6th Definitive Guide to Marketing by Cambridge Marketing College

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DEFINITIVE GUIDE TO

PROFESSIONAL MARKETING QUALIFICATIONS IN THE UK

6th Edition

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INTRODUCTION Marketing is a dynamic, multi-billion pound industry offering global career opportunities from strategic planning and management to creative communications and advertising. It is an extremely competitive and fast moving industry driven by the need to keep up with constantly changing customer needs and technological advances. The number of marketers in UK companies has grown significantly in the last 10 years and there are now over 700,000 marketers in UK companies (Source: www.Skillscfa.org). During this time there has also been a significant change in the range and number of marketing qualifications available â&#x20AC;&#x201C; both professional and academic. There has been an increase in the number of people going to university and the largest denomination of subjects studied has been Business Studies. Within this group there are over 850 Degree courses starting in 2013 which include marketing as a minor or major subject (Source: www.ucas.ac.uk). Whilst this is no small number, interestingly, this represents a 24% drop in the number of marketing courses offered in 2012. At the same time the number of professional marketing courses on offer has increased and diversified â&#x20AC;&#x201C; in particular to address the significant growth in digital marketing. In the current economic climate, competition for jobs in marketing has grown intensely and employers are demanding ever higher standards of professionalism. Increasingly they look for professional marketing qualifications when recruiting or promoting. A survey by Hays Marketing reported that over half of the employers surveyed had identified specific skills gaps in their marketing departments including market research, customer insight and digital marketing. In addition, in a recent survey undertaken by the College, 83% of our alumni said that they had undertaken their qualification in order to develop the skills needed to progress their career and 79% said that their qualification had benefited their career.

To meet this challenge, the professional bodies have worked to establish a range of qualifications which provide relevant, practical training and internationally recognised awards. As a result the status of the marketing profession has risen and more and more executives are undertaking professional marketing qualifications to gain competitive advantage. This Guide has been written to help you find the right qualification for your career and to explain how the professional qualifications on offer sit within the national framework. It includes accredited qualifications with a significant marketing content aimed primarily at the UK market at A Level standard and above. We are grateful for the information which has been provided by the organisations included in this Guide. Unleash your career!

Charles W. Nixon Founding Director of Cambridge Marketing Colleges

CONTENTS

1. Choosing the Right Qualification

Page 4

2. The Awarding Bodies

Page 7

3. The Qualifications

Page 10

1. CHOOSING THE RIGHT QUALIFICATION There are a number of important factors to consider when selecting the right qualification or series of qualifications to study.

i) Career Direction First you need to decide in which direction you wish to develop your career and within that, whether you have a particular field in which you wish to specialise, particular interests or, indeed, particular aptitude. As a general guide the professional marketing qualifications in the UK can be broadly grouped as follows: a) General Marketing/Product or Service Development/Marketing Management Chartered Institute of Marketing (CIM)

Institute of Commercial Management (ICM) Association of Business Executives (ABE)

b) Marketing Communications/Digital Marketing

Communications and Marketing Foundation (CAM) Institute of Direct & Digital Marketing (IDM) Institute of Practitioners in Advertising (IPA) Institute of Promotional Marketing (IPM)

c) Market Research

Market Research Society (MRS)

d) Sales & Marketing

Institute of Sales and Marketing Management (ISMM)

e) Public Relations

Chartered Institute of Public Relations (CIPR) Public Relations Consultants Association (PRCA)

If you are at an early stage in your career and unsure of the specific direction in which you wish to go, do not box yourself into a corner too early on. Choose a course which gives plenty of options later on. For example, if you are working in marketing communications and considering PR it may be better to start with the CAM Diploma which gives a good introduction to different areas of marketing communications, including PR, rather than to specialise immediately and take the CIPR qualifications.

ii) Current qualifications/level of experience The second consideration is your level of work experience and qualifications currently held. These will determine your eligibility to take a particular qualification. The entry requirements for each qualification are included in the summaries in this guide. As a general rule, regardless of the extent of your recent experience of studying, you should start with the highest level of qualification for which you are eligible. In addition you should always aim to achieve the highest level of qualification in your area. Donâ&#x20AC;&#x2122;t stop in the middle. As we have found with undergraduate degrees, they are a great initial achievement but so many marketers have them.

iii) Standing of the Awarding Body A key issue when choosing a qualification to study is the “portability” of the qualification when changing jobs. To a large degree this depends on the standing of the Awarding Body and the quality of the syllabus. All of the Awarding Bodies included in this Guide have a good standing. In terms of the qualifications Cambridge Marketing College rates the CIM’s Chartered Postgraduate Diploma and Chartered Marketer status as the highest rank. The others are ranked lower because they have lower portability and/or entry into other qualifications.

iv) Skills Set and the Employer’s Perspective Finally, it is also important to consider what a qualification gives you in terms of a skills set. Do not take on a course just to get the piece of paper – that will not help if you cannot do the job you want to do once you are qualified! From the employer’s view point it is also what you can achieve after your course that is critical. To help employers, the Skills CFA has published a set of National Occupational Standards (NOS) for marketing professionals. They set out exactly what individuals are expected to achieve when carrying out specific functions in the workplace and can be used to: • define good practice • form the basis of competence frameworks for organisations or departments • provide managers with a tool for workforce management and quality control • design training programmes and development frameworks • develop job descriptions and person specifications for recruitment • undertake staff appraisals, and benchmark performance • set individual or team objectives The full set of marketing standards can be found at www.skillscfa.org/standards-qualifications/ marketing.html.

v) The National Qualifications Frameworks A final consideration, and one which often causes confusion, is how a professional qualification compares with academic qualifications such as a degree. If you study a Certificate or a Diploma what level of qualification does it give you? The answer to this lies in the National Qualifications Frameworks which set out the levels at which qualifications can be recognised. There are currently 3 frameworks: • the Qualifications and Credit Framework (QCF) • the National Qualifications Framework (NQF) overseen by Ofqual • the Framework of Higher Education Qualifications (FHEQ) which is the responsibility of the Quality Assurance Agency (QAA).

1. CHOOSING THE RIGHT QUALIFICATION The table below shows NVQs, higher education qualifications such as degrees and some of the professional marketing qualifications compare with NQF. It must be remembered that not all professional qualifications are accredited by Ofqual. To some extent this does not matter if the Professional Body is highly respected in its sector giving its qualifications industry acceptability. Neither the IDM nor the IPM qualifications are accredited by Ofqual. Their relative position on the framework is shown below but the qualifications are shown in italics. Other qualifications such as the IPA qualifications do not have an accredited level on the NQF. On the Academic route there are over 850 courses in the UK (Source: www.ucas.ac.uk) which include Marketing as either a major or minor subject. These give entry to the middle level of the Professional Qualifications. In addition there are over 2,700 postgraduate qualifications which include Marketing from UK universities (Source: www.prospects.ac.uk). These give entry on to the higher levels of the Professional Qualifications.

NQF Levels

NVQ Levels

Level 8

Level 7

NVQ5

NVQ4

Level 4

Masters

CIM Postgraduate Diploma CIPR Diplomas ICM Postgraduate Diploma MRS Diploma

Bachelors Honours Degree

CIM Professional Diploma ICM Graduate Diploma ABE Level 6 Diplomas

Diplomas of HE or HND

CIPR Internal Communication Certificate CIPR Advanced Certificate MRS Advanced Certificate ICM Advanced Diploma IPM Diploma ABE Level 5 Diploma

Certificates of HE

CIM Professional Certificate CAM Diplomas ICM Diploma IDM Diplomas ISMM Certificate & Diploma in S & M M ABE Level 4 Diploma

Level 3

NVQ3

AS + A-Levels

CIM Introductory Certificate ICM Certificate IDM Certificates IPM Certificates ISMM Certificate & Diploma in S & M

Level 2

NVQ2

GCSEs A* - C

MRS Certificate

Level 1

NVQ1

GCSEs D - G

Entry Level

Professional Marketing Qualifications

Doctoral

Level 6

Level 5

Higher Education Qualifications

2. THE AWARDING BODIES The main awarding bodies are listed below. The standing of the qualifications they award is dependent on a variety of factors the foremost of these being the number of students taking the qualifications and the standing of the institute in its sector. Good quality institutions regularly review their syllabi and do so in consultation with the industry to ensure they reflect current practice and future needs.

