CIM Prospectus 2013-14

Core CIM qualications
CAM diplomas
What, where and how
Application forms
QUALIFICATIONS PROSPECTUS 2013/2014
POWER TO CHANGE
with a CIM/CAM professional marketing qualication
POWER TO CHANGE
with a CIM/CAM professional marketing qualication
CONTENTS
Choosing the right course
1 About CIM
2 See your marketing career
take off...
4 Choosing the right
qualication
6 Why take a professional
qualication?
Our qualications
8 Introductory Certicate
in Marketing
10 Professional Certicate
in Marketing
12 Professional Diploma
in Marketing
14 Chartered Postgraduate
Diploma in Marketing
How to enrol
24 Whats my next move?
26 Frequently asked questions
28 How to enrol
30 CIM matters...
32 For more information
Instruction to your bank or
building society to pay by
direct debit
Membership and application
to study form
Our CAM diplomas
18 Diploma in Marketing
Communications
20 Diploma in Digital Marketing
22 Specialist unit awards
ABOUT US ABOUT YOU
People who take our qualications come
from all walks of life and stages in their
career. You might be just starting out in
marketing or heading for the top.
Wherever you are, if you have an ambition to change,
were here to help. In this prospectus youll nd out
about the full range of qualications and how they can
take your career further.
Welcome to The Chartered Institute of Marketing.
As the worlds leading professional marketing body
The Chartered Institute of Marketing (CIM) means much
more than you may think. Of course, our qualications help
open doors in our experience, there's no such thing as an
unqualied success.
You can make a real difference to your career whether you're a
student, marketing assistant, or responsible for an entire marketing
department.
As a member, you can also take advantage of our Chartered CPD
Programme, inspiring events, best practice advice and access to
marketing resources all designed to help you excel in todays
economy.
Learning is not
compulsory
neither is survival.
Dr. W. Edwards Deming
1
2
THE PROFESSIONAL CHOICE
With CIM, you can learn about the
full discipline of marketing, both
academic and practical, as well as
the latest digital marketing skills
and techniques. Its the best way to
develop your strategic and tactical
knowledge to become a true
marketing professional.
Taking one of our professional qualications is a great
way to achieve your career ambitions, whatever stage
youre at. You can learn the essentials to help get your
rst job, right through to developing your strategic
skills in order to reach the top levels in the marketing
industry.
INSTANT EMPLOYER
CREDIBILITY
Youll feel reassured to be studying
with us. Because all our qualications
are created in partnership with
industry youll have instant credibility
with employers.
SEE YOUR MARKETING
CAREER TAKE OFF...
3
AFFORDABLE QUALITY
Many people take one of our
qualications instead of a university
degree. Its certainly a lot cheaper,
and more exible. Costs vary from as
little as 1,300, depending on your
choice of qualication and Accredited
Study Centre.
FLEXIBLE STUDYING
At CIM weve taken exibility to
new levels. All our qualications are
modular, so you can choose different
units to suit your individual ambitions.
You can also study at your own pace,
so you can learn while you earn.
Theres a wide choice of ways you can
study face to face, distance learning
or blended, a combination of the two.
A REWARDING EXPERIENCE
In marketing it pays to be
professionally qualied. Industry
remuneration studies have shown
that as a CIM qualied professional
you can expect to earn over 150,000
extra, over the course of your career.
BECOME A CHARTERED
MARKETER
Chartered Marketer, the highest
accolade in our industry is only
awarded by CIM. Its very achievable
through taking our qualications,
building your experience and joining
our Chartered CPD Programme.
My CIM postgraduate qualication
has earned me more credibility in my
job. I am on an accelerated career
path and my employer recognises
me as a valuable asset.
Anja Johnson
Marketing Executive
McAfee
CHARTERED
POSTGRADUATE DIPLOMA
IN MARKETING (Level 7)
For marketers working at a strategic
level who wish to gain a professional
Masters level qualication.
For more information see page 14.
PROFESSIONAL DIPLOMA
Ideal for marketers with operational,
supervisory or management
responsibilities learn how to plan,
implement and measure marketing
activities. For more information
see page 12.
4
CHOOSING THE RIGHT
QUALIFICATION
INTRODUCTORY CERTIFICATE
Find out about the essentials of marketing theory and take new practical
knowledge into your workplace. For more information see page 8.
1
FIND OUT ABOUT
MARKETING
The great thing about studying with us is the exibility and
choice we offer. We can help you decide what level you may
want to start at and where you can go next in your career
progression.
You can take many different paths on your studying journey
for both our core qualications and specialist awards.
We always recommend building your core marketing
knowledge before taking specialist awards.
PROFESSIONAL
CERTIFICATE
In-depth knowledge for junior marketers,
marketing assistants and marketing
support roles looking to progress.
DIPLOMA IN DIGITAL
MARKETING (Level 4)
Learn what digital marketing is about
including understanding the buzz
words and main trends. For more
information see page 20.
DIPLOMA IN MARKETING
COMMUNICATIONS (Level 4)
Help you deepen your knowledge and skills to apply
marketing communications to meet your business
objectives. It is equally suitable whether you are
working client side or for an agency.
