Qualification		CIM Introductory Certificate in Marketing
Duration		Part-time guided distance learning over six months
Attendance		Two intensive study days
Assessment		Online test and a work-based project
Start dates		Melbourne: contact us for dates Sydney: contact us for dates
Availability		Check for places

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This page answers the following questions:

• Is this qualification for me?
• What are the entry criteria?
• What are the benefits?
• What will I learn?
• How will I be assessed?
• How much time will I need to put aside?
• How much does it cost and when does it run?

Is this qualification for me?

If you are new to marketing and have no formal marketing qualifications, the CIM Introductory Certificate is your first step into marketing.

What are the entry criteria?

If English is not your first language, you will need IELTS 6.5 or Trinity ISE III/IV.

What are the benefits?

This course provides a solid foundation for a successful career in marketing. It also provides a pathway to further CIM qualifications, chartered status, and eventually a masters or MBA.

What will I learn?

The qualification involves studying two modules:

• What is Marketing?

This module investigates the importance of marketing, how it links into different functions of an organisation and how it contributes to business success. The unit also provides an understanding of the internal and external marketing environment and the marketing mix, and considers how these factors differ from one sector to another.

After studying this module, you will be able to:

• Define marketing in the context of an exchange process.
• Recognise the importance of marketing as a cross-functional activity contributing to business success.
• Explain the importance of understanding the organisation’s marketing environment and the impact it has upon an organisation’s ability to satisfy customer needs and wants.
• Identify each element of the marketing mix in the context of customer needs and achieving customer satisfaction.
• Apply the marketing mix to a range of different organisational sectors and contexts.
• Understanding Customer Relationships

This module focuses on developing an understanding of internal and external customers, and considers how this knowledge can assist when designing marketing activities to achieve long-term customer loyalty. The module also provides insight into the practicalities of developing internal and external relationships, and considers the contribution of tactical communications and customer service.

After studying this module, you will be able to:

• Explain the importance of understanding customers, and how marketing information aids development of marketing activities to achieve customer satisfaction.
• Explain the value and importance of internal and external relationships and the importance of networking, collaboration and cooperation.
• Recognise the importance of internal relationships as an aid to establishing marketing as a cross-functional activity.
• Explain different ways to communicate with customers to develop and strengthen customer relationships.
• Explain the requirements for developing effective customer service in order to maintain successful relationships.

How will I be assessed?

The first module, What is Marketing, is assessed through an online multiple-choice exam. The other module, Understanding Customer Relationships, is assessed through a written project comprising a series of short work-based tasks.

How much time will I need to put aside?

Each module requires a minimum of 30 hours of study. This includes eight hours of face-to-face tuition plus approximately 22 hours of guided distance learning requiring around three hours study a week for seven weeks.

In total, this qualification will require approximately three hours study a week for six months. There are, however, breaks during this time to allow you to rest or catch up if you have fallen behind.

How much does it cost and when does it run?

For details of cost and what is included, see tuition fees; and for start dates, see the timetable.

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Copyright 2009 by Australian College of Marketing