Chartered Institute of Marketing: Introductory Certificate in Marketing*
* New Structure for 2008!
This 15 week programme is an excellent starting point for anyone who wishes to develop a basic understanding of the principles and practice of Marketing. The Chartered Institute of Marketing is one of the most respected professional bodies in the UK, and CIM qualifications are the benchmark for career progression. This programme allows non-marketing staff an opportunity to progress to a Marketing role within an organisation, and allows all staff an opportunity to move into Marketing Management. Successful completion of the Introductory Certificate allows progression to the CIM: Professional Certificate in Marketing.
By the end of this qualification you should:
- Understand the function of marketing and its role in an organisation
- Know about the four Ps (product, price, place and promotion) and how to apply the marketing mix
- Understand more about customers and managing customer relationships
- Be able to communicate to both internal and external customers using a variety of different means
PART TIME EVENING
Course Content
Module 1: What is Marketing?
This unit provides a backdrop to the importance of marketing in terms of what marketing is and how it is defined. It focuses on the role of marketing, its cross-functional importance and its contribution to business success. It also looks at the role of marketing as a service provider within the organisation.
Learning Outcomes:
- Determine the importance of marketing as a cross-functional activity contributing towards 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
Module 2: Understanding Customer Relationships
This unit focuses on developing an understanding of internal and external customers, and considers how a knowledge and understanding of customers can assist in designing appropriate marketing activities to engage and support customers to achieve long-term customer loyalty.
Learning Outcomes:
- Explain the importance of understanding customers, and how marketing information aids the better development of marketing activities to achieve customer satisfaction
- Explain the value and importance of internal and external relationships of the organisation and the importance of networking, collaboration and co-operation in order to develop and maintain relationships
- Explain the different ways in which to communicate with both internal and external customers in order to develop, maintain and strengthen customer relationships
- Explain the requirements for developing effective and efficient customer
SCQF Level: 5
Entry Requirements:
This is an 'open' qualification, which means you do not need any previous qualifications or marketing experience. However, if you are working or have some business experience, this will certainly help you put your learning into context.
If English is not your first language, you will also need to provide evidence of at least IELTS 6.5 or Trinity ISE III/IV.
Assessments:
Both units will have their own assessment and be as follows:
Unit 1 - What is Marketing? 1 hour online test
Unit 2 - Understanding Customer Relationships: Assignment
Start Date:
August 2008 and January 2009
Duration:
16 weeks
Evening:
Various
Time:
6.00pm - 8.00pm
£195, plus Chartered Institute of Marketing Membership fee
Distance Learning
Study Method:
Home based self-study with tutor support for help and advice.
Cost:
£200
There are no exam fees for this programme, but all candidates must be studying members of the Chartered Institute of Marketing. The Annual Membership Fee for the CIM is currently (April 2008) £120.00