5
CHARTERED MARKETER
The ultimate professional marketing accreditation,
achieved through joining our Chartered CPD
Programme. For more information visit:
www.cim.co.uk/charteredcpd
4
ASPIRE TO
BE A SENIOR
MARKETER
5
WHAT CAN YOU
DO NEXT?
3
PROGRESS AS
A MARKETING
MANAGER
2
ADVANCE
YOUR
CAREER
SPECIALIST UNIT
AWARDS (Level 4)
MOBILE MARKETING
IN PRACTICE
WEB ANALYTICS
AND SOCIAL MEDIA
MONITORING
INTEGRATED DIGITAL
MEDIA AND BRANDING
For more information
see page 22.
If you want to get ahead in marketing, a CIM/
CAM qualication gives you the leading industry
standard of achievement. Where are you going?
Where would you like to be? Our qualications
can help you get there.
Be recognised as a qualied marketing
professional.
Take your career to the next level.
Learn new practical skills for todays
marketing.
Join the worlds leading marketing community.
Be inspired by leading marketing experts.
Gain access to valuable marketing resources.
Develop your strategic capabilities.
Start your journey to Chartered Marketer
status.
1 As the worlds leading organisation
for professional marketers we have
a global reputation as a centre of
excellence and our qualications are
recognised worldwide.
2 Many of the best minds in marketing
today deliver our qualications. And
the content is constantly evolving to
give you leading edge expertise for
todays dynamic marketing arena.
3 We are the only organisation that
has marketing qualications directly
mapped to the UK Governments
national occupational standards
for marketing.
WHY TAKE A
PROFESSIONAL
QUALIFICATION?
KEY FACTS:
6
4 Our qualications are based on
detailed research and ongoing
feedback from employers who have
told us the skills and knowledge
they require.
5 We provide you with the tools and
techniques to work in the marketing
profession.
6 We cant promise that our
qualications are easy, but we do
try and make studying for them
as accessible as possible through
our global network of Accredited
Study Centres.
7 We are the only organisation with
authority from the Queens
Privy Council to award Chartered
Marketer status in recognition of
professional excellence.
8 You can join our Chartered CPD
Programme leading to Chartered
Marketer status.
7
INTRODUCTORY CERTIFICATE
IN MARKETING
8
WHAT IS IT?
The Introductory Certicate in Marketing is a Level 3
qualication for anyone who wants to nd out more
about marketing whether youre 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.
WHO IS IT FOR?
Junior marketers, 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.
WHAT IS EXPECTED OF ME?
At this level you will be expected to complete
approximately 120 hours study, between time with your
tutor and personal study.
Do you qualify?
You dont need any previous
qualications or marketing experience
to complete this qualication.
However, if you are working or have
some business experience, this will
certainly help you put your learning
into context.
If English isnt your rst language,
you will also need to provide us
with evidence of at least IELTS 6.5
academic prociency or Trinity ISE III/
IV, or the C1 Level from the Common
European Framework of References
for Languages (CEFR).
Course content
This qualication has two units, each
with its own assessment method.
Unit 1. What is Marketing?
This unit seeks to provide the
backdrop to the importance of
marketing in terms of what marketing
is and how it is dened. It focuses
on the role of marketing, its cross-
functional importance and its
contribution to business success. It
also looks at the role of marketing
as a service provider within the
organisation.
The unit also provides a basic
understanding of the internal and
external marketing environment and
the marketing mix, with consideration
of how these factors differ from one
sector to another.
By the end of this unit, you should
be able to demonstrate a sound
knowledge and understanding of
marketing and its contribution to
organisational success.
Unit credits: 6
8
9
Unit 2. Understanding Customer
Relationships
This unit focuses on developing
an understanding of internal and
external customers, and considers
how a knowledge and understanding
of customers can assist in designing
appropriate marketing activities to
engage and support customers to
achieve long-term customer loyalty.
The unit also provides some insight
into the practicalities of developing
internal and external relationships,
including consideration of networking,
collaboration and cooperation in
order to reduce the potential for
conict.
Developing effective tactical
communications and effective
customer service support is essential
to harmonious relationships in both
B2B and B2C organisations, and
as a result the unit considers the
contributions that these activities can
make to developing relationships for
marketing and business success.
Unit credits: 6
How will you be assessed?
You will be assessed across two units.
The rst involves a multiple choice
examination. For the second, you
submit a written project made up of
several short work-based tasks.
Unit awards
Units can be studied individually as
well as part of this qualication.
For more information please contact
our Customer Experience team.
Call +44 (0)1628 427120
E-mail qualications@cim.co.uk
What does it cost?
To take this qualication you need to:
Be an Afliate
Cost: 144 per year. (100 if you
live outside of the UK and Western
Europe).
Pay assessment fees
What is Marketing? (Exam): 55
Understanding Customer
Relationships (Assignment): 55
Pay tuition fees
All students need to register with a
CIM Accredited Study Centre. There
will be tuition fees associated with
study, plus books and study materials
which will vary depending on where
and how you study. You can contact
our Accredited Study Centres directly
to compare different costs.
www.cim.co.uk/studycentres
9
10
Do you qualify?
