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| INTRODUCTORY CERTIFICATE IN MARKETING QCA level 3 / NVQ level 2 equivalent (scroll down for Professional Certificate/ Professional Diploma in Marketing) Awarded by: The Chartered Institute of Marketing (CIM) Who is it for? The Introductory Certificate in Marketing is for anyone over the age of 16 wishing to gain the basic skills in marketing. It is not necessary to have any previous experience or knowledge of marketing to join this short course and you can choose to study to suit your requirements and time available. You may already be working and therefore want to study around work commitments, or you may be looking for a job and therefore will have time to study during the day. What are the aims and objectives of the qualification? - To explore the role of marketing in achieving customer satisfaction and organisational success. - To show how a range of environmental factors can influence how an organisation operates. - To highlight the importance of information in understanding how customers make buying decisions and the factors that affect those decisions. - To help students identify how the marketing mix is used to create value. - To demonstrate why organisations need to know and understand their customers and how successful relationships can be developed through great communications and good customer service and support. - To illustrate the application of marketing principles in a wide range of organisational contexts related to internal and external customers. How quickly would I gain the qualification? One term consisting of 10 formal lectures and tutorials delivered over 4 Saturdays. What are the entry requirements? Over 16 years of age No previous experience or knowledge of marketing is needed to join the course. What is the structure of the course? The course consists of two integrated modules: - What is Marketing? - Understanding Customer Relationships The course is short, flexible and can be timetabled to prepare for CIM examination boards which occur 4 times per year. It is part-time and runs over 4 Saturdays, or 2 weekends. Students are expected to do additional research in preparation for class seminars. We will recommend relevant marketing journals in addition to core texts. How is the course assessed? A one hour, online, multiple choice examination for the What is Marketing? module The Understanding Customer Relationships module is assessed by assignment. Successful students also gain direct entry onto the Professional Certificate in Marketing. What do I do next? For further information or an application form, please contact Robert Chiswick Email: info@rctraining.org Telephone: 07944 119956 PROFESSIONAL CERTIFICATE IN MARKETING QCA Level 4 / NVQ level 3 equivalent (scroll down for Professional Diploma in Marketing) Awarded by: The Chartered Institute of Marketing (CIM) Who is it for? Those who are in junior marketing positions or aspire to a career in marketing often take this qualification. Also, the Certificate is particularly appropriate for those moving into marketing from other backgrounds or working in a marketing support role. Many of those who enrol will be Marketing Assistants or Personal Assistants. What are the aims and objectives of the qualification? - To understand the role of marketing in business recognising its development and its implications for the organisation. - To utilise marketing research to improve customer communications and analyse and interpret written, visual and data. - To distinguish between the types of organisation within the public, private and voluntary sectors, understand their objectives and the influences upon them. - To recognise the importance of collecting relevant data, and the variety of information sources, both primary and secondary. - To understand the impact of the external environment on an organisation. - To understand how to recognise and maintain stakeholder relationships. How quickly would I gain the qualification? 1 or 2 years part-time What are the entry requirements? As a minimum, 2 ‘A’ levels are required or any general bachelors or masters degree or an equivalent such as: - CIM Introductory Certificate (Level 2 or 3 versions will be accepted) - NVQ/SVQ Level 3 in Marketing (equivalent to NQF Level 3) - NVQ/SVQ Level 4 in any other subject (UK) (equivalent to NQF Level 4 and above) - International baccalaureate (equivalent to NQF Level 3 and above) OR - Successful completion of the Level 4 entry test Business and/or marketing experience in a supporting role would be advantageous, but is not essential. We are available to discuss your specific needs and match these to the appropriate course. Initially this may be by telephone but, before enrolment, we will normally interview all candidates in person. What are the key features? An NVQ level 3/ QCA Level 4 course of four subjects. It is designed to give students a broad introduction to marketing and to prepare students for the Professional Diploma course. Also an excellent stand alone course for anyone who deals with customers. Students who successfully complete the course obtain the CIM Professional Certificate in Marketing, a recognised qualification in its own right. What is the structure of the course? The course consists of four subjects or modules: MARKETING ESSENTIALS By the end of this module you should be able to: - Understand the development of marketing and its changing role within a variety of organisations. - Understand