PROFESSIONAL DIPLOMA IN MARKETING

PROFESSIONAL DIPLOMA IN The operational and strategic skills required to manage the marketing function ONLINE LONDON BERKSHIRE The direct study centre of PROFESSIONAL DIPLOMA IN i

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 DIPLOMA IN The operational and strategic skills required to manage the marketing function CONTENTS About CIM Academy 2 Overview 3 Flexible study options 4 Assessment and support 6 Course content 7 Entry requirements 9 Technical requirements 10 How to book and prices 11 Training venues 11 Course schedule 12 ONLINE LONDON BERKSHIRE Visit www.cimacademy.co.uk for more details. 1437EN.2 PROFESSIONAL DIPLOMA IN 1

ABOUT CIM ACADEMY OVERVIEW 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. We pride ourselves on providing flexible and intensive study options designed to get delegates through their studies quickly and efficiently. Our qualifications will make a real difference to your career providing the skills and knowledge required to succeed and be confident in your workplace. See the inside front cover for a full list of our qualifications. 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. The Professional Diploma in Marketing is for individuals looking to build practical skills in operational marketing management and broaden their strategic perspective. 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. Who is it for? Marketers aspiring to and currently in operational, supervisory or management roles looking to build their practical skills and broaden their strategic perspective. The typical profiles of people who might take this qualification often include: Marketing executives. Business development managers. Departmental managers. Product/brand managers. Marketing managers. Account managers. What will you learn: How to write a marketing plan at the operational level with the many elements that entails, as well as how to conduct a marketing audit and measure success. Understand marketing communications in-depth and how all parts of the marketing mix, from brand to digital to channel management, work together to create value for stakeholders. Effectively manage marketing activities, including the marketing team and marketing budgets, and know how marketing integrates with other functions. Manage and utilise marketing research and information, and use project planning techniques to plan activity and measure the results. 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 team@cim.co.uk or call +44(0)1628 427250. 2 CIM ACADEMY THE DIRECT STUDY CENTRE OF CIM PROFESSIONAL DIPLOMA IN 3

FLEXIBLE STUDY OPTIONS 1. VIRTUAL LEARNING (ONLINE)* 2. BLENDED ONLINE (FACE- TO-FACE AND ONLINE) 3. RESIDENTIAL (FACE-TO- FACE) 1 2 3... BENEFITS OF ALL STUDY OPTIONS 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. A mix of online learning through interactive tutorials and five face-to-face workshops. A choice of locations for workshops: - central London. - Moor Hall, Berkshire (the home of CIM). Eight intensive, residential sessions of two days duration over a number of months. Workshops held at Moor Hall, Berkshire (the home of the CIM). Whichever way you choose to study, you will: Receive support and feedback when revising and writing assignments. Benefit from the unrivalled resources that CIM has to offer. Access podcasts, a suite of online tools and content through CIMCity, your personal virtual learning environment and web based books through CIM s knowledge and information centre. Network with other marketing professionals at similar levels in a variety of businesses. Access the support network of the CIM Academy and Expert Delivery Team, as well as fellow delegates. Key benefits: Live sessions via webcam from any location. Opportunity to go back and review tutorials to consolidate learning. Key benefits: Choose when to study, and at your own pace. Face-to-face workshops reinforce learning, allowing for practical application. Key benefits: Intensive guided tuition. Group sessions where real life concepts are explored further. Excellent selection of hard copy books to support your learning. 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 team@cim.co.uk or call +44 (0)1628 427250. * Requires access to a computer with broadband. 4 CIM ACADEMY THE DIRECT STUDY CENTRE OF CIM PROFESSIONAL DIPLOMA IN 5