The Chartered Institute of Marketing – established 1911 www.cim.co.uk The Chartered Institute of Marketing (CIM) is the world’s largest professional body of marketing with 37,000 members worldwide. It is the pre-eminent institution for qualifications and has been setting awards since 1921. Over 60,000 marketers have graduated with the Postgraduate Diploma since the 1980s. The CIM is committed to delivering world-class support to equip marketers with the knowledge and tools they need to stay ahead and excel in the marketing profession. They lead the development of professional standards and practice, and champion the big issues and new ideas in the marketing world. The CIM also has the ability to grant Chartered Marketer status. This is the highest title you can have after your name in the marketing world. In 2011 the CIM reported that there were 5,500 Chartered Marketers accredited and 17,900 marketers on the CPD programme.

The Communication Advertising and Marketing Education Foundation – established 1970 www.camfoundation.com The Communication Advertising and Marketing Education Foundation (CAM) was established in 1970 as a charity. It was set up to provide basic industry skills training for agency staff. In 2000, CAM formed an alliance with The Chartered Institute of Marketing (CIM). Since then CAM qualifications have been managed and awarded by the CIM. Since the launch of its suite of digital marketing diplomas, CAM has enjoyed significant growth and now has around 2,000 students.

Chartered Institute of Public Relations – established 1948 www.cipr.co.uk With over 9,200 members from all sectors of the industry, the CIPR is the largest public relations institute in Europe. Its members are mainly from the UK but it has ties to other PR bodies around the world. It introduced qualifications in 2001 and currently has around 700 students. It develops and awards qualifications, supports training and development, produces leading policy guidance, and is dedicated to raising standards. Their mission is to be the advocate and voice of the public relations profession by enhancing its reputation. They aim to increase the understanding of PR and of the professionalism of their members through the provision of world-class structures for the practice of public relations. They do this by providing education, knowledge building and sharing, and research.

Market Research Society – established 1946 www.mrs.org.uk With over 5,700 members in more than 60 countries, the Market Research Society (MRS) is the world’s leading research association representing providers and users of market, social, and opinion research, and business intelligence. It has a diverse membership of individual researchers within agencies, independent consultancies, client-side organisations, the public sector and the academic community. MRS offers various qualifications and membership grades, as well as training and professional development resources to support them. The MRS is the official awarding body in the UK for professional qualifications in market and social research. Over 4,000 people have now taken the MRS Advanced Certificate. It is a major supplier

2. THE AWARDING BODIES of publications and information services, conferences and seminars, and many other meeting and networking opportunities for researchers. It is also “the voice of market research” in its media relations and public affairs activities on behalf of professional research practitioners. It aims to create the widest possible understanding of the process and value of market, social and opinion research and to achieve the most favourable climate of opinion and legislative environment for research.

The Institute of Commercial Management – established 1979 www.icm.ac.uk The Institute is the leading professional body for Commercial and Business Development Managers. Its qualifications are for commercial management and business development staff working in the following key industry sectors: Aerospace and Defence, Construction, Facilities Management, Financial Services, Government, Information & Communication Technology, Manufacturing, Petrochemicals, Pharmaceuticals, Telecommunications, Utilities and Retailing & Distribution. Membership is open to those who complete the relevant degree level qualifying examinations. It now has global operations in more than 130 countries and over 100,000 students.

Institute of Direct & Digital Marketing – established 1987 www.theidm.com The Institute of Direct & Digital Marketing is Europe’s leading body for the professional development of direct, data and digital marketing. Founded in 1987, the IDM is an educational trust and registered charity. It is dedicated to keeping the profession abreast of new techniques, new media and new practices. The IDM has around 4,000 members and has trained more than 9,000 students. The IDM is closely aligned to the Marketing Society and the Direct Marketing Association.

The Institute of Practitioners in Advertising – established 1917 www.ipa.co.uk The IPA is the professional body for advertising, media and marketing communications agencies in the UK. It is a corporate membership body only and currently has about 250 members. To gain entry onto its qualifications you have to work for one of the membership agencies. A list of agency members can be found at www.ipa.co.uk/framework/sections/agency/agencies. Its stated role is two-fold: to provide essential core support services to members including advisory, legal and information services and to act as the industry spokesman.

The Institute of Promotional Marketing – established 1933 www.theipm.org.uk The IPM was founded in 1933 as the British Sales Promotion Association, later becoming the Sales Promotion Executives Association. It was renamed The Institute of Sales Promotion in 1979, before changing to its latest incarnation in May 2010. The IPM is the only trade association that represents promoters, agencies and service partners engaged in promotional marketing and has 300 members. It is the trade association for organisations involved in promotional marketing and the professional body for individual promotional marketing practitioners. Its stated mission is:

• • • 8

to raise the stature of promotional marketing within the marketing industry; to progress its strengths, both within and outside their membership; to consolidate the position of the Institute of Promotional Marketing as the pre-eminent voice for promotional marketing in the UK; and

•

to monitor and maintain the highest standards of self-regulation within the promotional marketing industry across the three areas of their membership: brand owner, agency and service partner.

Institute of Sales and Marketing Management – established 1966 www.ismm.co.uk The Institute of Sales & Marketing Management (ISMM) is the worldwide representative body for salespeople. Founded in 1966 to promote standards of excellence in sales and sales management and to enhance the status and profile of sales as a profession, the ISMM has been the authoritative voice of selling and the custodian of sales standards, ethics and best practice for over 40 years. The ISMM exists to promote the prestige and integrity of selling by inspiring sales and marketing professionals to greater heights of achievement and providing them with guidance, education, training and information. The ISMM is also responsible for establishing benchmarks of professionalism in sales. It is the only membership body accredited by Ofqual to award nationally recognised qualifications in selling and sales management.

The Association of Business Executives – established 1973 www.abeuk.com The Association of Business Executives (ABE) is an examination and membership body which was founded in 1973 by a group of academics, politicians and business people who were concerned about the lack of training in general management. It is a company limited by guarantee and owned by its members. ABE’s core objective is to provide affordable high quality business qualifications worldwide and it offers a wide range of business qualifications including business and financial management, management information systems, entrepreneurship, human resource management, travel, tourism and hospitality management and marketing management. It currently has around 50,000 students the majority of which come from outside the UK.

The Public Relations Consultants Association – established 1969 www.prca.co.uk The PRCA is the professional body that represents UK PR consultancies, in-house communications teams, PR freelancers and individuals. The PRCA promotes all aspects of public relations and internal communications work, aims to raise standards in PR and communications, provides members with industry data, facilitates the sharing of communications best practice and creates networking opportunities. It currently has over 250 agency members from around the world and represents over 70 in-house teams as well as individual and freelance PR and communications practitioners.

3. THE QUALIFICATIONS The professional marketing qualifications currently available in the UK are:

Chartered Institute of Marketing (CIM)

page

Introductory Certificate in Marketing

Professional Certificate in Marketing

Professional Diploma in Marketing

Chartered Postgraduate Diploma in Marketing

Communication and Marketing Foundation (CAM) 5.

Diploma in Marketing Communications

Diploma in Digital Marketing

Diploma in Digital Campaign Planning

Diploma in Digital Media and Branding

Diploma in Digital Metrics and Analytics

10.

Diploma in Mobile Marketing

11.

Diploma in Managing Digital Media

Chartered Institute of Public Relations (CIPR) 12.

Internal Communication Certificate

13.

Internal Communication Diploma

14.

Advanced Certificate in PR

15.

Diploma in PR

16.

Public Affairs Diploma

17.

Crisis (Response) Communication Diploma

Market Research Society 18.

Certificate in Market and Social Research

19.

Advanced Certificate in Market and Social Research Practice

20.

Diploma in Market and Social Research Practice

Institute of Commercial Management (ICM)

21-23. Diploma, Advanced Diploma and Graduate Diploma in Marketing

24-27. Certificate, Diploma, Advanced Diploma and Graduate Diploma in Marketing Management

28-29. Diploma and Advanced Diploma in Marketing, Advertising & Public Relations

Institute of Direct and Digital Marketing (IDM)

page

30.

Certificate in Digital Marketing

31.

Diploma in Digital Marketing

32.

Certificate in Direct and Digital Marketing

33.

Diploma in Direct and Digital Marketing

Institute of Practitioners in Advertising (IPA) 34.

Eff Test

35.

Search Certificate

36.

LegRegs Certificate

37.

Foundation Certificate

38.

Advanced Certificate

39.

Excellence Diploma

Institute of Promotional Marketing (IPM) 40.

Certificate in Promotional Marketing

41.

Diploma in Promotional Marketing

42.

Certificate in Experiential Marketing

Institute of Sales and Marketing Management (ISMM) 43-44. Certificate and Diploma in Sales and Marketing

45-46. Certificate and Diploma in Sales and Marketing Management

Association of Business Executives (ABE) 47.

Diploma in Marketing Management

48.

Higher Diploma in Marketing Management

49.

Graduate Diploma in Marketing Management

50.

Extended Diploma in Marketing Management

Public Relations Consultants Association 51.

Online Certificate

52.

