Unit 1 - Emerging Themes
- 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 (ie, marketing's new ground) and demonstrate creativity.
Unit 2 - Analysis and 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.
- Assess the impact of external factors on an organisation and its 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 for the organisation.
- 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, including financial, corporate and reputational risk.
Unit 3 - Marketing Leadership and Planning
- Critically evaluate the links from the corporate strategy to the marketing strategy and ways of delivering an organisation’s corporate mission and vision effectively.
- Develop marketing strategies to establish an organisation’s competitive and sustainable marketing and relationship strategies to achieve the organisation’s strategic intent and deliver its value proposition.
- Develop strategic but operational marketing plans at organisational level (not just functional) using synergistic planning processes, taking account of different planning frameworks (cross-functional and board level contribution) and ensuring they are within the resource capabilities of an organisation.
- Determine the most appropriate organisational structures for market-oriented organisations and changing organisations, whilst evaluating the resource implications and requirements.
- Develop sustainable competitive advantage through suitable approaches to leadership and innovation.
- Assess the link between change programmes, marketing activities and shareholder value, show how these can contribute to an organisation’s on-going success, and evaluate the concepts of power, trust and commitment in the context of negotiating change with key stakeholders.
Unit 4 - Managing Corporate Reputation
- 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.
On completion of stage one you gain the Professional Postgraduate Diploma in Marketing. You may also be eligible for MCIM status.
Stage two enables all graduates of stage one to top up their qualification to Chartered Marketer status through the completion of a work-based project. Graduates will also need the relevant experience, confirmed registration on our Chartered CPD Programme and two consecutive years of:
- MCIM or FCIM membership grades
- Continuing professional development (CPD).
- 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.
- Design and conduct research into marketing and business issues using a range of business data, research sources and appropriate research methods.
- 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 to revise approaches to practice.
- Critically assess personal performance and provide a range of evidence that demonstrates that you can take responsibility for your own personal and professional development.
- Develop your ability to operate effectively in a strategic marketing role through continuing professional development.
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 OR
- A business or marketing Bachelor's or Master's 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 Master's degrees) AND
- A range of experience working at Senior Marketing Management level that allows potential students to evidence that they can meet the learning outcomes of the CIM Professional Diploma in Marketing if required to do so and pass the entry test for this qualification.
- Successful completion of Stage one or a previous version of the CIM Professional Postgraduate Diploma in Marketing.
- A range of experience in a senior marketing management role that has provided potential students with ability to evidence competence in managing marketing resources and contributing to business decisions from a marketing perspective and would be eligible for MCIM status. They should be able to evidence that they have met the learning outcomes of the Professional Postgraduate Diploma in Marketing if required to do so.
- Students should be in a position (preferably working) to plan, agree and implement a work-based project that is relevant to their business context.
Graduates will also need the relevant experience, confirmed registration on our Chartered CPD Programme and two consecutive years of:
- MCIM or FCIM membership grades.
- Continuing professional development (CPD).
Note: Entry level is dependent upon the currency and relevance of your qualifications and experience.
If English isn’t your first language, you will also need to demonstrate you’ve achieved one of the following English language qualifications within the last two years:
- IELTS Academic Module with an overall score of 6.5 (each component pass mark must be 6.0 or above).
- Cambridge Certificate of Advanced English grade B or above.
CIM will consider other equivalent alternatives.
It's possible to qualify within a single academic year studying part time. In stage one, you will be assessed across the four units using a blend of two basic methods:
- Formal examination.
- Assignments such as coursework and case studies that require longer answers and will often be based on various findings and recommendations within your own company (or a business of your choice).
In stage two, you will need to submit a work-based project. This will be broken down into three tasks:
- Defining the project.
- Project implementation and assessment.
- Self-review and future professional development plan.
Face-to-face learning - We fully understand the time challenges of working life. Studying part time at evening classes or weekends can help get the right balance.
Distance learning - You can study remotely, with access to tutors and important resources via phone, e-mail and web.
Blended learning - This increasingly popular option allows you to complete your qualification through intensive online learning which is supported by prepared material, tutorials and face-to-face workshops.
We have an extensive network of Accredited Study Centres in the UK and overseas. These respected business schools, colleges and universities have all been approved and accredited to deliver CIM qualifications.
The costs depend on the course, the mode of study and the Accredited Study Centre. The total payable to CIM in the first year* is £224.00 annual membership fee (£180.00 for emerging markets**) and £144.00 (£100.00 for emerging markets) in subsequent years, plus assessment fees for Stage One Chartered Postgraduate Diploma in Marketing of £90.00 per module. In addition, Accredited Study Centre tuition fees are payable to the individual study centre.
For Stage Two, the assessment fee is £360.000 plus Accredited Study Centre tuition fees payable to the study centre.
* The first year’s membership fee includes exemption fees of £80.00.
** Find the full list of emerging markets here.
- Choose and contact your preferred Accredited Study Centre - Visit: www.cim.co.uk/studycentres to find your centre.
- Join CIM – To take a qualification, you’ll need to join us first. As a member of CIM, you will have access to a range of benefits and resources that can support your studies and professional marketing career. If you are already a member, just apply for your chosen qualification.
To join, simply complete an application form online at www.cim.co.uk/joinonline