cima4 prospectus08

Serious about progressing your career?CIM Professional Marketing Qualifications Prospectus 2008/9

YOU ARE HERE

Why choose CIM? A career in marketing with CIMWhich qualification is right for you?Supporting you through your studiesWhat makes CIM different?

CIM Qualifications Introductory Certificate in MarketingProfessional Certificate in MarketingProfessional Diploma in MarketingProfessional Postgraduate Diploma in MarketingCAM Diploma in Marketing CommunicationsDiploma in Tourism Marketinge-Marketing Award

How to get started Step-by-step guideGuidance on policiesStudy with CIM application formDirect Debit formAssessment entry formUseful contact information

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Contents

The fact you’re holding this prospectus is a good thing. Because it clearly demonstrates your commitment to progressing your marketing career. It really doesn’t matter where you are in your career right now. What’s important is where you want to be – because if you want a long and prosperous career in this great industry, you can never afford to stop learning. And that’s where we come in. We are The Chartered Institute of Marketing (CIM), the largest, longest established and most respected marketing organisation in the world – bar none. In our experience there’s no such thing as an unqualified success, and our unique set of qualifications will make a real difference to your career – whether you’re a student, marketing assistant, or responsible for an entire marketing department. This prospectus gives you an overview of the qualifications we offer and why you need them, along with all the logistics of how, when, and with whom you can study. The rest of your career is now in your hands. Where can we take you?

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Where do you want to be?

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CIM professional marketing qualifications

How far can our qualifications take you?

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If you want a place at the top table, no marketplace is more crowded and competitive than that for marketers. Some 1 in 7 UK degrees now have some marketing element The number of applicants for nationally advertised marketing jobs in the UK regularly hits the 500 mark Meanwhile, deregulation of markets and the widening of the EU means that more people than ever will be fighting for the top jobs

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How are you going to compete? No matter what your industry, you need practical and relevant marketing knowledge to help keep abreast of everything from new technology and channels, changing legislation, shifting consumer moods, the very latest techniques for collecting and analysing data – as well as the bigger business issues around strategy and process that can give you credibility way beyond the marketing department.

A career in marketing with CIM 3

Bottom line: To reach the highest level, there’s only one way to guarantee to an employer that you’re more capable and credible than the next candidate – and that’s to hold internationally recognised, professional qualifications that prove your competence as a marketer.

When it comes to choosing a qualification, everyone claims they’re the best (this is marketing after all). However:

There is only one organisation currently that has marketing qualifications directly mapped to the UK Government framework for national marketing standards And we can help you scale the heights of the profession and achieve Chartered Marketer status

It’s not about the usual standard industry qualifications. Ours are the industry standard.

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Your career is a journey – and as it progresses, the skills and knowledge you need to succeed will change, often drastically. Just look at how the internet has transformed marketing in the past 10 years… Continuing Professional Development (CPD) is something (as the name suggests) that never stops, even when you reach the heights of Chartered status. That’s why our set of qualifications is designed to follow your career path and help you deliver the performance and results increasingly demanded of the best marketers – wherever you are today.

This even extends to our own Chartered CPD Programme – a voluntary plan that can help you assess, plan, and hopefully attain all your professional goals.

Which qualificationis right for you at this point in your journey?

Whether you’re a student, a junior marketer, a seasoned campaigner, or someone who needs to make marketing related decisions; there’s a CIM qualification for you.

Starting a career in marketing? The Introductory Certificate in Marketing is for anyone looking to build a career in marketing. You don’t need experience or qualifications to take this qualification. It will ground you in the essentials of marketing theory, and gives you practical knowledge to take back into the workplace.

Looking to advance your career? The Professional Certificate in Marketing is for those in reasonably junior marketing positions looking to progress, and gives you in-depth knowledge of everything from understanding customers and how to collect and analyse data to the art of writing marketing plans and setting budgets.

Getting into marketing management? The Professional Diploma in Marketing is for marketers with operational responsibility and an eye on management. You’ll learn how to plan, implement and measure marketing activities at the operational level, and understand the impact of marketing decisions on other functions within the business.

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Which qualification is right for you?

Planning on a digital future? Our e-Marketing Award gives you a great all-round grounding in the digital medium, covering the creation of e-marketing plans, along with how to use the web more effectively as a research tool and sales channel.

Forging a career in tourism? Our Diploma in Tourism Marketing provides you with a good range of relevant marketing and business skills – including how to manage marketing campaigns – and staff.

Aspiring to be a senior marketer? The Professional Postgraduate Diploma in Marketing is a challenging marketing qualification that demonstrates your specialist, professional knowledge across a range of areas. It’s perfect if you’re looking to manage and influence marketing strategy at the highest levels in your organisation.

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Want to be a superb communicator? The CAM Diploma in Marketing Communications give you an in-depth understanding of the main communication methods that can help your company meet its business objectives – from advertising and PR to branding and direct marketing.

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Which qualification is right for you? 5

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How can you find the time?

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We can’t promise that our qualifications are easy, but we do try and make studying for them as easy as possible through our global network of Accredited Study Centres. Accreditation means that each centre has been quality-audited and approved to teach CIM qualifications and that tutors have access to essential teaching resources and information. Warning: Do not study with an unaccredited study centre. Aside from not having the CIM endorsement they won’t have the latest information about the syllabus and exams – or indeed access to CIM teaching resources

Accredited Study Centres offer a range of different study options to suit your circumstances. Why not check out our global listing of study centres at www.cim.co.uk/studycentres.

Part time or full time If you have a job, then evening classes are a good way to balance work and study. If, on the other hand, you have the time and commitment to get qualified more quickly, maybe you’d prefer to attend full-time classes although you will have a more fulfilling learning experience if you study while working.

Intensive/Weekends/Blended These increasingly popular study options allow you to study for and complete your qualification through intensive/blended learning supported with prepared material, tutorials and face-to-face workshops.

Distance Learning We also give you the option of studying remotely, with access to tutors and other important resources available via phone, email or web. This allows you to study at your own pace, although you’ll need to be disciplined!

www.cim.co.uk/studycentres

Supporting you through your studies 7

According to our latest CIM Croner Reward Survey the average CIM qualified marketer earns around 10% more than a non-qualified candidate over the course of their career. We’ll let those numbers speak for themselves…

If you’re currently employed, why not suggest to your employer that they sponsor you? Based on our experience there’s a 65% chance they will say yes. After all, the advantages of employing motivated, talented and knowledgeable marketers are impossible to deny.

To help convince your boss, we’ve even produced a tear-out leaflet on the centre spread stating the compelling business case for employing a CIM-qualified marketer.

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The language of marketing transcends national boundaries. And never has there been more opportunity than now - as exciting new marketplaces such as China and India open up and beckon the next generation of marketers. Is that something you’d like to be part of? If so, maybe now is the time to join our global community of 50,000 CIM members. In return for your affiliate membership (which entitles you to study with us) we give you a wealth of unique information and resources.

Online, we offer you the Learning Zone – a unique digital study centre; as well as access to the Knowledge Hub – the world’s largest marketing portal with thousands of marketing documents. Offline, you receive our monthly magazine The Marketer *, and you’re also eligible to join our range of local CIM networking events – very handy for making friends and contacts.

UK and Western Europe only. Available online to overseas members at www.cim.co.uk/themarketer


Where on earth will our qualifications take you?

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What makes CIM different? 9

It’s a big world out there and the sheer size and outreach of CIM – and our internationally recognised marketing qualifications – gives you a huge head start. Our syllabus is not only taught by some of the greatest minds in global marketing today, but is steeped in the genuine, practical and ever-changing marketing challenges you face.

We talk to businesses around the world daily about the skills, knowledge and competencies they want and need to thrive. The bottom line for them is that marketing qualifications are all very well in theory…but ultimately the marketing managers of tomorrow must be able to deliver.

Do you have what it takes to be one of them?

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CIM Qualifications

Introductory Certificate in Marketing

Professional Diploma in Marketing

Professional Postgraduate Diploma in Marketing

Professional Certificate in Marketing

Where do you want to go? 11

CAM Diploma in Marketing Communications

Diploma in Tourism Marketing

e-Marketing Award


What is it?