This qualication is the same level as
the rst year of a foundation degree,
which means youll need to pass CIM's
diagnostic entry test onto Level 4 or
meet at least one of these criteria:
Hold any general Bachelors or
Masters degree.
Hold the CIM Introductory
Certicate in Marketing (Level 2
or 3).
Have an NVQ or SVQ Level 3 in
Marketing (equivalent to NQF
Level 3).
Have an NVQ or SVQ Level 4 in any
other subject (UK equivalent to
NQF Level 4 and above).
Hold an International Baccalaureate
(equivalent to NQF Level 3 and
above).
Business or marketing experience
would be an advantage but isnt
essential.
Course content
This qualication contains four units:
Unit 1. Marketing Essentials
The aim of this unit is to provide
a detailed explanation of the key
theories and practice behind
marketing as an exchange process
and a business function, but also as a
means of creating customer value in
the short to medium term. Marketing
Essentials introduces you to the
importance of the marketing planning
process and the role of marketing
across the organisation.
Unit credits: 10
WHAT IS IT?
This is a Level 4 qualication which gives you the
practical skills and knowledge to devise and execute
tactical marketing activities and gain marketing
credibility.
WHO IS IT FOR?
Junior marketers, those working in marketing support
roles (like marketing assistants); or if marketing plays
some part in your current job description.
approximately 400 hours study, between time with
your tutor and personal study.
PROFESSIONAL CERTIFICATE
IN MARKETING
11
Unit 2. Assessing the
Marketing Environment
The aim of this unit is to provide an
understanding of the nature and
scope of the internal and external
marketing environments with broad
consideration of the impact of
international and global marketing.
Unit credits: 10
Unit 3. Marketing Information
and Research
This unit focuses on the importance
of marketing information in gaining a
more in-depth understanding of both
the market in which the organisation
operates and the customers it seeks
to serve.
Unit credits: 10
Unit 4. Stakeholder Marketing
The focus of this unit is to
recognise the nature and scope of
an organisations diverse range of
stakeholders (of which customers are
part) and their relative importance to
the marketing process and the market
oriented organisation.
Unit credits: 10
It's possible with hard work to
qualify within a single academic
year studying part time. You will be
assessed across the four units using a
blend of two methods:
1. There are two 3 hour exams, one
without a pre-seen case study and
one with.
2. By assignments such as work-
based projects which are often based
on your own company (or a company
of your choice).
Unit awards
Call +44 (0)1628 427120
What does it cost?
Be an Afliate
Cost: 144 per year. (100 if you live
outside of the UK and Western Europe).
Pay assessment fees
Marketing Essentials (Exam): 70
Assessing the Marketing
Environment (Exam): 70
Marketing Information and
Research (Assignment): 70
Stakeholder Marketing
(Assignment): 70
Pay tuition fees
study plus books and study materials
12
Do you qualify?
This qualication is the same level as
the nal year of a degree programme,
which means youll need to pass CIMs
diagnostic entry test onto Level 6, or
meet at least one of these criteria:
Experience in a marketing
management role that has provided
you with the ability to be able to
demonstrate that you can meet
the learning outcomes of the CIM
Professional Certicate in Marketing
if required to do so and is sufcient
to pass the diagnostic entry test to
Level 6.
OR
The CIM Professional Certicate in
Marketing (either 2002 syllabus or
the 2008 syllabus).
OR
Any business or marketing
Bachelors or Masters degree (or
an equivalent qualication) where
a minimum of one third of credits
come from marketing (ie 120 credits
in Bachelors degrees or 60 credits
with Masters degrees).
Course content
This qualication contains four units:
Unit 1. Marketing Planning Process
This unit is designed to provide a
detailed understanding of marketing
planning, including the synergistic
planning process and its links with the
delivery of marketing strategy. It also
considers a thorough assessment of
the dynamic and complex nature of
the marketing environment and its
impact on developing marketing plans
to achieve strategic outcomes and
competitive advantage in the market
place.
Unit credits: 15
WHAT IS IT?
This is a Level 6 qualication which provides the
knowledge, skills and ability to do in relation to
marketing planning and develops the marketing
professional across a range of areas. The qualication
is a hybrid of marketing with a considerable emphasis
on management as marketers move from specialist
aspects of marketing into either a functional or
departmental role.
WHO IS IT FOR?
Marketers with operational, supervisory or
management responsibilities including department
managers, functional managers, product/brand
managers, account managers, agency managers,
marketing executives and business development
managers.
PROFESSIONAL DIPLOMA
IN MARKETING
13
Unit 2. Delivering Customer Value
through Marketing
This units primary focus is the
development and execution of
marketing activities that have been
designed to achieve customer
satisfaction and meet organisational
objectives, through effective
marketing mix strategies which
deliver stakeholder value.
Unit credits: 15
Unit 3. Managing Marketing
The focus of this unit is about
developing you as a manager,
including giving you the knowledge
and understanding required to
develop and manage the marketing
infrastructure and the organisations
talent development, capability and
capacity.
