cim prospectus 2013-14

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QUALIFICATIONS PROSPECTUS 2013/2014

POWER TO CHANGEwith a CIM/CAM professional marketing qualification

POWER TO CHANGEwith a CIM/CAM professional marketing qualification


CONTENTS


Choosing the right course

1 About CIM

2 See your marketing career take off...

4 Choosing the right qualification

6 Why take a professional qualification?

Our qualifications

8 Introductory Certificate in Marketing

10 Professional Certificate in Marketing

12 Professional Diploma in Marketing

14 Chartered Postgraduate Diploma in Marketing

How to enrol

24 What’s my next move?

26 Frequently asked questions

28 How to enrol

30 CIM matters...

32 For more information

Instruction to your bank or building society to pay by direct debit

Membership and application to study form

Our CAM diplomas

18 Diploma in Marketing Communications

20 Diploma in Digital Marketing

22 Specialist unit awards

ABOUT US ABOUT YOU

People who take our qualifications come from all walks of life and stages in their career. You might be just starting out in marketing or heading for the top.

Wherever you are, if you have an ambition to change, we’re here to help. In this prospectus you’ll find out about the full range of qualifications and how they can take your career further.

Welcome to The Chartered Institute of Marketing.

As the world’s leading professional marketing body The Chartered Institute of Marketing (CIM) means much more than you may think. Of course, our qualifications help open doors – in our experience, there's no such thing as an unqualified success.

You can make a real difference to your career – whether you're a student, marketing assistant, or responsible for an entire marketing department.

As a member, you can also take advantage of our Chartered CPD Programme, inspiring events, best practice advice and access to marketing resources – all designed to help you excel in today’s economy.

“ Learning is not compulsory… neither is survival.”Dr. W. Edwards Deming

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THE PROFESSIONAL CHOICEWith CIM, you can learn about the full discipline of marketing, both academic and practical, as well as the latest digital marketing skills and techniques. It’s the best way to develop your strategic and tactical knowledge to become a true marketing professional.

Taking one of our professional qualifications is a great way to achieve your career ambitions, whatever stage you’re at. You can learn the essentials to help get your first job, right through to developing your strategic skills in order to reach the top levels in the marketing industry.

INSTANT EMPLOYER CREDIBILITY You’ll feel reassured to be studying with us. Because all our qualifications are created in partnership with industry you’ll have instant credibility with employers.

SEE YOUR MARKETING CAREER TAKE OFF...

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AFFORDABLE QUALITY Many people take one of our qualifications instead of a university degree. It’s certainly a lot cheaper, and more flexible. Costs vary from as little as £1,300, depending on your choice of qualification and Accredited Study Centre.

FLExIBLE STUDYING At CIM we’ve taken flexibility to new levels. All our qualifications are modular, so you can choose different units to suit your individual ambitions.

You can also study at your own pace, so you can learn while you earn. There’s a wide choice of ways you can study – face to face, distance learning or blended, a combination of the two.

A REWARDING ExPERIENCEIn marketing it pays to be professionally qualified. Industry remuneration studies have shown that as a CIM qualified professional you can expect to earn over £150,000 extra, over the course of your career.

BECOME A CHARTERED MARKETERChartered Marketer, the highest accolade in our industry is only awarded by CIM. It’s very achievable through taking our qualifications, building your experience and joining our Chartered CPD Programme.

“ My CIM postgraduate qualification has earned me more credibility in my job. I am on an accelerated career path and my employer recognises me as a valuable asset.”Anja JohnsonMarketing ExecutiveMcAfee

CHARTERED POSTGRADUATE DIPLOMA IN MARKETING (Level 7)

For marketers working at a strategic level who wish to gain a professional Masters level qualification. For more information see page 14.

PROFESSIONAL DIPLOMA IN MARKETING (Level 6)

Ideal for marketers with operational, supervisory or management responsibilities – learn how to plan, implement and measure marketing activities. For more information see page 12.


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CHOOSING THE RIGHT QUALIFICATION

INTRODUCTORY CERTIFICATE IN MARKETING (Level 3)

Find out about the essentials of marketing theory and take new practical knowledge into your workplace. For more information see page 8.

1 FIND OUT ABOUT MARKETING

The great thing about studying with us is the flexibility and choice we offer. We can help you decide what level you may want to start at and where you can go next in your career progression.

You can take many different paths on your studying journey for both our core qualifications and specialist awards.

We always recommend building your core marketing knowledge before taking specialist awards.

PROFESSIONAL CERTIFICATE IN MARKETING (Level 4) In-depth knowledge for junior marketers, marketing assistants and marketing support roles looking to progress. For more information see page 10.

DIPLOMA IN DIGITAL MARKETING (Level 4)

Learn what digital marketing is about including understanding the buzz words and main trends. For more information see page 20.

