Chartered Institute of Marketing (UK) - Diploma in Professional Marketing

The Chartered Institute of Marketing in Cyprus

The Cyprus Institute of Marketing has been an exclusive partner of the Chartered Institute of Marketing since the 1980s giving the opportunity to hundreds of Cypriots to acquire professional qualifications froms Europe's premier Marketing Professional Body.
 
The Cyprus Institute of Marketing is currently the only CIM (UK)Accredited Study Centre on the island and it offers the opportunity to graduates to acquire prestigious professional qualifications by studying for the Professional Diploma in Marketing.

Qualification overview

The Diploma in Professional Marketing gives you the required knowledge, skills and understanding at management level to take a strategic approach to marketing planning. By understanding key marketing metrics and measurement techniques you will be able to interpret relevant insight and make informed strategic decisions.

Successful completion of the Diploma in Professional Marketing will establish the knowledge, skills and understanding to be able to perform at a management level, and to carry out an essential and successful professional marketing role within the workplace.
Designed with complete flexibility in mind

This qualification consists of three modules: two mandatory and one elective. However, you can choose to complete just one module and gain an award. You can choose to continue to study and add to your module awards. When you complete two mandatory modules and one elective module, you will achieve the full qualification.

A choice of elective modules is available and will be continually reviewed. Further elective modules will be made available in line with industry demands.

Who is it for?

The Diploma in Professional Marketing is aimed at marketers working in an operational, supervisory or management role who want to develop their marketing knowledge and skills across a range of areas.

It is suitable for department managers, functional managers, product/brand managers, account managers, marketing executives and business development managers.

Entry requirements

One or more of the following is required to gain entry onto this qualification:
  •  Professional Certificate in Marketing or 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 with at least one third of credits coming from marketing content (ie 120 credits in Bachelor's degrees or 60 credits in Master's degrees).
  • Professional practice (suggested two years marketing in an operational role) plus diagnostic assessment onto Level 6.

Assessments

A variety of assessment methodology is used for the Diploma in Professional Marketing, depending on the module chosen. Assessment methods used within the qualification are employer-driven, practitioner-based, relevant and appropriate for business needs.
In addition, assessments for all qualifications comply with regulatory requirements, are fit for purpose, fair, valid, reliable and manageable to ensure confidence in the standard of learner achievement.

How long will it take to study?

Notional learning time is the amount of time expected to take, on average, to complete the learning outcomes of a module to the standard defined by the assessment criteria. This includes:
  • Guided learning hours.
  • Practical and work-based learning.
  • Assessment preparation time.
  • Assessment time.
Each module will take 130-150 hours notional learning time.

There are three assessment sessions per year.
    
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Stucture & Units

1. Strategic Marketing (Mandatory)Marketers are presented with many complex choices in the context of a future that is inherently uncertain. This module will enable you to take a strategic approach to planning that achieves a sustainable competitive advantage

Aims of the module

This module recognises the significance of situation analysis and introduces techniques for assessing external and internal environments to enable effective decision making. It outlines the importance of all stages within the marketing planning process, from audit, through strategic decision making, to implementation of plans; and how managing resources, employing monitoring and measurement techniques enable the achievement of strategic marketing objectives.

Module structure

Three units with two learning outcomes each. Each learning outcome will be covered by the related assessment criteria (weighting indicated in brackets). By the end of this module you should be 

Unit 1: Situation analysis

  • Understand how to analyse an organisation’s current and future external environment (15%).
  • Understand how to analyse an organisation’s current and future internal environment (15%).

Unit 2: Planning

  • Analyse relevant information to recommend and inform strategic decision making (20%).
Develop a strategic marketing plan to realise organisational objectives (20%).

Unit 3: Implementation and control

  • Manage resources to deliver the strategic marketing plan (15%).
  •  Monitor, measure and adapt the marketing plan for continuous improvement (15%).
Assessment: Extended answer test
(A three hour examination) Extended answer questions with preparatory work.