This includes developing effective
quality systems and processes to
support compliance and approaches
to measuring and monitoring
marketing activities.
Unit credits: 15
Unit 4. Project Management
in Marketing
This unit will focus on the proactive
development and delivery of a
justied management process to
support the initiation, implementation
and control of marketing projects,
including the use of research and
information and preparing proposals
and briefs to identify needs
comprehensively.
Unit credits: 15
It's possible with hard work to
qualify within a single academic
year studying part time. You will be
assessed across the four units using a
blend of two basic methods:
1. A pre-seen case study examination.
based projects which will often
be based on various ndings and
recommendations within your own
company (or a company of your
choice).
Unit awards
Call +44 (0)1628 427120
What does it cost?
Be an Afliate
Europe). Above fees are inclusive
of accelerated route fees of 40.
Where you are entitled to exemptions
from the Professional Certicate in
Marketing (10 x 4 units).
Pay assessment fees
Marketing and Planning Process
(Assignment): 80
Delivering Customer Value
through Marketing (Exam): 80
Managing Marketing
(Assignment): 80
Project Management in Marketing
(Assignment): 80
Pay tuition fees
14
Do you qualify?
This qualication is Level 7, the same
level as a Masters, which means youll
need to pass CIMs diagnostic entry
test for this level, or meet at least one
of these criteria:
A range of experience working
at senior marketing management
level that has provided you with
the ability to evidence that you
can meet the learning outcomes
of the CIM Professional Diploma in
Marketing if required to do so and
is sufcient to pass the diagnostic
entry test to this qualication.
AND
CIM Professional Diploma in
Marketing (either the 2003 or the
2009 syllabus) or the CIM Advanced
Certicate in Marketing.
OR
A business or marketing Bachelors
or Masters degree (or an equivalent
qualication) where a minimum
of half of the credits come from
marketing (ie, 180 credits in
Bachelor degrees and 90 credits in
Masters degrees).
Course content
Stage one of this qualication
contains four units.
Unit 1. Emerging Themes
The focus of this unit is to critically
evaluate the impact of a range of new
and emerging themes on marketing,
business organisations and the
changing marketing environment. In
addition, this unit will also help you to
build and rene the skills necessary
to anticipate and adapt to further
changes.
Unit credits: 10
WHAT IS IT?
The rst stage of a challenging Level 7 two stage
marketing qualication that demonstrates specialist
professional knowledge across many areas and a route
to Chartered Marketer status.
WHO IS IT FOR?
Marketers working at a strategic level or aspiring to
do so who wish to gain a professional Masters level
qualication.
CHARTERED POSTGRADUATE
DIPLOMA IN MARKETING: STAGE 1
15 15
Unit 2. Analysis and Decision
This unit consists of three parts:
strategic audit, strategic options and
making strategic marketing decisions.
The overall purpose of the unit is to
prepare you to undertake a strategic
audit of an organisation and assess
its capability and capacity to deliver
the strategy in a challenging, dynamic
and diverse global market place.
Unit credits: 20
Unit 3. Marketing Leadership
and Planning
The purpose of this unit is to enable
you to develop effective high level
marketing strategies relating to an
organisations corporate and business
strategic intent in the short, medium
and long terms. You should be able
to analyse the corporate strategy,
determine a range of high level
marketing and relationship strategies,
and demonstrate how these strategies
will deliver an organisations desire for
growth and expansion, its changing
stance on CSR, ethics and key
strategic decisions.
Unit credits: 20
Unit 4. Managing
Corporate Reputation
The strength and magnitude of an
organisations reputation represents
the way in which a complex range of
stakeholders perceive an organisation,
entity or destination. All too often,
a gap develops between the way
an organisation intends to be seen
and the reality, namely the way
stakeholders actually perceive it. This
can be due to a range of forces, some
slow, foreseeable and manageable,
and some sudden, unforeseen and
relatively unmanageable. All can result
in organisational underperformance,
destabilisation, nancial difculties,
leadership change, a fall in market
valuation and even difculty in
raising nance or recruiting the right
personnel. This unit explores ways
in which organisations can minimise
the gap and avoid these potentially
serious issues.
Unit credits: 10
It's possible to qualify within one to
two years studying part-time. You
will be assessed using a blend of two
basic methods:
1. A pre-seen case study examination.
based projects which will often
company (or a company of your
choice).
Unit awards
Call +44 (0)1628 427120
What does it cost?
Be an Afliate
Europe). Above fees are inclusive
of accelerated route fees of 80:
where you are entitled to exemptions
from the Professional Certicate
in Marketing and the Professional
Diploma in Marketing units you will be
charged an exemption fee of 80 (10
x 8 units).
Pay assessment fees
Emerging Themes (Assignment): 90
Analysis and Decision (Exam): 90
Marketing Leadership and
Planning (Assignment): 90
Managing Corporate
Reputation (Assignment): 90
Pay tuition fees
CHARTERED POSTGRADUATE
DIPLOMA IN MARKETING: STAGE 2
16
Do you qualify?
Successful completion of Stage 1
or a previous version of the CIM
Postgraduate Diploma.
