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WELCOME TO THE
               CIM SYLLABUS 2009
               LAUNCH EVENT

Your Professional Pathway to Marketing Excellence
               in Partnership with
Presentation Outline
   Welcome & Introductions          CIM Chartered Postgraduate
   Why pursue CIM                    Diploma in Marketing –
    Professional Qualifications       Stage 1:
                                         Changes
   Rationale for Syllabus               Units Overview
    Change                               Assessment Methods
   CIM Professional Diploma             Transition Arrangement
    in Marketing:                    CIM Chartered Postgraduate
       Changes                       Diploma in Marketing –
       Units Overview                Stage 2
       Assessment Methods           Why choose Oxford College
       Transition Arrangements       of Marketing
Welcome & Introductions
   Oxford College of Marketing
     CIM   Accredited Study Centre

   Over 12 year’s experience of delivering
    CIM qualifications

   Presented by Rosie Phipps:
     Founder   and Principal
Why pursue CIM Professional
             Qualifications
   To meet aspirational goals and help career progression
    in Marketing

   To offer ‘value added’ to employers in a competitive
    employment market

   To consolidate existing knowledge and evidence skills
    and competencies

   To provide a stepping stone into a Marketing career
Rationale for Syllabus Change

   Meeting Employer needs



   Meeting Student needs
CIM Professional Diploma In
          Marketing – Changes
   Entry Criteria
     Qualifications
       CIM Professional Certificate in Marketing or
        Bachelors/Masters Degree with one third credits in Marketing
       OR
     Experience
          Marketing Management role providing students with
           knowledge and competence equivalent to learning outcomes
           of CIM Professional Certificate and sufficient to pass on-line
           entry test
CIM Professional Diploma in
       Marketing – Units Overview
   Marketing Planning Process
   Managing Marketing
   Delivering Customer Value Through Marketing
   Project Management in Marketing

   All units equal value
   2:1 private study hours to guided learning hours
Marketing Planning Process
   Marketing Planning in
    Context
   Interconnectivity between
    corporate, business and
    marketing objectives &
    strategies
   Marketing Audit
   STP & positioning
    platforms
   CRM strategies which
    retain customers
Managing Marketing
   Developing marketing infrastructure

   Operational management of
    marketing function

   Developing and managing teams

   Budgets for managing and
    monitoring marketing activities

   Assessing the financial situation
Delivering Customer Value through
            Marketing
   Brands & Product Portfolios

   Developing & managing channels

   Communications strategies & plans

   Innovation in marketing

   Value added through service quality   Audi Service Promise
Project Management in Marketing
   Information for Business & Marketing Projects
   Developing the Business Case
   Risk Assessment & Mitigation
    Strategies
   Design, Development & Planning
    of Marketing Projects
   Monitoring & Evaluating Marketing Projects
Assessment Methods
   Marketing Planning      Delivering Customer Value
    Process:                 through Marketing:

     Work  based             Examination based on pre-
      assignment               see case study

   Managing Marketing      Project Management in
                             Marketing
     Work  based
      assignment              Work   based project
Transition Arrangements
 SYLLABUS 2009         SYLLABUS 2003
Marketing Planning                Marketing
Process                            Planning
Delivering Customer             Marketing
Value                       Communications
Managing              Marketing Management
Marketing                        In Practice
Project Management      Marketing Research
in Marketing                   & Information
The New CIM Postgraduate
          Diploma in Marketing
   Masters Level Qualification

   Two stages – Postgraduate Diploma
    (Stage 1) and Chartered Postgraduate
    Diploma (Stage 2)

   Stages 1 & 2 – 120 credits towards
    Masters Degree
CIM Chartered Postgraduate
  Diploma In Marketing (stage 1) –
 Entry Criteria
                 Changes
   Qualifications
      CIM Professional Diploma in Marketing
      or Bachelors/Masters Degree with at least half credits in
       Marketing
     AND
   Experience
      A range of experience in Senior Marketing Management role
       such that students can evidence they have met learning
       outcomes of CIM Professional Diploma and sufficient to pass
       on-line entry test
      ADDITIONALLY – should be in a position to plan, agree &
       implement work based project relevant to their role
CIM Chartered Postgraduate
    Diploma in Marketing (stage 1)–
           Units Overview
   Emerging Themes – 15 credits
   Managing Corporate Reputation – 15 credits
   Marketing Leadership & Planning – 30 credits
   Analysis & Decision – 30 credits

