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Syllabus and Modules

Professional Postgraduate Diploma in Marketing
 

Target Market
  • Average age late 20s+
  • Middle/Senior managers working in marketing, eg Marketing Managers, Business Development Managers, Strategic Marketing or Brand Managers
  • Professional Diploma students or business/marketing graduates with significant experience of managing marketing resources

Aspirations of Level 7 marketers
  • Strategic/senior management roles
  • Director roles
  • Roles that report to and influence board decisions
  • Cross-functional roles that have a business impact

Key Tasks Relevant to Level 7 Marketers
  • Strategic responsibility for marketing decisions
  • Broad organisational impact
  • Developing vision and long-term direction
  • Guiding corporate decisions
  • Managing growth/transition and transformation
  • Competitive positioning
  • Leading and influencing
  • Cultural design
  • Managing head count and human capital
  • Internal networking
  • Coach/mentor
  • Catalyst for unlocking human potential
  • Managing corporate resource effectively
  • Business strategy development
  • Budget planning
  • Strategic IMC

Proposed Entry Criteria
   
Professional Diploma in Marketing (2009 Syllabus)
  As a minimum, the following qualifications or experience is recommended as the prerequisite for entry onto the Professional Diploma in Marketing:
  The CIM Professional Certificate in Marketing (either the 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 the credits come from marketing (i.e. 120 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 evidence 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
 
Chartered Postgraduate Diploma in Marketing (2009 syllabus)
 
Stage 1
  As a minimum, the following qualifications and experience are recommended as a prerequisite for entry onto the first stage of the CIM Chartered Postgraduate Diploma in Marketing:
  CIM Professional Diploma in Marketing (either the 2003 syllabus or the 2009 syllabus) or the CIM Advanced Certificate in Marketing
  OR
  A business or marketing Bachelors or Masters degree (or an equivalent qualification) where a minimum of half of the credits come from marketing (i.e., 180 credits in Bachelor degrees and 90 credits in Masters degrees)
  AND
  A range of experience working at Senior Marketing Management level that has provided potential students with ability to evidence that they can meet the learning outcomes of the CIM Professional Diploma in Marketing if required to do so and is sufficient to pass the Entry Test to Level 7
 
 
Stage 2
  As a minimum, the following qualifications and experience are recommended as a prerequisite for entry onto the second stage of the CIM Chartered Postgraduate Diploma in Marketing:
  CIM Professional Postgraduate Diploma in Marketing
  AND
  A range of experience in a senior marketing management role that has provided potential students with ability to evidence competence in managing marketing resources and contributing to business decisions from a marketing perspective and would be eligible for MCIM status. They should be able to evidence that they have met the Learning Outcomes of the Professional Postgraduate Diploma if required to do so
  ADDITIONALLY
  Students should be in a position (preferably working) to plan, agree and implement a work-based project that is relevant to their business context.

QCA Definition of a Level 7 Qualification
  • Display mastery of a complex and specialist area of knowledge and skills
  • Demonstrate expertise in highly specialized and advanced technical, professional and or/research skills
  • Develop new skills to a high level, including novel and emerging techniques
  • Take significant responsibility for the work of other professional staff, lead and initiate activity
  • Accept accountability in related decision making including the use of supervision


QAA Requirements of a Professional with a Masters Qualification
  • Consistently apply knowledge in specific area and demonstrate wider intellectual skills
  • Deal with complex issues both systematically and creatively, make sound judgments in the absence of complex data
  • Be adaptable, show originality, insight and critical and reflective abilities which can be brought to bear upon problem situations
  • Make decisions in complex and unpredictable situations
  • Evaluate and integrate theory in a wide range of situations

Expected Skills for Level 7 Marketers (on Completion)
  • Planning
  • Thinking strategically
  • Prioritising
  • Contingency planning
  • Evaluating
  • Decision making
  • Communicating
  • Thinking creatively
  • Balancing options, competing interests and needs
  • Influencing
  • Leading


Outline of Modules
 

Unit 1 – Emerging Themes(10 credits)
(Assignment based assessment)

The purpose of introducing emerging themes at the very beginning of the course is to challenge students’ assumption that by the time they reach Level 7 they know everything there is to know about marketing. This unit should challenge their conceptual thinking and encourage them to consider how businesses need to respond to emerging themes from a marketing perspective. As well as establishing academic robustness from the onset, the unit will give students an insight into the latest issues that are impacting upon marketing in both today’s and tomorrow’s dynamic and changeable business environment. A unique feature of this unit is that the emerging themes covered will be updated annually, ensuring that students have exposure to current thinking from a variety of disciplines.

This part of the programme could be treated as self-managed learning supported by academic supervisors or facilitators, which may be attractive to learners and give them a break from attending traditional face-to-face provision for the first part of the course.

Students should demonstrate a thorough knowledge of the key areas before moving on to the remaining units.



Unit 2 – Analysis & Decision (20 credits)
(Pre seen case study examination based assessment)

This unit prepares students to undertake a strategic audit of the organisation in order to assess its ability to deliver its business and marketing strategy, and to make strategic choices and decisions based on that audit within the context of a dynamic global market place. The unit focuses on the tools for strategic decision making of this type, including financial and risk analysis for each decision.



Unit 3 – Marketing Leadership & Planning (20 credits)
(Assignment based assessment)

The purpose of this unit is to develop the skills to evaluate options, make strategic decisions and develop strategic plans based on a clear understanding of the organisation’s need for change and how best to manage it, providing clear and strong leadership. This unit should address one of the major criticisms of employers that the existing syllabus does not adequately prepare students to justify, lead and implement the changes that their strategic marketing decisions require. Employers felt that marketers should be able to view the organization from a strategic perspective, and through strong leadership represent marketing at senior/board level.



Unit 4 – Managing Corporate Reputation (10 credits)
(Assignment based assessment)

This unit sees the return of marketing communications to the postgraduate diploma in marketing, but this time looking closely at the strategic role of marketing communications in managing the organisation’s reputation, including the corporate brand and corporate positioning. This unit has a significant amount of new content, which moves CIM forward in its coverage of marketing communications, making it more dynamic, relevant and leading edge. The unit looks at the nature and characteristics of reputational management, and at managing the dimensions of an organisation’s reputation. In the third part, it examines closely the methods of developing effective corporate communications.

The correct combination of subjects ought to be followed if a student is offering two or three modules. (units 1 & 2 should be offered if two modules are followed, and units 1,2&3 if three modules are followed)
 
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