The Introductory Certificate in Marketing is for all those who want 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. Ideal for…

Those undertaking junior marketing, 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

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What will you learn?

By the end of this qualification you should:

Understand the function of marketing and its role in an organisation Know about the four Ps (product, price, place and promotion) and how to apply the marketing mix Understand more about customers and managing customer relationships. Be able to communicate to both internal and external customers using a variety of different means

Do you qualify?

This is an ‘open’ qualification, which means you don’t need any previous qualifications or marketing experience. 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 proficiency or Trinity ISE III/IV.

How will you be assessed?

There are two modules: The first involves a one-hour online test. For the second, you submit a written project made up of several brief work-based tasks.

How and where can you study?

Our qualifications are taught through a global network of Accredited Study Centres – where you can learn full-time, part-time or via distance learning. To find the study centres closest to you visit www.cim.co.uk/studycentres or email [email protected] or call +44 (0)1628 427120.

What does it cost?

Why not persuade your employer to pay for the qualification? The pull-out section in the centre spread will help you with this.

To take this qualification you need to be a CIM Studying Member. Cost: £120 per year (£85 if you live outside of the UK and Western Europe) Assessment and examination fees for the two modules are:

Examination (E) Assignment (A) E A

What is Marketing? £55 N/A

Understanding Customer Relationships N/A £70

Tuition fees and the relevant text books you’ll need are by far the biggest expense. These fees do vary depending on how you study, so we suggest you contact our Accredited Study Centres directly to compare different costs

Turn straight to page 29 and sign up now

Typically, our courses run twice a year – in September and January. Why not sign up right now and get yourself enrolled?

If you have a UK bank account you can pay your annual CIM membership fee by setting up an annual direct debit – which gives you a discount of £20. Alternatively, you can pay monthly or by quarterly direct debit Our assessment and examination fees can be paid by cheque (made payable to The Chartered Institute of Marketing) or by credit card Your tuition fees are paid directly to your chosen Accredited Study Centre once you’re confirmed on the course

For more information

Contact your chosen Accredited Study Centres directly.

Contact CIM by: emailing [email protected] or telephone +44 (0)1628 427120.

Complete the application forms at the back of this booklet.

Sign up online at www.cim.co.uk/joinonline


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I have a greater understanding of the processes, their requirements and importance. I had no previous marketing background and the qualifications are giving me a foundation which I can continue to build upon.’

Where will it take me?Sarah’s story

Name: Sarah Woodwards

Job: Marketing Administrator

CIM qualifications: Completed the CIM Introductory and Professional Certificates in Marketing.

Why a CIM qualification?

I initially wanted to study to support my role: to gain more marketing knowledge and to develop a greater understanding of the CIM products. Once I started it seemed the right thing to continue.

Has the qualification helped in understanding processes in a working environment?

Yes. All my studies have supported my knowledge – I have a greater understanding of the processes, their requirements and importance. I had no previous marketing background and the qualifications are giving me a foundation which I can continue to build upon.

How was studying?

I was unsure how I’d cope with studying again and how I would juggle it with work. The transition wasn’t as bad as I thought – and I began to get into a routine of going to college one or two nights a week as well as additional study.

Would you recommend it to other marketers?

I would highly recommend the qualifications to all of those planning on entering or working in marketing – but they need to be prepared for the commitment and effort that needs to be put in to achieve high results.

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Sarah Woodwards

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13CIM Qualifications

2. Assessing the Marketing Environment

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-oriented 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

3. Market Information and Research

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

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What is it?

This qualification gives you the practical skills and knowledge to devise and execute tactical marketing activities and gain marketing credibility.

Ideal for…

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


By the end of this qualification you should be able to:

Understand the function and fundamentals of marketing in some depth – including how to write and execute a marketing plan Know the many different ways of understanding and communicating with customers, and the function these methods serve Understand your organisation’s marketing environment, its many constituent parts, and how they work in unison Apply practical knowledge – including the collecting and analysing of data, and the establishment of marketing budgets

Do you qualify?

This qualification is the equivalent to the first year of a foundation degree, which means you’ll need to meet at least one of these criteria:

Have a minimum of two ‘A’ Levels Hold any general Bachelors or Masters degree Hold a CIM Introductory Certificate in Marketing (Level 2 or 3) Have an NVQ or SVQ Level 3 (equivalent to NGF Level 3) Have an NVQ or SVQ Level 4 in any other subject (UK – equivalent to NGF Level 4 and above) Hold an international baccalaureate (equivalent to NQF Level 3 and above) or a pass of the entry test onto Level 4

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

However, if English isn’t your first language, you will also need to provide us with evidence of at least IELTS 6.5 proficiency or Trinity ISE III/IV.


It's possible to qualify within a single academic year studying part time. You will be assessed across the four modules using a blend of two basic methods:

1. By formal examinantion.

2. By assignments such as coursework and case studies that require longer answers and will often be based on various findings and recommendations within your own company (or a company of your choice).

Course content

This qualification contains four modules and to complete each one you’ll need to cover all the following tasks successfully:

1. Marketing Essentials

Explain how marketing has evolved and the importance of market orientation in creating customer value Assess 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 external marketing 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)


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Tuition fees and the relevant text books you’ll need are by far the biggest expense. These fees do vary, depending on how you study so we suggest you contact Accredited Study Centres directly to compare different costs



If you have a UK bank account you can pay your annual CIM membership fee by setting up an annual direct debit – which gives you a discount of £20. Alternatively, you can pay monthly or by quarterly direct debit Our assessment and examination fees can be paid by cheque (made payable to The Chartered Institute of Marketing) or by credit card Your tuition fees are paid directly to your Accredited Study Centre once you’re confirmed on the course


Contact your chosen Accredited Study Centres directly.




4. Marketing for Stakeholders

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 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



What does it cost?


To take this qualification you need to be a CIM Studying Member. Cost: £120 per year. (£85 if you live outside of the UK and Western Europe) Assessment and examination fees for the four modules are:


Marketing Essentials £55 N/A

Assessing the Marketing Environment £55 N/A

Marketing Information and Research N/A £70

Stakeholder Marketing N/A £70

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Eva's story

Name: Eva Thompson

Job: Learning Support Manager

CIM qualifications: CIM Professional Certificate in Marketing

Why did you choose to study with CIM?

CIM offers a wide range of qualifications that are highly recognised by employers worldwide so it was the obvious choice for a marketing course.

How would you rate the quality of the learning experience?

I have thoroughly enjoyed studying with the CIM. I chose the blended online option at the CIM Academy which fit well around my schedule and at the same time I got to meet my fellow delegates and course director at the face-to-face workshops at Moor Hall. The course was excellently structured and our experienced course director had brought a wealth of real life examples to underpin theory and enhance our learning experience.

How has it helped in your day to day work and/or your career?

I had no previous marketing knowledge and the course had given me a good understanding of the marketing discipline both from theoretical and practical perspective.

What would you recommend about CIM to others?

The CIM course is of great value in terms of learning marketing theory that can be applied straight back into practice and also in terms of networking opportunities. My fellow course delegates were all from different business backgrounds which helped me gain an insight into how they work and allowed us to share ideas and offer each other solutions to everyday problems.

A CIM course is of great value in terms of learning marketing theory that can be applied straight back into practice.’

Where will it take me?

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Eva Thompson


What is it?

This qualification really helps with the ‘how to’ aspects of marketing planning, enabling you to develop as the ‘marketing professional’ mentioned in Section 1 of this prospectus. The focus moves from the theoretical aspects of marketing towards the many skills needed to manage the function itself – including elements ranging from channel management to communications, along with specialist areas like new product development.

Ideal for…

Marketers with operational responsibilities and an eye on management – including departmental managers, product/brand managers, marketing managers, account managers, marketing executives and business development managers.



Manage and utilise marketing research and information, plan activity and measure the results Write a marketing plan at the operational level with the many elements that entails, as well as conduct a marketing audit and measure success Understand marketing communications in-depth and how all parts of the promotional mix - from brand to digital – work together Effectively manage marketing activities, including project planning and control, and know how marketing integrates with other functions

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Do you qualify?

