CIM Professional Postgraduate Diploma in Marketing

What do I learn?

* Strategic Marketing In Practice (Case Study)
* Managing Marketing Performance
* Analysis & Evaluation
* Strategic Marketing Decisions

In the Strategic Marketing In Practice (Case Study) module, students will be able to identify and critically evaluate marketing issues within various environments, utilising a wide variety of marketing techniques, concepts and models. In addition, they will assess the relevance of, and opportunities presented by, contemporary marketing issues within any given scenario including innovations in marketing. Also, identify and critically evaluate various options available within given constraints and apply competitive positioning strategies, justifying any decisions taken. The idea is that they will formulate and present a creative, customer-focussed and innovative competitive strategy for any given context, incorporating relevant investment decisions, appropriate control aspects and contingency plans. They will also demonstrate an understanding of the direction and management of marketing activities as part of the implementation of strategic direction, taking into account business intelligence requirements, marketing processes, resources, markets and the company vision and promote and facilitate the adoption and maintenance of a strong market and customer orientation with measurable marketing metrics. Lastly, students will synthesise various strands of knowledge and skills from the different syllabus modules effectively in developing an effective solution for any given context.

In Managing Marketing Performance students should be able to critically evaluate the techniques available for integrating teams and activities across the organisation, specifically relating to brands and customer-facing processes, and instilling learning within the organisation. Also, they are expected to identify the barriers to effective implementation of strategies and plans involving change (including communications) in the organisation, and develop measures to prevent or overcome them. They will also demonstrate an ability to manage marketing activities as part of strategy implementation and assess an organisation’s needs for marketing skills and resources and develop strategies for acquiring, developing and retaining them. Lastly, students will initiate and critically evaluate systems for control of marketing activities undertaken as part of business and marketing plans.

In Analysis & Evaluation students should be able to explain the concept of business orientation and critically appraise the different orientations in management and planning and the roles of marketing used by organisations and identify the business intelligence required to inform the organisation’s strategy-making activities in domestic and international markets. They will also assess the impact of the major trends in the strategic and global context on the strategy making process. Students will also be able to conduct and synthesise a detailed strategic audit of the organisation’s internal and external environments, including an evaluation of business performance, using appropriate tools and models and analysis of numerical data and management information to support decisions on key strategic issues. They will also be able to demonstrate an understanding of appraising the nature of culture in organisations and the importance of its ‘fit’ with strategy and operations across different cultures. Finally, the student will be able to synthesise a coherent and concise assessment of the situation facing an organisation, and develop alternative scenarios.

In Strategic Marketing Decisions students should be able to appraise a range of corporate and business visions, missions and objectives and the processes by which they are formulated, in light of the changing bases of competitive advantage across geographically diverse markets. They will also be able to identify, compare and contrast strategic options and critically evaluate the implications of strategic marketing decisions in relation to the concept of ‘shareholder value’. Of importance is being able to evaluate the role of brands, innovation, integrated marketing communications, alliances, customer relationships and service in decisions for developing a differentiated positioning to create exceptional value for the customer. They will demonstrate the ability to develop innovative and creative marketing solutions to enhance an organisation’s global competitive position in the context of changing product, market, and brand and customer life cycles and be able to define and contribute to investment decisions concerning the marketing assets of an organisation. Lastly, students will be able to demonstrate the ability to re-orientate the formulation and control of cost-effective competitive strategies, appropriate for the objectives and context of an organisation operating in a dynamic global environment.