   3:1 private study hours to guided learning hours
Emerging Themes
   Macro Environment:
       PESTEL

   Micro Environment:
       Marketing’s new ground
       Changing consumers
       Changing nature of
        competition & supply chain

   Meso Environment:
       Contemporary business
       The marketing professional
Managing Corporate Reputation
   What corporate reputation means?
   Senior management & CR
   Influencing CR positively
   Managing perceptions of
      how organisations are perceived
   Understanding components
    of CR
   Formulating appropriate Corporate
    Communications
Marketing Leadership &
Planning
   Developing high level strategies & plans
   Delivering effectively
   Developing market-oriented organisations
   Developing leadership to deliver change
   Developing competencies & capabilities to deliver
    value proposition
Analysis & Decision
   Strategic Audit
   Understanding an organisation’s ability to
    understand capability and capacity
   Determining strategic direction
   Assessing & evaluating options
   Making & justifying decisions
Assessment Methods
   Emerging Themes:              Marketing Leadership &
                                   Planning:
     Assignment-based  –
      White papers & journal        Work-based   project
      articles
                                  Analysis & Decision:
   Managing Corporate
    Reputation:
                                    Case  study examination
                                     (pre-seen case study)
     Work-based   project
Transition Arrangements
   Differential weighting of units - no straightforward transition between
    syllabus 2004 and 2009

   E.g. pass one module + SMiP – exempt from A&D

   E.g. pass two modules – exempt from Marketing Leadership & Planning

   E.g. passed three modules – will need to pass Emerging Themes and
    Managing Corporate Reputation

   Combination of 2004 modules & 2009 units – will need to study 5
    units/modules in total
The New CIM Chartered Postgraduate
   Diploma In Marketing (Stage 2)

   Personal & professional development programme
   Testing leadership on latest issues and themes
   Identifying skills & knowledge for business
    projects
   Implementing business project
   Evaluating project success
   Evaluating current & future role – linked to CPD
The New CIM Chartered Postgraduate
   Diploma In Marketing (Stage 2)
   Entry Criteria
     Qualifications
       CIM Professional Postgraduate Diploma in Marketing
       AND
     Experience
          A range of experience in Senior Marketing Management role
           such that students are eligible for MCIM status and can
           evidence they have met learning outcomes of CIM
           Postgraduate Diploma if required to do so
          ADDITIONALLY – should be in a position to plan, agree &
           implement work based project relevant to their role
CIM Chartered Postgraduate Diploma
   in Marketing (stage 2)– Project

   Design, implement & evaluate a live strategic
    business project
   Develop professional skills, knowledge &
    behaviours
   Structured report
   Self-managed learning
   Develop role as a marketing professional
CIM Chartered Postgraduate Diploma
 in Marketing (stage 2)– Structure &
            Assessment
   Three phases of study and assessment:

     Phase 1 – project proposal and literature review –
      5,200 words (20 credits)

     Phase     2 – Project – 8,000 words (30 credits)

     Phase     3 – Evaluation and the Future 3,000 words (10
      credits
CIM Chartered Postgraduate Diploma
      in Marketing (stage 2)– Learner
                  Support
   Personal Tutor

   Workshops

   Business Mentor

   Action Learning Sets

   Learning Contract
Identifying Your Entry Level
   CIM Entry Criteria                  OCOM Approach

       Qualifications                      CIM Entry Criteria

       And/or Experience                   Graduate Foundation
                                             Weekend Course
       On-line Entry Test On-line
        Entry Test                          On-line Entry Test
       http://qm.cim.co.uk/
   Username : DN Tool-1
   Password : DN Tool-1
Why Oxford College of Marketing

   Excellent resources             All students matter to us
       Tutors                       – we are your training
       Blackboard                   partner
   High standards of delivery      Unrivalled student
   Student focused service          support
    quality                         Our track record proves
   Flexible study methods           we deliver on our
                                     promises
   Freedom to re-locate
                                    See for yourself –
   Freedom to change study          www.oxfordcollegeofmarketing.ac.uk
    options
ANY QUESTIONS?