This qualification is similar in level to an Honours degree, which means you will need to meet at least one of these criteria:

Hold a Bachelor or Masters degree (from a provider that’s formally recognised by the appropriate official body and by CIM) Hold a CIM Certificate in Marketing/CIM Certificate in Marketing Management Practice/CIM Professional Certificate in Marketing/CAM Diploma in Marketing Communications Have an EdExcel (BTEC) Higher National Certificate/Diploma in any subject (UK only) Hold an NVQ or SVQ Level 3 in Marketing (UK only) Have an NVQ or SVQ Level 4 in any other subject (UK only) Hold any appropriate vocational qualifications approved by CIM Have suitable work experience in a marketing management role



It is possible to qualify within a single academic year studying part time. You can choose to be assessed in one of two ways:

Either: A standard examination for each of the modules, offered by all study centres.

Or: An assignment that brings together various elements of the syllabus and asks you to write a report based on various findings and recommendations within your own company.

Course content


1. Marketing Research and Information

Identify appropriate marketing information and marketing research requirements for business decision-making Plan for and manage the acquisition, storage, retrieval and reporting of information on the organisation's market and customers

Explain the processes involved in purchasing market research and the development of effective client supplier relationships Write a research brief to meet the requirements of an organisation to support a specific plan or business decision, and develop a research proposal to fulfil the brief Evaluate the suitability of different qualitative and quantitative research methodologies to meet different research situations Evaluate the outcomes and quality of a research project Explain the legal, regulatory, ethical and social responsibilities of organisations involved in gathering, holding and using information

2. Marketing Planning

Explain the role of the marketing plan within the context of the organisation's strategy and culture; and the broader marketing environment (including ethics, social responsibility, legal frameworks, sustainability) Conduct a marketing audit based on appropriate internal and external factors Develop marketing objectives and plans at an operational level appropriate to the internal and external environment, setting and justifying budgets for marketing plans and mix decisions Integrate marketing mix tools to achieve effective implementation of your plans. Select a co-ordinated marketing mix incorporating appropriate stakeholder relationships for a particular marketing context Use appropriate measurements to evaluate the effectiveness of marketing plans and make recommendations for changes and innovations to marketing processes

3. Marketing Communications

Explain the role of marketing communications and explain how personal influences might be used to develop promotional effectiveness Explain how the tools of the promotional mix can be coordinated in order to communicate effectively with customers and a range of stakeholders Devise a basic media plan based on specific campaign requirements using both offline and online media, recommending a suitable communications budget

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Progress your career and your understanding – and basically become better at your job.’

To take this qualification you need to be a CIM Studying Member. Cost: £160 per year (£125 if you live outside of the UK and Western Europe) Assessment and examination fees for the four modules are:


Marketing Planning £55 £70

Marketing Research £55 £70 and Information

Marketing Communications £55 £70

Marketing Management in Practice £55 £70

Tuition fees (and the relevant text books you’ll need) are by far the biggest expense. These fees do vary, depending on how you study, so we suggest you contact Accredited Study Centres directly to compare different costs



If you have a UK bank account you can pay your annual CIM membership fee by setting up an annual direct debit – which gives you a discount of £20. Alternatively, you can pay monthly or by quarterly direct debit Our assessment and examination fees can be paid by cheque (made payable to The Chartered Institute of Marketing) or by credit card Your tuition fees are paid directly to your chosen Accredited Study Centre once you’re confirmed on the course


Contact Accredited Study Centres

Contact CIM by: emailing [email protected] or telephone +44 (0)1628 427120



Develop marketing communication and brand support activities based on your understanding of the important characteristics of the target audience Explain the importance of developing long-term relationships with customers, channel members, agencies and other stakeholders – and transfer this knowledge to the development of marketing communication activities Suggest suitable marketing communications methods for influencing the relationship between an organisation and its customers, marketing channel partners and other stakeholders

4. Marketing Management in Practice

Explain the roles and structure of the marketing function and the nature of relationships with other functions within various types of organisation Interpret qualitative and quantitative data and present appropriate and coherent recommendations that lead to effective marketing and business decisions. Develop marketing objectives and plans at an operational level appropriate to the organisation's internal and external environments Use appropriate management techniques to plan and control marketing activities and projects Employ appropriate techniques to develop, manage and motivate a team so that it performs effectively and delivers your required results Define measures for, and evaluate the performance of, marketing plans, activities and projects – and make recommendations for improvements



What does it cost?



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Nicole’s story

Name: Nicole Selley

Job: Marketing Manager, Office Depot

CIM qualifications: CIM Professional Diploma and CIM Postgraduate Diploma in Marketing

What motivated you to start studying for the CIM qualifications?

Reviewing job descriptions, I quickly realised that CIM qualifications are what many employers are looking for!

Have the qualifications helped you to understand processes in a working environment?

I have learned to look further than the obvious and see marketing in a context of the overall business and marketplace - instead of seeing it in isolation.

Does being qualified help with job searching?

Shortly after having completed the CIM Professional Diploma I was promoted by my previous employer to Marketing Communications Manager, and a few months after completing the CIM Postgraduate Diploma I was offered a new position as Marketing Manager – Acquisition and Reactivation….

Going through the qualification, is this something you recommend to other marketers in the marketplace?

I’d definitely recommend any CIM qualification to fellow marketers. I believe it really helps to profile yourself with your current or prospective employer, progress your career and your understanding – and basically become better at your job.

CIM Qualifications

Nicole Selley

What is it?

A challenging, high-level marketing qualification that demonstrates specialist professional knowledge across many areas.

Ideal for…

Marketers working at a strategic level or aspiring to do so. What will you learn?


Contribute research and insights to inform strategic marketing decisions Influence strategic decisions in your organisation to create value for customers and other stakeholders Manage and measure marketing activities as part of a customer-focused strategy Formulate, present and justify a creative, customer-focused and innovative strategy for any given context Upon qualification you’ll be entitled to use the letters 'DipM ACIM' after your name

Do you qualify?

This is a QCA Level 7 qualification, equivalent to a Masters degree, Postgraduate Certificate or Postgraduate Diploma. To take it, you must meet at least one of these criteria:

Hold a CIM Professional Diploma in Marketing/CIM Advanced Certificate in Marketing/CIM Advanced Certificate in Marketing Management Practice/CIM Diploma in Tourism Marketing Hold any undergraduate or postgraduate degree with significant marketing content (from a provider formally recognised by the appropriate official body and by CIM) or a non-marketing degree plus suitable competence in a marketing management role Have relevant marketing management experience, with senior level competence Hold other qualifications approved by CIM


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You’ll be tested on each module with a three-hour, closed book examination (there’s no assignment option for this qualification except for the Managing Marketing Performance module).

Course content


1. Analysis and Evaluation

Explain the concept of business orientation and critically appraise the different orientations in management and planning, and the roles of marketing used by organisations Identify the business intelligence needed to inform the organisation's strategy in domestic and international markets Assess the impact of the major trends in the strategic and global context on the strategy making process Conduct and synthesise a detailed strategic audit of the organisation's internal and external environments, including an evaluation of business performance, using appropriate tools and models and analysis of numerical data and management information to support decisions on key strategic issues Appraise the nature of culture in organisations and the importance of its 'fit' with strategy and operations across different cultures Synthesise a coherent and concise assessment of the situation facing an organisation, and develop alternative scenarios

2. Strategic Marketing Decisions

Appraise a range of corporate and business visions, missions and objectives and the processes by which they are formulated in light of the changing bases of competitive advantage across geographically diverse markets Identify, compare and contrast strategic options and critically evaluate the implications of strategic marketing decisions in relation to the concept of 'shareholder value'

Evaluate the role of brands, innovation, integrated marketing communications, alliances, customer relationships and service in decisions for developing a differentiated positioning to create exceptional value for the customer Demonstrate the ability to develop innovative and creative marketing solutions to enhance an organisation's global competitive position in the context of changing product, market and brand and customer life cycles Define and contribute to investment decisions concerning the marketing assets of an organisation Demonstrate the ability to re-orientate the formulation and control of cost-effective competitive strategies, appropriate for the objectives and context of an organisation operating in a dynamic global environment

3. Managing Marketing Performance

Critically evaluate the techniques available for both integrating teams and activities across the organisation, specifically relating to brands and customer-facing processes; and instilling learning within the organisation Identify the barriers to effective implementation of strategies and plans involving change (including communications) in the organisation – and develop measures to prevent or overcome them Demonstrate an ability to manage marketing activities as part of strategy implementation Assess an organisation's needs for marketing skills and resources and develop strategies for acquiring, developing and retaining them Initiate and critically evaluate systems for control of marketing activities undertaken as part of business and marketing plans

4. Strategic Marketing in Practice

Identify and critically evaluate marketing issues within various environments, using a wide variety of marketing techniques, concepts and models Assess the relevance of, and opportunities presented by, contemporary marketing issues within any given scenario including innovation in marketing


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Business proposition


Where can qualified marketers take your business?

