Professional Certificate in Marketing

Course details

The CIM Certificate in Marketing helps those in junior marketing positions understand the principles and best practices in marketing. It provides knowledge about customer relationships, segmentation, etc.

Participants will:

• Understand the role of marketing in business and recognize its implications for the organization. 
  
• Utilize marketing research to improve customer communications; and analyze and interpret written, visual and graphic data.   
  
• Distinguish between the types of organizations within the public, private and voluntary sectors.  
  
• Recognize the importance of collecting relevant data and the variety of information sources. 
  

The Program

The Chartered Institute of Marketing Certificate in Marketing is composed of four courses:

Marketing Fundamentals

• Development of marketing and its changing role   
  
• Various tools of the marketer and evaluation of their strengths and weaknesses  
  
• Impact achievable through modifying the marketing mix   
  
• Planning the management of marketing activities  
  
• Development of awareness and understanding of the technological advances in marketing and the impact of information technology on the marketing mix decisions   
  
• Customers and their behavior relating to marketing decisions  
  

Customer Communications

• Overview of the communication process in the context of marketing  
  
• Importance of the customer when planning communications in marketing   
  
• Effective communication  
  
• Selection of a range of media across a variety of target audiences   
  
• Utilization of data to formulate effective customer communications  
  
• The changing nature of customer dynamics and technological developments; their impact on customer communications   
  

Marketing Environment

• Marketing environment and its relevance for the organization and marketing practice   
  
• Various types of organizations; their objectives   
  
• Relationships with stakeholders  
  
• Marketing implications of significant changes in an organization's wider environment   
  
• Complex, dynamic and uncertain nature of the external environment  
  

Marketing in Practice

• Application of marketing principles   
  
• Broad range of relevant information to support marketing activities  
  
• Development of appropriate internal and external business relations   
  
• Development of key skills  
  
• Use of marketing tools, activities and opportunities in a marketing and project-planning context