Diploma in Professional Marketing (Driving Innovation)

The Diploma in Professional Marketing provides the strategic skills required to manage the marketing function.

Who is it for?

This recognised CIM qualification is ideal if you are aspiring to and currently in operational, supervisory or management roles looking to build your practical skills and broaden your strategic perspective. The typical profiles of people who might take this qualification often include:

  • Department managers.
  • Functional managers.
  • Product/brand managers.
  • Account managers.
  • Marketing executives.
  • Business development managers



What you will learn

Strategic Marketing (Mandatory) The strategic marketing planning process, including how to evaluate and implement it through effective management of resources.

Mastering Metrics (Mandatory) An understanding of key marketing metrics and measurement techniques you will be able to identify and interpret insights to support informed strategic decisions.

Driving Innovation (Elective) To recommend how innovation and entrepreneurial marketing can help achieve competitive advantage.

Successful completion of three modules will lead to the CIM Diploma 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



This module is assessed by a three hour examination that is a based on a marketing plan that you have previously prepared for your organisation.

Learning outcomes

Situation Analysis

  • Understand how to analyse an organisation’s current and future external environment.
  • Understand how to analyse an organisation’s current and future internal environment.


  • Analyse relevant information to recommend and inform strategic decision making.
  • Develop a strategic marketing plan to realise organisational objectives.

Implementation and control

  • Manage resources to deliver the strategic marketing plan.
  • Monitor, measure and adapt the marketing plan for continuous improvement.



This module is assessed by a work-based assignment.

Learning outcomes

Metrics and analytics

  • Understand the role of marketing metrics.
  • Understand the significance of different analytical techniques across a range of market contexts.

Measuring effectiveness

  • Know the relevant measures of marketing performance.
  • Apply marketing metrics to establish the effectiveness of marketing activities.

Analytics for decision making

  • Understand appropriate sources of data for marketing analysis.
  • Utilise various analytics tools and techniques for marketing insight and strategic decision making.



This module is assessed by a work-based assignment.

Learning outcomes

Entrepreneurial marketing

  • Understand the relationship between marketing and entrepreneurship.
  • Implement an entrepreneurial response to change and to delivering marketing solutions.


  • Understand the key factors that facilitate and nurture innovation in organisations.
  • Apply principles of innovation throughout the marketing function.

The marketing champion

  • Understand the role of internal marketing.
  • Implement marketing-led organisational change.