Professional Diploma in Marketing: Residential
Who is it for?
- Marketers responsible for managing the marketing process at an operational level
- Those moving into a mid-level marketing position
- Those who are looking to build on knowledge gained at Professional Certificate level
- Experienced business people who want to gain a greater understanding of marketing management
- Those who want to achieve the Professional Diploma through a practical and guided face-to-face programme delivered at CIM Academy: the home of marketing
Price
£6,495 plus VAT. This price includes all tuition and materials, membership and assignment fees, selected course books and full board accommodation in en suite study bedrooms at our Moor Hall training complex.
Overview
The course comprises eight weekday residential sessions of two to three days each over eleven months (17 days in total). It includes four business based assignments, each of approximately 35 to 40 hours duration.
Aims and Objectives
The Professional Diploma is for individuals looking to build practical skills in operational marketing management and broaden their strategic perspective.
Benefits
Of the qualification:
- Gain the skills you need at an operational level to maximise on opportunities for your organisation
- Understand how to write, implement and evaluate an effective marketing plan to meet your targets
- Achieve an internationally recognised qualification
Of the study route:
- Guided learning with experienced practitioners
- Intensive sessions where concepts are explored in groups
- Assessment through business based assignments rather than exams, allowing you to focus on the organisation or industry in which you work
- Support from the Academy Team, Course Directors and fellow delegates
Deadlines
Programmes begin in March and September each year. Please contact us for exact start dates.
Entry Requirements and Assessments
The Academy has its own entry criteria and applicants are assessed on an individual basis. However we recommend that you have at least three years marketing experience, one of which should be at management level or alternatively, a good first degree in order to apply.
Qualification Modules
Marketing Research and InformationBy the end of this module you should be able to:
- 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 process 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
- Develop a research proposal to fulfil a given research brief
- Evaluate the appropriateness of different qualitative and quantitative research methodologies to meet different research situations
- Design and plan a research programme
- Design a questionnaire and discussion guide
- Interpret quantitative and qualitative data and present coherent and appropriate recommendations that lead to effective marketing and business decisions
- Critically 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
By the end of this module you should be able to:
- Explain the role of the marketing plan within the context of the organisation’s strategy and culture and the broader marketing environment (ethics, social responsibility, legal frameworks, sustainability)
- Conduct a marketing audit considering appropriate internal and external factors
- Develop marketing objectives and plans at an operational level appropriate to the internal and external environment
- Develop the role of branding and positioning within the marketing plan
- Integrate marketing mix tools to achieve effective implementation of plans
- Select an appropriate co-ordinated marketing mix incorporating appropriate stakeholder relationships for a particular marketing context
- 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
By the end of this module you should be able to:
- Explain the role of marketing communications and advise 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
- Develop marketing communication and brand support activities based on an understanding of the salient characteristics of the target audience
- Explain the main elements, activities and linkages associated with the formulation and implementation of a marketing communications plan
- Recommend a suitable marketing communications budget
- 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 to influence the relationships an organisation has with its customers, any marketing channel partners and other stakeholders, using marketing communications
- Use the vocabulary of the marketing communications industry and be able to communicate effectively with other marketing practitioners
By the end of this module you should be able to:
- 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