DIPLOMA IN MARKETING COMMUNICATIONS (Level 4)

Help you deepen your knowledge and skills to apply marketing communications to meet your business objectives. It is equally suitable whether you are working client side or for an agency. For more information see page 18.

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CHARTERED MARKETERThe ultimate professional marketing accreditation, achieved through joining our Chartered CPD Programme. For more information visit: www.cim.co.uk/charteredcpd

4 ASPIRE TO BE A SENIOR MARKETER

5 WHAT CAN YOU DO NExT?

3 PROGRESS AS A MARKETING MANAGER

2 ADVANCE YOUR CAREER

SPECIALIST UNIT AWARDS (Level 4)

MOBILE MARKETING IN PRACTICE

WEB ANALYTICS AND SOCIAL MEDIA MONITORING

INTEGRATED DIGITAL MEDIA AND BRANDING

For more information see page 22.

If you want to get ahead in marketing, a CIM/CAM qualification gives you the leading industry standard of achievement. Where are you going? Where would you like to be? Our qualifications can help you get there.

– Be recognised as a qualified marketing professional.

– Take your career to the next level.

– Learn new practical skills for today’s marketing.

– Join the world’s leading marketing community.

– Be inspired by leading marketing experts.

– Gain access to valuable marketing resources.

– Develop your strategic capabilities.

– Start your journey to Chartered Marketer status.

1 As the world’s leading organisation for professional marketers we have a global reputation as a centre of excellence and our qualifications are recognised worldwide.

2 Many of the best minds in marketing today deliver our qualifications. And the content is constantly evolving to give you leading edge expertise for today’s dynamic marketing arena.

3 We are the only organisation that has marketing qualifications directly mapped to the UK Government’s national occupational standards for marketing.

WHY TAKE A PROFESSIONAL QUALIFICATION?

KEY FACTS:


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4 Our qualifications are based on detailed research and ongoing feedback from employers who have told us the skills and knowledge they require.

5 We provide you with the tools and techniques to work in the marketing profession.

6 We can’t promise that our qualifications are easy, but we do try and make studying for them as accessible as possible through our global network of Accredited Study Centres.

7 We are the only organisation with authority from the Queen’s Privy Council to award Chartered Marketer status in recognition of professional excellence.

8 You can join our Chartered CPD Programme leading to Chartered Marketer status.

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INTRODUCTORY CERTIFICATE IN MARKETING

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WhAT IS IT?The Introductory Certificate in Marketing is a Level 3 qualification for anyone who wants to find out more about marketing – whether you’re in a job that involves marketing or not. It answers the question ‘what is marketing?’ but it also aims to develop knowledge and skills for people who are working to support others in basic marketing tasks.

WhO IS IT FOR?Junior marketers, secretarial or administrative roles, people on the periphery of marketing, event management assistants, personal assistants, non-marketers with some marketing involvement, customer service assistants/call centre employees, modern apprenticeship equivalents.

WhAT IS ExPECTED OF ME?At this level you will be expected to complete approximately 120 hours study, between time with your tutor and personal study.

Do you qualify?You don’t need any previous qualifications or marketing experience to complete this qualification. However, if you are working or have some business experience, this will certainly help you put your learning into context.

If English isn’t your first language, you will also need to provide us with evidence of at least IELTS 6.5 academic proficiency or Trinity ISE III/IV, or the C1 Level from the Common European Framework of References for Languages (CEFR).

Course contentThis qualification has two units, each with its own assessment method.

Unit 1. What is Marketing?This unit seeks to provide the backdrop to the importance of marketing in terms of what marketing is and how it is defined. It focuses on the role of marketing, its cross-functional importance and its contribution to business success. It also looks at the role of marketing as a service provider within the organisation.

The unit also provides a basic understanding of the internal and external marketing environment and the marketing mix, with consideration of how these factors differ from one sector to another.

By the end of this unit, you should be able to demonstrate a sound knowledge and understanding of marketing and its contribution to organisational success.

Unit credits: 6

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Unit 2. Understanding Customer RelationshipsThis unit focuses on developing an understanding of internal and external customers, and considers how a knowledge and understanding of customers can assist in designing appropriate marketing activities to engage and support customers to achieve long-term customer loyalty.

The unit also provides some insight into the practicalities of developing internal and external relationships, including consideration of networking, collaboration and cooperation in order to reduce the potential for conflict.

Developing effective tactical communications and effective customer service support is essential to harmonious relationships in both B2B and B2C organisations, and as a result the unit considers the contributions that these activities can make to developing relationships for marketing and business success.

Unit credits: 6

how will you be assessed?You will be assessed across two units. The first involves a multiple choice examination. For the second, you submit a written project made up of several short work-based tasks.

Unit awardsUnits can be studied individually as well as part of this qualification.