Course content:
Leading Marketing
Dening the project
The purpose of Stage 2 is to
prepare you to lead the design,
implementation and evaluation of a
strategic business project within your
own organisation or business sector.
You will explore an emerging
marketing theme and evaluate its
impact on current marketing practice.
You will be expected to provide a
project proposal in which you have
critically evaluated current published
work on the emerging marketing
theme and identied the key
issues and opportunities facing the
organisation or business sector.
Project implementation
and assessment
You will be expected to apply
appropriate research methods to
identify and explain the procedures
and processes that will be used to
design and implement the strategic
business project and to assess its
success. It is anticipated that you will
identify the need for primary research,
however, secondary research may
be acceptable if the project is
suitable for this approach. You will be
expected to dene success in order to
explore methods to measure success.
Following implementation, you
will use the procedures identied
within your research methods to
assess project success against
key performance indicators. You
will also be expected to make
recommendations to improve the
implementation of future business
projects.
WHAT IS IT?
The second stage of a challenging Level 7 two stage
marketing qualication that demonstrates specialist
professional knowledge across many areas and a route
to Chartered Marketer status.
WHO IS IT FOR?
Marketers working at a strategic level or aspiring to
do so who wish to gain a professional Masters level
qualication.
17
Self review and CPD
You are expected to assess the
skills, knowledge and competences
you have used throughout project
implementation. You will be expected
to identify areas where you have
developed during the project,
areas where you consider you have
some expertise and areas for future
development.
It's possible to qualify within one to
two years studying part time.
By a work-based project which will
company or a work placement.
What does it cost?
Be an MCIM
Europe).
Pay assessment fees
Stage 2: Leading Marketing
(Assignment): 360*
*Price on application for Africa and Sri Lanka
Pay tuition fees
Studying for my Postgraduate
Diploma with CIM has really helped
strengthen my strategic focus. The
practical experience at work was
vital for completing the course,
and the qualication itself has
played a key role in progressing my
career. It also enabled me to reach
a personal goal of becoming a
Chartered Marketer.
Dean Rice
Senior Marketing Manager
SKCI & E-Communications
18
Do you qualify?
You need to be educated to at least
'A' Level standard (or equivalent) and
full at least one of these criteria:
Have a suitable competence in a
marketing communications role.
Hold any recognised UK degree or
equivalent Level 5 qualication.
Have a relevant Level 3 or above
qualication (eg, CIM Professional
Certicate in Marketing, CIPR
Advanced Certicate in Public
Relations, etc).
Course content
This qualication has ve units, each
with its own assessment method.
Unit 1. Marketing and
Consumer Behaviour
This unit includes the theories and
techniques of research and consumer
behaviour and their application to
marketing communications. This unit
is designed for individuals without
previous marketing qualications. If
you are qualied in marketing you
may be entitled to an exemption on
this unit.
Unit credits: 20
WHAT IS IT?
The Diploma in Marketing Communications is a Level 4
qualication and will give you a broad understanding
of the range of communication methods you can use to
meet business objectives from marketing, advertising
and public relations to direct marketing and sales
promotion.
WHO IS IT FOR?
Anyone currently working in, or aiming to work in,
marketing communications or digital marketing
(including both client and agency side marketing roles).
DIPLOMA IN MARKETING
COMMUNICATIONS
19
Unit 2. Public Relations (PR)
This unit provides you with an
understanding of the role PR plays
in reputation management, internal
communications and assisting
transactions. The unit assesses
stakeholder relationships and
examines the various online and
ofine media techniques available.
Unit credits: 10
Unit 3. Direct Marketing and Sales
Promotion
This unit includes the disciplines and
techniques of direct marketing and
sales promotion, including databases
and other digital technologies and
the legal and regulatory constraints
in which they operate. Merchandising,
eld marketing and point of sale
promotion are also covered.
Unit credits: 10
Unit 4. Advertising
This unit covers the role of
advertising within the marketing mix,
communications mix and society. It
will explain the relevant processes,
planning and measurement involved
with advertising in all of its forms,
online and ofine.
Unit credits: 10
Unit 5. Integrated Media
This unit covers the functions of
different media within the marketing
and communications mix. It provides
an understanding of the process
of media selection, planning and
measuring effectiveness. It specically
considers the integration of online
and ofine media in effective
communications.
Unit credits: 10
Youll be assessed across the ve
units based on either a standard
examination format, or work-based
assignments based on various
ndings and recommendations within
your own company.
Unit awards
Call +44 (0)1628 427120
What does it cost?
Be an Afliate
Europe).
Pay assessment fees
Marketing and Consumer
Behaviour (Assignment): 85
Public Relations (Exam): 65
Direct Marketing and Sales
Promotion (Exam): 65
Advertising (Exam): 65
Integrated Media (Assignment): 85
Pay tuition fees
20
Do you qualify?
You need to be educated to at least
'A' Level standard (or equivalent) and
full at least one of these criteria:
Have a suitable competence in a
marketing communications role.
Hold any recognised UK degree or
equivalent Level 5 qualication.
