POWER TO CHANGE. with CIM/CAM professional marketing qualifications QUALIFICATIONS PROSPECTUS 2012/2013

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1 POWER TO CHANGE with CIM/CAM professional marketing qualifications Core CIM qualifications CAM diplomas What, where and how Application forms

2 HEADING POWER TO CHANGE with a CIM/CAM professional marketing qualification there s one thing you can be certain of. We ll keep you one step ahead. B i

3 CONTENTS ABOUT CIM ABOUT YOU Choosing the right course 1 About CIM 2 Choosing the right CIM qualification 4 CAM diplomas 8 Why take a professional qualification? Our qualifications 10 CIM Introductory Certificate in Marketing 12 CIM Professional Certificate in Marketing 14 CIM Professional Diploma in Marketing 16 CIM Chartered Postgraduate Diploma in Marketing CAM diplomas 20 CAM Diploma in Marketing Communications 22 CAM Diploma in Managing Digital Media 24 CAM Diploma in Hospitality and Tourism Marketing 26 CAM: Digital and Mobile Diplomas How to enrol 32 What s my next move? 34 Frequently asked questions 36 How to enrol 38 CIM matters For more information 41 Instruction to your bank or building society to pay by direct debit As the world s leading professional marketing body The Chartered Institute of Marketing (CIM) means much more than you may think. Of course, our qualifications help open doors. And in our experience, there's no such thing as an unqualified success, our unique set of qualifications will make a real difference to your career whether you're a student, marketing assistant, or responsible for an entire marketing department. Plus our programme for continuing professional development (CPD) can give you Chartered Marketer status as well as inspiring events, best practice advice and access to marketing resources all designed to help you excel in today s economy. People who take CIM qualifications come from all walks of life and every different stage in their careers. You might be just starting out in marketing or heading for the top. Wherever you are, if you have an ambition to change, we re here to help. In this prospectus you ll find out about a range of qualifications and how they can take your career further. 42 Affiliate membership and application to study form Learning is not compulsory neither is survival. Dr. W. Edwards Deming ii 1

4 Choosing the right CIM QUALIFICATION Core qualifications for your career in marketing. Our industry leading qualifications range from our Introductory Certificate in Marketing to our Chartered Postgraduate Diploma in Marketing. This progression diagram is designed to show how our core qualifications relate to the different stages in your marketing career. It can help you decide what level you may want to start at and where you can go next. 2 CIM Introductory Certificate in Marketing This is the perfect qualification to find out more about marketing, whether you re in a job that involves marketing or not. You don t need any experience or qualifications to start your professional qualifications. It will ground you in the essentials of marketing theory and give you practical knowledge to take into your workplace. For more information see page 10 1 FIND OUT ABOUT MARKETING CIM Professional Certificate in Marketing The Professional Certificate in Marketing is for those in tactical marketing positions looking to progress, and gives you in-depth knowledge of everything from understanding stakeholders to how to collect and analyse data. It is ideal for junior marketers, marketing assistants and marketing support roles. For more information see page 12 2 ADVANCE YOUR CAREER 3 PROGRESS AS A MARKETING MANAGER 4 WHAT CAN YOU DO NEXT? ASPIRE TO BE A SENIOR MARKETER CIM Professional Diploma in Marketing This diploma is for marketers with operational responsibility. You ll learn how to plan, implement and measure marketing activities at an operational level, and understand the impact of marketing decisions on other functions within the business. Ideal for marketers with operational, supervisory or management responsibilities including department managers, product/brand managers, account managers, marketing executives and business development managers. For more information see page 14 CIM Chartered Postgraduate Diploma in Marketing The Chartered Postgraduate Diploma in Marketing demonstrates your specialist, professional knowledge across a range of areas. You should be looking to manage and influence marketing strategy at the highest levels in your organisation. For marketers working at a strategic level who wish to gain a professional Masters level qualification. For more information see page 16 Chartered Marketer Achieving Chartered Marketer status is the ultimate professional marketing accreditation. All CIM members can strive to achieve Chartered status through joining our Chartered CPD Programme. It s free to join and CPD can be earned from accumulated experience through qualifications, courses, seminars and events. You can join the Chartered CPD Programme at any stage of your learning/career journey demonstrating your commitment to personal development and keeping ahead of the field. For more information visit: All CIM qualifications are recognised as the leading milestones of achievement in the marketing industry. 3

5 cam Diplomas We also offer qualifications for the Communications Advertising and Marketing Education Foundation (CAM), which is a charity that delivers units in digital and offline marketing communications. In 2000, CAM formed an alliance with CIM and since then CAM qualifications have been awarded by CIM. Our CAM diplomas provide a depth of knowledge and expertise that complement our core marketing qualifications. CAM Diploma in Marketing COMMUNICATIONS Be an effective communicator The Diploma in Marketing Communications will give you an in-depth understanding of the range of communication methods you can use to meet business objectives from advertising and public relations to direct marketing and sales promotion. It is ideal for anyone currently working in, or aiming to work in, marketing communications or digital communications (including both client and agency side marketing roles). For more information see page 20 CAM Diploma in Managing Digital Media Enhance your media plans The Diploma in Managing Digital Media is all about putting digital communications into practice. It covers the process of creating and running digital campaigns and looks at the fast changing landscape of social media and emerging trends. It is for people whose roles include working with digital media and implementing strategies that involve digital media. For more information see page 22 CAM Diploma in Hospitality and Tourism Marketing Forge a career in tourism Our Diploma in Hospitality and Tourism Marketing provides you with an introduction to the key concepts and principles of services marketing specifically for the hospitality, travel and tourism industries. It is for marketers working in, or aiming to work in, tourism and the hospitality industries. For more information see page 24 CAM Diploma in Digital Marketing Plan a digital future The Diploma in Digital Marketing gives you essential knowledge of the latest techniques and trends for today s online marketing arena. Understand Search Engine Optimisation (SEO), Pay-Per- Click (PPC), online advertising, marketing, viral marketing, online PR, affiliate marketing, social media, metrics, legislation, regulation and codes of practice. It is for anyone working in marketing that wants to ensure they maximise opportunities in digital communications. For more information see page