the various tools of the marketer and evaluate their strengths and weaknesses. - Recognise the impact achievable through modifying the marketing mix for (re)positioning the product and service offerings. - Understand the importance of planning in the management of the marketing activity. - Develop an awareness and understanding of the technological advances in marketing and the impact of information technology on marketing mix decisions. - Understand the importance of customers and their behaviour relating to marketing decisions. ASSESSING THE MARKETING ENVIRONMENT By the end of this module you should be able to: - Understand the nature of the marketing environment and its relevance for the organisation and marketing practice. - Examine the various types of organisation, their objectives and the interface between marketing, internal functions and external influences. - Identify and interpret the marketing implications of significant changes in an organisation's wider environment. - Understand the complex, dynamic and uncertain nature of the external environment and how it might be best managed in marketing terms. STAKEHOLDER MARKETING By the end of this module you should be able to: - Recognise organisations as open systems and explain the importance of relationships between the organisation and its suppliers, intermediaries, customers and other key stakeholders in a changing environment. - Recognise the importance of building relationships with relevant stakeholders. - Develop relationships inside and outside the organisation. - Utilise the marketing mix to support stakeholders - Explain the elements of the promotional mix and its fit with the marketing planning process. - Explain why it is important for marketers to understand consumer and industrial buying behaviour for marketing decisions. - Explain the advantages and disadvantages of the range of communications tools available to an organisation. - Develop internal and external communications using appropriate tools to suit a variety of target audiences using an understanding of customer behaviour and customer information. - Select appropriate verbal and non-verbal communications with people inside and outside the organisation. - Demonstrate the importance of customers and customer service and apply customer care principles to create positive relationships with customers in a variety of contexts. MARKETING INFORMATION AND RESEARCH By the end of this module you should be able to: - Identify appropriate marketing information and marketing research requirements for business decision-making. - Plan for and manage the acquisition, storage, retrieval and reporting of information on the organisation's market and customers. - Understand, develop and maintain databases - Explain the process involved in purchasing market research and the development of effective client supplier relationships. - Write a research brief to meet the requirements of an organisation to support a specific plan or business decision. - Develop a research proposal to fulfil a given research brief. - Evaluate the appropriateness of different qualitative and quantitative research methodologies to meet different research situations. - Design and plan a research programme. - Design a questionnaire and discussion guide. - Interpret quantitative and qualitative data and present coherent and appropriate recommendations that lead to effective marketing and business decisions. - Critically evaluate the outcomes and quality of a research project. - Explain the legal, regulatory, ethical and social responsibilities of organisations involved in gathering, holding and using information. The one year course runs from January to December, or September to June. It is part-time and is delivered one afternoon and evening per week. Students may also study for the qualification over two years attending one afternoon or one evening per week. Students are expected to do additional research in preparation for class seminars. We will recommend relevant marketing journals in addition to core texts. How is the course assessed? Exams The Marketing Essentials and Assessing the Marketing Environment modules are assessed by examination. Each module is examined twice a year in June or December. Assignments For the Marketing Information and Research and Stakeholder Marketing modules, students will be assessed by assignment, again, examined twice per year in June or December. All assessment is moderated by the CIM. Students enjoy one-to-one tutorial support to help prepare for their assignments. Successful students also gain direct entry onto the Professional Diploma in Marketing. What do I do next? For further information or an application form, please contact Robert Chiswick Email: info@rctraining.org Telephone: 07944 119956 PROFESSIONAL DIPLOMA IN MARKETING QCA Level 6 / NVQ level 4 equivalent Awarded by: The Chartered Institute of Marketing (CIM) Who is it for? This qualification is aimed at those marketers responsible for managing the marketing process at an operational level. These include those moving into a mid-level marketing position and marketers who are looking to build on knowledge gained at certificate level. The Professional Diploma in Marketing is ideal for marketers with operational responsibilities and management ambitions including the following: - Marketing executives - Business development managers - Departmental managers - Product/ brand managers - Marketing managers - Account managers What are the aims and objectives of the qualification? - To evaluate the role of the marketing planning process and implementation in a range of marketing contexts including organisational strategy, culture and the broader marketing environment - To develop and manage a brand and product portfolio in the context of the organisation’s marketing strategies and objectives - To be able to recommend how a marketing function should be structured to deliver competitive advantage, marketing and organisational success - To identify the organisation’s information needs, scope of research projects and resource capability to underpin the development of a business case to support marketing projects How quickly would I gain the qualification? 