Have a relevant Level 3 or above
qualication (eg CIM Professional
Certicate in Marketing, CIPR
Advanced Certicate in Public
Relations, etc).
Course content
This qualication has three units, each
assessed by assignment. To complete
each one youll need to cover all the
following tasks successfully:
Unit 1. Marketing and Consumer
Behaviour
This unit includes the theories and
techniques of research and consumer
behaviour and their application to
marketing communications. This unit
is designed for individuals without
previous marketing qualications. If
you are qualied in marketing you
may be entitled to an exemption on
this unit.
Unit credits: 20
WHAT IS IT?
The Diploma in Digital Marketing is a Level 4 qualication
and provides you with the essential knowledge and skills
you need to plan, implement and monitor effective digital
marketing campaigns and contribute to operational
marketing plans.
Youll learn what digital marketing is about, including
understanding the buzz words and main trends. It covers
Search Engine Optimisation (SEO), Pay Per Click (PPC),
types of online advertising, e-mail marketing, viral
marketing, online PR, afliate marketing and social media.
It also looks at digital metrics, regulation and codes of
practice.
WHO ARE THEY FOR?
Ideal if you are developing and implementing digital
marketing plans or working in an online team. It will teach
you the essentials to understand fundamental digital
planning concepts.
approximately 400 hours study, between time with your
tutor and personal study.
DIPLOMA IN
DIGITAL MARKETING
Unit 2. Digital Marketing Essentials
This unit includes digital campaign
tools, how to apply them and
monitor their effectiveness. The
course covers what digital marketing
is about, including understanding
the buzz words and main trends. It
looks at Search Engine Optimisation
(SEO), Pay Per Click (PPC), types of
online advertising, e-mail marketing,
viral marketing, online PR, afliate
marketing and social media. Digital
metrics, regulation and codes of
practice are also considered.
Unit credits: 10
Unit 3. Digital Marketing Planning
This unit includes the fundamental
digital marketing planning
concepts. Youll learn the key factors
involved with the implementation,
measurement and evaluation of
successful plans. The unit will address
issues such as relationship marketing,
permission and consumer concerns
around privacy, trust and security.
Unit credits: 10
Youll be assessed across the ve
units based on either a standard
examination format, or work-based
assignments based on various
ndings and recommendations within
your own company.
Unit awards
Call +44 (0)1628 427120
What does it cost?
Be an Afliate
Europe).
Pay assessment fees
Marketing and Consumer
Behaviour (Assignment): 85
Digital Marketing Essentials
(Assignment): 85
Digital Marketing Planning
(Assignment): 85
21
You dont necessarily need a
university degree to get on in
marketing but you denitely need
professional qualications.
22
SPECIALIST
UNIT AWARDS
Integrating Digital Media
and Branding
This unit aims to provide you
with a good understanding of
the fragmented nature of media
management. It will equip you
with the skills and knowledge that
are necessary in evaluating and
integrating brand propositions both
online and ofine.
The four sections comprise of:
Ofine media such as print, radio
and television; online digital media
including mobile communications;
integrated communications and
integrated branding communications,
and key performance indicators in
integrated marketing communications
(IMC).
Unit credits: 10
Mobile Marketing in Practice
Mobile is the most widely used media
channel globally, with over one billion
mobile devices sold each year. The
medium is referred to as always on
and always connected and provides
new ways for organisations and
brands to connect with customers
across all sectors.
This unit will provide an introduction
to good practice in mobile marketing
and explore how it ts within the
communications mix. It will also look
at ways in which the channel can be
maximised and how success in mobile
marketing can be measured.
Unit credits: 10
We offer three specialist digital units. You can study
standalone units to gain a Unit Award.
Alternatively, you can study one of the specialist unit
awards as part of your Diploma in Digital Marketing in
place of the Digital Marketing Planning unit. The chosen
specialism will be reected in your award title, eg Diploma
in Digital Marketing (Mobile), Diploma in Digital Marketing
(Metrics and Analytics), Diploma in Digital Marketing
(Media and Branding).
Web Analytics and Social
Media Monitoring
This unit will explore basic research
principles and then examine two
themes: web analytics and social
media monitoring. Web analytics
reviews the effectiveness of company
communications and customer
interactions on a range of digital
marketing platforms including
website, social media presences
and mobile marketing. Social media
monitoring involves using tools to
listen to conversations about a brand
across digital platforms and taking
appropriate action.
The unit focuses on developing an
understanding of KPIs, selecting
measurement tools, analysing reports
to improve performance and creating
tests to improve owned and bought
media messages.
Unit credits: 10

Youll be assessed across the
three units through a work-based
assignment that will often be
based on various ndings and
company.
What does it cost?
Be an Afliate
Europe).
Pay assessment fees
Integrating Digital Media
and Branding 85
Mobile Marketing in Practice 85
Web Analytics and Social
Media Monitoring 85
Pay tuition fees
23
WHERE CAN I STUDY?
Wherever youre based theres a
way to take a CIM or CAM
qualication. In the UK, all of the
professional qualications are
delivered by over 130 Accredited
Study Centres. These are all respected
universities, colleges that are
accredited to run our qualications.
