Robert Chiswick Training & Development
Courses
The next intake is in September 2008, but APPLY NOW as places are limited.
Formal tuition takes place at 'The Source' Training and Conference Centre which provides excellent
award winning study facilities in Meadowhall, Sheffield. The Source is superbly situated alongside the famous
Meadowhall Shopping Centre at junction 34 of the M1 .
INTRODUCTORY CERTIFICATE IN MARKETING QCA Level 3 (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.
Aims and Objectives
- 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.
Duration
One term consisting of 8 formal lectures and tutorials.
Entry Requirements
Over 16 years of age
No previous experience or knowledge of marketing is needed to join the course.
Course Description
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 running one afternoon and 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.
Assessment
What is Marketing? A one hour, online, multiple choice examination.
Understanding Customer Relationships Assessed by assignment.
Successful students also gain direct entry onto the Professional Certificate in Marketing.
For further information/application form
Please contact Robert Chiswick
Email: info@rctraining.org
Telephone: 07944 119956
PROFESSIONAL CERTIFICATE IN MARKETING QCA Level 4 (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.
Aims and Objectives
- 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.
Duration
1 or 2 years part-time
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.
Key Features
An introductory level course of four subjects.
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.
Course Description
The course consists of four integrated subjects or modules:
CUSTOMER COMMUNICATION
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
- Explain why it is important for marketers to understand consumer and industrial buying behaviour for marketing
decisions
- Explain the elements of the promotional mix and its fit with the marketing planning process
- 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 and
using 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 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 running 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.
Assessment
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 coursework 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.
For further information/application form
Please contact Robert Chiswick
Email: info@rctraining.org
Telephone: 07944 119956
PROFESSIONAL DIPLOMA IN MARKETING QCA Level 6
Awarded by: The Chartered Institute of Marketing (CIM)
Who is it for?
Marketers responsible for managing the marketing process at an operational level
Those moving into a mid-level marketing position
Those who are looking to build on knowledge gained at certificate level
Experienced business understanding of marketing management.
Aims and Objectives
The Professional Diploma is for individuals looking to build practical skills in operational marketing management and broaden their strategic perspective.
Duration
1 or 2 years part-time
Entry Requirements
- CIM Professional Certificate in Marketing/CIM Certificate in Marketing Management Practice.
- A Bachelor or Postgraduate degree.
- EdExcel (BTEC) Higher National Certificate/Diploma in any subject (UK).
- NVQ or SVQ Level 3 in Marketing (UK).
- NVQ or SVQ Level 4 in any other subject (UK).
- Other appropriate qualifications approved by CIM.
- 3 years work experience in a marketing practitioner role.
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.
Degree holding direct entrants may have to complete an entry module prior to the commencement of the programme.
Key Features
A second stage for more advanced students which builds on the foundation skills of the Professional
Certificate course.
Also the entry level for students with first degrees with at least one year's marketing
experience.
Prepares you for the Postgraduate Diploma and also equips you to undertake managerial responsibilities.
Course Description
The course consists of four integrated subjects or modules:
MARKETING COMMUNICATIONS
By the end of this module you should be able to:
- Explain the role of marketing communications and advise how personal influences might be used to develop
promotional effectiveness
- Explain how the tools of the promotional mix can be coordinated in order to communicate effectively with
customers and a range of stakeholders
- Devise a basic media plan based on specific campaign requirements using both offline and online media
- Develop marketing communication and brand support activities based on an understanding of the salient
characteristics of the target audience
- Explain the main elements, activities and linkages associated with the formulation and implementation of a
marketing communications plan
- Recommend a suitable marketing communications budget
- Explain the importance of developing long term relationships with customers, channel members, agencies and other
stakeholders and transfer such knowledge to the development of marketing communication activities
- Suggest suitable methods to influence the relationships an organisation has with its customers, any marketing
channel partners and other stakeholders, using marketing communications
- Use the vocabulary of the marketing communications industry and be able to communicate effectively with other
marketing practitioners
MARKETING PLANNING
By the end of this module you should be able to:
- Explain the role of the marketing plan within the context of the organisation’s strategy and culture and the broader
marketing environment (ethics, social responsibility, legal frameworks, sustainability)
- Conduct a marketing audit considering appropriate internal and external factors
- Develop marketing objectives and plans at an operational level appropriate to the internal and external
environment
- Develop the role of branding and positioning within the marketing plan
- Integrate marketing mix tools to achieve effective implementation of plans
- Select an appropriate co-ordinated marketing mix incorporating appropriate stakeholder relationships for a
particular marketing context
- Set and justify budgets for marketing plans and mix decisions.
- Define and use appropriate measurements to evaluate the effectiveness of marketing plans and activities
- Make recommendations for changes and innovations to marketing processes based on an understanding of the
organisational context and an evaluation of past marketing activities
MARKETING RESEARCH AND INFORMATION
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
- 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
MARKETING MANAGEMENT IN PRACTICE
By the end of this module you should be able to:
- Explain the roles and structure of the marketing function and the nature of relationships with other functions within
various types of organisation
- Interpret qualitative and quantitative data and present appropriate and coherent recommendations that lead to
effective marketing and business decisions
- Develop marketing objectives and plans at an operational level appropriate to the organisation's internal and
- external environments
- Use appropriate management techniques to plan and control marketing activities and projects
- Use appropriate techniques to develop, manage and motivate a team so that it performs effectively and delivers
required results
- Define measures for, and evaluate the performance of, marketing plans, activities and projects and make
recommendations for improvements
The one year course runs from January to December, or September to June. It is part-time running 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.
Assessment
All four modules are assessed by continuous assessment (i.e. coursework - there are no examinations). All coursework 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 Postgraduate Diploma in Marketing.
For further information/application form
Please contact Robert Chiswick
Email: info@rctraining.org
Telephone: 07944 119956
