Professional Certificate in Marketing (CIM)



The Professional Certificate in Marketing gives you the practical skills and knowledge to devise and execute marketing activities and gain marketing credibility. It also aims to provide a practical insight into the principles and application of marketing at a tactical level.

The syllabus has been updated recently to reflect the changing issues and practices within marketing and to reflect employers’ views of marketing in today’s business environment. The Qualification is ideal for junior marketers, those working in marketing support roles (like personal assistants); or if marketing plays some part in your current job description.

Who is it for?

This qualification is aimed at those who are working in supporting marketing roles, usually within the marketing function, but also targets individuals in more senior roles, particularly in SMEs, where marketing is only part of what they do. The qualification provides a practical insight into the principles and application of marketing at a tactical level.

The typical profiles of people who might take this qualification could 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 become more specialist

What will you learn?

By the end of this qualification you should be able to:
• Understand the function and fundamentals of marketing in some depth – including how to
write and execute a marketing plan
• Know the many different ways of understanding and communicating with customers, and the
function these methods serve
• Understand your organisation’s marketing environment, its many constituent parts, and how
they work in unison
• Apply practical knowledge – including the collecting and analysing of data, and the
establishment of marketing budgets.

Qualification content

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. This unit introduces individuals to the importance of the marketing planning process and the role of marketing across the organisation.

By the end of this module you should be able to:

 Understand the development of marketing and its changing role within a variety of
 Understand the various tools of the marketer and evaluate their strengths and weaknesses.
 Recognise the impact achievable through modifying the marketing mix for (re)positioning the
product and service offerings.
 Understand the importance of planning in the management of the marketing activity.
 Develop an awareness and understanding of the technological advances in marketing and the
impact of information technology on marketing mix decisions.
 Understand the importance of customers and their behaviour relating to marketing decisions.

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 environment with broad consideration of the impact of international and global marketing. The unit addresses the key characteristics of the marketing environment and assesses the impact of market forces that are uncontrollable and how an organisation responds to them.

By the end of this module you should be able to:

 Understand the nature of the marketing environment and its relevance for the organisation
and marketing practice.
 Examine the various types of organisation, their objectives and the interface between
marketing, internal functions and external influences.
 Identify and interpret the marketing implications of significant changes in an
organisation’s wider environment.
 Understand the complex, dynamic and uncertain nature of the external environment and how it
might be best managed in marketing terms.

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. The unit explores different research methodologies and encourages consideration of complementary approaches to collecting a range of market and
customer information.

By the end of this module you should be able to:

 Identify appropriate marketing information and marketing research requirements for business
 Plan for and manage the acquisition, storage, retrieval and reporting of information on the
organisation’s market and customers.
 Understand, develop and maintain databases
 Explain the process involved in purchasing market research and the development of effective
client supplier relationships.
 Write a research brief to meet the requirements of an organisation to support a specific
plan or business decision.
 Develop a research proposal to fulfil a given research brief.
 Evaluate the appropriateness of different qualitative and quantitative research
methodologies to meet different research situations.
 Design and plan a research programme.
 Design a questionnaire and discussion guide.
 Interpret quantitative and qualitative data and present coherent and appropriate
recommendations that lead to effective marketing and business decisions.
 Critically evaluate the outcomes and quality of a research project.
 Explain the legal, regulatory, ethical and social responsibilities of organisations
involved in gathering, holding and using information.

Unit 4 – Stakeholder Marketing

The focus of this unit is to recognise the nature and scope of an organisation’s diverse range of stakeholders (of which customers are part) and their relative importance to the marketing process and the market oriented organisation.

The unit considers how to manage stakeholder relationships effectively, in terms of utilizing a marketing mix that influences and satisfies stakeholder needs in line with the organisation’s business and marketing objectives.

By the end of this module you should be able to:

 Recognise organisations as open systems and explain the importance of relationships between
the organisation and its suppliers, intermediaries, customers and other key stakeholders in
a changing environment.
 Recognise the importance of building relationships with relevant stakeholders.
 Develop relationships inside and outside the organisation.
 Utilise the marketing mix to support stakeholders
 Explain the elements of the promotional mix and its fit with the marketing planning process.
 Explain why it is important for marketers to understand consumer and industrial buying
behaviour for marketing decisions.
 Explain the advantages and disadvantages of the range of communications tools available to
an organisation.
 Develop internal and external communications using appropriate tools to suit a variety of
target audiences using an understanding of customer behaviour and customer information.
 Select appropriate verbal and non-verbal communications with people inside and outside the
 Demonstrate the importance of customers and customer service and apply customer care
principles to create positive relationships with
customers in a variety of contexts.

Do you qualify?

This qualification is the equivalent to the first year of a foundation degree, which means you will need to meet at least ONE of these criteria:

• Have a minimum of two ‘A’ Levels
• Hold any general Bachelor’s or Masters degree
• Hold a CIM Introductory Certificate in Marketing (Level 2 or 3)
• Have an NVQ or SVQ Level 3 (equivalent to NGF Level 3)
• Have an NVQ or SVQ Level 4 in any other subject (UK – equivalent to
NGF Level 4 and above)
• Hold an international baccalaureate (equivalent to NQF Level 3 and above) or a pass of the
entry test onto Level 4

How will you be assessed?

It’s possible to qualify within a single academic year studying part time. You will be assessed across the four modules using a blend of two
basic methods:

• Unit 1 – Marketing Essentials: Examination
• Unit 2 – Assessing the Marketing Environment: Examination
• Unit 3 – Marketing Information and Research: Assignment
• Unit 4 – Stakeholder Marketing: Assignment


The fees quoted are for tuition only. In addition there are Student Registration fees payable to the CIM, along with Examination/Assignment fees and invigilation. You will need to allow approximately €600 for these. E&OE

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This product was added to our catalog on Sunday 09 October, 2011.

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