CIM DIPLOMA IN PROFESSIONAL MARKETING AT CAMBRIDGE MARKETING COLLEGE

FOR THOSE IN THE EDUCATIONAL MARKET www.marketingcollege.com

SPECIALIST PATHWAY IN EDUCATIONAL MARKETING We are offering a Specialist Pathway for professionals involved in schools marketing, which will enable them to achieve a professional qualification, recognised by the Chartered Institute of Marketing. The Diploma in Professional Marketing follows the CIM syllabus for the standard professional qualification but is tailored to the needs of professionals working in or wanting to work in schools marketing. Each module will have a specialist tutor who is familiar with the demands of working in marketing roles within schools together with specialist text books. The Educational Marketing Pathway provides individuals the opportunity to obtain a professional marketing qualification whilst supporting the development of the specific knowledge and practical skills required to achieve marketing success for their school. Delegates will receive both the CIM professional qualification together with a CMC/isbi schools award for completing the course.

STUDY METHODS This course is available by Distance Learning. However, you can attend Taught Classes for the standard qualification in Bristol, Cambridge, Edinburgh, and Manchester or Evening Classes in Cambridge and London.

COURSE FEES Course Study method College Fee College fee (exc. VAT) (inc. VAT at 20%)

CIM Membership & Assessment Fees**

CIM Diploma in Professional Marketing (Specialist Pathway)

£50 / £510 £50 / £510 £50 / £510 £50 / £510

Distance Learning Saturday Seminars Evening Classes Weekend Classes

£1200 £1680 £1680 £2080

£1440 £2016 £2016 £2496

CIM CERTIFICATE IN PROFESSIONAL MARKETING Entry Qualifications The course is suitable for those with some experience in marketing and with limited academic qualifications or delegates with non-marketing degrees and limited marketing experience.

The Certificate consists of two mandatory modules and one elective module from a choice of two. Each module requires 130 hours of study.

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

INTEGRATED COMMUNICATIONS Aim of the module This module investigates the importance of effective internal and external communications in building sustainable relationships and delivering customer value. It considers 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.

Assessment This module is assessed by a 2 hour multiple-choice exam containing 50 questions to be completed in a controlled environment.

Assessment This module is assessed by submission of a 12-page assignment based on a given scenario and an organisation of your choice.

ELECTIVES DIGITAL MARKETING Aim of the module This module is about understanding the changing digital landscape and how to develop the skills to improve digital 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 defines the importance of effective digital monitoring and measurement techniques and how these enable organisations to improve digital effectiveness.

Assessment This module is assessed by a three part work based portfolio, comprising research, plan and report.

CUSTOMER EXPERIENCE Aim of the module This module recognises how a deeper knowledge of customer requirements within different contexts allows organisations to enhance the customer experience. It provides the skills and understanding needed to assess customer expectations in context, and to develop and deliver experiences 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.

Assessment This module is assessed by submission of a 12-page assignment based on a given scenario and an organisation of your choice.

CIM DIPLOMA IN PROFESSIONAL MARKETING Entry Qualifications A Bachelors degree in Business or Marketing (or an equivalent qualification) where a minimum of a third of the credits come from marketing OR three plus years’ of appropriate experience working in Marketing.

The Diploma consists of two mandatory modules and one elective module from a choice of two. Each module requires 150 hours of study.

MANDATORY STRATEGIC MARKETING Aim of the module This module is about how to take a strategic approach in marketing planning to achieve competitive advantage. It recognises the significance of situation analysis and introduces techniques for assessing the external and internal environments to enable effective decision making. The module outlines the importance of all stages within the marketing planning process, from the audit, through strategic decision making, to the implementation of plans. It outlines how managing resources and employing monitoring and measurement techniques enables the achievement of strategic marketing objectives.

Assessment This module is assessed by examination which will comprise a number of extended answer questions to be completed in a three-hour controlled environment.

MASTERING METRICS Aim of the module This module examines the importance of managing marketing data for effective marketing decision making. It looks at the role of marketing metrics within the organisation and establishes how a range of measurement techniques can be used to achieve marketing insights and make strategic decisions. 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.

Assessment This module is assessed by submission of an assignment based on a given scenario and an organisation of your choice.

