CIM Level 6 Diploma in Professional Marketing - PGDip

This module recognises the significance of situation analysis and introduces techniques for assessing external and internal environments to enable effective decision making. It outlines the importance of all stages within the marketing planning process, from audit, through strategic decision making, to implementation of plans; and how managing resources, employing monitoring and measurement techniques enable the achievement of strategic marketing objectives.

Three units with two learning outcomes each. Each learning outcome will be covered by the related assessment criteria (weighting indicated in brackets). By the end of this module you should be able to:

• Understand how to analyse an organisation’s current and future external environment (15%).
• Understand how to analyse an organisation’s current and future internal environment (15%).

• Analyse relevant information to recommend and inform strategic decision making (20%).
• Develop a strategic marketing plan to realise organisational objectives (20%).

• Manage resources to deliver the strategic marketing plan (15%).
• Monitor, measure and adapt the marketing plan for continuous improvement (15%).

This module examines the role of marketing metrics 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 these techniques, aligned to business objectives, can establish and determine marketing effectiveness. It outlines the value of using appropriate data sources to enable analysis, and employing appropriate analytics tools and techniques to ensure effective marketing decision making.

Three units with two learning outcomes each. Each learning outcome will be covered by the related assessment criteria (weighting indicated in brackets). By the end of this module you should be able to:

• 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%).

• Understand appropriate sources data analysis (15%).
• Utilise various analytics tools and techniques for marketing insight and strategic decision making (25%).