Professional Diploma in Marketing (CIM)



The Professional Diploma in Marketing is for marketers with operational, supervisory or management responsibilities and an eye on management – including department managers, functional managers, product/brand managers, account managers, agency managers, marketing executives and business development managers.

Who is it for?

This qualification provides the knowledge, skills and ‘ability to do’ in relation to marketing planning and develops the ‘marketing professional’ across a range of areas. The qualification is a hybrid of marketing with a considerable emphasis on management as marketers move from specialist aspects of marketing into either a functional or departmental role.

What will you learn?

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

• Evaluate the role of the marketing planning process and implementation in a range of marketing contexts including organisational strategy, culture and the broader marketing environment.
• Develop and manage a brand and product portfolio in the context of the organisation’s marketing strategies and objectives.
• Recommend how a marketing function should be structured to deliver competitive advantage, marketing and organisational success.
• Identify the organisation’s information needs, scope of research projects and resource capability to underpin the development of a business case to support marketing projects.

Qualification content

This qualification contains four units and to complete each one you will need to be able to complete the following learning outcomes successfully:

Unit 1 – Marketing Planning Process

• Evaluation of the marketing planning process and its implementation in a range of marketing contexts including a detailed analysis of the
internal and external marketing environments.
• Conduct a marketing audit and assess the findings in order to develop a marketing plan that is responsive to market and organisational changes and underpins the organisation’s
marketing strategy.
• Determine the importance of segmentation, targeting and positioning to develop effective strategies which are innovative, cost effective,
valuable and maximise the potential of marketing opportunities successfully.
• Recognise the significance of retaining customers through relationship marketing.

Unit 2 – Delivering Customer Value through Marketing

• Develop and manage a brand and product portfolio in the context of the organisation’s marketing strategies and objectives.
• Develop and implement an effective and efficient channel management strategy reflecting the needs of stakeholders.
• Develop an effective and innovative communications strategy and plan that clearly delivers the organisation’s proposition to the market, through effective segmentation and targeting of internal and external markets.
• Utilise an innovative and effective integrated marketing mix to reinforce the organisation’s brand values, overall marketing proposition and competitive advantage.
• Determine customer requirements for product and service delivery to ensure the marketing proposition is customerfocused, efficient and

Unit 3 – Managing Marketing

• Recommend how a marketing function should be structured and managed to deliver competitive advantage.
• Prepare plans for showing how a team should be structured, selected, formed, managed and developed to demonstrate effective performance
against objectives.
• Critically assess the organisation’s resource needs and capabilities for the marketing team to manage marketing activities effectively and
• Prepare appropriate budgets and accounting documentation to support the financial management of the marketing function and its associated activities.
• Critically assess the ongoing financial situation including manageability of the budget, financial stability and success of the marketing function.

Unit 4 – Project Management in Marketing

• Identify the organisation’s information needs,scope of research projects and resource capability to underpin the development of
justified business cases, including risk assessment and mitigation strategies, to support marketing projects.
• Using project management tools and techniques, design, develop and plan significant marketing programmes effectively, in terms of quality, resource and delivery.
• Integrate a range of marketing tools and techniques to support the development and implementation of marketing projects.
• Monitor and measure the outcomes of marketing projects through the end-to-end project process.

Do you qualify?

As a minimum, the following qualifications or experience is recommended as the pre-requisite for entry onto the Professional Diploma in Marketing:

• The CIM Professional Certificate in Marketing (either 2002 syllabus or the 2008 syllabus).
• Any business or marketing Bachelors or Masters Degree (or an equivalent qualification) where a minimum of one third of credits come from marketing (ie 120 credits in Bachelors degrees or 60 credits with Masters Degrees).
• Experience in a marketing management role that has provided potential students with ability to be able to demonstrate that they can meet the learning outcomes of the CIM Professional Certificate in
Marketing if required to do so and is sufficient to pass the Entry test to Level 6.

If English isn’t your first language, you will also need to provide us with evidence of at least IELTS 6.5 proficiency or Trinity ISE III/IV,
or the C1 level from the Common European Framework


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 €650 for these. E&OE

Add to Cart:

  • 10 Units in Stock

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

Your IP Address is:
Copyright © 2019 Powered by Zen Cart