ObjectivesGaining the Chartered Institute of Marketing Professional Postgraduate Diploma in Marketing will provide you with opportunities for career progression and development and will provide your employers with a top class marketing professional. The Diploma is a professional qualification demonstrating how marketing management can be applied at a strategic level across a range of industries, markets and organisations. A comprehensive understanding of the ways in which marketing interfaces with other business functions will be gained. As an applied programme, on completion you should be able to use theories, techniques and methods to help make more informed marketing management decisions. The Professional Postgraduate Diploma is centred on providing a high quality educational experience linking knowledge, understanding and practical application of strategic marketing. It aims to give marketing professionals the necessary knowledge and understanding of a range of marketing concepts and frameworks, which they can apply in the workplace. The overall aim continues to focus on the core aspects of marketing theory and related practice to improve integrated marketing management. If you enrol, you will be continuing on a route of lifelong learning and development by working towards a professional qualification in marketing with the world’s largest organisation of marketing professionals; at a University that has a vocational mission statement and is a centre of excellence. This is a challenging and enjoyable programme of flexible study and benefits from a supportive and dedicated group of lecturers. Excellent pass rates have been achieved. There is the opportunity to work in small groups that provide a high level of mutual support. Students can progress through all stages of achievement offered by the CIM, including full membership of the Institute. The Diploma is the final stage of professional qualification leading to membership of the CIM.
Academic titlePostgraduate Diploma in Marketing
Course description
The Diploma is taught part-time over one or two years and consists of four units covering the main disciplines of marketing.
As an applied programme, on completion students should be able to use theories, techniques and methods to help make more informed marketing management decisions.
This is a challenging and enjoyable programme of flexible study and benefits from a supportive and dedicated group of lecturers.
The fours units are:
-Analysis & Evaluation
-Strategic Marketing Decisions
-Managing Marketing in Practice
-Strategic Marketing in Practice
Analysis & Evaluation
Module 1
The ‘strategic planning’ module
This module covers the concepts, techniques and models involved in developing a detailed understanding of:
-External: the market, customers and competitive environment
-Internal: the organisation, its capabilities and assets, the opportunities available to it and its current performance
Strategic Marketing Decisions
Module 2
The ‘strategy’ module
This module covers the concepts, techniques and models involved in formulating a customer-focussed, competitive business or corporate strategy and developing a specific and differentiated competitive position. This includes investment decisions affecting marketing assets.
Managing Marketing Performance
Module 3
The ‘implementation’ module
This module covers the implementation stage of the strategy. This encompasses:
-Managing marketing teams
-Managing change
-Implementing strategy through marketing activities
-Working with other departments
-Using measurement as the basis for improvement
Strategic Marketing in Practice
Module 4
The ‘real-life case study analysis’ moduleThis module provides the opportunity to explore strategic marketing in a practical setting.It also incorporates the latest trends and innovations in marketing.