TIME

YOUR COMPANY

PROJECTED TARGETS

YOUR COMPETITORS

Could your business do with a lift?

Putting your employees through internationally recognised CIM qualifications gives them practical skills and knowledge that will help your business grow, help you to understand and serve your customers better and therefore to improve on the bottom line.

The result will be the very best return from your marketing and training budgets.

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What do you need to succeed?

Formal qualifications are all very well in theory but the bottom line for any business is performance.

At The Chartered Institute of Marketing (CIM) we are committed to giving your marketing professionals the relevant skills and knowledge they need to make a real difference in the workplace, through a unique set of qualifications that is simply unrivalled in the market.

Our marketing qualifications:

Are industry standard – each qualification contains content developed from feedback from employers who have stated what skills and competencies they expect marketers to have. The qualifications are also mapped to the new Government Occupational Standards in Marketing as defined by the Marketing & Sales Standards Setting Body (MSSSB) www.cim.co.uk/standards Give you a better return on your training investment by improving results for your business. We can help your staff to master practical skills ranging from how to navigate their way through modern technology, to legislation, ethics, project management, planning and consumer insight


‘As an employer with a large marketing team, we find that those with CIM qualifications have a much better understanding of the wider impacts of their roles, and of marketing in the bigger business picture. They are more capable of thinking through the impacts of both tactical and strategic work, and are usually better at determining appropriate ROI measures.

Whichever method chosen, the work is grounded in good theory, but shows practical applications, making it very relevant and useful within the business context.’ Dawn Holmes FCIM Chartered Marketer, Marketing Manager, Brother UK

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PRACTICE

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CIM QUALIFICATIONS

Our marketing qualifications:

Help you to increase staff loyalty and satisfaction through achievement in an industry famed for its high churn rate

Are suitable for all your marketing staff – whether they are just starting out in marketing, senior marketers with responsibility for entire departments…or somewhere in between

While studying and once qualified, your staff will have access to a range of services available to CIM Members which, in turn, can be of significant benefit to your business. Your organisation will have access to the world’s most comprehensive portal of marketing information and be able to make use of an invaluable legal service providing guidance on marketing law.

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How does it work?

Whether you work in B2B, B2C, the not-for-profit or public sectors, our qualifications are internationally recognised and based on constant and detailed feedback we receive from employers all over the world. Most importantly, the return can amount to many times the initial investment.

Flexible study

We make studying for CIM qualifications as flexible as possible:

Employees can study in a way that suits them – and you. As well as part time evening classes we also offer residential courses, intensive weekend classes and blended or distance learning options

The amount of time it takes to get qualified depends on the study method, but can be as little as a few months for the Introductory Certificate or one year for the higher level qualifications

Those taking CIM qualifications are assessed either by exam or a project based assessment which can involve solving specific challenges within your own company – providing you with a good return on investment. We have seen many organisations change their practices and improve their business as a result of a work based assignment

What are you waiting for?

To find out more about the qualifications we offer and how they can help your business, contact us today.

Call our customer contact team on +44 (0) 1628 427120 or Email: [email protected]

CIM’s courses are simply the best value for money around and our company has put all our sales and marketing team on various certified and non-certified courses... feedback from our staff is extremely positive.’ John Angus MCIM, Sales Director, Shetland Catch Ltd

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CIM QUALIFICATIONS

Business proposition


The Chartered Institute of MarketingMoor HallCookhamMaidenheadBerkshire SL6 9QH, UKwww.cim.co.uk

Land Rover Kenya is proud to support the high qualifications, standards and ethics set by The Chartered Institute of Marketing. Many top East African companies that are quoted on the stock exchange, like ours, recruit top CIM qualified marketers to contribute to the pool of high quality achievers.’

‘Where will it take my company?

Chris Diaz DipM FCIM Chartered Marketer Director, CMC Land Rover, Kenya.

Tuition fees and the relevant text books you’ll need are by far the biggest expense These fees do vary, depending on how you study, so we suggest you contact Accredited Study Centres directly to compare different costs



If you have a UK bank account you can pay your annual CIM membership fee by setting up an annual direct debit – which gives you a discount of £20. Alternatively, you can pay monthly or by quarterly direct debit Our assessment and examination fees can be paid by cheque (made payable to The Chartered Institute of Marketing) or by credit card Your tuition fees are paid directly to your chosen Accredited Study Centre once you are confirmed on the course

For your information

Contact your chosen Accredited Study Centres.




Identify and critically evaluate various options available within given constraints and apply competitive positioning strategies, justifying any decisions taken Formulate and present a creative, customer-focused and innovative competitive strategy for any given context, incorporating relevant investment decisions, appropriate control aspects and contingency plans Demonstrate an understanding of the direction and management of marketing activities as part of the implementation of strategic direction, taking into account business intelligence requirements, marketing processes, resources, markets and the company vision Promote and facilitate the adoption and maintenance of a strong market and customer orientation with measurable marketing metrics Synthesise various strands of knowledge and skills from the different syllabus modules effectively in developing an effective solution for any given context



What does it cost?


To take this qualification you need to be a CIM Studying Member. Cost: £200 per year (£165 if you live outside of the UK and Western Europe) Assessment fees for the four modules are:


Analysis and Evaluation £55 N/A

Strategic Marketing Decisions £55 N/A

Managing Marketing Performance £55 £70

Strategic Marketing in Practice £70 N/A


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It’s an objective endorsement of a level of knowledge and ability – you can’t bluff a qualification!’

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William Grobel

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William’s story

Name: William Grobel

Job: Marketing Director, Intangible Business

CIM qualification: CIM Postgraduate Diploma in Marketing

What motivated you to start studying for the Postgraduate Diploma?

Career development and additional knowledge. I was stuck in a bit of a rut, I wanted to gain more experience working for consumer-facing brands and needed to differentiate myself from other candidates to do this. Undertaking the diploma demonstrated my commitment to marketing.

Has the qualification helped in understanding processes in a working environment?

Yes, and a lot more besides! It gave me the experience I was looking for with a broader understanding of the commercial world and marketing’s involvement. It taught me how to apply a number of models to different situations, examples to draw upon, tools to use and strategies to implement. It’s really helped a tremendous amount.

How was it returning to studying after all those years?

I hadn’t studied for nearly five years but when I started it wasn’t a problem at all. If anything it was easier than I imagined as I had made the commitment to study out of choice. I also had a clear goal as to what I wanted and was using what I learnt in my everyday life.

Did being qualified help with job searching? Definitely! Studying for CIM helped me gain my current job as well as helping me progress considerably. It’s an objective endorsement of a level of knowledge and ability – you can’t bluff a qualification!

CIM Qualifications


What is it?

This qualification will give you an in-depth understanding of the range of communication methods you can use to meet business objectives – from advertising and PR to direct and digital marketing.

Ideal for…

Those working in (or who want to work in) marketing communications (including agency side roles like copywriters and designers).

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Develop marketing communications and brand support activities based on your understanding of market and consumer behaviour Demonstrate the skills needed to devise, execute and analyse a PR plan Explain the roles of direct marketing and sales promotion, as well as manage and maintain a marketing database Demonstrate good all-round knowledge of the advertising industry, and how good advertising is applied in practice Understand the role of all media (including digital) in effective marketing

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)



You’ll be assessed across the five modules based on either a standard examination format; or work-based assignments such as coursework and case studies that will often be based on various findings and recommendations within your own company.