6 cam Diplomas continued... CAM Diploma in Digital Media and Branding Build brands both offline and online The Diploma in Digital Media and Branding gives you essential knowledge, the buzz words and the techniques to build brands both offline and online. Find out more about offline and online branding. Get behind the vocabulary to crack the acronyms: ACORN, ROMI, PESTAL and POS. Go beyond the abbreviations: SMS, MMS, SEO and RFP. For more information see page 30 CAM Diploma in Digital Campaign Planning Create campaigns using online marketing The Diploma in Digital Campaign Planning gives you essential knowledge, the jargon and the techniques to create campaigns using online marketing. It is for anyone working in marketing who wants to have an appreciation of planning, executing and measuring online marketing campaigns. For more information see page 30 CAM Diploma in Mobile Marketing Understand mobile marketing The Diploma in Mobile Marketing gives you essential knowledge, the buzz words and the main trends in the mobile marketing arena. It is for anyone working in marketing who wants to maximize opportunities in the mobile environment. For more information see page 30 IN PILOT CAM Diploma in Digital Metrics and Analytics Gain insight into online marketing activities The Diploma in Digital Metrics and Analytics gives you essential knowledge, the buzz words and the techniques to gain insight into online marketing activites. It is for anyone working in marketing who wants to have an appreciation of online research using web analytics and social media monitoring techniques. For more information see page 31 IN PILOT The skills, knowledge and experience I have gained from the Diploma in Digital Marketing have proven to be immensely valuable. 6 7

7 Why take a Professional Qualification? KEY FACTS: If you want to get ahead in marketing, a CIM/ CAM qualification gives you the leading industry standard of achievement. Where are you going? Where would you like to be? Our qualifications can help you get there. Be recognised as a qualified marketing professional. Take your career to the next level. Learn new practical skills for today s marketing. Join the world s leading marketing community. Be inspired by leading marketing experts. Gain access to valuable marketing resources. Develop your strategic capabilities. Start your journey to Chartered Marketer status. 1 As the world s leading organisation for professional marketers we have a global reputation as a centre of excellence and our qualifications are recognised worldwide. 4 Our qualifications are based on detailed research and ongoing feedback from employers who have told us the skills and knowledge they require. 7 We are the only organisation with authority from the Queen s Privy Council to award Chartered Marketer status in recognition of professional excellence. 2 Many of the best minds in marketing today deliver our qualifications. And the content is constantly evolving to give you leading edge expertise for today s dynamic marketing arena. 3 We are the only organisation that has marketing qualifications directly mapped to the UK Government s national occupational standards for marketing. 5 We provide you with the tools and techniques to work in the marketing profession. 6 We can t promise that our qualifications are easy, but we do try and make studying for them as accessible as possible through our global network of Accredited Study Centres. 8 You can join our Chartered CPD Programme leading to Chartered Marketer status. 8 9

8 cim INTRODUCTORY CERTIFICATE IN MARKETING WHAT is it? The Introductory Certificate in Marketing is a level 3 qualification for anyone who wants to find out more about marketing whether you re in a job that involves marketing or not. It answers the question what is marketing? but it also aims to develop knowledge and skills for people who are working to support others in basic marketing tasks. WHO Is IT FOR? Junior marketers, secretarial or administrative roles, people on the periphery of marketing, event management assistants, personal assistants, non-marketers with some marketing involvement, customer service assistants/call centre employees, modern apprenticeship equivalents. WHAT is expected of me? At this level you will be expected to complete approximately 120 hours study, between time with your tutor and personal study. Do you qualify? You don t need any previous qualifications or marketing experience to complete this qualification. However, if you are working or have some business experience, this will certainly help you put your learning into context. If English isn t your first language, you will also need to provide us with evidence of at least IELTS 6.5 proficiency or Trinity ISE III/IV, or the C1 level from the Common European Framework of References for Languages (CEFR). Course content This qualification has two units, each with its own assessment method. Unit 1. What is Marketing This unit seeks to provide the backdrop to the importance of marketing in terms of what marketing is and how it is defined. This unit focuses on the role of marketing, its crossfunctional importance and its contribution to business success. It also looks at the role of marketing as a service provider within the organisation. The unit also provides a basic understanding of the internal and external marketing environment and the marketing mix, with consideration of how these factors differ from one sector to another. By the end of this unit, you should be able to demonstrate a sound knowledge and understanding of marketing and its contribution to organisational success. Unit credits: 6 Unit 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. The unit also provides some insight into the practicalities of developing internal and external relationships, including consideration of networking, collaboration and cooperation in order to reduce the potential for conflict. Developing effective tactical communications and effective customer service support is essential to harmonious relationships in both B2B and B2C organisations, and as a result the unit considers the contributions that these activities can make to developing relationships for marketing and business success. Unit credits: 6 How will you be assessed? You will be assessed across two units: The first involves a multiple choice examination. For the second, you submit a written project made up of several short work-based tasks. Unit awards Units can be studied individually as well as part of this qualification. For more information please contact a customer service coordinator on +44 (0) or qualifications@cim.co.uk. What does it cost? To take this qualification you need to: Be an Affiliate Cost: 140 per year. ( 100 if you live outside of the UK and Western Europe). Pay assessment fees What is Marketing? (Exam): 55 Understanding Customer Relationships (Assignment): 55 Pay tuition fees All students need to register with a CIM Accredited Study Centre. There will be tuition fees associated with study, plus books and study materials which will vary depending on where and how you study. You can contact our Accredited Study Centres directly to compare different costs