Advanced Certificate

53.

Diploma

3. THE QUALIFICATIONS 1. CIM Introductory Certificate in Marketing 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 take this qualification. It is ideal for anyone who wants to find out more about marketing, who works in a junior position or supports others working in Marketing. It has 2 modules:

• •

What is Marketing? (assessed by online exam) Understanding Customer Relationships (assessed by assignment)

Objectives By the end of the qualification you should:

• • • •

Understand the function of Marketing and its role in an organisation Know about the 4Ps (product, price, place, promotion) and how to apply the marketing mix Understand more about customers and managing customer relationships Be able to communicate to both internal and external customers using a variety of different means

Entry Requirements This is an ‘open’ qualification, which means you do not need any previous qualifications or marketing experience. However, if you are working or have some business experience, this will certainly help you put your learning into context. 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.

2. CIM Professional Certificate in Marketing The Professional Certificate in Marketing is for those in junior marketing positions and for those who are working in supporting marketing roles, usually within the marketing sector, but also for individuals in more senior roles, particularly in SMEs, where marketing is only part of what they do. The qualification provides a practical insight into the principles and application of marketing at a tactical level. It comprises 4 modules:

• • • •

Marketing Essentials (assessed by exam) Assessing the Marketing Environment (assessed by exam) Marketing Information & Research (assessed by assignment) Stakeholder Marketing (assessed by assignment)

Objectives By the end of this qualification you should be able to:

• • • •

Understand the function and fundamentals of marketing in some depth Know the many different ways of understanding and communication with customers, and the function these methods serve Understand your organisation’s marketing environment, its many constituent parts, and how they work in unison Apply practical knowledge – including the collecting and analysing of data, and the establishment of marketing budgets

Entry Requirements This qualification is the equivalent to the first year of a foundation degree, which means you will need to meet at least one of these criteria: 1. Hold any general Bachelors or Masters degree 2. Hold a CIM Introductory Certificate in Marketing (Level 2 or 3) 3. Have an NVQ or SVQ Level 4 in any other subject (UK – equivalent to NGF Level 4 and above) 4. Hold an international baccalaureate (equivalent to NQF Level 3 and above) or a pass of the entry test onto Level 4 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.

3. THE QUALIFICATIONS 3. CIM Professional Diploma in Marketing This qualification is ideal for marketers who are concerned with managing the marketing process at an operational level, as well as those who are looking to build on the knowledge gained at Professional Certificate level with a future marketing management role in mind. Tailored versions of the Diploma are available for marketers in the Arts, B2B, Pharmaceutical, Professional Services and Sports sectors. It comprises 4 modules:

• • • •

Marketing Planning Process (assessed by assignment) Delivering Customer Value through Marketing (assessed by exam) Managing Marketing (assessed by assignment) Project Management in Marketing (assessed by assignment)

Objectives By the end of this qualification you should be able to:

• • • •

Evaluate the role of the marketing planning process and implementation in a range of marketing contexts including organisational strategy, culture and the broader marketing environment Develop and manage a brand and product portfolio in the context of the organisation’s marketing strategies and objectives Recommend how a marketing function should be structured to deliver competitive advantage, marketing and organisational success Identify the organisation’s information needs, scope of research projects and resource capability to underpin the development of a business case to support marketing projects

Entry Requirements 1. CIM Professional Certificate in Marketing OR 2. Any business or marketing Bachelors or Masters degree where a minimum of one third of the credits come from Marketing OR 3. Experience in a marketing management role that has enabled potential students to demonstrate that they can meet the learning outcomes of the CIM Professional Certificate and sufficient to pass the Entry Test to Level 6. 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.

4. CIM Chartered Postgraduate Diploma in Marketing This 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. It is intended for marketers working at a strategic level, or aspiring to do so, who wish to gain a professional masters level qualification. Stage 1 comprises 4 modules:

• • • •

Emerging Themes (assessed by assignment) Analysis and Decision (assessed by exam) Marketing Leadership and Planning (assessed by assignment) Managing Corporate Reputation (assessed by assignment)

Stage 2 is entitled “Leading Marketing” and is a work-based project relating to your own organisation.

Objectives By the end of this qualification you should be able to:

• • • • •

Make the transition into strategic marketing management Work more cross-functionally at a senior management level Make a significant contribution towards the organisation’s corporate and business strategy Contribute to Board decisions Demonstrate a high level of leadership and influence

Entry Requirements 1. CIM Professional Diploma in Marketing; OR 2. A business or marketing Bachelors or Masters degree where a minimum of half the credits come from marketing; AND 3. A range of experience working at Senior Marketing Management level that has provided potential students with the ability to show that they can meet the learning outcomes of the CIM Professional Diploma and sufficient to pass the Entry Test.

3. THE QUALIFICATIONS 5. CAM Diploma in Marketing Communications This qualification is for marketers who work or want to work in the marketing communications field including advertising and PR. It focuses on the challenges of modern marketing communication, and provides an in-depth understanding of the principal methods of communication used by organisations in the achievement of their business objectives. It comprises 5 modules:

• • • • •

Marketing & Consumer Behaviour (assessed by assignment) Public Relations (assessed by exam) Direct Marketing & Sales Promotion (assessed by exam) Advertising (assessed by exam) Integrated Media (assessed by assignment)

Objectives By the end of this qualification you should be able to:

• • • • •

Develop marketing communications and brand support activities based on your understanding of market and consumer behaviour Demonstrate the skills needed to devise, execute and analyse a PR plan Explain the roles of direct marketing and sales promotion, as well as manage and maintain a marketing database Demonstrate good all-round knowledge of the advertising industry, and how good advertising is applied in practice Understand the role of all media (including digital) in effective marketing

Entry Requirements All candidates must be at least 18 years old and have achieved at least one of the following: 1. Have a suitable competence in a marketing communications role 2. Hold any recognised UK degree or equivalent level 5 qualification 3. Have a relevant level 3 or above qualification (e.g. CIM Professional Certificate in Marketing, CIPR Advanced Certificate in Public Relations, etc) 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.

CAM Digital Diplomas The CIM has launched a suite of 5 CAM digital marketing qualifications in addition to the CAM Diploma in Managing Digital Media. The five new qualifications are:

• • • • •

CAM Diploma in Digital Marketing CAM Diploma in Digital Campaign Planning CAM Diploma in Digital Media and Branding CAM Diploma in Mobile Marketing CAM Diploma in Digital Metrics and Analytics

Each of the qualifications consists of three modules, which are assessed by assignment. Two of these are core to all five diplomas: Marketing and Consumer Behaviour, and Digital Marketing Essentials. The third is a specialist module specific to each qualification. The diagram below illustrates how the choice of your third module dictates the CIM CAM Diploma you will achieve:

digital marketing planning

diploma in digital marketing

implementing digital campaigns

diploma in digital campaign planning

AND

digital media and branding

diploma in digital media and branding

Digital

mobile marketing

diploma in mobile marketing

web analytics + SOCIAL MEDIA MONITORING

Diploma in Digital Metrics and Analytics

Marketing and Consumer Behaviour

Marketing Essentials

This structure has the advantage that you can specialise in one area by selecting one diploma initially, before going on to complete additional diplomas by studying only the specialist module for each one.

3. THE QUALIFICATIONS Core Modules Marketing & Consumer Behaviour (assessed by assignment) The MCB module provides a strong foundation in marketing and consumer behaviour, looking at the marketing mix and how consumers make purchase decisions in a wide range of different market environments. The overall aim is to provide delegates with an awareness of the various elements of the marketing mix and an appreciation of how consumers go about making purchase decisions, in a variety of consumer, business, public service and social market environments. The overall purpose is to understand the theories of marketing through the use of basic psychology and sociology. Completing this module alone gives delegates the CAM Award for Marketing & Consumer Behaviour.

Digital Marketing Essentials (assessed by assignment) The Digital Marketing Essentials module looks at digital tools, planning, implementation and monitoring including email marketing, viral marketing, social media, online PR and regulations and codes of practice. The unit has three sections â&#x20AC;&#x201C; campaign tools, their application, and monitoring digital marketing. More specifically, the unit covers Search Engine Optimisation (SEO), pay-per-click (PPC), new and emerging advertising media, email marketing, viral marketing, online PR, affiliate marketing and social media, digital metrics in the form of Voice of the Customer (VOC), A/B Tests and usability studies, legislation, regulations and codes of practice. Completing this module alone gives delegates the CAM Award for Digital Marketing Essentials.

Entry Requirements All candidates must have achieved at least one of the following: 1. Have a suitable competence in a marketing or a marketing communications related role 2. Hold any recognised UK degree or equivalent level 5 qualification 3. Have a relevant level 3 or above qualification (e.g. CIM Professional Certificate in Marketing, CIPR Advanced Certificate in Public Relations, etc) 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. Those with significant communications industry experience, but without the formal qualifications, can apply for special consideration of their circumstances.