Course content

This qualification has five modules, each with its own assessment method. To complete each one you’ll need to cover all the following tasks successfully:

1. Marketing and Consumer Behaviour

Explain the role of the marketing plan and communications plan within the context of the organisation's strategy and culture Understand the marketing planning process and the links between each stage of the process Explain the role of marketing communications and how the tools of the communications mix can be co-ordinated effectively Develop marketing communication and brand support activities based on an understanding of the important characteristics of the target audience Explain the importance of developing long-term relationships with customers, channel members, agencies and other stakeholders and transfer such knowledge to the development of marketing communication activities Suggest suitable methods of using marketing communications to influence the relationships an organisation has with its customers, marketing channel partners and other stakeholders

2. Public Relations

Define the nature of public relations within a range of organisational frameworks Explain and work within the legal and self-regulatory constraints under which public relations operates Use the various techniques and skills required for effective public relations, including their characteristics, advantages, disadvantages, and costs Explain the media channels employed in public relations in different contexts Analyse situations and identify whether PR is the most appropriate tool to use Analyse situations and suggest appropriate plans of PR action to specific publics within cost and time parameters

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Tuition fees and the relevant text books you’ll need are by far the biggest expense. These fees do vary, depending on how you study, so we suggest you contact the Accredited Study Centres directly to compare different costs

CAM fees package options

We also offer several packages that can save you money:

Two-year standard package £590 (including two years’ CIM membership and all five assessments) *£520 for international students Two-year deluxe package £805 (including two years’ CIM membership, all five assessments and all core texts – with an additional saving of £68). *£820 for international students



Our assessment and examination fees can be paid by cheque (made payable to The CAM Foundation) or by credit card Your tuition fees are paid direct to your chosen study centre or distance learning centre once you’re confirmed on the course



Contact CAM by: emailing [email protected] or telephone +44 (0)1628 427120.



CAM Foundation website: www.camfoundation.com

5. Integrated Media

Explain the role of different media in the marketing mix and the communications mix Identify the relationships between the advertiser, advertising agencies, media buying and media planning agencies and media owners Set appropriate objectives and strategies and allocate budgets for different media Present an overview of available media and their characteristics, including electronic media, and methods of planning and selection Select appropriate methods for measuring the effectiveness of communications media


Our qualifications are taught through a nationwide network of Accredited Study Centres – where you can learn full-time, part-time or at evening classes. To find the study centres closest to you visit www.camfoundation.com/ where_to_study.htm or email [email protected] or call +44 (0)1628 427120.

What does it cost?


To take this qualification you need to be a CIM Studying member. Cost: £130 per year (£85 if you live outside of the UK and Western Europe) Assessment and examination fees for the five modules are:


Marketing and Consumer Behaviour N/A £85

Public Relations £65 N/A

Direct Marketing and Sales Promotion £65 N/A

Advertising £65 N/A

Integrated Media N/A £85

3. Direct Marketing and Sales Promotion

Describe the relationship between direct marketing and other marketing communications tools Explain the role of sales promotion, merchandising, point of sale and field marketing in the context of various sectors, and in terms of consumer, trade and salesforce/employee promotions Develop, manage and maintain a marketing database Devise, implement and control appropriate direct marketing and sales promotion campaigns to meet defined objectives Justify and manage budgets for individual campaigns Apply the principles of testing and measurement and financial controls that support direct marketing and sales promotion campaigns Explain the ethical, legal and self-regulatory environment that surrounds the disciplines of direct marketing and sales promotion

4. Advertising

Explain the role and structure of advertising in the marketing mix, the communications mix and society Explain the structure of the advertising industry and identify the relationships between the advertiser, advertising agencies, suppliers (eg research, production) and media owners Set appropriate advertising objectives, strategies and budgets Understand how to plan strategies for creative and media execution Describe the controls on advertising including social acceptability, legal controls and voluntary constraints; and be able to apply them to given advertisements Select appropriate methods for measuring the effectiveness of advertising

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The CAM Diploma gave me a strong foundation for my career.’ ‘

Jonathan Collett?


What is it?

A qualification that gives you a strong grounding in marketing and business skills in the tourism and leisure industries.

Ideal for…

Marketing professionals already working in tourism and leisure or looking to break into the industry.

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Understand how to use the marketing mix to achieve success in the hospitality industry, as well as the importance of people management Know how to collect relevant consumer data and how to use it to improve marketing performance Write a marketing plan, conduct an audit, set budgets, and identify marketing objectives Effectively manage operational responsibilities, along with staff

Do you qualify?

You’ll need to meet one or more of the following criteria:

Hold a CIM Certificate in Marketing/CIM Professional Certificate in Marketing/CIM Certificate in Marketing Practice/CAM Diploma in Marketing Communications Have a Bachelors or postgraduate degree Hold an EdExcel (BTEC) Higher National Certificate/Diploma in any subject (UK) Hold an NVQ or SVQ Level 3 in Marketing (UK) Have an NVQ or SVQ Level 4 in any other subject (UK) Hold other appropriate qualifications approved by CIM Have suitable work experience as a marketing practitioner



Each of the four modules can be assessed by a three-hour examination or by submitting a written assignment.

However, please note that not all study centres offer assignment-based assessment, particularly if you’re studying overseas.

Course content


1. Hospitality and Service Marketing

Distinguish between the types of hospitality organisations, their location in relation to Leiper's tourism model and their objectives Recognise organisations as open systems and explain the importance of relationships between the organisation's internal and external customers Appreciate the critical importance of planning extended marketing mix elements and their role in differentiation in the hospitality industry Appreciate the importance of key service marketing concepts including the 'Moments of Truth' and 'Pareto's Law' Undertake a gap analysis for the organisation and be aware of the relationship between costs and service elements Recognise and assess the importance of training and people management in achieving organisational success and customer satisfaction

2. Tourist Behaviour and Motivation

Recognise the importance of collecting relevant tourism data and the variety of information sources, both primary and secondary Formulate coherent recommendations and plans based on statistically accurate information Recognise the importance and application of key tourism typologies Apply segmentation concepts in order to develop appropriate marketing mix strategies and tactics Understand a range of motivational theories and the key drivers (both 'push' and 'pull') that influence tourist decision-making Understand and apply IT tools and techniques to meet customer needs more effectively

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Our qualifications are taught through a nationwide network of Accredited Study Centres – where you can learn full-time, part-time or at evening classes. To find the study centres closest to you visit www.cim.co.uk/studycentres or email [email protected] or call +44 (0)1628 427120.

What does it cost?


To take this qualification you need to be a CIM Studying Member. Cost: £160 per year (£125 if you live outside the UK and Western Europe) Assessment and examination fees for the four modules are:


Hospitality and Service Marketing £55 £70

Marketing Planning £55 £70

Tourist Behaviour and Motivation £55 £70

Marketing Management in Practice £55 £70

Tuition fees and the relevant text books you’ll need are by far the biggest expense. These fees do vary, depending on how you study, so we suggest you contact the Accredited Study Centres directly to compare different costs



If you have a UK bank account you can pay your annual CIM membership fee by setting up an annual direct debit – which gives you a discount of £20. Alternatively, you can pay monthly or by quarterly direct debit Our assessment and examination fees can be paid by cheque (made payable to The Chartered Institute of Marketing) or by credit card

Your tuition fees are paid directly to your chosen Accredited Study Centre once you’re confirmed on the course






3. Marketing Planning

Explain the role of the marketing plan within the context of the organisation's strategy and culture; as well as the broader marketing environment (ethics, social responsibility, legal frameworks, sustainability) Conduct a marketing audit considering appropriate internal and external factors, and develop operational marketing plans. Develop the role of branding and positioning within the marketing plan Set and justify budgets for marketing plans and mix decisions Define and use appropriate measurements to evaluate the effectiveness of marketing plans and activities Make recommendations for changes and innovations to marketing processes based on an understanding of the organisational context and an evaluation of past marketing activities

4. Marketing Management in Practice

Explain the roles and structure of the marketing function and the nature of relationships with other functions within various types of organisation Interpret qualitative and quantitative data and present appropriate and coherent recommendations that lead to effective marketing and business decisions Develop marketing objectives and plans at an operational level appropriate to the organisation's internal and external environments Use appropriate management techniques to plan and control marketing activities and projects Use appropriate techniques to develop, manage and motivate a team so that it performs effectively and delivers required results Define measures for, and evaluate the performance of, marketing plans, activities and projects and make recommendations for improvements

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e-Marketing Award

What is it? An award that gives you solid skills and knowledge to truly take advantage of the digital medium for your business and use it as a competitive differentiator.