9 cim Professional Certificate in Marketing WHAT is it? This is a level 4 qualification which gives you the practical skills and knowledge to devise and execute tactical marketing activities and gain marketing credibility. WHO Is IT FOR? Junior marketers, those working in marketing support roles (like marketing assistants); or if marketing plays some part in your current job description. WHAT is expected of me? At this level you will be expected to complete approximately 400 hours study, between time with your tutor and personal study. Do you qualify? This qualification is the same level as the first year of a foundation degree, which means you ll need to pass the CIM's diagnostic entry test onto level 4 or meet at least one of these criteria: Hold any general Bachelors or Masters degree. Hold the CIM Introductory Certificate in Marketing (Level 2 or 3). Have an NVQ or SVQ Level 3 in Marketing (equivalent to NQF Level 3). Have an NVQ or SVQ Level 4 in any other subject (UK equivalent to NQF Level 4 and above). Hold an International Baccalaureate (equivalent to NQF Level 3 and above). Business or marketing experience would be an advantage but isn t essential. If English isn t your first language, you will also need to provide us with evidence of at least IELTS 6.5 proficiency or Trinity ISE III/IV, or the C1 level from the Common European Framework of References for Languages (CEFR). Course content This qualification contains four units: Unit 1. Marketing Essentials The aim of this unit is to provide a detailed explanation of the key theories and practice behind marketing as an exchange process and a business function, but also as a means of creating customer value in the short to medium term. Marketing Essentials introduces you to the importance of the marketing planning process and the role of marketing across the organisation. Unit 2. Assessing the Marketing Environment The aim of this unit is to provide an understanding of the nature and scope of the internal and external marketing environments with broad consideration of the impact of international and global marketing. Unit 3. Marketing Information and Research This unit focuses on the importance of marketing information in gaining a more in-depth understanding of both the market in which the organisation operates and the customers it seeks to serve. Unit 4. Stakeholder Marketing The focus of this unit is to recognise the nature and scope of an organisation s diverse range of stakeholders (of which customers are part) and their relative importance to the marketing process and the market oriented organisation. How will you be assessed? It's possible with hard work to qualify within a single academic year studying part time. You will be assessed across the four units using a blend of two methods: 1. There are two 3 hour exams, one without a pre-seen case study and one with. 2. By assignments such as work-based projects which are often based on your own company (or a company of your choice). Unit awards Units can be studied individually as well as part of this qualification. For more information please contact a customer service coordinator on +44 (0) or qualifications@cim.co.uk. What does it cost? To take this qualification you need to: Be an Affiliate Cost: 140 per year. ( 100 if you live outside of the UK and Western Europe). Pay assessment fees Marketing Essentials (Exam): 70 Assessing the Marketing Environment (Exam): 70 Marketing Information and Research (Assignment): 70 Stakeholder Marketing (Assignment): 70 Pay tuition fees All students need to register with a CIM Accredited Study Centre. There will be tuition fees associated with study plus books and study materials which will vary depending on where and how you study. You can contact our Accredited Study Centres directly to compare different costs

