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CIM Professional Diploma in Marketing Syllabus

Unit 1: Delivering Customer Value Through Marketing

  • Product proposition and brand management
  • Channel management
  • Managing marketing communications
  • Managing and achieving customers’ service expectations through the marketing mix

The unit’s primary focus is the development and execution of marketing activities that have been designed to achieve customer satisfaction and meet organizational objectives, through effective marketing mix strategies which deliver stakeholder value.

The unit includes the development of the product portfolio, managing marketing channels, managing the communications mix and managing the service expectations of customers.
The unit examines the use of the marketing mix to achieve an organisation’s corporate and marketing objectives, and to deliver marketing activities which reflect the desired positioning of the organisation’s products and services in addition to its brand values.

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Unit 2: The Marketing Planning Process

  • Marketing planning to deliver marketing strategies
  • The marketing audit and strategic outcomes
  • Creating marketing strategies through segmentation, targeting and positioning
  • Adapting marketing planning in different contexts

This unit is designed to provide a detailed understanding of marketing planning, including the synergistic planning process and its links with the delivery of marketing strategy. It also considers a thorough assessment of the dynamic and complex nature of the marketing environment and its impact on developing marketing plans to achieve strategic outcomes and competitive advantage in the market place.

The unit includes significant consideration of segmentation, targeting and positioning, with a view to developing sophisticated approaches to targeting customers and the development of effective positioning strategies, all based upon a sound assessment of market segment opportunities and value.
By the end of this unit, students should be able to apply the concept of the marketing planning process to a variety of organisational contexts and sectors, and to account for their varying goals when developing marketing plans. They should be able to demonstrate their ability to relate the challenges posed by a dynamic marketing environment to the marketing planning needs of different organisations and to devise appropriate, innovative positioning strategies in response to environmental changes.

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Unit 3: Managing Marketing

  • The marketing infrastructure
  • Managing marketing teams
  • Operational finances for marketing

The focus of this unit is about developing the marketer as a manager, including giving them the knowledge and understanding required to develop and manage the marketing infrastructure and the organisation’s talent development, capability and capacity. This includes developing effective quality systems and processes to support compliance and approaches to measuring and monitoring marketing activities.

The unit also includes developing and managing marketing teams, which includes co-ordinating the human, financial and physical resources within the team effectively.
Finally, the unit includes developing a detailed understanding of managing the financial aspects of the marketing function and its associated activities in order to ensure that the financial performance of the function is consistent, reliable and effective.

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Unit 4: Project Management in Marketing

  • Using marketing information to develop a justified case for marketing projects
  • Building a case for marketing projects
  • Assessing, managing and mitigating risk associated with marketing projects
  • Project management for analysis, planning, implementation and control

This unit will focus on the proactive development and delivery of a justified management process to support the initiation, implementation and control of marketing projects, including the use of research and information and preparing proposals and briefs to identify needs comprehensively.
The unit will also focus upon evaluating marketing project proposals and prioritizing them on the basis of fit with market conditions, organisational capacity, competitor activity and strategic management, while concurrently managing the associated risk of implementing particular plans.
Ultimately, the unit will also cover the implementation of marketing proposals including an in-depth view of project management, but also integrating knowledge from the other units at this level.

By the end of this unit, students should be able to develop an effective business case within different organisational contexts and justify their project proposals in terms of fit with the marketing strategy, evaluation of risk and the effective use of organisational capacity and capability.

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