CIM Certificate in Professional Marketing

To gain the CIM Level 4 Certificate in Professional Marketing, a pass in both mandatory modules plus one elective module is required. However, each module can be taken as a standalone module to gain a module award. 

Purpose Statement

Marketers increasingly need to develop deeper knowledge of customers in different contexts. This module will enable you to understand and enhance customer experience. 

Aims of the Module

This module recognises how deeper knowledge of customer requirements within different contexts allows organisations to enhance customer experience. It provides the skills and understanding to assess customer expectations in context and to develop and deliver activities that meet those expectations. It introduces customer experience frameworks and highlights how to establish effective monitoring and measurement techniques that ultimately enable organisations to improve customer experience. 

Module Structure

This module comprises three units of two learning outcomes each. Each learning outcome will be covered by the related assessment criteria and will be assessed by way of assignment. 

Assessment: Work-Based Assignment

The assessment will require submission of a 12­page assignment based on a given scenario and an organisation of choice. The assignment is broken down into three tasks. 

Overarching Learning Outcomes

The weighting of learning outcome, as part of the overall assessment, is indicated in brackets.

By the end of this module students should be able to:

Customer context

• Understand the range of different contexts across which marketers operate (15%).
• Understand the importance of customer expectations (15%).

Customer experience

• Understand the different dimensions of customer experience (20%).
• Deliver activities that enhance customer experience (20%).

Measuring and monitoring

• Know how to monitor and measure customer experience in context (15%).
• Use metrics to improve future customer experience (15%). 

To gain the CIM Level 4 Certificate in Professional Marketing, a pass in both mandatory modules plus one elective module is required. However, each module can be taken as a standalone module to gain a module award. 

Purpose Statement

Digital marketing is a constantly evolving and increasingly important discipline within modern marketing. This unit will enable you to build essential skills in order to identify, integrate and monitor effective digital tactics to deliver enhanced marketing activities. 

Aims of the Module

This module is about appreciating the importance of the ever-evolving, dynamic digital landscape and understanding how to develop skills to improve digital marketing effectiveness. It provides awareness of the nature of the challenges and opportunities within the digital environment and outlines the skills and tools required to support and enhance marketing activities. It identifies the importance of effective digital monitoring and measurement techniques that enable organisations to improve digital marketing effectiveness performance. 

Module Structure

This module comprises three units of two learning outcomes each. Each learning outcome will be covered by the related assessment criteria and will be assessed by way of portfolio. 

Assessment: Digital Portfolio

The assessment will require submission of a work-based portfolio which is broken down into three tasks

• Research
• Plan
• Report

Overarching Learning Outcomes

The weighting of learning outcome, as part of the overall assessment, is indicated in brackets.

By the end of this module students should be able to:

The digital landscape

• Understand the opportunities and challenges presented through the disruptive digital environment (15%).
• Assess the impact and influence of the dynamic digital environment (15%).

Digital toolkit

• Know how key digital tools can support and enhance marketing (20%).
• Understand the relevance of digital platforms and channels in context (20%).

Digital in action

• Develop digital activities to support and enhance multichannel marketing (15%).
• Apply the key principles involved in monitoring and measuring digital marketing effectiveness (15%). 

To gain the CIM Level 4 Certificate in Professional Marketing, a pass in both mandatory modules plus one elective module is required. However, each module can be taken as a standalone module to gain a module award. 

Purpose Statement

Marketers need to communicate effectively with internal stakeholders and customers. This module will provide you with the skills to assist in developing communications to build sustainable relationships. 

Aims of the Module

This module aims to enable understanding of the importance of effective internal and external communications in building sustainable relationships and delivering customer value. It provides the opportunity to recognise the importance of communications planning in delivering marketing solutions. It explains how the concept of product and brand management can enable organisations to deliver customer value. It outlines the components of the marketing communications mix and enables understanding of integrated marketing communications (IMC) planning. 

Module Structure

This module comprises three units of two learning outcomes each. Each learning outcome will be covered by the related assessment criteria and will be assessed by way of assignment. 

Assessment: Work-Based Assignment

The assessment will require submission of a 12­page assignment based on a given scenario and an organisation of choice. The assignment is broken down into three tasks. 

Overarching Learning Outcomes

The weighting of learning outcome, as part of the overall assessment, is indicated in brackets.

By the end of this module students should be able to:

Internal marketing

• Know how to build cross-functional relationships (15%).
• Understand how to harness resources to deliver effective marketing solutions (10%).

Value proposition

• Create effective communications to deliver value to customers (15%).
• Understand product and brand management (20%).

Marketing communications

• Understand the components of the marketing communications mix (20%).
• Develop integrated marketing communications (20%). 

To gain the CIM Level 4 Certificate in Professional Marketing, a pass in both mandatory modules plus one elective module is required. However, each module can be taken as a standalone module to gain a module award. 

Purpose Statement

Marketing is a key driver of success in today’s dynamic organisations. This module will give you an insight into marketing concepts and tools and how these are applied to deliver results. 

Aims of the Module

This module is about recognising the importance of marketing’s role in driving success and delivering results. It provides the knowledge and understanding of the function of marketing within the organisation and demonstrates how an appreciation of customer behaviour can enable effective targeting. It outlines an understanding of how external environmental influences affect planning and how information enables decision making. It outlines the elements of the marketing mix and how these are applied to address market and customer needs. 

Module Structure

This module comprises three units with two learning outcomes each. Each learning outcome will be covered by the related assessment criteria and will be assessed by way of examination. 

Assessment: A Multiple-Choice Exam (A Two-Hour Objective Test)

The examination will comprise 50 multiple-choice questions to be completed in a two-hour controlled assessment. 

Overarching Learning Outcomes

The weighting of learning outcome, as part of the overall assessment, is indicated in brackets.

By the end of this module learners should be able to:

The marketing concept

• Understand the role and function of marketing (10%).
• Understand what influences customer behaviour (15%).

Analysis and insight

• Identify factors and trends in the marketing environment and how they affect marketing planning (15%).
• Identify options for gathering relevant marketing information (15%).

Marketing mix

• Know the elements of the marketing mix (30%).
• Apply and adapt the marketing mix to satisfy customer needs (15%).