We also have a global network of 100
Accredited Study Centres overseas.
Visit: www.cim.co.uk/studycentres
HOW CAN I STUDY?
Face to face
We fully understand the time
challenges of working life.
Studying part time at evening or
weekend classes can help get the
right balance.
Distance learning
You can also study remotely, with
access to tutors and important
resources via phone, e-mail and web.
Although you can study at your own
pace, you may miss the discipline and
debate of attending a regular class.
Blended
These increasingly popular
options allow you to complete your
qualication through intensive/
online learning supported by
prepared material, tutorials and
face-to-face workshops.
WHATS MY
NEXT MOVE?
24
Interested in enrolling on one of these qualications?
Find out what, where and how much
25
WHAT LEVEL AM I AT?
Its important to choose a
qualication at the right level, based
on your knowledge and breadth of
marketing experience.
Online diagnostic entry tool
All our Accredited Study Centres
can help with this decision. For CIM
qualications they will also encourage
you to take our diagnostic entry test.
This will determine whether you have
sufcient underpinning knowledge
to start the qualications at a higher
level.
You can also call one of our Customer
Experience team. They can answer
your questions and help you choose
the right course.
Call: +44 (0)1628 427120.
WHAT ARE THE COSTS?
All our qualications represent a
sound investment in your future
and many employers are willing to
sponsor their employees. There are
four cost areas to consider:
Tuition fees
These depend on the course, mode
of study and Accredited Study Centre
chosen. They typically vary from
1,300 to 6,000 per level.
Studying materials
The cost of purchasing books and
other materials varies between
30 and 200 per level.
Assessment fees
The cost of assessments
(examinations or assignments) are
indicated for each qualication, in this
prospectus. Typically they are
55 360 per unit.
CIM membership
The simplest way to join CIM is as an
Afliate which costs 144 per year
(100 if you live outside of the UK and
western Europe). With this you get
all the benets of CIM membership
to help you in your studies including
marketing resources, inspiring
insights, events and access to our
Chartered CPD Programme.
Ive been working in
the industry for some
years but dont have any
formal qualications
is CIM right for me?
Yes. Many of our
members join us to take
a qualication with many
years of experience
already under their belt.
Your individual experience
will help decide what level
of qualication is right
for you.
Should I take a core CIM
marketing qualication or
a specialist qualication?
If you havent got a core
marketing qualication
we always advise taking
one of these rst. Youll
get a better grounding
in the essentials of
marketing before taking
specialist qualications.
Do you ofer exemptions?
Depending on the
qualication that you
have, you may be eligible
to be exempted from
certain units.
You can get in touch directly
with us or our Accredited Study
Centres to ask any questions
you may have. In the meantime,
heres a few questions that
were frequently asked
together with some answers.
We hope they help.
FREQUENTLY ASKED
QUESTIONS
26
When do the
courses start?
Contact your chosen
Accredited Study Centre
and they will advise when
you can start studying;
some start their courses at
set times of the year, often
September or January,
others offer a rolling
programme.
Will my employer pay?
If youre in a marketing
role then many employers
are willing to cover or
contribute to the costs.
How do I become a
Chartered Marketer?
All CIM members can
work towards Chartered
Marketer status through
joining our Chartered CPD
Programme. Its free to
join, and providing you
have the correct level
of qualications and
experience, it takes two
years of accumulated CPD
through various courses,
seminars and events etc.
For more information visit:
Who should I contact if I
have more questions?
Please contact a CIM
Customer Experience
coordinator on
+44 (0)1628 427120
or e-mail
qualications@cim.co.uk
27
28
Youve decided to go ahead.
Excellent decision.
Heres the process in seven
simple steps. If youre not a
current member, were looking
forward to welcoming you
into our community.
1.
CHOOSE A
QUALIFICATION
Detailed information, to help you
choose a qualication, is contained
in this prospectus. Theres also more
information available online.
www.cim.co.uk/qualifications
If youre unsure about which level to
choose please contact your chosen
Accredited Study Centre.
Alternatively, speak to our Customer
Experience team, who can guide you.
Call: +44 (0)1628 427120
E-mail: qualifications@cim.co.uk
2.
CONTACT YOUR
LOCAL ACCREDITED
STUDY CENTRE
Once youve chosen which
qualication youd like to study, the
next step is to select one of the 230
Accredited Study Centres that deliver
our qualications.
The Accredited Study Centre will
conrm whether the qualication
level youve chosen is right for your
experience. They will ask you to sit our
diagnostic entry test to help make this
decision.
Visit www.cim.co.uk/studycentres
to nd your centre.
3.
JOIN CIM
To take any CIM or CAM qualications
youll need to join us rst. Most new
members join as an Afliate. Joining
details are included in the application
to study form at the back of this
prospectus. As a CIM member you will
be able to take full advantage of our
many membership benets.
Of course, if you are already a
CIM member just apply for your
chosen qualication.
HOW TO ENROL
29
4.