10 cim Professional Diploma in Marketing WHAT is it? This is a level 6 qualification which provides the knowledge, skills and ability to do in relation to marketing planning and develops the marketing professional across a range of areas. The qualification is a hybrid of marketing with a considerable emphasis on management as marketers move from specialist aspects of marketing into either a functional or departmental role. WHO Is IT FOR? Marketers with operational, supervisory or management responsibilities including department managers, functional managers, product/brand managers, account managers, agency managers, marketing executives and business development managers. WHAT is expected of me? At this level you will be expected to complete approximately 600 hours study, between time with your tutor and personal study. Do you qualify? This qualification is the same level as the final year of a degree programme, which means you ll need to pass the CIM s diagnostic entry test onto level 6, or meet at least one of these criteria: Experience in a marketing management role that has provided you with the ability to be able to demonstrate that you can meet the learning outcomes of the CIM Professional Certificate in Marketing if required to do so and is sufficient to pass the CIM's diagnostic entry test to Level 6. OR The CIM Professional Certificate in Marketing (either 2002 syllabus or the 2008 syllabus). OR Any business or marketing Bachelors or Masters degree (or an equivalent qualification) where a minimum of one third of credits come from marketing (ie 120 credits in Bachelors degrees or 60 credits with Masters degrees). If English isn t your first language, you will also need to provide us with evidence of at least IELTS 6.5 proficiency or Trinity ISE III/IV, or the C1 level from the Common European Framework of References for Languages (CEFR). Course content This qualification contains four units: Unit 1. Marketing Planning Process This unit is designed to provide a detailed understanding of marketing planning, including the synergistic planning process and its links with the delivery of marketing strategy. It also considers a thorough assessment of the dynamic and complex nature of the marketing environment and its impact on developing marketing plans to achieve strategic outcomes and competitive advantage in the market place. Unit credits: 15 Unit 2. Delivering Customer Value through Marketing This unit s primary focus is the development and execution of marketing activities that have been designed to achieve customer satisfaction and meet organisational objectives, through effective marketing mix strategies which deliver stakeholder value. Unit credits: 15 Unit 3. Managing Marketing The focus of this unit is about developing you as a manager, including giving you the knowledge and understanding required to develop and manage the marketing infrastructure and the organisation s talent development, capability and capacity. This includes developing effective quality systems and processes to support compliance and approaches to measuring and monitoring marketing activities. Unit credits: 15 Unit 4. Project Management in Marketing This unit will focus on the proactive development and delivery of a justified management process to support the initiation, implementation and control of marketing projects, including the use of research and information and preparing proposals and briefs to identify needs comprehensively. Unit credits: 15 How will you be assessed? It's possible with hard work to qualify within a single academic year studying part time. You will be assessed across the four units using a blend of two basic methods: 1. A pre-seen case study examination. 2. By assignments such as work-based projects which will often be based on various findings and recommendations within your own company (or a company of your choice). Unit awards Units can be studied individually as well as part of this qualification. For more information please contact a customer service coordinator on +44 (0) or qualifications@cim.co.uk. What does it cost? To take this qualification you need to: Be an Affiliate Cost: 140 per year. ( 100 if you live outside of the UK and Western Europe). Accelerated route If you are entitled to exemptions from the Professional Certificate in Marketing you will be charged an exemption fee of 40 ( 10 x 4 units). Pay assessment fees Marketing and Planning Process (Assignment): 80 Delivering Customer Value through Marketing (Exam): 80 Managing Marketing (Assignment): 80 Project Management in Marketing (Assignment): 80 Pay tuition fees All students need to register with a CIM Accredited Study Centre. There will be tuition fees associated with study plus books and study materials which will vary depending on where and how you study. You can contact our Accredited Study Centres directly to compare different costs

11 cim Chartered Postgraduate Diploma in Marketing: STAGE 1 WHAT is it? The first stage of a challenging level 7 two stage marketing qualification that demonstrates specialist professional knowledge across many areas and a route to Chartered Marketer status. WHO Is IT FOR? Marketers working at a strategic level or aspiring to do so who wish to gain a professional Masters level qualification. WHAT is expected of me? At this level you will be expected to complete approximately 600 hours study, between time with your tutor and personal study. Do you qualify? This qualification is level 7, the same level as a Masters, which means you ll need to pass the CIM s diagnostic entry test for this level, or meet at least one of these criteria: A range of experience working at Senior Marketing Management level that has provided you with the ability to evidence that you can meet the learning outcomes of the CIM Professional Diploma in Marketing if required to do so and is sufficient to pass the CIM's diagnostic entry test to this qualification. AND CIM Professional Diploma in Marketing (either the 2003 or the 2009 syllabus) or the CIM Advanced Certificate in Marketing. OR A business or marketing Bachelors or Masters 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 Masters degrees). If English isn t your first language, you will also need to provide us with evidence of at least IELTS 6.5 proficiency or Trinity ISE III/IV, or the C1 level from the Common European Framework of References for Languages (CEFR). Course content Stage one of this qualification contains four units. Unit 1. Emerging Themes The focus of this unit is to critically evaluate the impact of a range of new and emerging themes on marketing, business organisations and the changing marketing environment. In addition, this unit will also help you to build and refine the skills necessary to anticipate and adapt to further changes. Unit 2. Analysis and Decision This unit consists of three parts: strategic audit, strategic options and making strategic marketing decisions. The overall purpose of the unit is to prepare you to undertake a strategic audit of an organisation and assess its capability and capacity to deliver the strategy in a challenging, dynamic and diverse global market place. Unit credits: 20 Unit 3. Marketing Leadership and Planning The purpose of this unit is to enable you to develop effective high level marketing strategies relating to an organisation s corporate and business strategic intent in the short, medium and long terms. You should be able to analyse the corporate strategy, determine a range of high level marketing and relationship strategies, and demonstrate how these strategies will deliver an organisation s desire for growth and expansion, its changing stance on CSR, ethics and key strategic decisions. Unit credits: 20 Unit 4. Managing Corporate Reputation The strength and magnitude of an organisation s reputation represents the way in which a complex range of stakeholders perceive an organisation, entity or destination. All too often, a gap develops between the way an organisation intends to be seen and the reality, namely the way stakeholders actually perceive it. This can be due to a range of forces, some slow, foreseeable and manageable, and some sudden, unforeseen and relatively unmanageable. All can result in organisational underperformance, destabilisation, financial difficulties, leadership change, a fall in market valuation and even difficulty in raising finance or recruiting the right personnel. This unit explores ways in which organisations can minimise the gap and avoid these potentially serious issues. How will you be assessed? It's possible to qualify within one to two years studying part time. You will be assessed using a blend of two basic methods: 1. A pre-seen case study examination. 2. By assignments such as work-based projects which will often be based on various findings and recommendations within your own company (or a company of your choice). Unit awards Units can be studied individually as well as part of this qualification. For more information please contact a customer service coordinator on +44 (0) or qualifications@cim.co.uk. What does it cost? To take this qualification you need to: Be an Affiliate Cost: 140 per year. ( 100 if you live outside of the UK and Western Europe). Accelerated route If you are entitled to exemptions from the Professional Certificate in Marketing and the Professional Diploma in Marketing you will be charged an exemption fee of 80 ( 10 x 8 units). Pay assessment fees Emerging Themes (Assignment): 90 Analysis and Decision (Exam): 90 Marketing Leadership and Planning (Assignment): 90 Managing Corporate Reputation (Assignment): 90 Pay tuition fees All students need to register with a CIM Accredited Study Centre. There will be tuition fees associated with study plus books and study materials which will vary depending on where and how you study. You can contact our Accredited Study Centres directly to compare different costs

