Certificate in Professional Marketing (Customer Experience)

Provides the practical skills and knowledge to devise and implement tactical marketing activities and campaigns. You will gain relevant and contemporary marketing knowledge that will help you build your credibility in your professional marketing role.

Who is it for?

Junior marketers; senior people, particularly in SMEs, where marketing is only part of what they do; or those in marketing support roles, who undertake marketing activities as part of their job. The typical profiles of people who might take this qualification often include:

  • Marketing assistants.
  • Marketing coordinators.
  • Marketing executives.
  • Marketing managers in SMEs without formal marketing qualifications.
  • Non-marketers with aspirations for marketing.
  • Existing marketers wanting to specialise more.

 

 

What you will learn

Marketing (Mandatory) The role and function and function of marketing in some depth, as well as what influences the behaviour of your customers. You will be able to apply and adapt a marketing mix to satisfy customer needs.

Integrated Communications (Mandatory) The many different ways of communicating with customers, both inside and outside the organisation.

Customer Experience (Elective) Understand all aspects of your customers’ experience so that you can ensure you deliver expectations in a consistent way. Monitor and measure their satisfaction so that you can make appropriate improvements as necessary.

Successful completion of three modules will lead to the CIM Certificate in Professional Marketing.

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

Assessment

This module is assessed by a two-hour multiple choice question examination.

Learning outcomes

The Marketing concept

  • Understand the role and function of marketing. 
  • Understand what influences customer behaviour.

Analysis and insight

  • Identify factors and trends in the marketing environment and how they affect marketing planning.
  • Identify options for gathering relevant marketing information.

Marketing mix

  • Know the elements of the marketing mix.
  • Apply and adapt the marketing mix to satisfy customer needs.

INTEGRATED COMMUNICATIONS

Assessment

This module is assessed by a work-based assignment.

Learning outcomes

Internal marketing

  • Know how to build cross functional relationships.
  • Understand how to harness resources to deliver effective marketing solutions.

Value proposition 

  • Create effective communications to deliver value to customers.
  • Understand product and brand management.

Marketing communications

  • Understand the components of the marketing communications mix.
  • Develop integrated marketing communications.

CUSTOMER EXPERIENCE (Elective)

Assessment

This module is assessed by a work-based assignment.

Learning outcomes

Customer context

  • Understand the range of different contexts across which marketers operate.
  • Understand the importance of customer expectations.

Customer experience

  • Understand the different dimensions of the customer experience.
  • Deliver activities that enhance the customer experience.

Measuring and monitoring

  • Know how to monitor and measure the customer experience in context.
  • Use metrics to improve future customer experience.