Swansea Business School
Chartered Postgraduate Diploma in Marketing (CIM) Your route to Chartered Marketer Status
www.smu.ac.uk/cim
What is the Programme?
What will I learn?
The Chartered Postgraduate Diploma in Marketing is a challenging, high-level two stage marketing qualification that demonstrates specialist professional knowledge across many areas and a route to Chartered Marketer status.
Who is it for? 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.
Completing this qualification will enable you to: •
Make the transition into strategic marketing management.
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Work more cross-functionally at a senior management level.
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Make a significant contribution towards the organisation's corporate and business strategy.
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Contribute to board decisions.
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Demonstrate a high level of leadership and influence.
“Achieve professional status as a Chartered Marketer with the industry-standard professional postgraduate qualification for marketers.”
Programme Content The programme has two stages - the first is aimed at building your knowledge and skills in four key areas, and the second engaging you in an applied project which demonstrates your ability to explore and apply an emerging marketing theme in depth. Learning outcomes for each of the stages are detailed below.
Stage 1 Unit 1 Emerging Themes •
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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 (i.e. marketing's new ground) and demonstrate creativity.
Unit 3 Marketing Leadership and Planning •
Critically evaluate ways of delivering an organisation's corporate mission and vision effectively.
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Develop marketing strategies to establish competitive and sustainable marketing and relationship strategies to achieve an organisation's strategic intent and deliver its value proposition.
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Utilising a synergistic planning processes, develop strategic plans, taking account of different planning frameworks, ensuring they are within the resource capabilities of an organisation.
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Determine the most appropriate organisational structures for marketoriented and/or changing organisations, whilst evaluating the resource implications and requirements.
Unit 2 Analysis and Decision •
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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 the risk of strategic market decisions and their impact upon an organisation.
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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.
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Critically analyse the elements that contribute to the identity that an organisation projects to its stakeholders, sometimes through a corporate brand.
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Critically evaluate linkage between how an organisation wants to be seen and how it is seen, namely corporate communications.
Stage 2 Leading Marketing Stage 2 of the qualification leads to Chartered Marketer status and consists of a project exploring an emerging marketing theme and demonstrating your ability to research, analyse and critically evaluate relevant information, then formulate an appropriate response. Your project will be supervised by an experienced tutor who will support you through the process.
“Improve your employment prospects, and differentiate yourself from the competition.”
How will I study?
Fees and Funding
How to Apply
Teaching for each module of stage 1 consists of two 1 ½ 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 whilst offering high-quality intensive tuition and ongoing support in preparing for assessments.
Fees are charged on a module by module basis. Please contact the Programme Co-ordinator for details.
To request further information, an application form, or to discuss eligibility for this course then please contact the programme co-ordinator:
Visit www.smu.ac.uk/cim for programme start dates.
Do I qualify? Applicants should hold a CIM Professional Diploma in Marketing OR •
A business or marketing related degree (or an equivalent qualification) AND
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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.
www.smu.ac.uk/cim Alternative formats: If you require a copy of this publication in an alternative format (e.g. electronic file for use with text reader) please email sbs@smu.ac.uk Disclaimer: All information contained in this publication is correct at time of press (March 2013). Swansea Metropolitan reserves the right to change course information at any time and without prior notice. All programmes and modules specified are offered subject to sufficient numbers of enrolled students. Please see www.smu.ac.uk for the latest programme information. Swansea Metropolitan is a registered charity. Our charity reference number is 1139800. © Swansea Metropolitan/Fetropolitan Abertawe 2013. All rights reserved/ cedwir pob hawl.
Please note, students will also be required to become members of the CIM and pay the CIM's assessment fees. See www.cim.co.uk for full details of these costs. Students may be able to apply to external bodies for funding to support their studies. For example, Go Wales offers some funding for postgraduate qualifications. See www.studentfinancewales.co.uk or www.gowales.co.uk for further information.
Jayne Williams +44(0)1792 481025 ext 4734 jayne.williams@smu.ac.uk
© Swansea Metropolitan/Fetropolitan Abertawe 2013. All rights reserved/ cedwir pob hawl. Registered Charity Number / Rhif Elusen Gofrestredig 1139800