12 cim Chartered Postgraduate Diploma in Marketing: STAGE 2 WHAT is it? The second stage of a challenging level 7 two stage marketing qualification that demonstrates specialist professional knowledge across many areas and a route to Chartered Marketer status. WHO Is IT FOR? Marketers working at a strategic level or aspiring to do so who wish to gain a professional Masters level qualification. WHAT is expected of me? At this level you will be expected to complete approximately 600 hours study, between time with your tutor and personal study. Do you qualify? Successful completion of Stage 1 or a previous version of the CIM Postgraduate Diploma. Course content: Leading Marketing Defining the project The purpose of Stage 2 is to prepare you to lead the design, implementation and evaluation of a strategic business project within your own organisation or business sector. You will explore an emerging marketing theme and evaluate its impact on current marketing practice. You will be expected to provide a project proposal in which you have critically evaluated current published work on the emerging marketing theme and identified the key issues and opportunities facing the organisation or business sector. Project implementation and assessment You will be expected to apply appropriate research methods to identify and explain the procedures and processes that will be used to design and implement the strategic business project and to assess its success. It is anticipated that you will identify the need for primary research, however, secondary research may be acceptable if the project is suitable for this approach. You will be expected to define success in order to explore methods to measure success. Following implementation, you will use the procedures identified within your research methods to assess project success against key performance indicators. You will also be expected to make recommendations to improve the implementation of future business projects. Self review and CPD You are expected to assess the skills, knowledge and competences you have used throughout project implementation. You will be expected to identify areas where you have developed during the project, areas where you consider you have some expertise and areas for future development. How will you be assessed? It's possible to qualify within one to two years studying part time. By a work-based project which will be based on various findings and recommendations within your own company or a work placement. What does it cost? To take this qualification you need to: Be an Affiliate Cost: 140 per year. ( 100 if you live outside of the UK and Western Europe). Pay assessment fees Stage 2: Leading Marketing (Assignment): 360* *Price on application for Africa and Sri Lanka Pay tuition fees All students need to register with a CIM Accredited Study Centre. There will be tuition fees associated with study plus books and study materials which will vary depending on where and how you study. You can contact our Accredited Study Centres directly to compare different costs

13 cam Diploma in Marketing COMMUNICATIONS WHAT is it? The Diploma in Marketing Communications is a level 4 qualification and will give you a broad understanding of the range of communication methods you can use to meet business objectives from marketing, advertising and public relations to direct marketing and sales promotion. WHO Is IT FOR? Anyone currently working in, or aiming to work in, marketing communications or digital marketing (including both client and agency side marketing roles). WHAT is expected of me? At this level you will be expected to complete approximately 600 hours study, between time with your tutor and personal study. Do you qualify? You need to be educated to at least 'A' Level standard (or equivalent) and fulfil at least one of these criteria: Have a suitable competence in a marketing communications role. Hold any recognised UK degree or equivalent level 5 qualification. Have a relevant level 3 or above qualification (eg, CIM Professional Certificate in Marketing, CIPR Advanced Certificate in Public Relations, etc). If English isn t your first language, you will also need to provide us with evidence of at least IELTS 6.5 proficiency or Trinity ISE III/IV, or the C1 level from the Common European Framework of References for Languages (CEFR). Course content This qualification has five units, each with its own assessment method. Unit 1. Marketing and Consumer Behaviour This unit aims to provide you with the skills and knowledge necessary to coordinate marketing communications and brand support activities within organisations. Marketing and Consumer Behaviour explains the links between communications and marketing and provides knowledge of fundamental theories of consumer behaviour and their application to marketing communications. Unit credits: 20 Unit 2. Public Relations (PR) The aim of this unit is to provide you with an understanding of the role that public relations play in: Developing, enhancing, defending and promoting an organisation s, or an individual s, reputation. Supporting employee or internal communications. Assisting transactions, commercial or otherwise, of an organisation. It will encourage you to assess the range of stakeholder relationships that public relations practitioners need to sustain and examine the various techniques available, including on and off line media, for transmitting messages. It will also provide knowledge of the organisational and professional context within which people working full-time in public relations operate. Unit 3. Direct Marketing and Sales Promotion This unit aims to provide you with an operational understanding of the disciplines and techniques of direct marketing and sales promotion, including those that apply to databases and other digital technologies in the development of direct marketing and sales promotion campaigns within legal and regulatory constraints. The nature and scope of sales promotion is defined as including merchandising, field marketing and point of sale promotion. The role of all of these disciplines within the marketing function is explored. Unit 4. Advertising This unit aims to provide you with a basic knowledge and understanding of the function of advertising within the marketing mix, communications mix and society. The advertising unit also aims to ensure that knowledge and understanding of the process of advertising, advertising planning and measuring effectiveness are in place. Unit 5. Integrated Media This unit aims to provide you with a broad knowledge and understanding of the function of different media within the marketing mix and communications mix. Integrated Media also aims to ensure that knowledge and understanding of the process of media selection, planning and measuring effectiveness are in place. How will you be assessed? You ll be assessed across the five units based on either a standard examination format, or work-based assignments based on various findings and recommendations within your own company. Unit awards Units can be studied individually as well as part of this qualification. For more information please contact a customer service coordinator on +44 (0) or qualifications@cim.co.uk. What does it cost? To take this qualification you need to: Be an Affiliate Cost: 140 per year. ( 100 if you live outside of the UK and Western Europe). Pay assessment fees Marketing and Consumer Behaviour (Assignment): 85 Public Relations (Exam): 65 Direct Marketing and Sales Promotion (Exam): 65 Advertising (Exam): 65 Integrated Media (Assignment): 85 Pay tuition fees All students need to register with a CIM Accredited Study Centre. There will be tuition fees associated with study plus books and study materials which will vary depending on where and how you study. You can contact our Accredited Study Centres directly to compare different costs