ELECTIVES DRIVING INNOVATION Aim of the module This module looks at how taking a visionary approach and embedding innovation can help organisations deal with the challenges of a fast-moving marketplace. It focuses on how an understanding of the relationship between marketing and entrepreneurship can enable organisations to deliver compelling marketing solutions. It presents the key factors in building and nurturing innovation throughout the organisation and within the marketing function. It provides an appreciation of the role of internal marketing in supporting a culture of innovation and in implementing change programmes.

DIGITAL STRATEGY Aim of the module This module provides insight into how organisations can implement digital marketing capabilities in strategic marketing planning. It outlines how an understanding and analysis of the macro and micro environments can enable organisations to assess the impact of the disruptive digital landscape in delivering objectives, in order to develop strategic recommendations. It looks at how creating digital marketing mixes can enable organisations to respond with agility to market needs. It examines how the management of digital channels and the application of key digital measures help to achieve business objectives.

Assessment This module is assessed by submission of an assignment based on a given scenario and an organisation of your choice.

Assessment This module is assessed by a three part work-based portfolio comprising research, plan and report.

The Learning Zone This bespoke online resource offers a micro-site for each module of each course. Within each area you will find the tools to allow you to learn on the move, research your subjects, read articles, check key dates and see the latest news.

ASSESSMENTS The Learning Zone gives delegates access to current assignments and to past papers and examiners’ reports for examined subjects. PODCASTS Recorded by our expert tutors or actual evening lectures.

DISCUSSION FORUMS We do not have just one area for discussion, we have several. The tutors write a Blog and we run two LinkedIn groups: one for current delegates and one for alumni. We also have a Twitter feed for delegates and curate marketing topics on Scoop.it.

ONLINE TUTORIALS These are webinars available for delegates to either attend and interact with tutors or view later at your leisure.

KEY DATES For registration, submissions and exams – to keep you on track. Downloadable into your iCal and Outlook calendars.

Support DEDICATED COURSE DIRECTOR Each delegate has access to a specialist course director to advise on study plans and methods, answer initial questions and help you keep your studies on track.

DOWNLOADABLE FILES OF LECTURE NOTES Our tutors have spent many years honing the tuition material used by our delegates. These lecture notes are available as files in Word™ and PowerPoint®. Delegates attending taught courses will receive notes from their module tutor prior to attending the course.

TUTOR SUPPORT A specialist tutor is provided for each module who will agree a work programme and assignment schedule with you. There is no limit placed on the number of times that delegates may email tutors. Whilst our tutors are all practising marketers, they invariably endeavour to respond within 24 hours. Within the UK, telephone access to tutors is also available by appointment. This effectively means that you have your own personal marketing expert on tap.

DRAFT ASSIGNMENTS & EXAM PRACTICE Your tutor for each module will provide comments on your draft assignment and exam practice questions. In addition each course has a series of tutor marked assignments and additional activities, which test your knowledge of the material and are marked by our expert tutors. The tutors then provide feedback to you on how you can improve your assignment or exam technique.

For further information and to apply please call Jackie Black 01954 234 945 [email protected]

OUR TUTORS KIM SPOONER Kim Spooner has worked in marketing for over 10 years, specialising in the education sector, leading the marketing/ communications departments of a variety of not-for-profit and commercial institutions. Prior to this she was a local newspaper journalist and sub-editor. Currently Director of Communications and a Board member for an international school in London, she has also been a Board member of AMDIS, the Association for Marketing & Development in Independent Schools. Kim is a CAM Diploma holder, a CIPR Internal Communications Diploma holder, and is a CIPR Accredited Practitioner.

STEVE BAX Steve Bax is the Managing Director of a Cambridge based marketing research, strategy and training consultancy with over 30 years experience at senior and board levels in B2b, B2c and not for profit organisations. He has been a tutor at Cambridge Marketing College since 1993 and is a Fellow of the College. Steve is passionate about developing marketing leaders in the sectors that he focuses on. The education sector is of particular importance to his consultancy with clients in both the schools and further education marketplaces. He is a Chartered Marketer, a long standing member of the CIM and an associate member of the Market Research Society.