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 is one examination of three hours and three business related assignments which require 40 to 50 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. 6 CIM ACADEMY THE DIRECT STUDY CENTRE OF CIM 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 60-90 minutes each and are recorded so you can revisit what you have learned at any time. *UK office hours 1. THE PLANNING PROCESS Assessment This unit is assessed by a written, practical assignment. Learning outcomes By the end of this unit you should be able to: Evaluate the role of the marketing planning process and the marketing plan implementation in a range of marketing contexts including that of the organisation s strategy, culture and broader marketing environment. Evaluate the interconnectivity between corporate, business and marketing objectives and consider the impact of the external marketing environment and the organisation s resources on their development and achievement. Conduct a marketing audit including a detailed analysis of the internal and external marketing environments. Assess the findings of the audit and develop a marketing plan that is responsive to market and organisational changes and underpins the organisation s marketing strategy, determine the importance of segmentation, targeting and positioning and their relative interdependencies and develop effective segmentation, targeting and positioning strategies which are innovative, cost effective, valuable and maximise the potential marketing opportunities successfully. Utilise a range of positioning platforms including price, quality, service and brand perception, to establish an organisation s marketing positioning strategy. Recognise the significance of retaining existing customers through relationship marketing when developing strategies to achieve marketing objectives. 2. DELIVERING CUSTOMER VALUE THROUGH Assessment This unit is assessed by a three hour written examination, based on a preseen case study. Learning outcomes By the end of this unit you should be able to: Develop and manage a brand and product portfolio in the context of the organisation s marketing strategies and objectives. Develop and implement an effective and efficient channel management strategy which reflects the needs of stakeholders and considers the impact of the external environment. Develop an effective and innovative communications strategy and plan which clearly delivers the organisation s proposition to the market, through effective segmentation and targeting of internal and external markets. Utilise an innovative and effective integrated marketing mix to reinforce the organisation s brand values and overall marketing proposition and competitive advantage. Determine customer requirements for product and service delivery to ensure the marketing proposition is customerfocused. PROFESSIONAL DIPLOMA IN 7

COURSE CONTENT ENTRY REQUIREMENTS 3. MANAGING Assessment This unit is assessed by a written, practical assignment. Learning outcomes By the end of this unit you should be able to: Recommend how a marketing function should be structured to deliver competitive advantage, marketing and organisational success. Assess a range of approaches that can be used to manage the marketing function on a day-to-day basis. Prepare plans for showing how a team should be structured, selected, formed, managed and developed to demonstrate effective performance against objectives. Critically assess the organisation s resource needs and capabilities for the marketing team and manage its marketing activities effectively and efficiently. Prepare appropriate budgets and accounting documentation to support the financial management of the marketing function and associated marketing activities. Critically assess the ongoing financial situation including manageability of the budget, financial stability and success of the marketing function. 4. PROJECT MANAGEMENT IN Assessment This unit is assessed by a written, practical assignment. Learning outcomes By the end of this unit you should be able to: Identify the organisation s information needs, scope of research projects and resource capability to underpin the development of a business case to support marketing projects. Develop an effective business case, complete with justifications, financial assessments and consideration of the organisation s resource capacity and capability to deliver. Undertake a risk assessment programme with suggestions on how to mitigate for risks facing the organisation and the achievement of its business and marketing objectives. Design, develop and plan significant marketing programmes, using project management tools and techniques, designed to deliver marketing projects effectively, in terms of quality, resource and delivery. Integrate a range of marketing tools and techniques to support the development and implementation of a range of marketing projects. Monitor and measure the effectiveness and outcomes of marketing projects through the end-to-end project process. 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 Honour s degree and we recommend that you have at least three years experience in marketing, one of which at a management level; or The CIM Professional Certificate in Marketing (either 2002 syllabus or the 2008 syllabus); or a business or marketing Bachelor s or Master s Degree (or an equivalent qualification) where a minimum of one third of credits come from marketing (ie 120 credits in Bachelor s degrees or 60 credits with Master s Degrees). 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)1628 427240 for more details. 8 CIM ACADEMY THE DIRECT STUDY CENTRE OF CIM PROFESSIONAL DIPLOMA IN 9