1 or 2 years part-time What are the entry requirements? - 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 (i.e120 credits in Bachelors degrees or 60 credits with Masters Degrees) OR - Experience in a marketing management role that has provided potential students with ability to be able to demonstrate that they can meet the learning outcomes of the CIM Professional Certificate in Marketing if required to do so and is sufficient to pass the Entry test to Level 6 Note: Entry level is dependent upon the currency and relevance of your qualifications and experience. What is the structure of the course? The course consists of four subjects or modules: THE MARKETING PLANNING PROCESS By the end of this module you should be able to: Evaluate the marketing planning process and its implementation in a range of marketing contexts including a detailed analysis of the internal and external marketing environments Conduct a marketing audit and assess the findings in order to develop a marketing plan that is responsive to market and organisational changes and underpins the organisation’s marketing strategy Determine the importance of segmentation, targeting and positioning to develop effective strategies which are innovative, cost effective, valuable and maximise the potential of marketing opportunities successfully Recognise the significance of retaining customers through relationship marketing DELIVERING CUSTOMER VALUE THROUGH MARKETING By the end of this module you should be able to: - Develop and manage a brand and product portfolio in the context of the organisation’s marketing strategies and objectives - Develop and implement an effective and efficient channel management strategy reflecting the needs of stakeholders - Develop an effective and innovative communications strategy and plan that clearly delivers the organisation’s proposition to the market, through effective segmentation and targeting of internal and external markets - Utilise an innovative and effective integrated marketing mix to reinforce the organisation’s brand values, overall marketing proposition and competitive advantage - Determine customer requirements for product and service delivery to ensure the marketing proposition is customer-focused, efficient and effective MANAGING MARKETING By the end of this module you should be able to: - Recommend how a marketing function should be structured and managed to deliver competitive advantage - Prepare plans for showing how a team should be structured, selected, formed, managed and developed to demonstrate effective performance against objectives - Critically assess the organisation’s resource needs and capabilities for the marketing team to manage marketing activities effectively and efficiently - Prepare appropriate budgets and accounting documentation to support the financial management of the marketing function its associated activities - Critically assess the ongoing financial situation including manageability of the budget, financial stability and success of the marketing function PROJECT MANAGEMENT IN MARKETING By the end of this module you should be able to: - Identify the organisation’s information needs, scope of research projects and resource capability to underpin the development of justified business cases, including risk assessment and mitigation strategies, to support marketing projects - Using project management tools and techniques, design, develop and plan significant marketing programmes effectively, in terms of quality, resource and delivery - Integrate a range of marketing tools and techniques to support the development and implementation of marketing projects - Monitor and measure the outcomes of marketing projects through the end-to-end project process The one year course runs from January to December, or September to June. It is part-time and is delivered one afternoon and evening per week. Students may also study for the qualification over two years attending one afternoon or one evening per week. Students are expected to do additional research in preparation for class seminars. We will recommend relevant marketing journals in addition to core texts. How is the course assessed? Assessment is by project work for three of the modules and an examination for the Delivering Customer Value through Marketing module. Each module is examined twice a year in June or December. All assessment is moderated by the CIM. Students enjoy one-to-one tutorial support to help prepare for their assignments. Successful students also gain direct entry onto the Professional Postgraduate Diploma in Marketing. What do I do next? For further information or an application form, please contact Robert Chiswick Email: info@rctraining.org Telephone: 07944 119956 |
