To gain the CIM Level 6 Diploma 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.
Marketers are faced with an increasing volume and range of marketing data, innovative methods of analysis and new measures of marketing effectiveness. This unit will equip you with the ability to selectively analyse different sets of marketing data for insight, and undertake effective decision making in relation to the utilisation of marketing resources.
Aims of the module
This module examines the importance of managing marketing data in effective marketing decision making. It presents the role of marketing metrics within the organisation and establishes how an understanding of a range of measurement techniques can enable organisations to achieve marketing insights and strategic decision making. It provides an appreciation of how measurement techniques, aligned to business objectives, can establish and determine the effectiveness of marketing activities. It outlines the value of using appropriate data sources to enable effective marketing analysis, and of employing appropriate analytics tools and techniques to ensure effective marketing decision making.
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 an 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:
Metrics and analytics
- Understand the role of marketing metrics (15%).
- Understand the significance of different measurement techniques across a range of market contexts (10%).
- Know the relevant measures of marketing performance (15%).
- Apply marketing metrics to establish the effectiveness of marketing activities (20%).
Analytics for decision making
- Understand appropriate sources of data for marketing analysis (15%).
- Utilise various analytics tools and techniques for marketing insight and strategic decision making (25%).