For more information please contact our Customer Experience team.

Call +44 (0)1628 427120 E-mail [email protected]

What does it cost?To take this qualification you need to:

Be an Affiliate Cost: £144 per year. (£100 if you live outside of the UK and Western Europe).

Pay assessment feesWhat is Marketing? (Exam): £55

Understanding Customer Relationships (Assignment): £55

Pay tuition fees All students need to register with a CIM Accredited Study Centre. There will be tuition fees associated with study, plus books and study materials which will vary depending on where and how you study. You can contact our Accredited Study Centres directly to compare different costs.

www.cim.co.uk/studycentres

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Do you qualify?This qualification is the same level as the first year of a foundation degree, which means you’ll need to pass CIM's diagnostic entry test onto Level 4 or meet at least one of these criteria:

– Hold any general Bachelors or Masters degree.

– Hold the CIM Introductory Certificate in Marketing (Level 2 or 3).

– Have an NVQ or SVQ Level 3 in Marketing (equivalent to NQF Level 3).

– Have an NVQ or SVQ Level 4 in any other subject (UK – equivalent to NQF Level 4 and above).

– Hold an International Baccalaureate (equivalent to NQF Level 3 and above).

– Business or marketing experience would be an advantage but isn’t essential.


Course content This qualification contains four units:

Unit 1. Marketing Essentials The aim of this unit is to provide a detailed explanation of the key theories and practice behind marketing as an exchange process and a business function, but also as a means of creating customer value in the short to medium term. Marketing Essentials introduces you to the importance of the marketing planning process and the role of marketing across the organisation.

Unit credits: 10

WhAT IS IT?This is a Level 4 qualification which gives you the practical skills and knowledge to devise and execute tactical marketing activities and gain marketing credibility.

WhO IS IT FOR?Junior marketers, those working in marketing support roles (like marketing assistants); or if marketing plays some part in your current job description.


PROFESSIONAL CERTIFICATE IN MARKETING

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Unit 2. Assessing the Marketing EnvironmentThe aim of this unit is to provide an understanding of the nature and scope of the internal and external marketing environments with broad consideration of the impact of international and global marketing.

Unit credits: 10

Unit 3. Marketing Information and ResearchThis unit focuses on the importance of marketing information in gaining a more in-depth understanding of both the market in which the organisation operates and the customers it seeks to serve.

Unit credits: 10

Unit 4. Stakeholder MarketingThe focus of this unit is to recognise the nature and scope of an organisation’s diverse range of stakeholders (of which customers are part) and their relative importance to the marketing process and the market oriented organisation.

Unit credits: 10

how will you be assessed? It's possible with hard work to qualify within a single academic year studying part time. You will be assessed across the four units using a blend of two methods:

1. There are two 3 hour exams, one without a pre-seen case study and one with.

2. By assignments such as work-based projects which are often based on your own company (or a company of your choice).




What does it cost? To take this qualification you need to:


Pay assessment feesMarketing Essentials (Exam): £70

Assessing the Marketing Environment (Exam): £70

Marketing Information and Research (Assignment): £70

Stakeholder Marketing (Assignment): £70

Pay tuition fees All students need to register with a CIM Accredited Study Centre. There will be tuition fees associated with study plus books and study materials which will vary depending on where and how you study. You can contact our Accredited Study Centres directly to compare different costs.


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Do you qualify?This qualification is the same level as the final year of a degree programme, which means you’ll need to pass CIM’s diagnostic entry test onto Level 6, or meet at least one of these criteria:

– Experience in a marketing management role that has provided you with the ability to be able to demonstrate that you can meet the learning outcomes of the CIM Professional Certificate in Marketing if required to do so and is sufficient to pass the diagnostic entry test to Level 6.

OR

– The CIM Professional Certificate in Marketing (either 2002 syllabus or the 2008 syllabus).

OR

– Any business or marketing Bachelors or Masters degree (or an equivalent qualification) where a minimum of one third of credits come from marketing (ie 120 credits in Bachelors degrees or 60 credits with Masters degrees).


Course contentThis qualification contains four units:

Unit 1. Marketing Planning Process 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.

Unit credits: 15

WhAT IS IT?This is a Level 6 qualification which provides the knowledge, skills and ‘ability to do’ in relation to marketing planning and develops the ‘marketing professional’ across a range of areas. The qualification is a hybrid of marketing with a considerable emphasis on management as marketers move from specialist aspects of marketing into either a functional or departmental role.

WhO IS IT FOR?Marketers with operational, supervisory or management responsibilities – including department managers, functional managers, product/brand managers, account managers, agency managers, marketing executives and business development managers.