14 cam Diploma in Managing Digital Media WHAT is it? The Diploma in Managing Digital Media is a level 4 qualification and is all about putting digital marketing into practice. Doing the work, running the digital campaigns and what you need to be aware of. This qualification also looks at the fast changing landscape of social media and emerging trends. WHO Is IT FOR? People whose role might involve working with digital media and implementing strategies that involve digital media. WHAT is expected of me? At this level you will be expected to complete approximately 400 hours study, between time with your tutor and personal study. Do you qualify? You need to be educated to at least 'A' Level standard (or equivalent) and fulfil at least one of these criteria: Have a suitable competence in a marketing communications role. Hold any recognised UK degree or equivalent level 5 qualification. Have a relevant level 3 or above qualification (eg, CIM Professional Certificate in Marketing, CIPR Advanced Certificate in Public Relations, etc). If English isn t your first language, you will also need to provide us with evidence of at least IELTS 6.5 proficiency or Trinity ISE III/IV, or the C1 level from the Common European Framework of References for Languages (CEFR). Course content This qualification has four units, each with its own assessment method. To complete each one you ll need to cover all the following tasks successfully: Unit 1. Advertising This unit aims to provide you with a knowledge and understanding of the function of advertising within the marketing mix, communications mix and society. The advertising unit also aims to ensure that knowledge and understanding of the process of advertising, advertising planning and measuring effectiveness are in place. Unit 2. Public Relations (PR) The aim of this unit is to provide you with an understanding of the role that public relations play in: Developing, enhancing, defending and promoting an organisation s, or an individual s, reputation. Supporting employee or internal communications. Assisting transactions, commercial or otherwise, of an organisation. It will encourage you to assess the range of stakeholder relationships that public relations practitioners need to sustain and examine the various techniques available, including on and off line media, for transmitting messages. It will also provide knowledge of the organisational and professional context when working in public relations. Unit 3. Integrating Digital Media and Branding This unit aims to provide you with a good understanding of the fragmented nature of media management. It will equip you with the skills and knowledge that are necessary in evaluating and integrating brand propositions both online and offline. The four sections of this unit comprise of: offline media such as print, radio and television; online digital media including mobile communications; integrated communications and integrated branding communications, and key performance indicators in integrated marketing communications (IMC). Unit 4. Implementing Digital Campaigns This unit will provide you with insight and some of the skills and knowledge to implement digital communications projects. Central to the unit will be an exploration of the new models and approaches that are now governing digital communications: these include web , social networking, blogging, and subscription-based communications tools. How will you be assessed? You ll be assessed across the four units based on either a standard examination format, or a workbased assignment that will often be based on various findings and recommendations within your own company. Unit awards Units can be studied individually as well as part of this qualification. For more information please contact a customer service coordinator on +44 (0) or qualifications@cim.co.uk. What does it cost? To take this qualification you need to: Be an Affiliate Cost: 140 per year. ( 100 if you live outside of the UK and Western Europe). Pay assessment fees Integrating Digital Media and Branding (Assignment): 85 Implementing Digital Campaigns (Assignment): 85 Advertising (Examination): 65 Public Relations (Examination): 65 Pay tuition fees All students need to register with a CIM Accredited Study Centre. There will be tuition fees associated with study plus books and study materials which will vary depending on where and how you study. You can contact our Accredited Study Centres directly to compare different costs