6. CAM Diploma in Digital Marketing This qualification provides marketers with both the knowledge underpinning the principles of digital marketing and the skills to undertake digital marketing planning. As with the other CAM Digital Diplomas, it is made up of the following 2 core modules and one specialist module:

• • •

Marketing & Consumer Behaviour (assessed by assignment) Digital Marketing Essentials (assessed by assignment) Digital Marketing Planning (assessed by assignment)

The Digital Marketing Planning module provides the skills and knowledge for planning, implementing, measuring and evaluating successful online campaigns. This unit aims to provide delegates with the skills and knowledge to understand fundamental digital marketing planning concepts for an organisation. In addition they will explore key factors involved with the implementation, measurement and evaluation of successful campaigns. Similarities and differences covering the mix elements in traditional and digital marketing will be addressed, along with issues such as relationship marketing, permission and consumer concerns around privacy, trust and security. Completing this module alone gives delegates the CAM Award for Digital Marketing Planning.

7. CAM Diploma in Digital Campaign Planning This Diploma provides delegates with the knowledge and skills to manage digital marketing and communications campaigns and is aimed at the digital practitioner. As with the other CAM Digital Diplomas, it is made up of the following 2 core modules and one specialist module:

• • •

Marketing & Consumer Behaviour (assessed by assignment) Digital Marketing Essentials (assessed by assignment) Implementing Digital Campaigns (assessed by assignment)

The Implementing Digital Campaigns module equips delegates with the skills to deliver digital communications projects. The unit covers four distinct areas: digital concepts, project delivery, campaign control and evaluation, and future trends. The unit will also look at the fast changing landscape of social networking and the part it plays within the digital mix, the key components of a brand and how these can be enhanced through the integration of communication media. Completing this module alone will give delegates the CAM Award for Implementing Digital Campaigns.

3. THE QUALIFICATIONS 8. CAM Diploma in Digital Media and Branding This qualification provides marketers with the skills to utilise digital media to communicate with the customer from a brand perspective. As with the other CAM Digital Diplomas, it is made up of the following 2 core modules and one specialist module:

• • •

Marketing & Consumer Behaviour (assessed by assignment) Digital Marketing Essentials (assessed by assignment) Digital Media and Branding (assessed by assignment)

Through the Digital Media and Branding module, delegates will evaluate all the key channels used for communicating with the customer and ascertain how they are evolving and can be integrated. In addition to the new models governing digital communications, this unit also features a future trends section, which will be regularly updated, and will consider web 4.0, new influence models and the growing impact of neuroscience on digital communications practice. Completing this module alone will give delegates the CAM Award for Integrating Digital Media and Branding.

9. CAM Diploma in Digital Metrics and Analytics This qualification provides marketers with the skills to analyse digital metrics to review the effectiveness of company and brand communications. As with the other CAM Digital Diplomas, it is made up of the following 2 core modules and one specialist module:

• • •

Marketing & Consumer Behaviour (assessed by assignment) Digital Marketing Essentials (assessed by assignment) Web Analytics and Social Media Monitoring (assessed by assignment)

The unit will explore basic online research principles and then examine two themes: web analytics and social media monitoring. Web analytics reviews the effectiveness of company communications and customer interactions on a range of digital marketing platforms including website, social media presences and mobile marketing. Social media monitoring involves using tools to listen to conversations about a brand across digital platforms and taking appropriate action. The unit focuses on developing an understanding of KPIs, selecting measurement tools, analysing reports to improve performance and creating tests to improve owned and bought media messages. Completing this module alone will give delegates the CAM Award for Web Analytics and Social Media Monitoring.

10. CAM Diploma in Mobile Marketing This Diploma provides delegates with the knowledge and skills to work effectively within the area of mobile marketing. As with the other CAM Digital Diplomas, it is made up of the following 2 core modules and one specialist module:

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Marketing & Consumer Behaviour (assessed by assignment) Digital Marketing Essentials (assessed by assignment) Mobile Marketing in Practice (assessed by assignment)

The Mobile Marketing in Practice unit will provide an introduction to good practice in mobile marketing and explore how it fits within the communications mix. It will look at ways in which the channel can be maximised and how success in mobile marketing can be measured. Delegates will learn about the concept of mobile marketing, coming to understand its evolution with respect to hardware, software, service provision, supply and as a medium for advertising and communication. They will also assess the range of opportunities that a mobile environment provides to marketers, the reasons why mobile devices are used, and the resulting impact on marketing communications decisions. By the end of the module, delegates will be able to plan and evaluate mobile marketing activities, design and develop a marketing concept using a mobile application, and describe future developments in mobile marketing. Completing this module alone will give delegates the CAM Award for Mobile Marketing in Practice.

3. THE QUALIFICATIONS 11. CAM Diploma in Managing Digital Media This qualification provides delegates with both the knowledge and skills to manage digital marketing and communications campaigns and is aimed at the digital practitioner. It includes two modules from the CAM Diploma in Marketing Communications and 2 modules focused on digital marketing:

• Advertising • PR • Integrating Digital Media and Branding • Implementing Digital Campaigns

The Advertising and PR modules provide a strong foundation in advertising and PR techniques and campaigns. The Integrating Digital Media and Branding module evaluates all the key channels used for communication with the customer and how they are evolving and can be integrated. Completing the module alone gives delegates the CAM Award for Integrating Digital Media and Branding. The Implementing Digital Campaigns module equips delegates with the skills to deliver digital communication projects. Completing this module alone gives delegates the CAM Award for Implementing Digital Campaigns.

Objectives By the end of this qualification you should have:

• • • •

the skills and knowledge that are necessary in evaluating and integrating brand propositions both online and offline the skills and knowledge to implement digital campaigns knowledge and understanding of the function of advertising within the marketing mix, communications mix and society; and of the process of advertising, advertising planning and measuring effectiveness an awareness of the role of public relations in relation to the many different publics with which an organisation is concerned and an understanding of all means of communication by which those publics can be reached

Entry Requirements All candidates must have achieved at least one of the following: 1. Have a suitable competence in a marketing or marketing communications related role 2. Hold any recognised UK degree or equivalent level 5 qualification 3. Have a relevant level 3 or above qualification (e.g. CIM Professional Certificate in Marketing, CIPR Advanced Certificate in Public Relations, etc) 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. Those with significant communications industry experience, but without the formal qualifications, can apply for special consideration of their circumstances.

12. CIPR Internal Communication Certificate The CIPR Internal Communication Certificate is a six-month course designed specifically for internal communicators. It is intended for students who are in the first few years of an internal communication career, are considering a career in internal communication, or are working in a related field (e.g. media relations, event management, CSR or public affairs) and would like to know more about internal communication. This qualification is summatively assessed by assignment. The course includes the following core topics:

• • • • • •

Organisational culture and transformation Communication theory and strategic internal communication and engagement Planning and managing Setting the right tone – the fit between internal and external communication Using social media for internal communication Role of communications in transforming organisations

Objectives The objectives of the course are to provide:

• • • • • •

A general introduction to organisational culture and transformation A general introduction to communication theory Basic introduction to planning models Understanding of effective verbal and written communication Understanding of social media in the internal communication context Understanding of the role of the internal communicator

Entry Requirements Applicants for the Internal Communication Certificate course must have any one of the following: 1. The CIPR Foundation Award 2. Any UK degree 3. Two years’ relevant full-time employment in public relations (or related sectors e.g. marketing, journalism, and some general business sectors) and five GCSEs grade C or above, one of which must be English Language 4. The LCCIEB Group Diploma in PR, plus one year’s experience in PR

3. THE QUALIFICATIONS 13. CIPR Internal Communication Diploma The CIPR Internal Communication Diploma is a six-month course for experienced internal communication or PR professionals. It is intended for students who want to establish themselves as internal communications practitioners by underpinning their skills with internal communication theory and analysis. This qualification is assessed by research assignment. The course covers these topics:

• • • • • •

Analysing organisational culture Audit methodologies and application Change management theory Using research to inform and help develop internal communication strategies Internal communication for employee engagement Psychology of communication

Objectives The objectives of the course are to provide:

• • •

An understanding of the linkages between culture, communication, employee engagement and organisational success Knowledge of the operational change management process and the intrinsic role of communications The skills to develop communications which encourage conversation and involvement

Entry Requirements Applicants for the Internal Communication Certificate course must have any one of the following: 1. The CIPR Advanced Certificate in Public Relations 2. The CIPR Internal Communication Certificate plus one year’s full-time employment in PR 3. A post-graduate professional qualification in a related discipline (e.g. CIM Diploma), plus one year’s relevant full-time employment (or equivalent part-time employment) in public relations 4. A degree in business/marketing/management/ communication studies, plus one year’s relevant full-time employment in PR 5. Any other UK degree plus two years’ relevant full time employment in PR

6. NCTJ Diploma plus either five years’ journalism experience or three years’ full-time employment in PR 7

Two years’ relevant full-time employment in public relations, and the CAM Advanced Diploma in Marketing Communication

8. LCCIEB 5 3rd Level subjects, including PR, Marketing, Advertising, Principles & Practice of Management, plus two years’ experience in PR 9. Four years’ relevant full-time employment in public relations and five GCSE passes, one of which must be in English Language If English is not your first language, you will also need to provide evidence of at least IELTS 7.0.