2.  Mastering Metrics (Mandatory) Marketers need to be able to selectively analyse data for insight and undertake effective decision making in relation to the utilisation of marketing resources. This module looks at the increasing volume and range of data, innovative methods of analysis and new measures of marketing effectiveness.

Aims of the module

This module examines the role of marketing metrics and establishes how an understanding of a range of measurement techniques can enable organisations to achieve marketing insights and strategic decision making. It provides an appreciation of how these techniques, aligned to business objectives, can establish and determine marketing effectiveness. It outlines the value of using appropriate data sources to enable analysis, and employing appropriate analytics tools and techniques to ensure effective marketing decision making.

Module structure

Three units with two learning outcomes each. Each learning outcome will be covered by the related assessment criteria (weighting indicated in brackets). By the end of this module you should be able to:

Unit 1: Metrics and analytics

  • Understand the role of marketing metrics (15%).
  •  Understand the significance of different measurement techniques across a range of market contexts (10%).

Unit 2: Measuring effectiveness

  • Know the relevant measures of marketing performance (15%).
  • Apply marketing metrics to establish the effectiveness of marketing activities (20%).

Unit 3: Analytics for decision making

  • Understand appropriate sources data analysis (15%).
  • Utilise various analytics tools and techniques for marketing insight and strategic decision making (25%).

Assessment: Work-based assignment

A 16 page assignment, of three tasks, based on a given scenario and an organisation of choice.

3. Driving Innovation (Elective)
Fast-moving environments can present significant challenges and opportunities to the marketer and the organisation. This module will enable you to take a visionary approach and embed innovation through the lens of entrepreneurial marketing.

Aims of the module

This module outlines the importance of how taking a visionary approach and embedding innovation, can help organisations deal with the challenges of a fast-moving marketplace. It focuses on how an understanding of the relationship between marketing and entrepreneurship can enable organisations to deliver compelling marketing solutions. It presents the key factors in building and nurturing innovation throughout the organisation and within the marketing function. It provides an appreciation of the role of internal marketing in supporting a culture of innovation and in implementing change programmes.
Module structure
 
Three units with two learning outcomes each. Each learning outcome will be covered by the related assessment criteria (weighting indicated in brackets). By the end of this module you should be able to:

Unit 1: Entrepreneurial marketing

  • Understand the relationship between marketing and entrepreneurship (15%).
  • Implement an entrepreneurial response to change and to delivering marketing solutions (15%).

Unit 2: Innovation

  • Understand the key factors that facilitate and nurture innovation in organisations (15%).
  • Apply principles of innovation throughout the marketing function (15%).

Unit 3: The marketing champion

  •  Understand the role of internal marketing (20%).
  • Implement marketing-led organisational change (20%).
Assessment: Work-based assignment
A 16 page assignment of three tasks, based on a given scenario and an organisation of choice.

4. Digital Strategy (Elective) Digital marketing has evolved from a set of tactical actions into a significant element of strategy. This module provides insight and in-depth consideration into how organisations can implement digital marketing capabilities into strategic marketing planning.

Aims of the module

This module outlines how understanding and analysing the macro and micro-environments can enable organisations to assess the impact of the disruptive digital landscape in delivering objectives, to develop strategic recommendations and how creating digital marketing mixes can enable organisations to respond with agility to market needs. It examines how the management of digital channels and the application of key digital measures help to achieve business objectives.

Module structure

Three units with two learning outcomes each. Each learning outcome will be covered by the related assessment criteria (weighting indicated in brackets). By the end of this module you should be able to:

Unit 1: Digital disruption

  • Understand the strategic implications of the disruptive digital environment (10%).
  • Generate relevant insights into key emerging themes within the digital marketing environment (20%).

Unit 2: Digital planning

  • Develop strategic recommendations in order to acquire, convert and retain customers (20%).
  • Deliver an agile response to changing customer behaviours (20%).

Unit 3: Delivering success

  • Manage and optimise key channels and content within a digitally enhanced strategic plan (20%).
  • Apply key digital measures to analyse social, sentiment, search and site behaviour (10%).
Assessment: Portfolio
A work-based portfolio which is broken down into three tasks: research, plan and report.
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