Diploma in Professional Marketing

A CIM qualification at Level 6 develops your strategic marketing skills enabling you progress your marketing career and perform professionally at a management level.

Who is it for?

For marketing managers and marketers working in operational and supervisory roles, who are looking to progress their strategic and management skills. You can choose between two qualifications to suit your individual career path. Equivalent level to an undergraduate degree.

What you will learn

Marketing and Digital Strategy (Mandatory) This module will enable you to take both a traditional and digital strategic approach to marketing planning, integrating digital strategy, models, frameworks and techniques throughout to achieve competitive advantage.< br/> You will be able to recognise the significance of situation analysis and use techniques to assess the external and internal environments that enable effective decision making. You will also be able to apply all stages within the marketing planning process – from the audit, through strategic decision making, to implementation of plans across both traditional and digital channels.< br/> Finally, you will learn how to manage resources and employ monitoring and measurement techniques that enable the achievement of strategic marketing objectives.

Innovation in Marketing (Mandatory) This module enables you to take a visionary approach and embed innovation to help your organisation deal with the challenges of a fast-moving marketplace. You will be able to understand the relationship between marketing and innovation and recognise the key factors in building and nurturing innovation within the marketing function. You will also be able to use internal and external marketing in supporting a specific innovation.

The Digital Customer Experience (Elective) Customer behaviour has dramatically changed with the digital revolution. This module provides you with insights into the digital customer experience and highlights ways to adapt to this changing market, allowing you to fulfil customers’ strategic needs. It will provide the knowledge and skills to select appropriate channels to market to meet objectives. It will also help to ensure you provide the desired customer experience, by understanding the customer's journey while complying with relevant legislation and regulation.

Resource Management (Elective) This module enables you to adopt a strategic approach to the implementation of marketing plans to meet marketing and business objectives. You will be able to deploy a full range of resources to optimise marketing results in an efficient and effective manner. Finally, you will gain the knowledge and skills to manage finances, which are essential in ensuring a return on the marketing investment, made within your organisation.

Managing Brands (Elective) This module enables you to take a strategic approach to branding at a product/service level so that it is consistent with the corporate brand and impacts reputation positively. You will gain the skills to establish and position brand strategy, and also manage the brand so it continues to deliver the brand promise. You will also be able to ensure the success of the brand through adequate resourcing and monitor and maintain the brand in the long term.

To achieve the Diploma in Professional Marketing, you’ll need to gain a pass in both mandatory modules and one elective module. 

If you wish, you can study for one module at a time, and build up to a qualification later.

Please contact us to discuss the options open to you.

Course content

Marketing and Digital Strategy

Assessment: Assignment

• The assessment will require submission of an assignment based on a theme and an organisation of choice. 

Learning Outcomes

Unit 1: Situation Analysis

• Understand how to analyse an organisation’s current and future internal and external environments (15%)
• Interpret relevant information and insights to recommend and inform strategic decision making (15%)

Unit 2: Planning

• Develop marketing objectives and strategy to deliver organisational objectives (20%)
• Develop a strategic marketing plan and a supporting marketing mix to deliver marketing objectives (20%)

Unit 3: Implementation and Control

• Define the resources required to deliver the strategic marketing plan (15%)
• Apply the results of monitoring and measurements, and adapt the marketing plan for continuous improvement (15%)

Innovation in Marketing

Assessment: Assignment

• The assessment will require submission of an assignment based on a theme and an organisation of choice.

Learning Outcomes

Unit 1: Innovation
• Understand how innovation and disruption are influencing organisational growth (15%)
• Assess the key factors that facilitate innovation in organisations (15%)

Unit 2: Innovative Marketing

• Apply principles of innovation throughout the marketing function (20%)
• Develop a business case for a marketing related innovation (20%)

Unit 3: Innovation in Action

• Understand the activities required for the implementation of innovative marketing (15%)
• Develop a plan for the communication of innovation (15%)

The Digital Customer Experience

Assessment: Assignment

• The assessment will require submission of an assignment based on a theme and an organisation of choice.

Learning Outcomes

Unit 1: Channel Selection and Customer Insights

• Assess the strategic options for channel selection (15%)
• Understand relevant insights into digital customers (15%)

Unit 2: Managing Channels

• Understand how digital channels are managed effectively in practice (15%)
• Define requirements for legal compliance in digital campaigns (15%)

Unit 3: Digital Customer Experience

• Understand the customer journey (20%)
• Develop plans to improve the user experience (20%)

Resource Management

Assessment: Assignment

• The assessment will require submission of an assignment based on a theme and an organisation of choice. 

Learning Outcomes

Unit 1: Managing People

• Develop and manage the marketing team (20%)
• Know how to improve marketing performance through people (20%)

Unit 2: Marketing Resources
• Assess the effectiveness of the current resource mix (15%)
• Develop plans to improve marketing performance through an optimised resource mix (15%)

Unit 3: Marketing Financials
• Apply appropriate techniques to manage the marketing budget (15%)
• Define ways of monitoring, evaluating and reporting the financial performance of marketing (15%)

Managing Brands

Assessment: Assignment

• The assessment will require submission of an assignment based on a theme and an organisation of choice. 

Learning Outcomes

Unit 1: Brand Strategy

• Understand how brands are defined and positioned to add value to organisations (15%)
• Assess the elements of brand strategy (15%)

Unit 2: Brand Management

• Understand the factors that drive brand identity and success (15%)
• Develop a brand plan to deliver the brand strategy (20%)

Unit 3: Brand Metrics

• Apply a range of techniques to manage the resources to deliver the brand plan (15%)
• Interpret brand metrics and adapt the brand plan for continuous improvement (20%)

Not sure if this qualification is right for you? To speak to our team, call us on +44 (0)1628 427240, email us at cimacademy@cim.co.uk or fill out the contact form. 

Contact CIM Academy