14. CIPR Advanced Certificate in Public Relations The CIPR Advanced Certificate is aimed at graduates interested in pursuing a career in public relations or those who have been working in the PR industry, at fairly junior levels, for at least two years. It provides the basic knowledge and understanding of PR theory and practice necessary to develop as effective and efficient professionals. The Diploma (see next page) builds on this knowledge and understanding. The Advanced Certificate comprises 3 study units, each assessed by assignment:

• • •

Managing PR (Professional knowledge) PR in action (Vocational skills) Professional development (Personal development)

Objectives

• • • •

To provide a general introduction to public relations as a management activity To develop an understanding of communication processes and how they are used in PR To provide an introduction to planning and primary tactics used in public relations To provide an introduction to management skills and reflective professional practice

Entry Requirements Applicants must have any one of the following: 1. The CIPR Foundation Award 2. The CIPR Internal Communication Certificate 3. Any UK degree 4. Two years’ relevant full-time employment in public relations (or related sectors e.g. marketing, journalism) and five GCSEs grade C or above, one of which must be English Language If English is not your first language, you will also need to provide evidence of at least IELTS 7.0.

3. THE QUALIFICATIONS 15. CIPR Diploma in Public Relations The Diploma level is for more experienced professionals or those without an industry specific qualification who want to develop their strategic PR management skills. It gives public relations practitioners advanced capability in management and practice, and is assessed by 3 assignments. Topics you will study include:

• • • • • •

PR as a management function Theoretical approaches Reputation management Corporate responsibility and stakeholder theory Issues and crisis management PR planning

Objectives

• • •

To develop the ability to analyse and critique a range of public relations concepts, models and theories and to apply them to public relations practice To develop the ability to explain, critique and apply a range of theories and practices to strategic public relations planning and management To conduct a self-directed research investigation into an aspect of public relations practice and/or theory

Entry Requirements Applicants must have at least one of the following: 1. The CIPR Advanced Certificate in Public Relations 2. The CIPR Internal Communication Certificate plus one year’s full-time employment in PR 3. A post-graduate professional qualification in a related discipline (e.g. CIM Diploma), plus one year’s relevant full-time employment (or equivalent part-time employment) in public relations 4. A degree in business/marketing/management/ communication studies, plus one year’s relevant full-time employment in PR 5. Any other UK degree plus two years’ relevant full time employment in PR

6. NCTJ Diploma plus either five years’ journalism experience or three years’ full-time employment in PR 7. Two years’ relevant full-time employment in public relations, and the CAM Advanced Diploma in Marketing Communication 8. LCCIEB 5 3rd Level subjects, including PR, Marketing, Advertising, Principles & Practice of Management, plus two years’ experience in PR 9. Four years’ relevant full-time employment in public relations and five GCSE passes, one of which must be in English Language If English is not your first language, you will also need to provide evidence of at least IELTS 7.0.

16. CIPR Public Affairs Diploma This practical and academic qualification provides PR practitioners with the skills to develop their strategic public affairs and management skills with the aim of taking on more senior roles. It focuses on the process of policy formation and the wider corporate communications and reputational context in which public affairs operates There are 4 Modules:

• • • •

Module 1: The political landscape, trends and challenges Module 2: The art and science of lobbying and campaigning Module 3: Public affairs in the context of reputation management Module 4: Research project (the assessment)

Objectives

• • • •

To provide an understanding of the political landscape and public policy environment in the UK and Europe To provide an advanced understanding of the role of lobbying and the art of persuasive communication To put public affairs into the context of managing organisational reputation To provide an advanced understanding of undertaking applied research

3. THE QUALIFICATIONS 17. CIPR Crisis (Response) Communication Diploma The Diploma level is suitable for experienced public relations or communication professionals who need an understanding of how the damage to trust and reputation after a crisis can be mitigated. It will build skills, knowledge and understanding of risk and relationships, developing practitioners to take a leading or senior advisory role when a response is demanded. This qualification is assessed by assignment. Topics you will study include:

• • • • • •

Crisis prone behaviour and management styles Issues management The vulnerabilities and opportunities of reputation Effective implementation of audits and research The role, purpose and effectiveness of training The building and maintaining of effective plans

Objectives

• • • •

To critically evaluate a wide range of relevant public relations theories and concepts To understand the roots of reputation and the risk it runs To understand the winning, maintenance and destruction of trust or the withdrawal of society’s permission to operate To build, test and maintain plans for managing public relations during a crisis

18. MRS Certificate in Market & Social Research This qualification provides people who are not research practitioners with an understanding of the principles and practices of effective market and social research. It is designed for business studies students, owners of small businesses, larger organisations which commission research and market research interviewers. It is assessed by an online exam. There are 3 units:

• • •

Unit 1: Introduction to Market Research Unit 2: Designing a research project: the tools of Market Research Unit 3: Completing a research project

By the end of this qualification you should be able to:

• • • •

understand the role of market and social research in decision making understand the basic principles and processes which underpin effective market research know how to choose the most appropriate method or tool for a project understand the value of research information to the business or organisation

Entry Requirements There are no minimum entry requirements.

3. THE QUALIFICATIONS 19. MRS Advanced Certificate in Market & Social Research Practice The MRS Advanced Certificate provides a practical grounding in the principles and techniques which underpin effective research. It is designed for practitioners in the first two years of their research career or for those who wish to enter the research profession and is suitable for people in all areas of research. This qualification is assessed by exam and research project assignment. There are 8 elements which follow the steps in the research process:

• • • • • • •

Designing a research project Selecting an appropriate sample Planning and conducting qualitative research Planning and conducting quantitative research Designing instruments for gathering data Analysing data Reporting research findings

From January 2014 a new syllabus comes into effect with 3 elements: 1. The research context 2. Developing a research project 3. Analysing data and using research findings

Entry Requirements Applicants must normally have one or more of the following: 1. One year or more of relevant experience in market or social research 2. The MRS Certificate in Market & Social Research 3. Satisfactory nomination by employer 4. Satisfactory nomination by course tutor, in cases where the Advanced Certificate is being taken alongside an undergraduate degree 5. 2 A Levels (or equivalent) Additionally, MRS recommends Mathematics and English GCSE, at Grade C or above (or equivalent). If English is not your first language, you will also need to provide evidence of at least one of the following: Cambridge Proficiency in English (Grade C or above), Cambridge Advanced Certificate in English (Grade B or above), IELTS (6.0 or above), TOIEC (880 or above).

20. MRS Diploma in Market & Social Research Practice The Diploma focuses on a wide range of skills required by those preparing to move into a more senior research role. It has 5 units, delegates must complete units 1, 2 & 5 and either unit 3 or 4. 1. The Principles of Market & Social Research 2. The Practice and Context of Market & Social Research 3. Analysing & Interpreting Quantitative Market & Social Research Data 4. Collecting, Analysing & Interpreting Qualitative Data 5. Case Studies in Market & Social Research (assessed by exam)

Objectives To help delegates:

• • • • • •

understand, define and evaluate research objectives, based on a thorough understanding of the context and the business objectives design creative and appropriate research solutions to identified problems, based on a thorough understanding of approaches and techniques, and taking into account existing and predicted constraints and limitations select appropriate techniques for the collection, analysis and interpretation of the data necessary to inform effective decision-making provide and justify recommendations to support the decision-making process, based on a thorough understanding of the information gathered during the research process manage the research process from inception to reporting and follow-up evaluate choices made at each stage in the process, identify any limitations and devise appropriate strategies for overcoming those limitations

Entry Requirements Individuals wishing to take this qualification should fulfill one or more of the following requirements: 1. Have successfully completed the MRS Advanced Certificate or the Market Research & Information module of the CIM Professional Diploma in Marketing and have a minimum of 1 year’s postqualification experience in a research-related role 2. Hold a degree or appropriate professional qualification which contained a significant research component, and have a minimum of 2 years’ work experience in a research-related role 3. Have a minimum of 3 years’ work experience in a research-related role and be able to provide evidence of training within this role.

