Developing marketing strategies and a marketing plan
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
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
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