The CIM Marketing in Practice Programme will provide you with a thorough grounding in the latest marketing communications tools and techniques. You will learn the key principles of marketing and how these can be applied to improve the effectiveness of your marketing efforts and your organisation’s performance. The course takes you through planning and evaluating marketing campaigns, customer behavior, channel selection and proposition development.  

Who should attend?

This is a practical course for anyone who wants to understand the key elements of building an effective marketing communications campaign. No previous marketing experience is required. 

Learning outcomes

Marketing Concepts, Models & Tools 

  • Understand the core principles of marketing: concepts, models, practices and techniques 
  • Understand the application of the marketing mix within different marketing contexts  
  • How to ensure your marketing is ethical and legally compliant 

 Customer Behaviour  

  • Segmentation, targeting and persona development 
  • How digital technologies are influencing customers’ expectations and behaviour 
  • Understand the customer experience and customer journey 

Planning Campaigns  

  • Understand the process of planning a campaign  
  • How to work with planning frameworks 
  • How to measure campaign success 

Digital Channels  

  • How to drive website traffic and develop engaging content 
  • Understand which social channels are right for your target audience 
  • Learn the key principles of effective email marketing 


  • Determine the principles and benefits of effective branding 
  • How to design a brand planning process 
  • Undertake a brand audit 

 Proposition Development & Briefing  

  • How to write the best creative brief, with confidence and creativity 
  • Develop effective propositions that differentiate you  
  • How to evaluate creative work and give constructive feedback 

Marketing Communications  

  • Matching appropriate communications to meet different objectives 
  • An overview of marketing communications channels  
  • Devising effective targeted media strategies and assessing media options 

Course Dates

Start Date Duration Location
No Course Dates Available

Course Directors

This course may be run by any of the following Course Directors:-

Richard Mayer

Debbie Clewes

Vanessa Moon

Michelle Carvill


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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