PROFESSIONAL DIPLOMA IN MARKETING

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Unit 2. Delivering Customer Value through MarketingThis unit’s primary focus is the development and execution of marketing activities that have been designed to achieve customer satisfaction and meet organisational objectives, through effective marketing mix strategies which deliver stakeholder value.

Unit credits: 15

Unit 3. Managing MarketingThe focus of this unit is about developing you as a manager, including giving you 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.

Unit credits: 15

Unit 4. Project Management in MarketingThis 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.

Unit credits: 15

how will you be assessed?It's possible with hard work to qualify within a single academic year studying part time. You will be assessed across the four units using a blend of two basic methods:

1. A pre-seen case study examination.

2. By assignments such as work-based projects which will often be based on various findings and recommendations within your own company (or a company of your choice).





Be an AffiliateCost: £184 per year. (£140 if you live outside of the UK and Western Europe). Above fees are inclusive of accelerated route fees of £40. Where you are entitled to exemptions from the Professional Certificate in Marketing (£10 x 4 units).

Pay assessment feesMarketing and Planning Process (Assignment): £80

Delivering Customer Value through Marketing (Exam): £80

Managing Marketing (Assignment): £80

Project Management in Marketing (Assignment): £80




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Do you qualify? This qualification is Level 7, the same level as a Masters, which means you’ll need to pass CIM’s diagnostic entry test for this level, or meet at least one of these criteria:

– A range of experience working at senior marketing management level that has provided you with the ability to evidence that you can meet the learning outcomes of the CIM Professional Diploma in Marketing if required to do so and is sufficient to pass the diagnostic entry test to this qualification.

AND

– CIM Professional Diploma in Marketing (either the 2003 or the 2009 syllabus) or the CIM Advanced Certificate in Marketing.

OR

– A business or marketing Bachelors or Masters degree (or an equivalent qualification) where a minimum of half of the credits come from marketing (ie, 180 credits in

Bachelor degrees and 90 credits in Masters degrees).


Course contentStage one of this qualification contains four units.

Unit 1. Emerging ThemesThe focus of this unit is to critically evaluate the impact of a range of new and emerging themes on marketing, business organisations and the changing marketing environment. In addition, this unit will also help you to build and refine the skills necessary to anticipate and adapt to further changes.

Unit credits: 10

WhAT IS IT?The first stage of a challenging Level 7 two stage marketing qualification that demonstrates specialist professional knowledge across many areas and a route to Chartered Marketer status.

WhO IS IT FOR?Marketers working at a strategic level or aspiring to do so who wish to gain a professional Masters level qualification.


CHARTERED POSTGRADUATE DIPLOMA IN MARKETING: STAGE 1

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Unit 2. Analysis and DecisionThis unit consists of three parts: strategic audit, strategic options and making strategic marketing decisions. The overall purpose of the unit is to prepare you to undertake a strategic audit of an organisation and assess its capability and capacity to deliver the strategy in a challenging, dynamic and diverse global market place.

Unit credits: 20

Unit 3. Marketing Leadership and PlanningThe purpose of this unit is to enable you to develop effective high level marketing strategies relating to an organisation’s corporate and business strategic intent in the short, medium and long terms. You should be able to analyse the corporate strategy, determine a range of high level marketing and relationship strategies, and demonstrate how these strategies will deliver an organisation’s desire for growth and expansion, its changing stance on CSR, ethics and key strategic decisions.

Unit credits: 20

Unit 4. Managing Corporate ReputationThe strength and magnitude of an organisation’s reputation represents the way in which a complex range of stakeholders perceive an organisation, entity or destination. All too often, a gap develops between the way an organisation intends to be seen and the reality, namely the way stakeholders actually perceive it. This can be due to a range of forces, some slow, foreseeable and manageable, and some sudden, unforeseen and relatively unmanageable. All can result in organisational underperformance, destabilisation, financial difficulties, leadership change, a fall in market valuation and even difficulty in raising finance or recruiting the right personnel. This unit explores ways in which organisations can minimise the gap and avoid these potentially serious issues.

Unit credits: 10

how will you be assessed?It's possible to qualify within one to two years studying part-time. You will be assessed using a blend of two basic methods:

1. A pre-seen case study examination.

2. By assignments such as work-based projects which will often be based on various findings and recommendations within your own company (or a company of your choice).




What does it cost? To take this qualification you need to:

Be an AffiliateCost: £224 per year. (£180 if you live outside of the UK and Western Europe). Above fees are inclusive of accelerated route fees of £80:

where you are entitled to exemptions from the Professional Certificate in Marketing and the Professional Diploma in Marketing units you will be charged an exemption fee of £80 (£10 x 8 units).

Pay assessment fees Emerging Themes (Assignment): £90

Analysis and Decision (Exam): £90

Marketing Leadership and Planning (Assignment): £90

Managing Corporate Reputation (Assignment): £90



CHARTERED POSTGRADUATE DIPLOMA IN MARKETING: STAGE 2


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Do you qualify? Successful completion of Stage 1 or a previous version of the CIM Postgraduate Diploma.