3. THE QUALIFICATIONS 21, 22 & 23. ICM Diplomas in Marketing The ICM offers a Diploma, Advanced Diploma and Graduate Diploma in Marketing. The ICM Diploma in Marketing is awarded on completion of all Part 1 subjects: 1. International Business Communications 2. Marketing Principles (Marketing) 3. Advertising 4. Public Relations 5. Quantitative Methods for Managers The ICM Advanced Diploma in Marketing is awarded on completion of all Part 1 & 2 subjects: 6. Marketing Planning & Decision Making (Marketing Management) 7. Customer Service for Manager and Supervisors (Customer Service) 8. Buyer Behaviour & Consumerism 9. Management Theory & Practice 10. IT for Marketing Management The ICM Graduate Diploma in Marketing is awarded on completion of Parts 1, 2 & 3: 11. International Marketing 12. Financial Management 13. Strategic Marketing Management 14. Marketing Research 15. Marketing Policy & StrategyÂ (Case Study) Delegates who complete the Graduate Diploma may also undertake an assignment to obtain an Associate Degree.

Objectives To provide delegates with a body of knowledge which will:

• • • • • • •

enable them to understand and identify consumer needs and trends enable them to understand, define and segment markets provide an understanding of the importance of pricing and pricing strategies develop an understanding of channels of distribution and routes to market develop an understanding of the patterns of consumer behaviour enable them to develop and apply advertising and promotional strategies provide them with a qualification which will enable them to progress to higher level marketing or communications studies at a later stage in their business or academic careers

Entry Requirements The following entry requirements are recommended for those wishing to undertake this programme: 1. The ICM Business Studies Group Certificate 2. One GCE A-level plus three GCSEs (or equivalents) 3. Five GCSEs at grades A, B or C (or equivalents) 4. A suitable BTEC National Award 5. Any qualification equivalent to one of the above Applicants over the age of 21 who do not hold one of the recommended entrance qualifications may also register for the programme providing they have been in full-time employment for a minimum of two years.

3. THE QUALIFICATIONS 24, 25, 26 & 27. ICM Certificate and Diplomas in Marketing Management The ICM offers a Certificate, Diploma, Advanced Diploma and Graduate Diploma in Marketing Management. The ICM Certificate in Marketing Management is awarded on completion of all Part 1 subjects: 1. International Business Communications 2. Marketing Principles 3. Business Management and Administration 4. Interpreting and Analysing Information The ICM Diploma in Marketing Management is awarded on completion of all Part 1 & 2 subjects: 5. Advertising 6. Quantitative Methods for Managers 7. Public Relations 8. Buyer Behaviour and Consumerism The ICM Advanced Diploma in Marketing Management is awarded on completion of all Part 1, 2 & 3 subjects: 9. Marketing Planning and Decision Making 10. Customer Service for Managers and Supervisors 11. IT for Marketing Management 12. Management Theory & Practice The ICM Graduate Diploma in Marketing Management is awarded on completion of all Part 1, 2, 3 & 4 subjects: 13. Strategic Marketing Management 14. International Marketing 15. Marketing Policy and Strategy 16. Marketing Research

Objectives To provide delegates with a body of knowledge which will:

• • •

increase their employment opportunities prepare them for supervisory and management careers in industry and commerce and; provide them with a qualification which will enable them to progress to higher level commercial management or specialised business/management programmes at a later stage in their business or academic careers.

Entry Requirements The following entrance qualifications are recommended for those wishing to undertake the ICM Certificate and Diploma programme: 1. One GCE A-level plus three GCSEs (or equivalents) 2. A suitable BTEC National Award 3. Any qualification equivalent to one or more of the above. The following entrance qualifications are recommended for those wishing to undertake the ICM Advanced Diploma programme: 1. The ICM Diploma in Marketing Management (or an equivalent level marketing qualification) 2. A suitable BTEC National Award 3. Any marketing or business studies qualification equivalent to one of the above. The minimum age for registration for these programmes is 18. Applicants over the age of 20 who do not hold one of the recommended entrance qualifications may also register for the programme providing they have been in full-time employment for a minimum of two years.

3. THE QUALIFICATIONS 28 & 29. ICM Diploma and Advanced Diploma in Marketing, Advertising & Public Relations The ICM offers a Diploma and Advanced Diploma in Marketing, Advertising & Public Relations. The ICM Diploma in Marketing, Advertising & Public Relations is awarded on completion of all Part 1 subjects: 1. International Business Communications 2. Marketing Principles (Marketing) 3. Advertising 4. Public Relations 5. Buyer Behaviour & Consumerism The ICM Advanced Diploma in Marketing, Advertising & Public Relations is awarded on completion of all Part 1 & 2 subjects: 6. Campaign Planning & Control 7. Strategic Marketing Management 8. Financial Management 9. Management Theory & Practice Delegates who complete the Advanced Diploma may also undertake an assignment to obtain an Associate Degree.

Programme Objectives To provide delegates with a body of knowledge that enables them to:

• understand and apply communications theory in the working environment • understand the importance of Marketing Communications to the development of a business make a positive contribution to the work of a Marketing, Advertising or Public Relations • todepartment • to increase and enhance employment opportunities within the communications industry. Entry Requirements For Part 1 the minimum age for registration is 17 and applicants should possess one of the following: 1. Two GCE ‘A’ level passes at grade C or above (or equivalents) 2. Five GCE/GCSE passes at grade C or above (or equivalents). One pass must be in English and one in Mathematics. 3. Mature applicants, over the age of 21, who do not possess one of the above may be admitted at the discretion of the Principal or Director of Studies of their local ICM Teaching Centre. Registration for Part 2 is restricted to those who hold either the ICM Diploma in Marketing, Advertising and Public Relations or another recognised Communications qualification.

30. IDM Certificate in Digital Marketing This Certificate is designed for marketers who are actively involved in the operational aspects of planning and managing digital or multi-channel marketing campaigns. There are 16 modules which are structured in a logical order throughout, from outlining the scope for digital marketing and how to plan it, to understanding the technologies and their applications through to implementation and analysis: Module 1. The digital marketing landscape Module 2. Understanding the digital customer Module 3. Data and database applications Module 4. Planning and integrating digital marketing campaigns Module 5. Principles of website design: customer experience and usability Module 6. Planning and managing website development Module 7. Search engine marketing Module 8. Email marketing Module 9. Display advertising Module 10. Online PR and social media Module 11. Affiliate marketing Module 12. Mobile marketing Module 13. Producing great digital creative Module 14. Regulation, permission and codes of practice Module 15. Controlling and optimising digital marketing campaigns Module 16. The future landscape

Objectives By the end of this qualification you should be able to:

• •

Plan and implement the introduction of digital technologies and techniques for marketing Continuously improve the contribution of digital technologies to your organisation.

Entry Requirements There are no prerequisites for IDM qualifications. However, as a guide, the Certificate is suitable for those who have a minimum of 2 years’ marketing work experience or passed an IDM Award or have ‘A’ levels or another marketing qualification (e.g. CIM or CAM).

3. THE QUALIFICATIONS 31. IDM Diploma in Digital Marketing This Diploma is aimed at senior marketers who determine marketing strategy and are responsible for the introduction of digital tools and practices. The syllabus spans digital marketing channels, technologies, applications and legal constraints, digital marketing strategy and planning, branding across digital channels, CRM and database technology, gaining customer knowledge and insight, managing integrated communications, optimising digital marketing, advanced e-marketing, plus best practice and future landscapes. There is also a B2B elective programme which can be added to the core syllabus. There are 11 modules: Module 1. The opportunities of digital marketing Module 2. Understanding the online marketplace Module 3. Digital marketing strategy development Module 4. Financial analysis and performance improvement Module 5. Using digital channels to add value to brands Module 6. Gaining customer knowledge and insight Module 7. Developing relevant customer communications using CRM Module 8. Managing integrated marketing communications Module 9. Campaign control and co-ordination Module 10. Digital channel management Module 11. The future landscape

Objectives By the end of this qualification you should be able to:

• •

Manage organisational resources needed to apply digital technologies and techniques for marketing Define a process to optimise the contribution of digital technologies to your organisation.

Entry Requirements There are no prerequisites for IDM qualifications. However, as a guide, the Diploma is suitable for those with over 2 years’ marketing work experience or those who have passed an IDM Certificate, hold a degree or another marketing qualification (e.g. CIM or CAM).