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Presentation Rosie 2

  • 1. WELCOME TO THE CIM SYLLABUS 2009 LAUNCH EVENT Your Professional Pathway to Marketing Excellence in Partnership with
  • 2. Presentation Outline  Welcome & Introductions  CIM Chartered Postgraduate  Why pursue CIM Diploma in Marketing – Professional Qualifications Stage 1:  Changes  Rationale for Syllabus  Units Overview Change  Assessment Methods  CIM Professional Diploma  Transition Arrangement in Marketing:  CIM Chartered Postgraduate  Changes Diploma in Marketing –  Units Overview Stage 2  Assessment Methods  Why choose Oxford College  Transition Arrangements of Marketing
  • 3. Welcome & Introductions  Oxford College of Marketing  CIM Accredited Study Centre  Over 12 year’s experience of delivering CIM qualifications  Presented by Rosie Phipps:  Founder and Principal
  • 4. Why pursue CIM Professional Qualifications  To meet aspirational goals and help career progression in Marketing  To offer ‘value added’ to employers in a competitive employment market  To consolidate existing knowledge and evidence skills and competencies  To provide a stepping stone into a Marketing career
  • 5. Rationale for Syllabus Change  Meeting Employer needs  Meeting Student needs
  • 6. CIM Professional Diploma In Marketing – Changes  Entry Criteria  Qualifications CIM Professional Certificate in Marketing or Bachelors/Masters Degree with one third credits in Marketing OR  Experience  Marketing Management role providing students with knowledge and competence equivalent to learning outcomes of CIM Professional Certificate and sufficient to pass on-line entry test
  • 7. CIM Professional Diploma in Marketing – Units Overview  Marketing Planning Process  Managing Marketing  Delivering Customer Value Through Marketing  Project Management in Marketing  All units equal value  2:1 private study hours to guided learning hours
  • 8. Marketing Planning Process  Marketing Planning in Context  Interconnectivity between corporate, business and marketing objectives & strategies  Marketing Audit  STP & positioning platforms  CRM strategies which retain customers
  • 9. Managing Marketing  Developing marketing infrastructure  Operational management of marketing function  Developing and managing teams  Budgets for managing and monitoring marketing activities  Assessing the financial situation
  • 10. Delivering Customer Value through Marketing  Brands & Product Portfolios  Developing & managing channels  Communications strategies & plans  Innovation in marketing  Value added through service quality Audi Service Promise
  • 11. Project Management in Marketing  Information for Business & Marketing Projects  Developing the Business Case  Risk Assessment & Mitigation Strategies  Design, Development & Planning of Marketing Projects  Monitoring & Evaluating Marketing Projects
  • 12. Assessment Methods  Marketing Planning  Delivering Customer Value Process: through Marketing:  Work based  Examination based on pre- assignment see case study  Managing Marketing  Project Management in Marketing  Work based assignment  Work based project
  • 13. Transition Arrangements SYLLABUS 2009 SYLLABUS 2003 Marketing Planning Marketing Process Planning Delivering Customer Marketing Value Communications Managing Marketing Management Marketing In Practice Project Management Marketing Research in Marketing & Information
  • 14. The New CIM Postgraduate Diploma in Marketing  Masters Level Qualification  Two stages – Postgraduate Diploma (Stage 1) and Chartered Postgraduate Diploma (Stage 2)  Stages 1 & 2 – 120 credits towards Masters Degree
  • 15. CIM Chartered Postgraduate Diploma In Marketing (stage 1) –  Entry Criteria Changes  Qualifications  CIM Professional Diploma in Marketing  or Bachelors/Masters Degree with at least half credits in Marketing AND  Experience  A range of experience in Senior Marketing Management role such that students can evidence they have met learning outcomes of CIM Professional Diploma and sufficient to pass on-line entry test  ADDITIONALLY – should be in a position to plan, agree & implement work based project relevant to their role