Ideal for… Anyone working or planning to work in the digital channel; or if digital plays some part in your job role (UK and Western Europe only).

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By the end of this qualification should be able to:

Understand the elements of e-marketing and how you can maximise them to your advantage Develop e-marketing plans and integrate them into your overall strategy Use the online channel to research customers and markets Target customers and create business opportunities

Do you qualify?

There are no official entry criteria for this award, although our suggested minimum entry requirement is the CIM Professional Diploma of Marketing.



You will take an online examination and a work-based assignment.

Course content

e-Marketing overview covering many of the dynamic new opportunities and an insight into the emerging new business models How to ensure your e-marketing activities are maximised and integrated into existing marketing plans How to formulate e-marketing plans using different e-marketing tools, depending on the needs of the business How to research and reach your customers and potential markets through new online channels


Our qualifications are taught through a nationwide network of Accredited Study Centres – where you can learn full-time, part-time or via distance learning. To find the study centres closest to you visit www.cim.co.uk/studycentres or email [email protected] or call +44 (0)1628 427120.

What does it cost?


To take this award you need to be a CIM Studying or professional member. The annual fee starts at £120 for studying membership plus £70 for the assignment Current CIM members only need to pay £70 to cover assignment fees


You can pay your annual CIM membership fee by setting up an annual direct debit – which gives you a discount of £20. Alternatively, you can pay monthly or by quarterly direct debit.

For your information



Complete the Membership application form at the back of this booklet.

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CIM Qualifications

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Where to start your journey

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Ready to get started?

Fill out your application form

Once your eligibility has been confirmed, you need to fill out your application form – which confirms you as a CIM Studying Member for the time of your study. This usually takes about three weeks (a little longer if you’re applying from overseas).

You can do this one of two ways:

Go to www.cim.co.uk/joinonline.

Complete the application form in the back of this prospectus and post it to us along with a cheque or credit card payment for the correct amount (see details on your chosen qualification) to Membership Services, The Chartered Institute of Marketing, Moor Hall, Cookham, Maidenhead, Berks SL6 9HQ, UK.

Contact your local study centre (or distance learning provider)

Once you’ve found a qualification that you’d like to study, the next step is to choose one of the 350 Accredited Study Centres (or a distance learning provider) that teach CIM qualifications.

They will confirm that the qualification you’ve chosen is right for your experience, and then ask for proof of your relevant qualifications and/or your CV. Needless to say, the sooner you supply this information, the sooner they will confirm your eligibility.

1 2

3 4Register for your assessments

When you sign up for a qualification you are not automatically registered for your assessments, so it pays to start thinking about them now.

Whether you’re taking exams or submitting written assignments, you will need to complete an assessment entry form.

Fill out the assessment form at the back of this prospectus, making sure you read the notes carefully.

Or, do it all online at www.cim.co.uk/assessmententry

Buy your books and study aids

Once registered, you will be given all the books and study aids you’ll need – all of which are available from CIM Direct, our in-house bookshop. Our knowledgeable team are always happy to help and 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

Email [email protected]

Fax +44 (0)1628 427439

Or alternatively order by post at CIM Direct, Moor Hall, Cookham, Maidenhead, Berkshire SL6 9QH, UK

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Studying with CIM 27

Data protection: CIM will keep you updated with relevant information as part of your membership.

Your personal information will be passed to your local branch, which will operate within the data protection guidelines set by CIM. We will also share your personal information with your chosen Study Centre.

We may also disclose your details to carefully selected and strictly controlled partners that we feel can provide interesting and relevant business information. You have the opportunity on the application form to indicate whether you would like to receive such communications and if so by which method. You will also be asked at which address you would like to receive information relating to your CIM membership.

Please note that calls to our customer contact centre may be monitored for training purposes.

For full details of CIM’s data protection policy, please visit www.cim.co.uk

Equal opportunities

The CIM is committed to providing equal opportunities for all customers and other key stakeholders. We provide a learning and working environment that aims to be free from discrimination and prejudice, and is committed to promoting a positive, best practice approach which seeks to eliminate discrimination.

Use of languages

All CIM assessment papers are in (British) English and we ask all studying members to complete these assessments in English also.

Special consideration during CIM assessments

CIM is committed to providing equal opportunities for all studying members. We therefore offer a service for those who require special facilities due to learning support during their assessments.

Each request will be assessed on an individual basis. All applications must be made in writing to CIM at least four weeks before the date of the associated examination(s). At least initially, each request must be supported by medical evidence. Students who have long-term conditions will not be required to submit new medical evidence, but evidence will be kept on file for reference.

If you have a condition that you think requires special consideration, or if you would like further advice, please email [email protected]

Please note: if you have special requirements during study or when preparing assignments, these must be agreed with your own study centre.

If you choose to sit examinations at centres other than your own study centre, you may be required to pay for any additional costs incurred by CIM when accommodating your requirements at these centres.

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Guidance on policies

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How to proceed

www.cim.co.uk/joinonline

Application to study

Post Email Telephone Other companies external to CIM

From time to time, CIM is approached by other companies who would like to inform you of relevant business and marketing information. These companies are strictly controlled and we never disclose member information directly to them. Post Email Telephone

7 Your current appointment and company details Job title: Date appointed:

Director Senior manager Middle manager

Junior manager Coordinator Administrator

Company name: Company address: Town: County/province: Country: Postcode: Business telephone: Business fax: Business email: Please tick one box only Public company Private company

8 Choose an address to receive correspondenceCIM will keep you updated with relevant information as part of your membership. At which address would you prefer to receive correspondence regarding your membership? Home Business

5 Data protectionPlease indicate if you are happy to receive communications via the following channels. (Tick all that apply) CIM

CIM, CIM branches and CIM market interest groups will contact you with information regarding your membership and studying. CIM products

CIM may also contact you regarding other products from its portfolio, such as training courses, in order to keep you informed about other services available and discounts you may be entitled to as part of your CIM membership.

6 Your personal contact detailsHome address: Town: County: Country: Postcode: (UK Only)(A full postcode is essential for UK applicants to avoid delays in processing your form) Home telephone:

(please include all relevant international and area dialing codes) Home fax: Mobile: Home email address:

Please fill in sections 15, 16, 17 overleafwww.cim.co.uk/joinonline

Word of mouth

Internet, please select type:

Search engine

CIM/CAM website

Other website

Other

9 How did you find out about CIM? Please tick one box only

Marketing press

Advertising/PR

Employer

Exhibition

Careers advisor

College

Direct marketing

10 What is the entry level of your study?Please refer to the entry level criteria set out in the prospectus and indicate which level of qualification you are applying to join.

All students must obtain authorisation of their entry level from their chosen study centre. Please note that CIM reserves the right of final arbiter for decisions regarding level of study.

CIM Introductory Certificate in Marketing

CIM Professional Certificate in Marketing

CIM Professional Diploma in Marketing

CIM Professional Postgraduate Diploma in Marketing

CIM Diploma in Tourism Marketing

CIM e-Marketing Award


If you’re taking the CAM Diploma, please indicate if you are choosing a package option:

CAM 2 year standard package (UK)

CAM 2 year standard package (International)

CAM 2 year deluxe package (UK)

CAM 2 year deluxe package (International)

11 Which study centre have you chosen for your CIM qualification?

Study centre name:

For a listing of CIM study centres visit: www.cim.co.uk/studycentresFor CAM study centres visit: www.camfoundation.com/where_to_study.htm

I confirm that my chosen study centre has authorised my level of entry

How do you wish to study? Full time Part time Intensive

Online Distance learning

13 What industry sector applies to your companies business? Please tick one box only

1 mining and extraction

2 energy, petroleum, chemicals and allied products

3 pharmaceuticals

4 mechanical engineering

5 motor vehicles

6 aeronautics and ships

7 electrical engineering

8 computer manufacturing and services

9 textiles/clothing/footwear

10 food/drink/tobacco

11 cosmetics/toiletries, etc

12 household products, etc

13 timber/paper/packaging

14 other products

15 building/construction

16 travel/transport

17 communications

18 commerce/trade/retailing

19 conglomerates/holding companies

20 banking/finance

21 consulting/professional

22 charities/museums, etc

23 hotels/leisure/entertainment

24 police/fire brigade, etc

25 education

26 water companies

27 central government

28 local government

29 health authorities/trusts, etc

30 other services

14 Determining your branch/interest groupYou will automatically be allocated a CIM branch near to you, based upon your postcode. You can also join a market interest group relevant to your area of interest by indicating your choice below. Details of which interest groups are available can be found at www.cim.co.uk/migs or in the prospectus.