32. IDM Certificate in Direct and Digital Marketing The Certificate is aimed at junior marketers and recent entrants to the profession who need to get an understanding of the principles of the discipline and practical applications of direct marketing. It covers the four key disciplines: targeting, interaction, control and continuity in a short space of time. There are 10 modules: Module 1. What is direct and digital marketing? Module 2. Planning, forecasting and measurement Module 3. Gaining customer insight and personalisation Module 4. Offline acquisition & integrated marketing communications Module 5. Planning digital campaigns Module 6. Customer engagement, activation & retention Module 7. Creative strategy and on & offline implementation Module 8. Testing and research Module 9. Privacy Module 10. Campaign planning and implementation

3. THE QUALIFICATIONS 33. IDM Diploma in Direct and Digital Marketing The Diploma is aimed at more senior marketers who want to gain a strategic understanding of how the fusion of direct and digital marketing can engage millions of prospects and customers in one-toone relationships. It includes the development of direct and digital marketing, IT and media tools, the environment in which todayâ&#x20AC;&#x2122;s direct and digital marketing must take place, and practical marketing applications and processes. There is also a B2B elective available. There are 10 modules: Module 1: The new discipline of direct and digital marketing Module 2: Creating customer insight Module 3: Customer-centric strategic planning Module 4: Integrating multi-channel marketing communications Module 5: Winning new customers Module 6: Engaging and developing customers Module 7: Online and offline creative strategies Module 8: Planning and implementing campaigns Module 9: Measurement, evaluation and metrics Module 10: Privacy, compliance and the law

Entry Requirements There are no prerequisites for IDM qualifications. However, as a guide, the Diploma is suitable for those with over 2 yearsâ&#x20AC;&#x2122; marketing work experience or those who have passed an IDM Certificate, hold a degree or another marketing qualification (e.g. CIM or CAM).

34. IPA Eff Test The IPA Eff Test online learning programme is a challenging qualification that promotes the comprehension of, and engagement with, planning as the USP of agencies; specifically it will help identify planning and effectiveness measurement techniques as central to understanding how agencies can create effective campaigns for their clients in the future. The qualification is suitable for mid-level planners with at least two to three years experience from all agency types and discipline or anyone who is discussing their campaign effectiveness with their client.

Objectives The qualification covers a broad range of subjects including definitions of effectiveness, evaluation and accountability; why businesses should invest in it, how it has developed over time, who has a stake in evaluation and current debates around the topic. It also looks into the broad principles behind different types of objectives that can be set:

• • • •

What are KPIs and how they differ from objectives? What is a benchmark and how/when can you establish one? How and when you should consider evaluation in the planning process? When should you begin data collection, roles and responsibilities in the process?

Lastly it looks at specific techniques and approaches and how effectiveness measures differ by discipline.

Entry Requirements Available to IPA Members only.

3. THE QUALIFICATIONS 35. IPA Search Certificate The IPA Search Certificate is the first truly independent qualification in this discipline, aimed at new (or relatively new) Search specialist staff. This industry leading qualification sets a standard for industry best practice, demonstrating agency professionalism to client procurement teams and giving IPA agencies a competitive advantage.

Objectives This qualification provides a 360-degree education in search marketing, from planning a PPC and an SEO campaign through to ongoing optimisation strategies and integrated media planning. It covers areas such as engine planning and channel selection, content targeting, keyword strategies, bid strategies and bid management tools and many more, including a product overview of the top tier engine systems.

Entry Requirements Available to IPA Members only.

36. IPA LegRegs Certificate The IPA LegRegs Certificate ensures that agency practitioners especially those interfacing directly with clients in account management are fully conversant with the legal and self-regulatory measures that determine our business. LegRegs is mandatory for all Account Directors, in IPA membership, as part of the annual CPD Programme. Itâ&#x20AC;&#x2122;s also aimed at account managers on the cusp of being promoted to account director. The knowledge contained in the programme is a helpful summary reminder for all practitioners including those in disciplines such as art buying and TV production.

Objectives The online knowledge programme does not aim to turn practitioners into legal experts; rather it ensures that practitioners are aware of the potential pitfalls so that they can either avoid them, adapt the work accordingly or take timely professional advice. The programme covers three main areas: Basic Intellectual Property, Regulation in the UK and specific Areas of Interest, covering subjects such as the use of celebrities, data protection and digital content.

Entry Requirements Available to IPA Members only.

37. IPA Foundation Certificate The IPA Foundation Certificate online learning programme provides junior industry people, regardless of discipline, with the knowledge to perform their roles with confidence and expertise. It is intended for anyone working in an agency regardless of the type of agency. The primary target is new recruits working in their first year or people moving into advertising from another industry. The programme takes participants through the brand communications process from its position within Marketing to the final execution process. It covers:

• Marketing • Client Services • Research & Evaluation

• Communications Strategy • Ideas • Execution

Objectives To provide junior industry people, regardless of discipline, with the knowledge to perform their roles with confidence and expertise

Entry Requirements Available to IPA Members only.

38. IPA Advanced Certificate The IPA Advanced Certificate is an on-line learning programme which provides a bridge from trainee to experienced practitioner and confers tangible evidence of achieving professional status in the challenging field of communications planning and implementation. It also provides individuals with both a depth and a breadth of understanding about the increasingly complex media world they operate in, through practical and recent case studies. The programme consists of 5 mandatory modules exploring the Media landscape:

• • •

The Media Business Context Metrics for Success Brand Behaviour

• •

Planning for Integration Regularity and Commercial Context

These are followed by 9 elective modules which focus on different media channels such as Radio, Cinema and Search.

Objectives Whilst it will appeal most immediately to media practitioners, it also aims to provide valuable insight for practitioners across all disciplines who recognise the need for greater integration and understanding.

Entry Requirements Available to IPA Members only with 3 to 5 years’ experience.

3. THE QUALIFICATIONS 39. IPA Excellence Diploma The Diploma is intended for people who want to push their thinking forward beyond their discipline and day-to-day experiences. Delegates will therefore require at least 6 years’ experience working within the industry, and have received basic training on brands and brand strategy (e.g. IPA Stage 2 & 3). They should be individuals who have reached a level of maturity in their work and who are able to manage multiple workloads. All disciplines are welcomed from all types of agency – whether creative, media or through-the-line. The programme comprises 6 modules:

• • •

The role of brands Brands and creativity Brands and consumers

• • •

Brands and measurement Brands and channel thinking Brands and leadership

Objectives The objective and vision is to help people of all disciplines to raise their eyes and minds beyond their day-to-day learning and experiences, by equipping them with the key shared theories, learning and case-histories in brands and brand communications. In so doing to stimulate those individuals to develop their own personal vision for how communications can work to build brands.

Entry Requirements Available to IPA Members only with at least 6 years’ experience.

40. IPM Certificate in Promotional Marketing The Certificate is designed for people who work within the Service Partner Sector (account handlers, administrative and support staff) or in roles in Agencies or Promoters (creative, administrative, support staff and account handlers working in related disciplines such as PR, Direct Marketing) that necessitate an overall understanding of Promotional Marketing and their place within it. The course involves two five-hour seminars in which 6 core and 3 optional modules are studied. There are 6 core modules and 6 optional modules from which candidates choose 3:

• • • • • •

Background and overview of Promotional Marketing Promotional techniques The law and codes of practice Digital channels Budgeting, quoting and billing Account management

Optional modules:

• • • • • •

The print process Direct mail and databases Fulfilment Premium supply Door drop marketing Field & experiential marketing

Objectives The Certificate will give candidates the confidence and understanding that is necessary:

• • •

To appreciate their company’s role in the successful creation and management of a campaign and allow them to contribute productively to the process. To converse and negotiate with clients, suppliers and other departments. To see how other companies’ contributions must dovetail with their own.

Entry Requirements There are no minimum entry requirements but delegates should be in a relevant job.

3. THE QUALIFICATIONS 41. IPM Diploma in Promotional Marketing The Diploma is designed for people working for either agencies or promoters and who are actively involved in the process of devising, creating and managing sales promotion campaigns. The course covers all the ways in which promotions are communicated, emphasising web, mobile and experiential channels. It takes the form of a correspondence course with a series of questions and an assessed set brief being completed over a four and a half month period. There are eight modules with a choice of option for modules 5 and 6. Candidates can choose between: Option One – The Project Management Option – ideal for agency account handlers Option Two – The Promoter Option – specially designed for clients Modules:

• The role of promotions in integrated marketing • The techniques, codes & legalities • Briefing, research and evaluation • Digital & experiential channels • Compliance, fulfilment & budgeting OR Managing the promotion • Procurement OR Maximising implementation • Harnessing the power of others • Creativity Objectives The Diploma will give candidates the basic foundation knowledge that is necessary to:

• • •

Appreciate the role of Promotional Marketing in the marketing mix Plan, instigate and manage effective Promotional Marketing concepts with confidence Effectively brief and co-ordinate the various elements and suppliers involved in Promotional Marketing campaigns

Entry Requirements There are no minimum entry requirements but delegates should be in a relevant job.

