Chartered Postgraduate Diploma in Marketing (CIM)



A challenging, high-level two stage marketing qualification that demonstrates specialist professional knowledge across many areas and a route to Chartered Marketer status.

Who is it for?

Marketers working at a strategic level or aspiring to do so who wish to gain a professional Masters level qualification. If you have already gained a significant level of knowledge and/or experience of marketing then this level may be for you. The focus is on the strategic aspects of marketing management and the qualification is increasingly seen as a benchmark of your competence at the highest level.

What will you learn?

The primary role of strategic marketing is to identify and create value for the business through strongly differentiated positioning. It achieves this by influencing the strategy and culture of the organisation in order to ensure that both have a strong customer focus.
Strategic marketers should champion the customer experience and exert a strong influence on the organisation to adopt a customer orientation, contribute along with other directors and senior managers to its competitive strategy, align the organisation’s activities to the customer, and manage the organisation’s marketing activities.

Qualification content

The CIM Level 7 courses consist of two stages.

The first stage has 4 Units. The aim of the course is to provide the knowledge, skills and knowhow for senior marketing managers.

Stage 1: Postgraduate Diploma In Marketing

(a) Emerging Themes

This module will help students relate their learning to the macro, micro and mesoenvironment (contemporary business issues, marketing professionalism and standards).

• Critically evaluate a range of key emerging macro-environmental themes and make a critical assessment of their significance for a specific sector or industry.
• Propose strategic marketing responses to the key emerging themes judged to have the greatest potential impact on a specific sector.

Responses should reflect contemporary marketing practice (i.e. marketing’s new ground) and demonstrate creativity.

Assessment is by writing a journal article on one of the themes, plus a discussion paper examining the impact on their business and industry in the future across the organisation.

(b) Analysis and Decision

This unit prepares students to undertake a strategic audit of the organisation in order to assess its ability to deliver its business and marketing strategy, and to make strategic choices and decisions based on that audit within the context of a dynamic global market place.

The unit focuses on the tools for strategic decision-making of this type, including financial and risk analysis for each decision.

• Undertake a strategic marketing audit, assessing an organisation’s competencies, competitive advantage, market performance, customers, competitors, product and service portfolios, positioning, value proposition and market impact to assess the impact of these factors on an organisation’s strategic intent and direction.
• Utilise the strategic marketing audit to critically evaluate a range of strategic marketing options available to an organisation, including innovation, mergers, acquisitions, partnering, alliances, environmental sustainability and CSR,in order to deliver best value growth and expansion opportunities.
• Utilise a range of financial and other measurement tools to assess the financial and non-financial benefits of recommended strategic marketing decisions.
• Utilise a range of risk assessment tools to critically assess the risk of strategic market decisions and their impact upon an organisation.

Assessment is by pre-seen case study.

(c) Marketing Leadership and Planning

The purpose of this unit is to develop the skills to evaluate options, make strategic decisions and develop strategic plans based on a clear understanding of the organisation’s need for change and how best to manage it, providing clear and strong leadership.

• Critically evaluate ways of delivering an organisation’s corporate mission and vision effectively.
• Develop marketing strategies to establish competitive and sustainable marketing and relationship strategies to achieve an organisation’s strategic intent and deliver its value proposition.
• Utilising a synergistic planning processes,develop strategic plans, taking account of different planning frameworks, ensuring they are within the resource capabilities of an organisation.
• Determine the most appropriate organisational structures for market-oriented and/or changing organisations, whilst evaluating the resource implications and requirements.
• Develop sustainable competitive advantage through suitable approaches to leadership and innovation in order to generate stakeholder value and contribute to organisational success.

Assessment is by integrative work-based project encompassing a number of mandatory tasks needing leadership in given scenarios.

(d) Managing Corporate Reputation

This module looks at the strategic role of marketing communications. It is concerned with the nature, characteristics, creation and management of reputation. This includes corporate brand and corporate positioning.

• Critically evaluate the way organisations develop their identities and how some organisations use these to form images and assign reputational status.
• Critically analyse the elements that contribute to the identity that an organisation projects to its stakeholders, sometimes through a corporate brand.
• Critically evaluate linkage between how an organisation wants to be seen and how it is seen, namely corporate communications.

Assessment is a work-related assignment with one compulsory task and one from three electives. The elective will involve writing articles, case studies, white papers and reports.

Stage 2: Chartered Postgraduate Diploma In Marketing - Leading Marketing.

Part two is a work-based project relating to your own organisation.

This is a transformational leadership development programme assessed by means of a contemporary marketing-focused, work-based project.

• Demonstrate a critical awareness of current and emerging issues in marketing that is informed by leading edge research and practice in the field.
• Propose a strategic response to an emerging marketing theme that considers the impact on marketing and its interaction with other parts of the organisation.
• Critically evaluate the skills, behaviours and attitudes required to lead strategic marketing projects.
• Critically assess published research to determine methods of designing, implementing, measuring and monitoring the success of a project and marketing performance.
• Demonstrate the relationship between theory and professional practice through the application of a range of appropriate assessment tools and techniques to measure project success.
• Critically evaluate project success and recommend appropriate actions to improve the implementation of future business projects or
revise approaches to practice.

NOTE: CIM have designed an entry test which you can use in order to assess the level at which you are most likely to succeed.

Do you qualify?

Part 1

As a minimum, the following qualifications and experience are recommended as a prerequisite for entry onto the first stage of the Chartered Postgraduate Diploma in Marketing:

• CIM Professional Diploma in Marketing (either the 2003 syllabus or the 2009 syllabus) or the CIM Advanced Certificate in Marketing.
• A business or marketing Bachelors or Masters degree (or an equivalent qualification) where a minimum of half of the credits come from marketing (ie, 180 credits in Bachelor degrees and 90 credits in Masters degrees).
• A range of experience working at Senior Marketing Management level that has provided potential students with ability to evidence that they can meet the learning outcomes of the CIM Professional Diploma in Marketing if required to do so and is sufficient to pass the Entry Test to this qualification.

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 of References for Languages (CEFR).

Part 2

Successful completion of Part 1 or a previous version of the CIM Postgraduate Diploma.

How will you be assessed?

It’s possible to qualify within one to two years studying part time. You will be assessed using a blend of two basic methods:

1. A pre-seen case study examination.
2. By assignments such as work-based projects which will often be based on various findings and recommendations within your own company (or a company of your choice).

Achieving Chartered Marketer status

Students who complete Part 1 gain the Professional Postgraduate Diploma in Marketing.

With appropriate experience they may upgrade to Full CIM Member status (MCIM).

Those who complete Part 2 should be eligible to achieve Chartered Marketer status provided they have the relevant experience and have registered on the Chartered CPD Programme logging two consecutive years of continuing professional development (CPD).

NOTE - The Fee Quoted Above is for Stage 1 ONLY (The fees for Part 2 depend on a range of factors. Please contact us to discuss). E&OE


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 €700 for these. E&OE

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

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