15 cam Diploma in Hospitality and Tourism Marketing WHAT is it? The Diploma in Hospitality and Tourism Marketing is a level 4 qualification and provides you with an introduction to the key concepts and principles of services marketing as they apply to the hospitality, travel and tourism industries. WHO Is IT FOR? This qualification is ideal for marketers who are working or wishing to work in the tourist and hospitality industries. WHAT is expected of me? At this level you will be expected to complete approximately 400 hours study, between time with your tutor and personal study. Do you qualify? You must be educated to at least 'A' Level standard or equivalent, and have achieved one or more of the following criteria: Any recognised UK degree or equivalent level 5 or 6 qualification. A relevant level 3 or above qualification in Tourism or Marketing (eg CIM Professional Certificate in Marketing). 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, or the C1 level from the Common European Framework of References for Languages (CEFR). Course content This qualification has three units, each with its own assessment method. To complete each one you ll need to cover all the following tasks successfully: Unit 1. Marketing and Consumer Behaviour This unit aims to provide you with the skills and knowledge necessary in managing marketing communications and brand support activities within organisations. Marketing and Consumer Behaviour explains the links between communications and marketing and provides knowledge of fundamental theories of consumer behaviour, and their application to marketing communications. Unit credits: 20 Unit 2. Hospitality and Services Marketing The Hospitality and Services Marketing unit aims to provide the skills and knowledge to enable students to meet the latest challenges in the hospitality and tourism sector. It covers the underlying principles of marketing tourism services, as well as introducing the key aspects of quality and service management theory particularly as they are applied to marketing in a variety of hospitality, leisure and tourism businesses and contexts. The subject also explores the operational aspects of management within the world of tourism. There is a particular emphasis on the tourism destination because of its crucial role as the outward-facing element of tourism marketing and the focus of the overall tourist experience. Unit 3. Tourist Motivation and Behaviour The Tourist Behaviour and Motivations unit introduces learners to a range of consumer behaviour theory within the context of the diverse international hospitality and tourism industry. By considering these basic behavioural concepts together with an overview of the marketing research process, this subject provides the skills and knowledge needed to enable them to undertake effective market segmentation and provide the structure and direction for successful hospitality and tourism marketing practice. How will you be assessed? You ll be assessed across the three units based on a work-based assignment such as coursework and case studies that will often be based on various findings and recommendations within your own company. Unit awards Units can be studied individually as well as part of this qualification. For more information please contact a customer service coordinator on +44 (0) or qualifications@cim.co.uk. What does it cost? To take this qualification you need to: Be an Affiliate Cost: 140 per year. ( 100 if you live outside of the UK and Western Europe). Pay assessment fees Marketing and Consumer Behaviour (Assignment): 85 Hospitality and Services Marketing (Assignment): 85 Tourist Motivation and Behaviour (Assignment): 85 Pay tuition fees All students need to register with a CIM Accredited Study Centre. There will be tuition fees associated with study plus books and study materials which will vary depending on where and how you study. You can contact our Accredited Study Centres directly to compare different costs

16 CAM: DIGITAL AND MOBILE DIPLOMAS PATHWAY Core marketing unit Marketing and Consumer Behaviour (20 credits) Core digital unit Digital Marketing Essentials (10 credits) Plus ONE digital/mobile unit Digital Marketing Planning (10 credits) Integrating Digital Media and Branding (10 credits) Implementing Digital Campaigns (10 credits) Principles of Mobile Marketing (10 credits) Web Analytics and Social Media Monitoring (10 credits) Will result in ONE of the following diplomas: Diploma in Digital Marketing Diploma in Digital Media and Branding Diploma in Digital Campaign Planning Diploma in Mobile Marketing IN PILOT Diploma in Digital Metrics and Analytics IN PILOT 26 Once you are awarded one of the above CAM diplomas you can then take additional elective units and achieve a unit award, but not additional diplomas 27

17 cam digital and mobile diplomas WHAT is it? We are living in a digital era and there has never been a better time to be informed. The Diploma in Digital Marketing, Digital Media and Branding, Digital Campaign Planning, Mobile Marketing, and Digital Metrics and Analytics from the CAM Foundation are level 4 qualifications awarded by CIM. These qualifications will give you specialist knowledge to understand and manage this area with confidence. WHO are they FOR? Anyone working in marketing that wants to ensure they maximise opportunities in digital marketing. WHAT is expected of me? At this level you will be expected to complete approximately 400 hours study, between time with your tutor and personal study. Do you qualify? You need to be educated to at least 'A' Level standard (or equivalent) and fulfil at least one of these criteria: Have a suitable competence in a marketing communications role. Hold any recognised UK degree or equivalent level 5 qualification. Have a relevant level 3 or above qualification (eg CIM Professional Certificate in Marketing, CIPR Advanced Certificate in Public Relations, etc). If English isn t your first language, you will also need to provide us with evidence of at least IELTS 6.5 proficiency or Trinity ISE III/IV, or the C1 level from the Common European Framework of References for Languages (CEFR). Course content Each qualification is made up of two core units, Marketing and Consumer Behaviour and Digital Marketing Essentials. You then select one of the five following units, Digital Marketing Planning, Integrating Digital Media and Branding, Implementing Digital Campaigns, Principles of Mobile Marketing or Web Analytics and Social Media Monitoring. You can opt to take more than one elective unit for which you would achieve a unit award, but not additional diplomas. Unit 1. Marketing and Consumer Behaviour This unit aims to provide you with the skills and knowledge necessary in managing marketing communications and brand support activities within organisations. Marketing and Consumer Behaviour explains the links between communications and marketing and provides knowledge of fundamental theories of consumer behaviour, and their application to marketing communications. Unit 2. Digital Marketing Essentials This unit aims to provide you with the skills and knowledge necessary in planning digital marketing campaigns within organisations. The three sections of the unit cover campaign tools and their application as well as monitoring digital marketing. The unit covers Search Engine Optimisation (SEO), Pay-perclick (PPC), new and emerging advertising media, marketing, viral marketing, online PR, affiliate marketing and social media. It also looks at digital metrics in the form of Voice of the Customer (VOC), A/B tests and usability studies. Legislation, regulations and codes of practice are assessed. You don t necessarily need a University degree to get on in marketing but you definitely need professional qualifications