  • 16. CIM Chartered Postgraduate Diploma in Marketing (stage 1)– Units Overview  Emerging Themes – 15 credits  Managing Corporate Reputation – 15 credits  Marketing Leadership & Planning – 30 credits  Analysis & Decision – 30 credits  3:1 private study hours to guided learning hours
  • 17. Emerging Themes  Macro Environment:  PESTEL  Micro Environment:  Marketing’s new ground  Changing consumers  Changing nature of competition & supply chain  Meso Environment:  Contemporary business  The marketing professional
  • 18. Managing Corporate Reputation  What corporate reputation means?  Senior management & CR  Influencing CR positively  Managing perceptions of how organisations are perceived  Understanding components of CR  Formulating appropriate Corporate Communications
  • 19. Marketing Leadership & Planning  Developing high level strategies & plans  Delivering effectively  Developing market-oriented organisations  Developing leadership to deliver change  Developing competencies & capabilities to deliver value proposition
  • 20. Analysis & Decision  Strategic Audit  Understanding an organisation’s ability to understand capability and capacity  Determining strategic direction  Assessing & evaluating options  Making & justifying decisions
  • 21. Assessment Methods  Emerging Themes:  Marketing Leadership & Planning:  Assignment-based – White papers & journal  Work-based project articles  Analysis & Decision:  Managing Corporate Reputation:  Case study examination (pre-seen case study)  Work-based project
  • 22. Transition Arrangements  Differential weighting of units - no straightforward transition between syllabus 2004 and 2009  E.g. pass one module + SMiP – exempt from A&D  E.g. pass two modules – exempt from Marketing Leadership & Planning  E.g. passed three modules – will need to pass Emerging Themes and Managing Corporate Reputation  Combination of 2004 modules & 2009 units – will need to study 5 units/modules in total
  • 23. The New CIM Chartered Postgraduate Diploma In Marketing (Stage 2)  Personal & professional development programme  Testing leadership on latest issues and themes  Identifying skills & knowledge for business projects  Implementing business project  Evaluating project success  Evaluating current & future role – linked to CPD
  • 24. The New CIM Chartered Postgraduate Diploma In Marketing (Stage 2)  Entry Criteria  Qualifications CIM Professional Postgraduate Diploma in Marketing AND  Experience  A range of experience in Senior Marketing Management role such that students are eligible for MCIM status and can evidence they have met learning outcomes of CIM Postgraduate Diploma if required to do so  ADDITIONALLY – should be in a position to plan, agree & implement work based project relevant to their role
  • 25. CIM Chartered Postgraduate Diploma in Marketing (stage 2)– Project  Design, implement & evaluate a live strategic business project  Develop professional skills, knowledge & behaviours  Structured report  Self-managed learning  Develop role as a marketing professional
  • 26. CIM Chartered Postgraduate Diploma in Marketing (stage 2)– Structure & Assessment  Three phases of study and assessment:  Phase 1 – project proposal and literature review – 5,200 words (20 credits)  Phase 2 – Project – 8,000 words (30 credits)  Phase 3 – Evaluation and the Future 3,000 words (10 credits
  • 27. CIM Chartered Postgraduate Diploma in Marketing (stage 2)– Learner Support  Personal Tutor  Workshops  Business Mentor  Action Learning Sets  Learning Contract
  • 28. Identifying Your Entry Level  CIM Entry Criteria  OCOM Approach  Qualifications  CIM Entry Criteria  And/or Experience  Graduate Foundation Weekend Course  On-line Entry Test On-line Entry Test  On-line Entry Test  http://qm.cim.co.uk/  Username : DN Tool-1  Password : DN Tool-1
  • 29. Why Oxford College of Marketing  Excellent resources  All students matter to us  Tutors – we are your training  Blackboard partner  High standards of delivery  Unrivalled student  Student focused service support quality  Our track record proves  Flexible study methods we deliver on our promises  Freedom to re-locate  See for yourself –  Freedom to change study www.oxfordcollegeofmarketing.ac.uk options