Course content: Leading Marketing Defining the projectThe purpose of Stage 2 is to prepare you to lead the design, implementation and evaluation of a strategic business project within your own organisation or business sector.

You will explore an emerging marketing theme and evaluate its impact on current marketing practice. You will be expected to provide a project proposal in which you have critically evaluated current published work on the emerging marketing theme and identified the key issues and opportunities facing the organisation or business sector.

Project implementation and assessmentYou will be expected to apply appropriate research methods to identify and explain the procedures and processes that will be used to design and implement the strategic business project and to assess its success. It is anticipated that you will identify the need for primary research, however, secondary research may be acceptable if the project is suitable for this approach. You will be expected to define success in order to explore methods to measure success.

Following implementation, you will use the procedures identified within your research methods to assess project success against key performance indicators. You will also be expected to make recommendations to improve the implementation of future business projects.

WhAT IS IT?The second stage of a challenging Level 7 two stage marketing qualification that demonstrates specialist professional knowledge across many areas and a route to Chartered Marketer status.

WhO IS IT FOR?Marketers working at a strategic level or aspiring to do so who wish to gain a professional Masters level qualification.


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Self review and CPD You are expected to assess the skills, knowledge and competences you have used throughout project implementation. You will be expected to identify areas where you have developed during the project, areas where you consider you have some expertise and areas for future development.

how will you be assessed?It's possible to qualify within one to two years studying part time.

By a work-based project which will be based on various findings and recommendations within your own company or a work placement.


Be an MCIM Cost: £189 per year. (£156 if you live outside of the UK and Western Europe).

Pay assessment fees Stage 2: Leading Marketing (Assignment): £360**Price on application for Africa and Sri Lanka



“ Studying for my Postgraduate Diploma with CIM has really helped strengthen my strategic focus. The practical experience at work was vital for completing the course, and the qualification itself has played a key role in progressing my career. It also enabled me to reach a personal goal of becoming a Chartered Marketer.”Dean RiceSenior Marketing ManagerSKCI & E-Communications

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Do you qualify?You need to be educated to at least 'A' Level standard (or equivalent) and fulfil at least one of these criteria:

– Have a suitable competence in a marketing communications role.

– Hold any recognised UK degree or equivalent Level 5 qualification.

– Have a relevant Level 3 or above qualification (eg, CIM Professional Certificate in Marketing, CIPR Advanced Certificate in Public Relations, etc).


Course contentThis qualification has five units, each with its own assessment method.

Unit 1. Marketing and Consumer Behaviour This unit includes the theories and techniques of research and consumer behaviour and their application to marketing communications. This unit is designed for individuals without previous marketing qualifications. If you are qualified in marketing you may be entitled to an exemption on this unit.

Unit credits: 20

WhAT IS IT?The Diploma in Marketing Communications is a Level 4 qualification and will give you a broad understanding of the range of communication methods you can use to meet business objectives – from marketing, advertising and public relations to direct marketing and sales promotion.

WhO IS IT FOR?Anyone currently working in, or aiming to work in, marketing communications or digital marketing (including both client and agency side marketing roles).


DIPLOMA IN MARKETING COMMUNICATIONS

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Unit 2. Public Relations (PR) This unit provides you with an understanding of the role PR plays in reputation management, internal communications and assisting transactions. The unit assesses stakeholder relationships and examines the various online and offline media techniques available.

Unit credits: 10

Unit 3. Direct Marketing and Sales Promotion This unit includes the disciplines and techniques of direct marketing and sales promotion, including databases and other digital technologies and the legal and regulatory constraints in which they operate. Merchandising, field marketing and point of sale promotion are also covered.

Unit credits: 10

Unit 4. Advertising This unit covers the role of advertising within the marketing mix, communications mix and society. It will explain the relevant processes, planning and measurement involved with advertising in all of its forms, online and offline.

Unit credits: 10

Unit 5. Integrated MediaThis unit covers the functions of different media within the marketing and communications mix. It provides an understanding of the process of media selection, planning and measuring effectiveness. It specifically considers the integration of online and offline media in effective communications.

Unit credits: 10

how will you be assessed?You’ll be assessed across the five units based on either a standard examination format, or work-based assignments based on various findings and recommendations within your own company.






Pay assessment fees Marketing and Consumer Behaviour (Assignment): £85

Public Relations (Exam): £65

Direct Marketing and Sales Promotion (Exam): £65

Advertising (Exam): £65

Integrated Media (Assignment): £85



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Do you qualify?You need to be educated to at least 'A' Level standard (or equivalent) and fulfil at least one of these criteria:

– Have a suitable competence in a marketing communications role.