18 cam digital and mobile diplomas Unit 3. Digital Marketing Planning This unit aims to provide you with the skills and knowledge to understand the fundamental digital marketing planning concepts for an organisation together with key factors involved with the implementation, measurement and evaluation of successful campaigns. Online marketing has evolved from a peripheral element of organisational marketing to one that is at the hub of customer-centric communications in an increasingly multi-channel environment (eg Mobile). The unit will consider a range of environmental factors both internal and external (eg legal) that will shape and influence the e-marketing planning and strategic process. Various e-business models will be explored. In addition, similarities and differences covering the mix elements in traditional and digital marketing will be addressed along with issues such as relationship marketing, permission and consumer concerns around privacy, trust and security. Diploma in Digital Marketing Unit 3. Integrating Digital Media and Branding This unit aims to provide you with a good understanding of the fragmented nature of media management. It will equip you with the skills and knowledge that are necessary in evaluating and integrating brand propositions both online and offline. The four sections comprise of: Offline media such as print, radio and television; online digital media including mobile communications; integrated communications and integrated branding communications, and key performance indicators in integrated marketing communications (IMC). Diploma in Digital Media and Branding Unit 3. Implementing Digital Campaigns This unit will provide you with insight and some of the skills and knowledge to implement digital communications projects. Central to the unit will be an exploration of the new models and approaches that are now governing digital communications: these include web , social networking, blogging, and subscription-based communications tools. Diploma in Digital Campaign Planning Unit 3. Principles of Mobile Marketing Mobile is the most widely used media channel globally, with over one billion mobile devices sold each year. The medium is referred to as always on and always connected and provides new ways for organisations and brands to connect with customers across all sectors. This unit will provide an introduction to good practice in mobile marketing and explore how it fits within the communications mix. It will also look at ways in which the channel can be maximised and how success in mobile marketing can be measured. Diploma in Mobile Marketing IN PILOT Unit 3. Web Analytics and Social Media Monitoring This unit will explore basic research principles and then examine two themes: web analytics and social media monitoring. Web analytics reviews the effectiveness of company communications and customer interactions on a range of digital marketing platforms including website, social media presences and mobile marketing. Social media monitoring involves using tools to listen to conversations about a brand across digital platforms and taking appropriate action. The unit focuses on developing an understanding of KPIs, selecting measurement tools, analysing reports to improve performance and creating tests to improve owned and bought media messages. Diploma in Digital Metrics and Analytics IN PILOT How will you be assessed? You ll be assessed across the three units through a work-based assignment that will often be based on various findings and recommendations within your own company. What does it cost? To take this qualification you need to: Be an Affiliate Cost: 140 per year. ( 100 if you live outside of the UK and Western Europe). Pay assessment fees Marketing and Consumer Behaviour 85 Digital Marketing Essentials 85 And one of the following: Principles of Mobile Marketing 85 Digital Marketing Planning 85 Web Analytics and Social Media Monitoring 85 Integrating Digital Media and Branding 85 Implementing Digital Campaigns 85 Pay tuition fees All students need to register with a CIM Accredited Study Centre. There will be tuition fees associated with study plus books and study materials which will vary depending on where and how you study. You can contact our Accredited Study Centres directly to compare different costs

19 WHAT S MY NEXT MOVE? Interested in enrolling on one of these qualifications? Find out what, where and how much Where can I study? Wherever you re based there s a way to take a CIM or CAM qualification. In the UK, all of the professional qualifications are delivered by over 130 Accredited Study Centres. These are all respected universities, colleges that are accredited to run our qualifications. We also have a global network of 100 accredited study centres overseas. Visit: How can I study? Part time We fully understand the time challenges of working life. Studying part time at evening or weekend classes can help get the right balance. Intensive/Online These increasingly popular options allow you to complete your qualification through intensive/ online learning supported by prepared material, tutorials and face-to-face workshops. Distance learning You can also study remotely, with access to tutors and important resources via phone, and web. Although you can study at your own pace, you may miss the discipline and debate of attending a regular class. What level am I at? It s important to choose a qualification at the right level, based on your knowledge and breadth of marketing experience. Online diagnostic entry tool All our Accredited Study Centres can help with this decision. For CIM qualifications they will also encourage you to take our diagnostic entry test. This will determine whether you have sufficient underpinning knowledge to start the qualifications at a higher level. You can also call one of our customer service team. They can answer your questions and help you chose the right course. Call: +44 (0) What are the costs? All our qualifications represent a sound investment in your future and many employers are willing to sponsor their employees. There are four cost areas to consider: Tuition fees These depend on the course, mode of study and Accredited Study Centre chosen. They vary typically from 2000 to 6000 per level. Studying materials The cost of purchasing books and other materials varies between 30 and 200 per level. Assessment fees The cost of assessments (examinations or assignments) are indicated for each qualification, in this prospectus. Typically they are per unit. CIM membership The simplest way to join CIM is as an Affiliate which costs 140. With this you get all the benefits of CIM membership to help you in your studies including marketing resources, inspiring insights, events and access to our Chartered CPD Programme