co.uk). They developed an ecommerce website from scratch and have over the last 18 months added a blog, a PPC campaign and PR outreach activity to support the website. They are now starting to see positive results with on-going improvements in SEO and PPC ROI. At the same time she also started freelancing for a local recruitment agency and worked with a developer on a new recruitment website and corporate branding, and is now working on local SEO activity. In a nutshell, studying for the CIM Diploma, with the great support from the tutors, has given me a fantastic grounding and structure around which to make and implement marketing strategy and activity, adds Clare. It has also given me a lot of confidence and the ability to identify ways to build and market my own business and help others build theirs. In a nutshell, studying for the CIM Diploma, with the great support from the tutors, has given me a fantastic grounding and structure around which to make and implement marketing strategy and activity. It has also given me a lot of confidence and the ability to identify ways to build and market my own business and help others build theirs. CAMBRIDGE MARKETING COLLEGE 19