I would like to join CIM market interest group(s):

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Application to study29


3 Please indicate your ethnic origin Please tick one box only

4 Please indicate your physical status

Able-bodied (no disability)

Disabled but not in receipt of disability benefit

Disabled and in receipt of disability benefit

Have a visual impairment

Have a hearing impairment

Have special access needs

White

British

Irish

Other

Mixed

White and black Caribbean

White and black Asian

White and black African

Other mixed background

Asian or Asian British

Indian

Pakistani

Bangladeshi

Other Asian background

Black or Black British

Caribbean

African

Other black background

Chinese or other ethnic group

Chinese

Any other ethnic group

Important notes for completing this formPlease complete all sections of this form in BLOCK CAPITALS in black ink.

This form should be completed in conjunction with the prospectus which contains information on pricing, deadlines and entry criteria.

In order for CIM to process your application, you must complete sections 2 and 6 in full.

If you need any further information or assistance contact us. email: [email protected] telephone: +44 (0)1628 427120

A cheque or credit/debit card details must accompany this form in order for it to be processed.

Please indicate your method of payment here:

cheque credit/debit card direct debit

Are you applying for a CIM or a CAM qualification?

CIM CAM

Application checklistBefore you send in your application form, check that you have: Obtained authorisation of your entry level from your accredited study centre

Enclosed copies of any necessary additional documents

Signed and dated your application form

Enclosed payment of the correct application fee, or provided credit card/Direct Debit details

Enclosed a stamped addressed postcard if requiring confirmation of receipt (UK only)

1 I am already registered as a CIM memberIf you are already registered as a CIM member, please enter your membership number:

I don’t remember my membership number

2 Fill in your personal details(delete as appropriate) Title: Dr, Mr, Mrs, Ms, Miss, Other:

Gender: Male Female

Forenames:

Family name:

Name to appear on certificates (if different from above):

Nationality:

Date of birth: CIM respects the information that you provide and will use it for the purpose of a business relationship. Full details of our data protection policy can be found on the CIM web site at www.cim.co.uk

D D M M Y Y Y Y

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15 What are your academic details Degree (any subject)

Degree in Marketing or Business

Masters Degree (any subject)

Professional Association Examination

N/SVQ Level 2 Marketing

16 Don’t forget to sign your declarationI agree to accept the decision of the assessor as to my eligibility to study. I agree to abide by the Institute’s Charter and Bye-laws (available at www.cim.co.uk/governance) and to observe the provisions of the Institute’s codes of professional standards. I confirm that the information supplied in support of my application for membership is correct.

Signature: Date:

17 Your payment detailsIs your current employer sponsoring your membership and/or studying? Yes No Please note we cannot invoice companies and/or individuals.

I wish to pay by cheque I enclose a cheque for £

For CIM qualifications, please make your cheque payable to The Chartered Institute of Marketing. For CAM, please make your cheque payable to The CAM Foundation Ltd.

I wish to pay by credit/debit card*

Please indicate type of card. (*We are not able to accept payment by Visa Electron, Solo or Diners.)

Visa Mastercard Delta Maestro/Switch American Express

I authorise you to debit my credit/debit card with the amount of £

My credit/debit card number is:

Valid from Expires Issue number (for Maestro/Switch/Delta/Connect)

Security code (Use last three digits on the reverse of your card. For American Express, use the four digit verification number on the front of your card)

Signature: Date:

I wish to pay by Direct Debit

Payment by Direct Debit is only available for the payment of membership fees from a UK bank account. Please select an alternative payment method for payment of assessment fees if appropriate. Please complete the Direct Debit mandate (overleaf), retaining the bottom section for your reference, before returning this form to CIM.

Please note: The Direct Debit option is not available if applying to study for the CAM Diploma in Marketing Communications. Please make payment by cheque or credit card.

Membership fees UK & Western Europe International*

Introductory Certificate in Marketing £120 £85

Professional Certificate in Marketing £120 £85

Professional Diploma in Marketing £160 £125

Professional Postgraduate Diploma in Marketing £200 £165

CAM Diploma in Marketing Communications £130 £85

Diploma in Tourism Marketing £160 £125

e-Marketing Award £120 £120* Resident outside of Western Europe.

Assessment fees, for examinations and assignments, are payable in addition to the CIM registration fee. These fees do not include the cost of tuition provided by our accredited study centres. Please contact centres directly to enquire about their fees. Please note studying fees are non-refundable.

N/SVQ Level 3 (any subject)





Name(s) of Account Holder(s)

Bank/Building Society account number

Branch Sort Code (from top right hand corner of your cheque)

Reference Number (CIM Membership Number)

Name and full postal code of your address of your Bank or Building Society

Signature(s) Date

Full information on our data protection policy can be found on the CIM website: www.cim.co.uk. Your personal information will be passed to your chosen/local branch which may be outside the EEA, and which operates within data protection guidelines set by CIM.

Please Indicate your payment option

This is not part of the instruction to your Bank or Building Society

Banks or Building Societies may not accept Direct Debit Instructions for some types of account.

Please pay The Chartered Institute of Marketing Direct Debits from the account detailed on this instruction subject to the safeguards assured by the Direct Debit Guarantee. I understand that this instruction may remain with The Chartered Institute of Marketing and, if so, details will be passed electronically to my Bank/Building Society.

This guarantee should be detached and retained by the Payer

• • • •

This Guarantee is offered by all Banks and Buildings Societies that take part in the Direct Debit Scheme. The efficiency and security of the scheme is monitored and protected by your own Bank or Building Society. If the amounts to be paid or the payment dates change, The Chartered Institute of Marketing will notify you 10 working days in advance of your account being debited or as otherwise agreed. If an error is made by The Chartered Institute of Marketing or your Bank or Building Society, you are guaranteed a full and immediate refund from your branch of the amount paid. You can cancel a Direct Debit at any time by writing to your Bank or Building Society. Please also send a copy of your letter to us.

Originator's Identification Number

Membership Services The Chartered Institute of Marketing Moor Hall, Cookham Maidenhead Berkshire SL 9QH

Please fill in the whole form using a ball point pen and send it to:

Address

To the Manager Bank Building Society

Postcode

ANNUAL – DISCOUNTED

QUARTERLY** – NO DISCOUNT

MONTHLY – NO DISCOUNT

** For members selecting the quartley option part way through their current subscription year, the balance due will split into equal parts across the remaining quarters available. Future years will be collected in four equal quarters.

Instructions to your Bank or Building Society

The Direct Debit Guarantee

Instruction to your Bank or Building Society

to pay by DirectDebit

31

9 8 4 8 7 7

3 Fill in your personal details

*Title: Dr, Mr, Mrs, Ms, Miss, Other

(delete as appropriate)

*Gender: Male Female

*Forenames:

*Family name:

*Address:

*Country:

*Postcode: (UK only)

*Date of birth:

Home telephone:

Business telephone:

Email:

Mobile:

4 Enter details of your current CIM Accredited Study Centre

CIM qualifications are taught through a global network of around 350 Accredited Study Centres. This means that each Centre has been quality-audited and approved to teach CIM qualifications.