– Hold any recognised UK degree or equivalent Level 5 qualification.

– Have a relevant Level 3 or above qualification (eg CIM Professional Certificate in Marketing, CIPR Advanced Certificate in Public Relations, etc).


Course contentThis qualification has three units, each assessed by assignment. To complete each one you’ll need to cover all the following tasks successfully:

Unit 1. Marketing and Consumer Behaviour This unit includes the theories and techniques of research and consumer behaviour and their application to marketing communications. This unit is designed for individuals without previous marketing qualifications. If you are qualified in marketing you may be entitled to an exemption on this unit.

Unit credits: 20

WhAT IS IT?The Diploma in Digital Marketing is a Level 4 qualification and provides you with the essential knowledge and skills you need to plan, implement and monitor effective digital marketing campaigns and contribute to operational marketing plans.

You’ll learn what digital marketing is about, including understanding the buzz words and main trends. It covers Search Engine Optimisation (SEO), Pay Per Click (PPC), types of online advertising, e-mail marketing, viral marketing, online PR, affiliate marketing and social media. It also looks at digital metrics, regulation and codes of practice.

WhO ARE ThEY FOR?Ideal if you are developing and implementing digital marketing plans or working in an online team. It will teach you the essentials to understand fundamental digital planning concepts.


DIPLOMA IN DIGITAL MARKETING

Unit 2. Digital Marketing EssentialsThis unit includes digital campaign tools, how to apply them and monitor their effectiveness. The course covers what digital marketing is about, including understanding the buzz words and main trends. It looks at Search Engine Optimisation (SEO), Pay Per Click (PPC), types of online advertising, e-mail marketing, viral marketing, online PR, affiliate marketing and social media. Digital metrics, regulation and codes of practice are also considered.

Unit credits: 10

Unit 3. Digital Marketing PlanningThis unit includes the fundamental digital marketing planning concepts. You’ll learn the key factors involved with the implementation, measurement and evaluation of successful plans. The unit will address issues such as relationship marketing, permission and consumer concerns around privacy, trust and security.

Unit credits: 10

how will you be assessed?You’ll be assessed across the five units based on either a standard examination format, or work-based assignments based on various findings and recommendations within your own company.






Pay assessment fees Marketing and Consumer Behaviour (Assignment): £85

Digital Marketing Essentials (Assignment): £85

Digital Marketing Planning (Assignment): £85

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“ You don’t necessarily need a university degree to get on in marketing but you definitely need professional qualifications.”


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SPECIALIST UNIT AWARDS

Integrating Digital Media and BrandingThis unit aims to provide you with a good understanding of the fragmented nature of media management. It will equip you with the skills and knowledge that are necessary in evaluating and integrating brand propositions both online and offline.

The four sections comprise of:Offline media such as print, radio and television; online digital media including mobile communications; integrated communications and integrated branding communications, and key performance indicators in integrated marketing communications (IMC).

Unit credits: 10

Mobile Marketing in PracticeMobile is the most widely used media channel globally, with over one billion mobile devices sold each year. The medium is referred to as ‘always on and always connected’ and provides new ways for organisations and brands to connect with customers across all sectors.

This unit will provide an introduction to good practice in mobile marketing and explore how it fits within the communications mix. It will also look at ways in which the channel can be maximised and how success in mobile marketing can be measured.

Unit credits: 10

We offer three specialist digital units. You can study standalone units to gain a Unit Award.

Alternatively, you can study one of the specialist unit awards as part of your Diploma in Digital Marketing in place of the Digital Marketing Planning unit. The chosen specialism will be reflected in your award title, eg Diploma in Digital Marketing (Mobile), Diploma in Digital Marketing (Metrics and Analytics), Diploma in Digital Marketing (Media and Branding).

Web Analytics and Social Media MonitoringThis unit will explore basic 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.

The unit focuses on developing an understanding of KPIs, selecting measurement tools, analysing reports to improve performance and creating tests to improve owned and bought media messages.

Unit credits: 10

how will you be assessed?You’ll be assessed across the three units through a work-based assignment that will often be based on various findings and recommendations within your own company.



Pay assessment fees

Integrating Digital Media and Branding £85

Mobile Marketing in Practice £85

Web Analytics and Social Media Monitoring £85



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WHERE CAN I STUDY?Wherever you’re based there’s a way to take a CIM or CAM qualification. In the UK, all of the professional qualifications are delivered by over 130 Accredited Study Centres. These are all respected universities, colleges that are accredited to run our qualifications.

We also have a global network of 100 Accredited Study Centres overseas.

Visit: www.cim.co.uk/studycentres

HOW CAN I STUDY?Face to faceWe fully understand the time challenges of working life. Studying part time at evening or weekend classes can help get the right balance.

