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Overview The aim of the CIM Level 4 Certificate in Professional Marketing is to provide the practising marketer with relevant, contemporary marketing content to equip them for the current global landscape. Successful completion of the CIM Level 4 Certificate in Professional Marketing will establish the knowledge, skills and understanding to be able to perform at an operational level and to carry out an essential and successful professional marketing role within the workplace.

Understand the role and function of marketing Understand what influences customer behaviour Identify factors and trends in the marketing environment and how they affect marketing planning Identify options for gathering relevant marketing information Know the elements of the marketing mix Apply and adapt the marketing mix to satisfy customer needs Unit 2 Integrated Communications Upon successful completion of this mandatory unit, participants will be able to: Know how to build cross-functional relationships Understand how to harness resources to deliver effective marketing solutions Create effective communications to deliver value to customers Understand product and brand management Understand the components of the marketing communications mix Develop integrated marketing communications ELECTIVE MODULES Unit 3 Digital Marketing Upon successful completion of this elective unit, participants will be able to: Understand the opportunities and challenges presented through the disruptive digital environment Assess the impact and influence of the dynamic digital environment Know how key digital tools can support and enhance marketing Understand the relevance of digital platforms and channels in context Develop digital activities to support and enhance multichannel marketing Apply the key principles involved in monitoring and measuring digital marketing effectiveness OR Unit 3 Customer Experience Upon successful completion of this elective unit, participants will be able to: Understand the range of different contexts across which marketers operate Understand the importance of customer expectations Understand the different dimensions of customer experience Deliver activities that enhance customer experience Know how to monitor and measure customer experience in context Use metrics to improve future customer experience.

Target audience The CIM Level 4 Certificate in Professional Marketing is aimed at the aspiring professional marketer who wishes to gain knowledge and skills to succeed and progress within a career in marketing.

Strategic Marketing Module Level 6 (CIM Diploma in Professional Marketing)

Prerequisites One or more of the following is required to gain entry onto this qualification: CIM Level 3 Introductory Certificate in Marketing qualification Any relevant Level 3 qualification Any UK Degree or International equivalent International Baccalaureate equivalent to NQF Level 3 and above Professional practice one year in a marketing role and diagnostic assessment onto Level 4 Evidence of achieving one of the following English Language qualifications within the last two years is also required if English is not first language: Marketing — external assessment: Integrated Communications — external assessment: Customer Experience — external assessment: Digital Marketing — external assessment: BIBF faculty who are subject matter specialists.

Overview The aim of the CIM Level 6 Diploma in Professional Marketing is to provide the practising marketer with relevant, contemporary marketing content to equip them for the current global landscape.


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Successful completion of the CIM Level 6 Diploma in Professional Marketing will establish the knowledge, skills and understanding to be able to perform at a management level and to carry out an essential and successful professional marketing role within the workplace. Understand the role of marketing metrics Understand the significance of different measurement techniques across a range of market contexts Know the relevant measures of marketing performance Apply marketing metrics to establish the effectiveness of marketing activities Understand appropriate sources of data for marketing analysis Utilise various analytics tools and techniques for marketing insight and strategic decision making ELECTIVE MODULES Unit 3 Digital Strategy Upon successful completion of this elective unit, participants will be able to: Understand the strategic implications of the disruptive digital environment Generate relevant insights into key emerging themes within the digital marketing environment Develop strategic recommendations in response to the need to acquire, convert and retain customers Deliver an agile response to changing customer behaviours Know how to manage and optimise key channels and content within a digitally enhanced strategic plan Apply key digital measures to analyse social, sentiment, search and site behaviour OR Unit 3 Driving Innovation Upon successful completion of this elective unit, participants will be able to: 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 Understand the role of internal marketing Implement marketing-led organisational change Implement marketing-led organisational change.


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Strategic Marketing — external assessment: Preparatory work will be required for this examination. Mastering Metrics — external assessment: Driving Innovation — external assessment: Digital Strategy — external assessment: Level 6 Digital Diploma in Professional Marketing.

2014 CIM professional marketing qualifications syllabus changes

Learning outcomes Mandatory Module Unit 1: Driving Digital Experience Upon successful completion of this mandatory unit, participants will be able to: Generate relevant insights into digital customers Appraise trends and innovation in the digital experience Identify and assess digital metrics and analytics Deliver methods for reporting digital performance indicators Illustrate the customer journey Recommend how to improve the user experience Mandatory Module Unit 2: Mastering Digital Channels Upon successful completion of this mandatory unit, participants will be able to: D igital Strategy Upon successful completion of this mandatory unit, participants will be able to: Understand the strategic implications of the disruptive digital environment Generate relevant insights into key emerging themes within the digital marketing environment Develop strategic recommendations in response to the need to acquire, convert and retain customers Deliver an agile response to changing customer behaviours Know how to manage and optimise key channels and content within a digitally enhanced strategic plan Apply key digital measures to analyse social, sentiment, search and site behaviour.

Target audience The CIM Level 6 Digital Diploma in Professional Marketing is aimed at those working in an operational, supervisory or management role who wish to develop their knowledge of digital techniques and their application to a number of marketing related projects. Entry requirements One or more of the following is required to gain entry onto this qualification: Driving Digital Experience — 60 hours Unit 2: Kim's Blog , Marketing , Statistics and trends Tagged: I teach part-time at Cambridge Marketing College and can confirm that it is a highly regarded establishment achieving above average results on its Chartered Institute of Marketing CIM programmes.

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