Professional Postgraduate Diploma in Marketing: Executive programme
Who is it for?
This programme is for senior managers and directors with extensive business experience from both client and agency side, public and private sector. Typically:
- Marketing Managers/Directors
- Sales Directors
- Account Directors
- Commercial and general management/directorate
- Finance Directors
- Managing Directors
Price
£7,495 plus VAT. This price includes all tuition and materials, membership and examination fees, selected course books and full board accommodation in en suite single study bedrooms at our Moor Hall training complex.
Overview
The programme comprises five weekend residential sessions of three days each over five months (one weekend per month), with four examinations on consecutive weekdays in the sixth month.
Aims and Objectives
The Executive Postgraduate Diploma is the principal strategic marketing programme offered by CIM Academy. It is the only executive route to the Professional Postgraduate Diploma in Marketing, the most prestigious qualification offered by The Chartered Institute of Marketing. It will help senior managers and directors to develop the strategic skills they to need to drive their business forward.
Benefits
- Validate your experience with cutting-edge content leading to the only professional broad marketing qualification aimed at senior level
- Become a key driver of value creation for your customers, shareholders and other stakeholders
- Put marketing firmly on the boardroom agenda
- Establish marketing as a primary determinant of business success for your organisation
- Formulate, present and justify a creative, customer-focused and innovative strategy for any given context
Deadlines
Programmes begin in January and July each year. Please contact us for exact start dates.
Entry Requirements and Assessments
This is an intensive programme so delegates need to have significant business experience. Entry is limited to senior managers and directors with budget and strategic authority/responsibility.
Qualification Modules
Analysis & EvaluationBy the end of this module you should be able to:
- 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 required to inform the organisation’s strategy-making activities 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
By the end of this module you should be able to:
- 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
By the end of this module you should be able to:
- Critically evaluate the techniques available for 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
By the end of this module you should be able to:
- Identify and critically evaluate marketing issues within various environments, utilising 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 innovations in marketing
- 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-focussed 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