Distance learningYou can also study remotely, with access to tutors and important resources via phone, e-mail and web. Although you can study at your own pace, you may miss the discipline and debate of attending a regular class.

BlendedThese increasingly popular options allow you to complete your qualification through intensive/ online learning supported by prepared material, tutorials and face-to-face workshops.

WHAT’S MY NExT MOVE?

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Interested in enrolling on one of these qualifications? Find out what, where and how much…

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WHAT LEVEL AM I AT?It’s important to choose a qualification at the right level, based on your knowledge and breadth of marketing experience.

Online diagnostic entry toolAll our Accredited Study Centres can help with this decision. For CIM qualifications they will also encourage you to take our diagnostic entry test. This will determine whether you have sufficient underpinning knowledge to start the qualifications at a higher level.

You can also call one of our Customer Experience team. They can answer your questions and help you choose the right course.

Call: +44 (0)1628 427120.

WHAT ARE THE COSTS?All our qualifications represent a sound investment in your future and many employers are willing to sponsor their employees. There are four cost areas to consider:

Tuition feesThese depend on the course, mode of study and Accredited Study Centre chosen. They typically vary from £1,300 to £6,000 per level.

Studying materialsThe cost of purchasing books and other materials varies between £30 and £200 per level.

Assessment feesThe cost of assessments (examinations or assignments) are indicated for each qualification, in this prospectus. Typically they are £55 – £360 per unit.

CIM membershipThe simplest way to join CIM is as an Affiliate which costs £144 per year (£100 if you live outside of the UK and western Europe). With this you get all the benefits of CIM membership to help you in your studies including marketing resources, inspiring insights, events and access to our Chartered CPD Programme.

I’ve been working in the industry for some years but don’t have any formal qualifications – is CIM right for me?

Yes. Many of our members join us to take a qualification with many years of experience already under their belt. Your individual experience will help decide what level of qualification is right for you.

Should I take a core CIM marketing qualification or a specialist qualification?

If you haven’t got a core marketing qualification we always advise taking one of these first. You’ll get a better grounding in the essentials of marketing before taking specialist qualifications.

Do you offer exemptions?

Depending on the qualification that you have, you may be eligible to be exempted from certain units.

You can get in touch directly with us or our Accredited Study Centres to ask any questions you may have. In the meantime, here’s a few questions that we’re frequently asked together with some answers. We hope they help.

FREQUENTLY ASKED QUESTIONS

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When do the courses start?

Contact your chosen Accredited Study Centre and they will advise when you can start studying; some start their courses at set times of the year, often September or January, others offer a ‘rolling’ programme.

Will my employer pay?

If you’re in a marketing role then many employers are willing to cover or contribute to the costs.

How do I become a Chartered Marketer?

All CIM members can work towards Chartered Marketer status through joining our Chartered CPD Programme. It’s free to join, and providing you have the correct level of qualifications and experience, it takes two years of accumulated CPD through various courses, seminars and events etc.

For more information visit:

www.cim.co.uk/charteredcpd

Who should I contact if I have more questions?

Please contact a CIM Customer Experience coordinator on +44 (0)1628 427120 or e-mail [email protected]

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You’ve decided to go ahead. Excellent decision.

here’s the process in seven simple steps. If you’re not a current member, we’re looking forward to welcoming you into our community.

1.CHOOSE A QUALIFICATIONDetailed information, to help you choose a qualification, is contained in this prospectus. There’s also more information available online. www.cim.co.uk/qualifications

If you’re unsure about which level to choose please contact your chosen Accredited Study Centre.

Alternatively, speak to our Customer Experience team, who can guide you.Call: +44 (0)1628 427120E-mail: [email protected]

2.CONTACT YOUR LOCAL ACCREDITED STUDY CENTRE Once you’ve chosen which qualification you’d like to study, the next step is to select one of the 230 Accredited Study Centres that deliver our qualifications.

The Accredited Study Centre will confirm whether the qualification level you’ve chosen is right for your experience. They will ask you to sit our diagnostic entry test to help make this decision.

Visit www.cim.co.uk/studycentres to find your centre.

3.JOIN CIMTo take any CIM or CAM qualifications you’ll need to join us first. Most new members join as an Affiliate. Joining details are included in the application to study form at the back of this prospectus. As a CIM member you will be able to take full advantage of our many membership benefits.

Of course, if you are already a CIM member just apply for your chosen qualification.

HOW TO ENROL

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4.COMPLETE AN APPLICATION TO STUDY FORMOnce your course of study has been agreed with the Accredited Study Centre, you need to fill out an application to study form. You can do this one of two ways:

Go to www.cim.co.uk/joinonline

or complete the application to study form in the back of this prospectus and post it to:

Customer Experience, The Chartered Institute of Marketing, Moor Hall, Cookham, Maidenhead, Berkshire SL6 9QH, UK.