TECHNICAL REQUIREMENTS HOW TO BOOK AND PRICES TRAINING VENUES 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. Booking Bookings should be made via the CIM Academy team at The Chartered Institute of Marketing please call us on +44 (0)1628 427240 or visit www.cimacademy.co.uk to complete an online application form and send an upto-date CV with your booking. Virtual learning (online) 1980 + VAT What s included Tuition costs 24/7 access to CIMCity Study materials Blended online (face-to-face and online) 3280 + VAT What s included Tuition costs 24/7 access to CIMCity Selected core reading books Study materials Residential (face-to-face) 5495 + VAT What s included Tuition costs 24/7 access to CIMCity Selected core reading books Study materials Full board accommodation at Moor Hall 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. Please note: No matter what your preferred study option, you will be required to pay 500 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. 10 CIM ACADEMY THE DIRECT STUDY CENTRE OF CIM PROFESSIONAL DIPLOMA IN 11

COURSE SCHEDULE BLENDED ONLINE, MARCH 2014 COURSE SCHEDULE BLENDED ONLINE, JUNE 2014 FIRST SESSION OPDM19 (Moor Hall) Exam session Results FIRST SESSION OPDM20 (Moor Hall) Exam session Results Cohort Starts Online Online Unit 1 starts Assignment 1: The Marketing Planning Process - Start 10 Mar 14 Cohort Starts Online Online Unit 1 starts Assignment 1: The Marketing Planning Process - Start 9 June 14 Workshop 1 - The Marketing Planning Process 9 Apr 14 Workshop 1 - The Marketing Planning Process 14 July 14 Unit 2 Case Study issued 18 Apr 14 Assessment 1: The Marketing Planning Process (Work-based assignment) Online Unit 2 starts 28 May 14 Workshop 2 - Delivering Customer Value Through Marketing 27 May 14 June 14 30 Aug 14 2 July 14 Workshop 3 - Revision 12 Aug 14 Assessment 2: Delivering Customer Value Through Marketing (Case Study Exam) Online Unit 3 starts 8 Sept 14 Assignment 3: Managing Marketing - start 22 Sept 14 Workshop 4 - Managing Marketing 13 Oct 14 2 Sept 14 Sept 14 Nov 14 Assessment 1: The Marketing Planning Process (Work-based assignment) - hand in Online Unit 2 starts 1 Sept 14 Assignment 2: Managing Marketing - start 26 Sept 14 Workshop 2 - Managing Marketing 26 Sept 14 Assessment 2: Managing Marketing (Work-based assignment) - hand in Online Unit 3 starts 8 Dec 14 Workshop 3: Delivering Customer Value Through Marketing 26 Aug 14 Sept 14 Nov 14 28 Nov 14 Dec 14 TBA 2015* 22 Dec 14 Case study issued 26 Jan 15 Workshop 4 - Revision 20 Feb 15 Assessment 3: Managing Marketing (Work-based assignment) - hand in 24 Nov 14 Dec 14 Feb 15 Assessment 2: Delivering Customer Value Through Marketing (Case Study Exam) Mar 15* TBA 2015* TBA 2015* Online Unit 4 starts 25 Nov 14 Online Unit 4 starts 3 Mar 15 Assignment 4: Project Management in Marketing - start 8 Dec 14 Assignment 4: Project Management in Marketing - start 16 May 15 Workshop 5 Project Management in Marketing 5 Jan 15 Workshop 5 Project Management in Marketing 8 Apr 15 Assessment 4: Project Management in Marketing (Work-based project) - hand in 24 Feb 15 Mar 15 May 15 Assessment 4: Project Management in Marketing (Work-based project) - hand in 29 May 15 TBA 2015* TBA 2015* CERTIFICATE ISSUED Aug 2015 This is an intensive course designed to be run over approx. 11 months. Delegates will need to spend approx. 8-10 hours per week studying online and reading books. There is one examination of 3 hours and three business related assignments which require 40-50 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 Oct 2015 This is an intensive course designed to be run over approx. 10 months. Delegates will need to spend approx. 8-10 hours per week studying online and reading books. There is one examination of 3 hours and three business related assignments which require 40-50 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. *Dates to be agreed. 12 CIM ACADEMY THE DIRECT STUDY CENTRE OF CIM PROFESSIONAL DIPLOMA IN 13