COMPLETE AN
APPLICATION TO
STUDY FORM
Once your course of study has
been agreed with the Accredited
Study Centre, you need to ll out an
application to study form. You can do
this one of two ways:
Go to www.cim.co.uk/joinonline
or complete the application to study
form in the back of this prospectus
and post it to:
Customer Experience,
The Chartered Institute of Marketing,
Moor Hall, Cookham,
Maidenhead, Berkshire
SL6 9QH, UK.
5.
BUY YOUR BOOKS
AND STUDY AIDS
Books and study aids are available
from CIM Direct, our in-house
bookshop. We can 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
E-mail: cimdirect@cim.co.uk
Fax: +44 (0)1628 427439
Or alternatively order by post at:
CIM Direct, Moor Hall, Cookham,
Maidenhead, Berkshire SL6 9QH, UK.
6.
REGISTER FOR
YOUR ASSESSMENTS
Please check with your Accredited
Study Centre which subjects are
being submitted for which assessment
session. At the same time as applying
for a course you will also need to
complete an assessment entry form.
You can complete the form online:
www.cim.co.uk/assessmententry
There are closing dates for assessment
bookings so make sure you book in
advance of the deadline.
7.
REGISTER FOR
OUR CHARTERED
CPD PROGRAMME
Once you have joined us as an
Afliate, you will be eligible to join
our Chartered CPD Programme for
free. This is a great way to ensure
you are keeping up to date with the
latest marketing trends and get the
recognition for doing so. It is also the
route towards Chartered Marketer
status the mark of a qualied,
experienced and up to date marketing
professional.
Call: +44 (0)1628 427273
E-mail: charteredcpd@cim.co.uk
Visit: www.cim.co.uk/charteredcpd
POWER TO CHANGE.
Everything changes. Markets, customers, technologies,
careers They are forever in a constant state of ux.
Today, if youre not moving forwards you could be
going backwards.
With CIM theres one thing you can be certain of,
well keep you one step ahead.
CIM MATTERS...
30
Career development support
The Marketer magazine our publication brings
you innovative articles from global experts
CAM Diplomas
CIM Introductory Certificate in Marketing
CIM Chartered Postgraduate Diploma in Marketing
CIM Professional Diploma in Marketing
CIM Professional Certificate in Marketing
Industry awards
Local and regional networks
Research papers
Chartered CPD Programme and
Chartered Marketer status
Weekly news bulletin
Marketing information hotline helps you with your general marketing queries
Moor Hall Conference Centre
Tailored courses for teams
120+ short courses in
marketing and sales
Bespoke learning and development solutions
Diagnostic tools to assess skills gaps
Virtual learning
programmes
MEMBERSHIP
PROFESSIONAL
QUALIFICATIONS
LEARNING AND
DEVELOPMENT
CHARTERED CPD
PROGRAMME
Market interest groups brings marketers with specific industry knowledge together
Extensive marketing resources
Free legal advice
CIM MATTERS...
Career development support
The Marketer magazine our publication brings
you innovative articles from global experts
CAM Diplomas
CIM Introductory Certificate in Marketing
CIM Chartered Postgraduate Diploma in Marketing
CIM Professional Diploma in Marketing
CIM Professional Certificate in Marketing
Industry awards
Local and regional networks
Research papers
Chartered CPD Programme and
Weekly news bulletin
Marketing information hotline helps you with your general marketing queries
Moor Hall Conference Centre
Tailored courses for teams
120+ short courses in
marketing and sales
Bespoke learning and development solutions
Diagnostic tools to assess skills gaps
Virtual learning
programmes
MEMBERSHIP
PROFESSIONAL
QUALIFICATIONS
LEARNING AND
DEVELOPMENT
CHARTERED CPD
PROGRAMME
Market interest groups brings marketers with specific industry knowledge together
Extensive marketing resources
Free legal advice
31
32
FOR MORE INFORMATION
CUSTOMER
EXPERIENCE
Qualications
Applications
Fees
Assessments
Accredited Study Centres
Membership benets
Telephone: +44 (0)1628 427120
Fax: +44 (0)1628 427158
E-mail: qualications@cim.co.uk
www.cim.co.uk/qualications
CIM DIRECT
BOOKSHOP
Study texts
Revision aids
Telephone: +44 (0)1628 427427
Fax: +44 (0)1628 427439
E-mail: cimdirect@cim.co.uk
www.cim.co.uk/shop
INFORMATION AND
LIBRARY SERVICE
Information hotline
Book loans
Marketing resources
Telephone: +44 (0)1628 427333
Fax: +44 (0)1628 427349
E-mail: library@cim.co.uk
www.cim.co.uk/
marketingresources
CONTINUING PROFESSIONAL
DEVELOPMENT
Chartered CPD Programme
Telephone: +44 (0)1628 427273
E-mail: charteredcpd@cim.co.uk
The Chartered Institute of Marketing
Moor Hall
Cookham
Maidenhead
Berkshire, SL6 9QH
United Kingdom
JOIN US TODAY
Call: +44 (0)1628 427120
Visit: www.cim.co.uk
E-mail: qualications@cim.co.uk
For a snapshot of your
member benets, visit:
www.cim.co.uk/benets
To nd out more about continuing
professional development (CPD) visit:
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