5.BUY YOUR BOOKS AND STUDY AIDSBooks and study aids are available from CIM Direct, our in-house bookshop. We can usually dispatch your order within 24 hours.

To order text books and study aids:

Call: +44 (0)1628 427427 Visit: www.cim.co.uk/shop E-mail: [email protected] Fax: +44 (0)1628 427439

Or alternatively order by post at:

CIM Direct, Moor Hall, Cookham, Maidenhead, Berkshire SL6 9QH, UK.

6.REGISTER FOR YOUR ASSESSMENTSPlease check with your Accredited Study Centre which subjects are being submitted for which assessment session. At the same time as applying for a course you will also need to complete an assessment entry form. You can complete the form online: www.cim.co.uk/assessmententry

There are closing dates for assessment bookings so make sure you book in advance of the deadline.

7.REGISTER FOR OUR CHARTERED CPD PROGRAMMEOnce you have joined us as an Affiliate, you will be eligible to join our Chartered CPD Programme for free. This is a great way to ensure you are keeping up to date with the latest marketing trends and get the recognition for doing so. It is also the route towards Chartered Marketer status – the mark of a qualified, experienced and up to date marketing professional.

Call: +44 (0)1628 427273 E-mail: [email protected] Visit: www.cim.co.uk/charteredcpd

POWER TO ChANGE. Everything changes. Markets, customers, technologies, careers… They are forever in a constant state of flux. Today, if you’re not moving forwards you could be going backwards.

With CIM there’s one thing you can be certain of, we’ll keep you one step ahead.

CIM MATTERS...


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Career development support

The Marketer magazine – our publication brings you innovative articles from global experts

CAM Diplomas

CIM Introductory Certificate in Marketing

CIM Chartered Postgraduate Diploma in Marketing

CIM Professional Diploma in Marketing

CIM Professional Certificate in Marketing

Industry awards

Local and regional networks

Research papers

Chartered CPD Programme and Chartered Marketer status

Weekly news bulletin

Marketing information hotline – helps you with your general marketing queries

Moor Hall Conference Centre

Tailored courses for teams

120+ short courses in marketing and sales

Bespoke learning and development solutions

Diagnostic tools to assess skills gaps

Virtual learning programmes

MEMBERSHIP

PROFESSIONALQUALIFICATIONS

LEARNING ANDDEVELOPMENT

CHARTERED CPD PROGRAMME

Market interest groups – brings marketers with specific industry knowledge together

Extensive marketing resources

Free legal advice

CIM MATTERS...Career development support

The Marketer magazine – our publication brings you innovative articles from global experts

CAM Diplomas

CIM Introductory Certificate in Marketing

CIM Chartered Postgraduate Diploma in Marketing

CIM Professional Diploma in Marketing

CIM Professional Certificate in Marketing

Industry awards

Local and regional networks

Research papers

Chartered CPD Programme and Chartered Marketer status

Weekly news bulletin

Marketing information hotline – helps you with your general marketing queries

Moor Hall Conference Centre

Tailored courses for teams

120+ short courses in marketing and sales

Bespoke learning and development solutions

Diagnostic tools to assess skills gaps

Virtual learning programmes

MEMBERSHIP

PROFESSIONALQUALIFICATIONS

LEARNING ANDDEVELOPMENT

CHARTERED CPD PROGRAMME

Market interest groups – brings marketers with specific industry knowledge together

Extensive marketing resources

Free legal advice

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FOR MORE INFORMATION

CUSTOMER ExPERIENCE

Qualifications

Applications

Fees

Assessments

Accredited Study Centres

Membership benefits

Telephone: +44 (0)1628 427120

Fax: +44 (0)1628 427158

E-mail: [email protected]

www.cim.co.uk/qualifications

CIM DIRECT BOOKShOP

Study texts

Revision aids

Telephone: +44 (0)1628 427427

Fax: +44 (0)1628 427439


www.cim.co.uk/shop

INFORMATION AND LIBRARY SERVICE

Information hotline

Book loans

Marketing resources

Telephone: +44 (0)1628 427333

Fax: +44 (0)1628 427349


www.cim.co.uk/marketingresources

CONTINUING PROFESSIONAL DEVELOPMENT

Chartered CPD Programme

Chartered Marketer status

Telephone: +44 (0)1628 427273


www.cim.co.uk/charteredcpd

The Chartered Institute of Marketing Moor Hall Cookham Maidenhead Berkshire, SL6 9QH United Kingdom

JOIN US TODAY

Call: +44 (0)1628 427120 Visit: www.cim.co.uk E-mail: [email protected]

For a snapshot of your member benefits, visit: www.cim.co.uk/benefits

To find out more about continuing professional development (CPD) visit: www.cim.co.uk/charteredcpd

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