*Name of your current CIM/CAM Accredited Study Centre:

*Enter your nearest city/town and we will allocate the exam centre closest to you depending on availability:

*Please indicate your chosen study method:

Full time Part time Intensive / Weekend

Distance

For a listing of CIM Accredited Study Centres visit: www.cim.co.uk/studycentres

For CAM Accredited Study Centres visit: www.camfoundation.com/where_to_study.htm

Please note: if the information you provide regarding your accredited study centre is incorrect, we reserve the right to find an alternative venue for your examinations.

* Don’t forget to enter your payment details and sign the declaration overleaf.

Assessment entry checklist

Before you send your assessment entry form back to CIM, please check that you have:

Signed and dated your form

Made the correct selection of examinations or assignments as appropriate

Enclosed payment of the correct fee, or provided credit/debit card details

Enclosed a stamped addressed postcard if requiring confirmation of receipt

Assessment entry form

June 2009

D D M M Y Y Y Y


June 2009

5 Select your assessment subjects


What is Marketing?

Understanding Customer Relationships


Customer Communications

Marketing Environment

Marketing Fundamentals

Marketing in Practice

Professional Certificate in Marketing (2008)

Assessing the Marketing Environment

Marketing Essentials

Marketing Information and Research

Stakeholder Marketing


Marketing Research & Information

Marketing Planning

Marketing Communications

Marketing Management in Practice


Analysis & Evaluation

Strategic Marketing Decisions

Managing Marketing Performance

Strategic Marketing in Practice


Hospitality & Service Marketing

Marketing Planning

Tourist Behaviour & Motivation

Marketing Management in Practice


Public Relations

Advertising

Direct Marketing and Sales Promotion

Integrated Media

Marketing and Consumer Behaviour

E-Marketing Award

Date Time

1st June 2009 14.00 – 17.00

2nd June 2009 14.00 – 17.00

3rd June 2009 14.00 – 17.00

4th June 2009 14.00 – 17.00

Date Time

2nd June 2009 14.00 – 17.00

3rd June 2009 14.00 – 17.00

Date Time

1st June 2009 9.30 – 12.30

2nd June 2009 9.30 – 12.30

3rd June 2009 9.30 – 12.30

4th June 2009 9.30 – 12.30

Date Time

2nd June 2009 14.00 – 17.00

3rd June 2009 14.00 – 17.00

4th June 2009 14.00 – 17.00

5th June 2009 14.00 – 17.00

Date Time

1st June 2009 09.30 – 12.30

2nd June 2009 09.30 – 12.30

3rd June 2009 14.00 – 17.00

4th June 2009 09.30 – 12.30

Date Time

2nd June 2009 14.00 – 16.00

3rd June 2009 14.00 – 16.00

4th June 2009 14.00 – 16.00

Cost

Online exam - £55

Assignment - £70

Cost

Exam - £55 Assignment - £70




Cost

Exam - £55

Exam - £55

Assignment - £70

Assignment - £70

Cost





Cost

Exam - £55

Exam - £55


Exam - £70

Cost





Cost

Exam - £65

Exam - £65

Exam - £65

Assignment - £85

Assignment - £85

Assignment - £70

Please enter a ‘tick’ in the box to indicate which subjects you wish to enter for examination or assignment. Assignments are only available if your Accredited Study Centre is approved to run this method of assessment – please check first.

33

Important notes for completing this form

Please complete all sections of this form in BLOCK CAPITALS in black ink.

Please complete this form and return with the full application form if you are new to CIM.

Fields marked with an asterisk (*) are compulsory.

If you wish to receive confirmation that your form has been received by CIM, remember to provide a stamped addressed postcard and return it with your form

Special consideration:

If you have special requirements for the examinations,

please tick this box

For further details regarding special consideration, visit www.cim.co.uk/learningzone

Please select your method of payment:

cheque credit/debit card

Assessments may only be cancelled within seven days after receiving confirmation of your assessment form from CIM and are non-refundable.

All students sitting CIM examinations (written or online) will be required to provide photographic identification to the invigilator along with a current CIM membership card. Photographic ID can be in the form of a driving licence or national ID card.

All students taking CIM assignments will be required to sign a candidate declaration and have this counter-signed by their tutor. Students must also have a current CIM membership card.

The Chartered Institute of Marketing or your study centre will offer you the facility to sit for your examinations, if this is one of your assessment methods. If you choose not to sit for your examinations at the designated location, please note that you may be liable for an additional charge to accomodate alternative arrangements.

Register online today – it’s quick and easy

You can now register for your assessments online via the CIM website using your credit/debit card. Please visit www.cim.co.uk/assessmententry for your quick and easy route to assessment entry.

Assessment entry deadline

Deadline for completion of assessment entry for the June 2009 assessment session:

Entry by post: 3 April 2009

Entry online: 10 April 2009

No late entries can be accepted.


June 2009

Which assessment(s) are you entering? CIM CAM

1 Are you a UK or International applicant? UK International

2 Register for your CIM membership You must be registered as a CIM member to take CIM assessments. Please enter your CIM Membership no:

Please tick box if CIM membership number unknown.

* Forenames:

* Family name:

The Chartered Institute of Marketing Application to StudyThe Chartered Institute of Marketing Application to Study

34

6 Your payment details

I wish to pay by cheque I enclose a cheque for £ payable to The Chartered Institute of Marketing (for CIM assessments)

payable to The CAM Foundation Ltd (for CAM assessments)

I wish to pay by credit/debit card*

Please indicate type of card. (*We are not able to accept payment by Visa Electron, Solo or Diners.) Visa Mastercard Delta Maestro/Switch American Express

I authorise you to debit my credit/debit card with the amount of £

My credit/debit card number is: Valid from Expires Issue number (for Maestro/Switch/Delta/Connect) Security code (Use last three digits on the reverse of your card. For American Express, use the four digit verification number on the front of your card)

Signature: Date:

Payment notes

• Payment for assessment fees are non-refundable

• A cheque or credit/debit card details must accompany this form in order for it to be processed

• For students taking examinations outside the UK, additional local fees may be charged by the examination centre

• Students are advised to contact their examination centre in advance for confirmation

• Please note we cannot invoice companies and/or individuals

• The Chartered Institute of Marketing or your study centre will offer you the facility to sit for your examinations, if this is one of your assessment methods. If you choose not to sit for your examinations at the designated location, please note that you may be liable for an additional charge to accomodate alternative arrangements

7 Please sign your declaration

I agree to comply with examination and assessment regulations as published by The Chartered Institute of Marketing. Details of these regulations can be found at www.cim.co.uk/learningzone

Signature:

Date:

8 Post this completed assessment entry form

Please post your completed assessment entry form to:

Membership Services, The Chartered Institute of Marketing, Moor Hall, Cookham, Maidenhead, Berkshire, SL6 9QH, UK

Please allow 2 weeks for your application to be processed by CIM or slightly longer for international applicants. If you have requested confirmation from CIM but have not heard from us after 3 weeks, please contact Membership Services on +44 (0)1628 427120 to confirm that your form has been received.

Notes35

Information and library service Information hotline Book loans Knowledge Hub Telephone: +44 (0)1628 427333Fax: +44 (0)1628 427349Email: [email protected]: www.cim.co.uk/library

Chartered Marketer Continuing professional developmentChartered MarketerEligibilityTelephone: +44 (0)1628 427273Email: [email protected]: www.cim.co.uk/charteredcpd

www.cim.co.uk/learningzone

Membership Services Qualifications ApplicationsFeesAssessmentsAccredited Study CentresMembership benefitsTelephone: +44 (0)1628 427120Fax: +44 (0)1628 427158Email: [email protected]: www.cim.co.uk/learningzone

CIM Direct bookshop Study texts Revision aids Telephone: +44 (0)1628 427427Fax: +44 (0)1628 427439Email: [email protected]

Website: www.cim.co.uk/shop

Useful contact information

37

The Chartered Institute of MarketingMoor HallCookhamMaidenheadBerkshire SL6 9QH, UK

Web: www.cim.co.uk/learningzoneEmail: [email protected]: +44 (0)1628 427 120Facsimile: +44 (0)1628 427 158

© The Chartered Institute of Marketing 2008. All rights reserved. Permission to reproduce or extract material from this publication must be sought from The Chartered Institute of Marketing.

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