“Chartered Institute of Marketing qualifications are relevant, rigorous and
transportable across the world and acknowledged as being credible.
“Studying for a CIM qualification will challenge you, develop your skills as a marketer,
and make you more international.”
Prof Steve Worthington
Department of Marketing
Monash University
More testimonials
Professional Certificate
Your first step towards Chartered Marketer status and a Masters combining
professional training with academic rigour.
Is this qualification for me?
The CIM Professional Certificate in Marketing gives you the practical skills and knowledge to devise and execute tactical
marketing activities. It is ideal if you are in a marketing support role or if marketing plays some part in your current position.
What are the entry criteria?
One of the following:
- CIM Introductory Certificate
- Any degree or vocational equivalent
- Sufficient marketing experience to pass the CIM Level 4 Entry Test
If English is not your first language, you also need IELTS 6.5 or Trinity ISE III/IV.
What are the benefits?
If you want to take the first steps on the path to a successful career in marketing then this course is ideal for you.
If you are running your own business, it will give you a better understanding of basic marketing principles and the tools to grow your
business and attract more customers.
What are the modules?
The qualification involves studying four modules:
- Marketing Essentials
This module teaches the key theories and practice behind marketing as an exchange process and business function, and
as a way of creating customer value in the short to medium term. It introduces the importance of marketing planning and the role of marketing
across the organisation. The module also covers the key marketing tools that support a range of marketing activities and maximise the impact
of a marketing proposition.
After studying this module, you will be able to:
- Explain how marketing has evolved and the importance of market orientation in creating customer value.
- Assess the importance of marketing, its cross-functional role and the contribution it makes to the organisation and society.
- Identify and explain the stages in the marketing planning process.
- Assess the key elements of the internal and external marketing environment that affect the organisation, it objectives and activities.
- Identify and describe the characteristics and applications of each element of the marketing mix.
- Assessing the Marketing Environment
This module investigates the nature and scope of the internal (micro) and external (macro) marketing environment,
and the impact of international and global marketing.
It assesses the impact of market forces that are uncontrollable and how the organisation can respond to them. The module
also considers how internal factors can be manipulated to the benefit of the organisation and its customers. It not only looks at the
significance of the marketing environment within the confines of the PESTEL model, but also considers other issues including environmental
and economic sustainability.
After studying this module, you will be able to:
- Explain the nature and scope of the internal marketing environment, including the resource perspective.
- Distinguish between the types of organisation within the public, private and voluntary sectors, understand their different
influences and challenges, and how their objectives differ.
- Describe the characteristics of the micro environment and identify the information sources required to gain insight into
its drivers and challenges.
- Assess the importance and potential impact of the following key trends on a market-oriented organisation: political, economic,
social, technological, legal, ethical and regulatory trends.
- Understand the implications for organisations pursuing economic and environmental
sustainability as part of their Corporate Social Responsibility.
- Market Information and Research
This module focuses on the importance of gaining an in-depth understanding of the market in which the organisation
operates and the customers it seeks to serve. It provides an understanding of how marketing information supports marketing decisions and
contributes to the overall marketing process.
The module also investigates the role of databases in information management, the nature and scope of the research industry,
and various research methodologies for collecting of primary and secondary data.
After studying this module, you will be able to:
- Identify appropriate information and marketing research requirements for marketing decision making.
- Evaluate the importance of customer databases and their contribution to providing detailed market information to support marketing decisions.
- Review the processes involved when establishing an effective database.
- Explain the nature and scope of the research industry and discuss the importance of working within the industry’s code of conduct.
- Explain the process for selecting a marketing research supplier in domestic and international markets.
- Explain the process for collecting marketing and customer information, utilising appropriate primary and secondary sources.
- Appraise different qualitative and quantitative research methodologies for different research situations.
- Stakeholder Marketing
This module examines the importance of stakeholder relationships and how to manage them effectively. There
is particular emphasis on developing strategies for communicating with stakeholders with maximum influence and effect to aid relationship
development.
After studying this module, you will be able to:
- Assess the relative importance of organisational stakeholders on the marketing function, and the impact they have on the organisation’s
marketing activities.
- Explain the importance of relationship marketing in the context of the organisation’s stakeholders in achieving stakeholder interest,
involvement, commitment and loyalty.
- Understand how the marketing mix can be effectively coordinated to support internal and external stakeholder relationships.
- Understand how to coordinate the communications mix to communicate effectively with the organisation’s stakeholders in line with budget
and time requirements.
- Evaluate key methods for measuring the success of communications and marketing mix activities.