42. IPM Certificate in Experiential Marketing This Certificate is intended for all junior and new entrants to the industry, both in agency and client companies. The course will be relevant to account executives and managers and those in other support functions. It takes the form of a distance-learning programme with a series of online questions, written assessments and a ‘field experience’ being completed over a six-month period. There are 6 modules:

• EM and its place in the marketing mix • Campaign planning • Implementation

• Due diligence & best practice • Promotions • Campaign measurement

Objectives The course is intended to deliver a broad understanding of the Experiential Marketing industry and its best practice workings so that each individual’s contribution to it is seen in context. A particular aim of the course is to give candidates a clear perspective of the theory and workings of the industry whatever their particular role in the process.

Entry Requirements No previous qualifications or experience are required.

3. THE QUALIFICATIONS 43 & 44. ISMM Certificate and Diploma in Sales and Marketing The ISMM Certificate and Diploma are Level 3 qualifications designed for sales professionals with at least one or two years’ experience working in sales, wishing to deepen their knowledge and skills in sales, and possibly aspiring to team management. They comprise a number of units which can be taken as individual Awards or combined to achieve the Certificate (17 credits) or Diploma (37 credits). For the Certificate there are 4 modules:

• • • •

Understanding laws and ethics of selling (3 credits) Preparing and delivering a sales presentation (5 credits) Handling objections, negotiating and closing sales (6 credits) Understanding influences on buyer behaviour (3 credits)

For the Diploma a selection of additional modules totalling 20 credits must also be completed:

• • • • • • •

Understanding customer segmentation and profiling (4 credits) Understanding sales and marketing in organisations (4 credits) Using market information for sales (5 credits) Time and territory management for sales people (6 credits) Planning for professional development (2 credits) Prospecting for new business (4 credits) Sales pipeline management (6 credits)

Entry Requirements The ISMM does not specify entry requirements for its Level 3 qualifications, although delegates must be over 16 and should have sufficient experience to be able to complete the course.

45 & 46. ISMM Certificate and Diploma in Sales and Marketing Management The ISMM Certificate and Diploma are Level 4 qualifications designed for sales professionals in an operational sales role, often managing others and allocating resources. They comprise a number of units which can be taken as individual Awards or combined to achieve the Certificate (18 credits) or Diploma (41 credits). For the Certificate 2 compulsory modules must be completed:

• •

Managing responsible selling (4 credits) Understanding segmentation, targeting and positioning (5 credits)

any two optional units worth a minimum of another 9 credits from the following:

• • • • • •

Managing a sales team (6 credits) Operational sales planning (5 credits) Sales negotiations (5 credits) Analysing the marketing environment (5 credits) Finance for sales managers (7 credits) Writing and delivering a sales proposal (4 credits)

For the Diploma all of the above modules must be completed.

Entry Requirements The ISMM does not specify entry requirements for its Level 4 qualifications although delegates must be over 16 and should have sufficient experience to be able to complete the course.

3. THE QUALIFICATIONS 47, 48, 49 & 50. ABE Diplomas in Marketing Management The ABE offers Diplomas in Marketing Management at Level 4, 5 and 6 and an Extended Diploma also at Level 6. Its qualifications are aimed at business development assistants and managers as well as at marketing assistants and managers. The Level 4 Diploma has 4 compulsory units:

• • • •

Introduction to Business Introduction to Marketing Introduction to Quantitative Methods Introduction to Business Communication

The Level 5 Higher Diploma has 6 compulsory units and a choice of 2 out of 4 optional units:

• • • • • •

Marketing Policy, Planning and Communication The Business Environment Organisational Behaviour Managing the Customer Relationship Principles of Marketing Marketing Information Systems

Optional units

• • • •

Principles of Business Law Quantitative Methods for Business Management Sales Management Economics for Business

The Level 6 Graduate Diploma has 4 compulsory units and a choice from 2 optional units:

• • • •

International Marketing Contemporary Issues in Marketing Integrated Marketing Communications Strategic Marketing Management

Optional units

• • 50

Corporate Strategy and Planning Project Management

The Level 6 Extended Diploma has 10 compulsory units, a choice of 2 out of 4 optional units and a choice of 1 out of 2 additional units:

• • • • • • • • • •

Marketing Policy, Planning and Communication The Business Environment Organisational Behaviour Managing the Customer Relationship Principles of Marketing Marketing Information Systems International Marketing Contemporary Issues in Marketing Integrated Marketing Communications Strategic Marketing Management

Optional units

• • • •

Principles of Business Law Quantitative Methods for Business Management Sales Management Economics for Business

Optional units

• •

Corporate Strategy and Planning Project Management

Objectives The programme introduces delegates to the crucial role that marketing plays in business development; provides them with a good knowledge and understanding of the key principles of marketing and the ability to relate this to the workplace.

Entry Requirements For the Level 4 Diploma: 2 GCSE passes Grades A to C in Maths and English. Delegates must complete the Level 4 Diploma to be eligible for the Level 5 Diploma, and complete the Level 5 Diploma to be eligible for the Level 6 Diploma. For the Level 6 Extended Diploma: Any ABE Level 3 Certificate or Level 4 Diploma; or two A Levels or equivalents.

3. THE QUALIFICATIONS 51. PRCA Online Certificate The PRCA Online Certificate is aimed at intermediate level practitioners looking to progress their careers through a wide range of bite size courses. To complete the Online Certificate, delegates need to complete 18 webinarsÂ including at least one from each of the 6 sections below to amass a total of 180 points: 1. PR in context 2. Pitching and presenting 3. Creating, writing and selling news 4. Digital 5. People Skills 6. Crisis Management

Entry Requirements The PRCA does not specify any entry requirements for this qualification.

52. PRCA Advanced Certificate The PRCA Advanced Certificate is designed to help experienced PR practitioners move to the next level. It is aimed at practitioners who have one to two years’ experience in the industry and would like to improve their skills and understanding further and for those moving over from another industry who would like to gain understanding and PR specific skills. It is a modular course combining online webinars with taught classes. Delegates need 320 points to complete the qualification with at least one course selected from each section below:

• • • • • •

PR in Context Planning, Writing, Running a PR Campaign Pitching and Presenting Creating; Writing and Selling News Specialist PR (public affairs, crisis management, city and financial PR, digital and corporate social responsibility) People Skills

Entry Requirements One to two years’ relevant experience.

3. THE QUALIFICATIONS 53. PRCA Diploma The PRCA Diploma is aimed at more senior PR professionals including account managers and above from agencies or those aspiring to move into and on from mid-level management roles in-house. The Diploma is intended to prepare practitioners for senior management roles and covers finance, people management, developing accounts, winning new business and maximising profits. It is a modular course combining online webinars with taught classes. Delegates need 280 points with at least one course selected from each section below:

• • • • •

Finance Fundamentals Managing People and Processes Managing Money Keeping and Growing Clients Prospecting and Winning New Business

Delegates then need to complete a 2,000 word essay and present it to the PRCA Qualifications Board.

Entry Requirements The PRCA does not specify any entry requirements for this qualification but delegates should have relevant experience at a senior level.

Further information and guidance on all of these qualifications is available through Cambridge Marketing College: Tel: 0844 225 0510

Email: Charles@marketingcollege.com

Whilst every effort has been made to ensure that all of the information in this Guide is correct at the time of going to print no guarantee is given nor responsibility taken by CMC for errors or omissions in the content. 54

Cambridge Marketing College has been teaching professional Marketing and PR qualifications for over 21 years. The College is accredited by the CIM, CAM, CIPR and MRS and also offers a range of specialist and short marketing and PR courses. The College was originally founded in Cambridge but now has a network of study centres across the UK and 10 distance learning centres overseas in Europe, the Middle East, Far East and India. Our 1400 delegates come from global corporations, SMEs, universities, and both the public and voluntary sectors in over 100 different countries around the world. The College has a reputation for excellence. Our tutors are practising marketing and PR practitioners and our pass rates are outstanding. Last year 99% of our delegates said they would recommend us. In addition to teaching, the College has a consultancy and a publishing arm and produces the quarterly Cambridge Marketing review, the Marketing Pocket Book and The Definitive Guide to Marketing Qualifications. Throughout our 21 years we have been advising delegates on the right qualifications and study methods to suit them, and as the range of qualifications available has multiplied we have published an authoritative Guide on the options available. This is the 6th Edition of that Guide. Cambridge Marketing College 1 Cygnus Business Park Middle Watch Swavesey Cambridgeshire CB24 4AA Tel: +44(0)1954 234941 Email: emma@marketingcollege.com Website: www.marketingcollege.com

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