COURSE SCHEDULE VIRTUAL LEARNING, FEBRUARY 2014 VIRTUAL FIRST SESSION Duration (VCs at 19:00) VPD14 Exam session Results VIRTUAL FIRST SESSION Duration (VCs at 19:00) VPD14 Exam session Results Cohort Starts Online - Online Unit 1 starts Virtual Classroom 1 Introduction to Marketing Planning & briefing the assignment Virtual Classroom 2 Assignment Progress Virtual Classroom 3 Feedback on draft assignment Assignment 1: Marketing Planning Process - hand in 19 May 14 60 mins 2 June 14 90 mins 7 July 14 15 min (1-to-1) 11 Aug 14 Online Unit 2 starts 27 Aug 14 Virtual Classroom 4 Introduction to Customer Value Through Marketing Virtual Classroom 5 Analysing & Approaching the Case Study 60 mins 8 Sept 14 60 mins 6 Oct 14 Case study issued 17 Oct 14 26 Aug 14 Sept 14 Nov 14 Online Unit 3 Starts 8 Dec 14 Virtual Classroom 9 Introduction & briefing the assignment Assignment 2: Managing Marketing start Virtual Classroom 10 - Assignment progress Virtual Classroom 11 Feedback on draft assignment Assignment 2: Managing Marketing hand in 60 mins 15 Dec 14 22 Dec 14 90 mins 19 Jan 15 15 min (1-to-1) 16 Feb 15 Online Unit 4 starts 3 Mar 15 Virtual Classroom 12 Introduction & briefing the assignment Assignment 3: Project Management in Marketing (Work-based Project) - start 60 mins 9 Mar 15 2 Mar 15 Mar 15 May 15 16 Mar 15 Virtual Classroom 6 Analysing the Case Study 90 mins 20 Oct 14 Virtual Classroom 13 - Assignment progress 90 mins 13 Apr 15 Virtual Classroom 7 Revision 90 mins 3 Nov 14 Virtual Classroom 8 Feedback on Case Analysis Exam Delivering Customer Value Through Marketing (case study, closed book) 15 min (1-to-1) 17 Nov 14 3 hrs 2 Dec 14 Dec 14 Feb 15 Virtual Classroom 14 Feedback on draft assignment Assignment 3: Project Management in Marketing (Work-based Project) - hand in 15 min (1-to-1) 11 May 15 CERTIFICATE ISSUED Oct 2015 26 May 15 June 15 Aug 15 CONTINUED ON NEXT PAGE > This is an intensive course designed to be run over approx 13 months. Delegates will need to spend approx. 8-10 hours per week studying online and reading books. There is one examination of 3 hours and three business related assignments which require 40-50 hours each to complete. Virtual Classroom sessions commence at 19:00 GMT/BST. Please note: The Chartered Institute of Marketing and CIM Academy reserve the right to amend the dates and times of sessions. Delegates will, however, be notified of any changes once commencing the programme of study. 14 CIM ACADEMY THE DIRECT STUDY CENTRE OF CIM PROFESSIONAL DIPLOMA IN 15

Residential (face to face) Programmes If you are interested in this study route, contact CIM Academy for details of the next stream. The Chartered Institute of Marketing Moor Hall Cookham Maidenhead Berkshire, SL6 9QH United Kingdom CONTACT US Call: +44 (0)1628 427240 Visit: www.cimacademy.co.uk E-mail: cimacademy@cim.co.uk The Chartered Institute of Marketing 2013. 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.