The Chartered Institute of Marketing Postgraduate Diploma In Marketing is a challenging, high-level two stage marketing qualification that demonstrates specialist professional knowledge across many areas and is a route to Chartered Marketer status.
The qualification aims to enable marketers to champion the customer experience and exert a strong influence on the organisation to adopt a customer orientation, contribute along with other directors and senior managers to its competitive strategy, align the organisation's activities to the customer, and manage the organisation's marketing activities.
This qualification is aimed at marketers who have already gained a significant level of knowledge and/or experience of marketing. The focus is on the strategic aspects of marketing management and is ideal for Marketers working at a strategic level or aspiring to do so.
- Make the transition into strategic marketing management. - Work more cross-functionally at a senior management level. - Make a significant contribution to the organisation's corporate and business strategy. - Contribute to board decisions. - Demonstrate a high level of leadership and influence.
Teaching for each module consists of two 1½ day blocks, at around a one month interval, at the new Swansea Business School campus next to Swansea's main railway station. This is augmented by tutor and peer support and assessment preparation sessions via the University's virtual learning environment. This format has been adopted to suit busy professionals while offering high-quality intensive tuition and ongoing support in preparing for assessments.
During Stage 1 candidates will study four modules:
Unit 1 - Emerging Themes
Critically evaluate a range of key emerging macro-environmental themes and make a critical assessment of their significance for a specific sector or industry. Propose strategic marketing responses to the key emerging themes judged to have the greatest potential impact on a specific sector. Responses should reflect contemporary marketing practice (ie marketing's new ground) and demonstrate creativity. Unit 2 - Analysis and Decision
Undertake a strategic marketing audit, assessing an organisation's competencies, competitive advantage, market performance, customers, competitors, product and service portfolios, positioning, value proposition and market impact to assess the impact of these factors on an organisation's strategic intent and direction. Utilise the strategic marketing audit to critically evaluate a range of strategic marketing options available to an organisation, including innovation, mergers, acquisitions, partnering, alliances, environmental sustainability and CSR, in order to deliver best value growth and expansion opportunities. Utilise a range of financial and other measurement tools to assess the financial and non-financial benefits of recommended strategic marketing decisions. Utilise a range of risk assessment tools to critically assess strategic market decisions and their impact on an organisation. Unit 3 - Marketing Leadership and Planning
Critically evaluate ways of delivering an organisation's corporate mission and vision effectively. Develop marketing strategies to establish competitive and sustainable marketing and relationship strategies to achieve an organisation's strategic intent and deliver its value proposition. Utilising a synergistic planning processes, develop strategic plans, taking account of different planning frameworks, ensuring they are within the resource capabilities of an organisation. Determine the most appropriate organisational structures for market-oriented and/or changing organisations, while evaluating the resource implications and requirements. Develop sustainable competitive advantage through suitable approaches to leadership and innovation in order to generate stakeholder value and contribute to organisational success. Unit 4 - Managing Corporate Reputation
Critically evaluate the way organisations develop their identities and how some organisations use these to form images and assign reputational status. Critically analyse the elements that contribute to the identity that an organisation projects to its stakeholders, sometimes through a corporate brand. Critically evaluate linkage between how an organisation wants to be seen and how it is seen, namely corporate communications.
Candidates considering this course will be committed marketing practitioners looking to strengthen their strategic focus as well as to further their professional knowledge across many areas of marketing as well as their career within the strategic marketing management arena.
In addition the course will open up the opportunity to achieve Chartered Marketer status which will also help with achieving personal goals as well as career progression. For the assessment of Stage 2, candidates will be expected to undertake the design, implementation and evaluation of a strategic business project within their own organisation or business sector. This will therefore enable them to practically apply this project assessment to their working environment thus making it all the more relevant.
Applicants should hold a CIM Professional Diploma in Marketing OR
• A business or marketing-related degree (or an equivalent qualification) AND
• A range of experience of Marketing that has provided you with an ability to evidence that you can meet the learning outcomes of the CIM Professional Diploma in Marketing if required to do so.
Note: Entry level is dependent upon the currency and relevance of your qualifications and experience. If English is not your first language, you will also need to provide evidence of at least IELTS 6.5 or Trinity ISE III/IV.
A CIM Professional Diploma in Marketing OR a business or marketing-related degree AND a range of experience of Marketing that has provided you with an ability to evidence that you can meet the learning outcomes of the CIM Professional Diploma in Marketing if required to do so.
Recipient: University of Wales, Trinity Saint David
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