The Diploma in Professional Marketing provides the strategic skills required to manage the marketing function.

Focusing on digital marketing and management the CIM Digital Diploma in Professional Marketing provides the strategic skills required to manage the marketing function.

Who is it for?

This recognised CIM qualification is ideal if you are aspiring to and currently in operational, supervisory or management roles looking to build your practical skills and broaden your strategic perspective. The typical profiles of people who might take this qualification often include:

  • Department managers.
  • Functional managers.
  • Product/brand managers.
  • Account managers.
  • Marketing executives.
  • Business development managers

What you will learn

Standard

  • Strategic Marketing (Mandatory): The strategic marketing planning process, including how to evaluate and implement it through effective management of resources.
  • Mastering Metrics (Mandatory): An understanding of key marketing metrics and measurement techniques you will be able to identify and interpret insights to support informed strategic decisions.
  • Driving Innovation (Elective): To recommend how innovation and entrepreneurial marketing can help achieve competitive advantage.
  • Digital Strategy (Elective): To provide insight into how organisations can implement a digital marketing strategy and build these capabilities into the overall strategic plan.

Successful completion of three modules will lead to the CIM Diploma in Professional Marketing. If you wish, you can study for one module at a time, and build up to a qualification later.

Digital

  • Digital Strategy: For many organisations, digital marketing has evolved from a set of tactical actions into a significant element of strategy. This module will provide you with an in-depth consideration of digital marketing capabilities that can be embedded within strategic marketing planning.
  • Driving Digital Experience: Customer behaviour has dramatically changed with the digital revolution. This module provides insights into the digital customer experience. Organisations need to adapt to this changing market and take action to fulfil their strategic needs.
  • Mastering Digital Channels: Digital channels present opportunities and challenges for organisations to effectively compete and engage with their customers. This module drives strategic comprehension for management and growth of digital channels, as well as critical factors concerning compliance.

Successful completion of three modules will lead to the CIM Digital Diploma in Professional Marketing. If you wish, you can study for one module at a time, and build up to a qualification later.

Course content

Standard

Strategic Marketing

Assessment: This module is assessed by a three-hour examination that is based on a marketing plan that you have previously prepared for your organisation.

Learning outcomes

Situation Analysis

  • Understand how to analyse an organisation’s current and future external environment.
  • Understand how to analyse an organisation’s current and future internal environment.

Planning

  • Analyse relevant information to recommend and inform strategic decision making.
  • Develop a strategic marketing plan to realise organisational objectives.

Implementation and control

  • Manage resources to deliver the strategic marketing plan.
  • Monitor, measure and adapt the marketing plan for continuous improvement.

Mastering Metrics

Assessment: This module is assessed by a work-based assignment.

Learning outcomes

Metrics and analytics

  • Understand the role of marketing metrics.
  • Understand the significance of different analytical techniques across a range of market contexts.

Measuring effectiveness

  • Know the relevant measures of marketing performance.
  • Apply marketing metrics to establish the effectiveness of marketing activities.

Analytics for decision making

  • Understand appropriate sources of data for marketing analysis.
  • Utilise various analytics tools and techniques for marketing insight and strategic decision making.

Driving Innovation (Elective)

Assessment: This module is assessed by a work-based assignment.

Learning outcomes

Entrepreneurial marketing

  • Understand the relationship between marketing and entrepreneurship.
  • Implement an entrepreneurial response to change and to delivering marketing solutions.

Innovation

  • Understand the key factors that facilitate and nurture innovation in organisations.
  • Apply principles of innovation throughout the marketing function.

The marketing champion

  • Understand the role of internal marketing.
  • Implement marketing-led organisational change.

Digital Strategy (Elective)

Assessment: This module is assessed by a work-based assignment which is broken down into three tasks: research, plan and report.

Learning outcomes

Digital disruption

  • Understand the strategic implications of the disruptive digital environment.
  • Generate relevant insights into key emerging themes within the digital marketing environment.

Digital planning

  • Develop strategic recommendations in response to the need to acquire, convert and retain customers.
  • Deliver an agile response to changing customer behaviours.

Delivering success

  • Know how to manage and optimise key channels and content within a digitally enhanced strategic plan.
  • Apply key digital measures to analyse social, sentiment, search and site behaviour.

Digital

Digital Strategy

Assessment: This module is assessed by an assignment.

Learning outcomes

Digital disruption

  • Understand the strategic implications of the disruptive digital environment.
  • Generate relevant insights into key emerging themes within the digital marketing environment.

Digital planning

  • Develop strategic recommendations in response to the need to acquire, convert and retain customers.
  • Deliver an agile response to changing customer behaviours.

Delivering success

  • Know how to manage and optimise key channels and content within a digitally enhanced strategic plan.
  • Apply key digital measures to analyse social, sentiment, search and site behaviour.

Driving Digital Experience

Assessment: This module is assessed by an assignment.

Learning outcomes

Customer insights and innovation

  • Generate relevant insights into digital customers
  • Appraise trends and innovation in the digital experience

Digital metrics and analytics

  • Identify and assess digital metrics and analytics
  • Deliver methods for reporting digital performance indicators

The digital user experience

  • Illustrate the customer journey
  • Recommend how to improve the user experience

Mastering Digital Channels

Assessment: This module is assessed by an assignment.

Learning outcomes

Channel strategy and compliance

  • Describe the strategic options for channel selection
  • Define requirements for legal compliance in digital campaigns

Managing digital channel implementation

  • Demonstrate effective management of digital channels in practice
  • Recommend methods for online community management

Channel conversion optimisation and growth

  • Illustrate how to improve conversion rates for digital channels
  • Appraise current and future channel developments

Entry Requirements

CIM Academy has its own entry criteria and applicants are assessed on an individual basis. This qualification is the equivalent of the final year of a full degree and we recommend that you have at least two years of experience working in a marketing role.

Alternatively, we accept:

  • CIM Level 4 Professional Certificate in Marketing.
  • CIM Level 4 Certificate in Professional Marketing.
  • Any relevant Level 4 qualification.
  • Foundation Degree in Business with Marketing.
  • Bachelor’s or Master’s degree from a recognised university – one-third credits related to marketing content.
  • Diagnostic assessment to Level 6.

Our programmes are taught in English, and if English is not your first language, you will also need to provide evidence of at least IELTS Academic Module (6.5)/ Cambridge Certificate of Advanced English (Grade B).

Booking

Bookings should be made via the CIM Academy team at CIM – please call us on +44 (0)1628 427240.

Online - £900 + VAT (not available on the CIM Digital Diploma in Professional Marketing)

  • Exam/Assessment fees - £555
  • CIM studying membership - £60

Total including VAT= £1,695

What’s included -

  • 24/7 access to CIM Academy Online
  • Student support
  • CIM studying membership for the year
  • Exam and assessment fees

Virtual (online) - £1,245 + VAT

  • Exam/Assessment fees - £555
  • CIM studying membership - £60

Total including VAT= £2,109

What’s included -

  • Tuition costs
  • 24/7 access to CIM Academy Online
  • Student support
  • CIM studying membership for the year
  • Exam and assessment fees

Blended (face-to-face and online) - £2,010 + VAT

  • Exam/Assessment fees - £555
  • CIM studying membership - £60

Total including VAT= £3,027

Program taught in:
  • English

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Last updated May 13, 2019
This course is Online, Online & Campus Combined
Start Date
Duration
12 months
Part-time
Price
1,695 GBP
Online | 2,109 GBP Virtual | 3,027 GBP Blended
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