The CIM Professional Certificate in Marketing programme modules are:
Marketing Essentials
By the end of this module you should be able to:
Explain how marketing has evolved and the importance of market orientation in creating customer value
Assesses 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 externalmarketing environment that impact upon the organisation, its objectives and activities
Identify and describe the characteristics and applications of each element of the marketing mix (7Ps)
Assessing the Marketing Environment
By the end of this module 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 the micro environment, its drivers and challenges – and distinguish from the natural environment
Assess the importance and potential impact on a market-orientated organisation of key trends in political, economic, social, technological and legal/ethical/regulatory environment
Consider the implications for organisations pursuing both economic and environmental sustainability as part of an agenda for CSR
Market Information & Research
By the end of this module 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 suitability of different qualitative and quantitative research methodologies to serve different research situations
Stakeholder Marketing
By the end of this module 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 the their interest, involvement, commitment and loyalty
Learn 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
