2. Professional Marketing Standards
•
•
•
•
Sets the industry ‘professional’ standards
Unique to CIM
Underpins the Professional Pathway
Provides a framework to create products and services
3. Professional Marketing Standards – map
Commercially
aware
Financially
literate
Reputation, Risk
And Compliance
Inspiring
Presentation title
Creative
Brand
Core
Technical
Behaviours
Channel
to market/
Partnership
Marketing
Innovative
Customer
Experience
Challenging
Insights, Strategy
and
Championing the
customer
Monitoring &
Measuring
Effectiveness
Value
Propositions
Entrepreneurial
Responsible
3
Integrated
Marketing
Comms
Influencing
Digital
Capability
Collaborative
4. Professional Marketing Standards – levels
Presentation title
Definition
Knowledge
Application
5. Authoritative
Mastery at the highest level of
knowledge and application
Mastery
Habitual
4. Accomplished
An advanced degree of knowledge
and consistent application
Mastery
Regular
3. Able
Full knowledge of the concepts and
application to the business
Full
Regular
2. Active
Meaningful knowledge with some
experience and application
Some
Some
1. Aware
Limited knowledge or experience
with full potential to develop
Limited
Limited
5. CIM Professional Pathway
DISCOVER
EXPLORE
EVOLVE
Curious marketer
Developing professional
marketer
Presentation title
EXCEL
Accomplished
professional marketer
Authoritative
Chartered Marketer
Continuing professional
development
Chartered Marketer
(ChMktr)
MCIM upgrade
Getin2marketing
Initial professional
development
Continuing
professional
development
Discovery member
Affiliate
Associate (ACIM)
Member
Senior professional
marketer
Chartered Marketer
qualifying programme
Employment
Continuing professional
development
Fellow (FCIM)
Accomplishd
6. Presentation title
CIM Professional Pathway
EXPLORE
EVOLVE
EXCEL
Getin2marketing
Initial professional development
Continuing professional development
Interested in
marketing
Employed marketer
Qualified marketer
Qualified,
experienced marketer
Qualified,
experienced, senior
marketer
Qualified,
experienced, up to
date marketer
Discovery
Registration
Affiliate
Associate (ACIM)
Member (MCIM)
Fellow (FCIM)
Chartered Marketer
Level 3
Level 4
Level 6
Level 7
MSc
MSc
Aware
Active
Able
Getin2work
programme
Study programme
Empowering
entrepreneurs
programme
IPD programme
Accomplished
Authoritative
Chartered Marketer qualifying programme
Next-gen engagement
programme
Strategic leadership programme
Executive leadership
programme
Learning programme
7. Presentation title
EXPLORE
Support for young people interested in
getting into marketing as a career:
– GetIn2Work Programme
•
•
•
•
•
•
Employability skills
Apprenticeships, internships, traineeships
Access to work placements
Careers guidance
Job vacancies
Graduate programme
– Study Programme
• A level
• Study Programme
• Multi Award Pathway
– Empowering Entrepreneurs
Programme
•
•
•
•
Student societies
Career development award replacement
Schools engagement
The Pitch etc…
8. Presentation title
Support for professional marketers
– Initial Professional Development (IPD)
Programme
• Qualifications
• Training/L&D
• Knowledge, support, network & growth
9. Presentation title
Challenge and pace for senior level
marketers:
– Next Generation Engagement
Programme
• Mentoring, coaching
• Ambassador opportunities
– Executive Leadership Programme
• Strategic conversations
• Insight/Summit events
– Strategic Learning Programme
• MSc qualifications
– Chartered Marketer Qualifying
Programme
• Online diagnostic assessment
10. New Qualification Portfolio
•
Create a ‘fit for purpose’ high quality and responsive suite
of qualifications which enables the customer to engage
with CIM in a meaningful and purposeful way
•
Modular Pathway approach
11. Level 4 Modular Pathway
Presentation title
MARKETING
INTEGRATED
COMMUNICATIONS
CUSTOMER
EXPERIENCE
DIGITAL
MARKETING
MANDATORY
MANDATORY
ELECTIVE
ELECTIVE
EXAM
ASSIGNMENT
ASSIGNMENT
PORTFOLIO
Choice of qualifications available:
Level 4 Award in Professional Marketing: Title of module
(any module from above)
Certificate in Professional Marketing (TWO MANDATORY
plus ONE elective)
12. Presentation title
L6 Modular Pathway
STRATEGIC
MARKETING
MASTERING
METRICS
DRIVING
INNOVATION
DIGITAL
STRATEGY
MANDATORY
MANDATORY
ELECTIVE
ELECTIVE
EXAM
ASSIGNMENT
ASSIGNMENT
PORTFOLIO
Choice of qualifications available:
Level 6 Award in Professional Marketing: Title of module
(any module from above)
Diploma in Professional Marketing (TWO MANDATORY
plus ONE elective)
13. Presentation title
Timescales
• New qualification launch
• Getin2marketing platform
March 2014
September 2014
June 2014
• Professional Development offer
• Pathway platform
January 2015
January 2015
– First teaching
Other programmes will be market need driven
