Email: info@itsma.com
Internet: www.itsma.com
The Need
 The existing CIM Professional
Diploma in Marketing provides a
good foundation, but is B2C
orientated
 Services...
The Solution
 New level 6 qualification with CIM
Awarding Body recognition and status
 Combines CIM Professional Diploma...
The Design
 4 CIM Professional Diploma units
contextualised with Business
Services and Solutions material
and case studie...
The Benefits for the Organisation
 Global marketing standard
 Staff development
– Raises the standard of
– Enables devel...
The Benefits for the Individual
 Personal development
– Level 6 qualification (equivalent to Bachelor’s degree), opportun...
Entry Requirements
Full Program

Module 5

At least three years marketing
experience, one of which should be at
management...
Foundation Members
Investing in Professionalising the Industry
 ITSMA members who invested in the development of the
cour...
Programme Overview

Unit 1

Unit 2

Unit 3

Unit 4

Unit 5

The Marketing
Planning
Process

Delivering
Customer
Value Thro...
Unit 1.
The Marketing Planning Process
Section 1

The role of the marketing plan and the planning process in context

Sect...
Unit 2.
Delivering Customer Value Through Marketing
Section 1

The brand and product/offer portfolio

Section 2

Channel m...
Unit 3.
Managing Marketing
Section 1

The marketing infrastructure

Section 2

Measuring marketing performance

Section 3
...
Unit 4.
Project Management in Marketing
Section 1

Information needs for marketing people

Section 2

The business case

S...
Unit 5.
The Unique Considerations of Marketing Business
Services & Solutions
Section 1

Aligning the organisation for busi...
For more information
Bev Burgess
Senior Vice President
ITSMA Europe
bburgess@itsma.com
+44 (0) 7775 765722
ITSMA Europe
On...
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The Professional Diploma in Marketing for Business Services and Solutions

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A need exists within the Business and IT Services and Solutions industry to formalise the marketing profession. Whilst many marketers are seeing their roles increasingly focussed on the specifics of Services and Solutions marketing, they have few options in terms of recognised business-to-business (B2B) qualifications to help them.
The Chartered Institute of Marketing (CIM) and ITSMA have recognised this need to provide a global standard qualification and have worked with representatives of the IT Services and Solutions industry to develop this course.

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The Professional Diploma in Marketing for Business Services and Solutions

  1. 1. Email: info@itsma.com Internet: www.itsma.com
  2. 2. The Need  The existing CIM Professional Diploma in Marketing provides a good foundation, but is B2C orientated  Services and Solutions marketers need global, Industry recognised ‘Best Practice’, methods and IP  ITSMA members have confirmed their desire for a common standard which is globally available and Industry focused The Professional Diploma in Marketing for Business Services and Solutions | PN4895 | © 2013 ITSMA Europe. All Rights Reserved. | 2
  3. 3. The Solution  New level 6 qualification with CIM Awarding Body recognition and status  Combines CIM Professional Diploma syllabus with ITSMA services and solutions IP, case studies and tools  Allows existing CIM Professional Diploma holders to ‘upgrade’  Virtual delivery enables globally dispersed teams to achieve the same standards  First course commenced December 2010, with full elearning capability The Professional Diploma in Marketing for Business Services and Solutions | PN4895 | © 2013 ITSMA Europe. All Rights Reserved. | 3
  4. 4. The Design  4 CIM Professional Diploma units contextualised with Business Services and Solutions material and case studies  New 5th unit: ‘The Unique Considerations of Marketing Business Services & Solutions’ The Professional Diploma in Marketing for Business Services and Solutions | PN4895 | © 2013 ITSMA Europe. All Rights Reserved. | 4
  5. 5. The Benefits for the Organisation  Global marketing standard  Staff development – Raises the standard of – Enables development of key marketing across the talent as well as opportunity for organisation, better lower performers, helps understanding of the wider ‘engage’ the team and marketing environment/ increase knowledge base context, teaches common  Rewards individuals practices, consistency of – Demonstrates commitment, output across teams, improved aids motivation and retention interoperability  Virtual delivery – Combination of e-learning & virtual classroom enables all marketing teams to access the course, regardless of location The Professional Diploma in Marketing for Business Services and Solutions | PN4895 | © 2013 ITSMA Europe. All Rights Reserved. | 5
  6. 6. The Benefits for the Individual  Personal development – Level 6 qualification (equivalent to Bachelor’s degree), opportunity to develop marketing knowledge and work towards personal goals  Demonstrable level of industry knowledge – Recognised and respected qualification, formally demonstrates understanding of broad marketing principles as well as those specific to business services and solutions  Builds on existing knowledge and qualifications – Recognises existing marketing knowledge/experience and where appropriate enables direct access to unit 5  Work towards Chartered Marketer status – Enables individuals to work towards ‘Chartered Marketer’ status with the CIM through continued professional development The Professional Diploma in Marketing for Business Services and Solutions | PN4895 | © 2013 ITSMA Europe. All Rights Reserved. | 6
  7. 7. Entry Requirements Full Program Module 5 At least three years marketing experience, one of which should be at management level or alternatively a good first degree (or international equivalent) or the CIM Professional Certificate in Marketing. CIM Professional Diploma in Marketing or the CIM Advanced Certificate in Marketing or a business or marketing Bachelors or Masters degree (or international equivalent) where a minimum or half of the credits come from marketing. Or A range of experience working at senior marketing management level that has provided potential delegates with the ability to evidence that they can meet the learning outcomes of the CIM Professional Diploma in Marketing if required to do so and is sufficient to pass the Entry Test to this course. The Professional Diploma in Marketing for Business Services and Solutions | PN4895 | © 2013 ITSMA Europe. All Rights Reserved. | 7
  8. 8. Foundation Members Investing in Professionalising the Industry  ITSMA members who invested in the development of the course  Consulted on the development and content of the programme to ensure it meets the industry needs The Professional Diploma in Marketing for Business Services and Solutions | PN4895 | © 2013 ITSMA Europe. All Rights Reserved. | 8
  9. 9. Programme Overview Unit 1 Unit 2 Unit 3 Unit 4 Unit 5 The Marketing Planning Process Delivering Customer Value Through Marketing Managing Marketing Project Management in Marketing The Unique Considerations of Marketing Business Services & Solutions The Professional Diploma in Marketing for Business Services and Solutions | PN4895 | © 2013 ITSMA Europe. All Rights Reserved. | 9
  10. 10. Unit 1. The Marketing Planning Process Section 1 The role of the marketing plan and the planning process in context Section 2 The organisation and the plan Section 3 Conducting the marketing audit Section 4 Turning the audit findings into strategy Section 5 Segmentation, targeting and positioning Section 6 Factors impacting on marketing planning The Professional Diploma in Marketing for Business Services and Solutions | PN4895 | © 2013 ITSMA Europe. All Rights Reserved. | 10
  11. 11. Unit 2. Delivering Customer Value Through Marketing Section 1 The brand and product/offer portfolio Section 2 Channel management Section 3 Delivering value through communications Section 4 Managing customers’ service expectations through the marketing mix Section 5 The integrated marketing mix Section 6 Analysing the case study The Professional Diploma in Marketing for Business Services and Solutions | PN4895 | © 2013 ITSMA Europe. All Rights Reserved. | 11
  12. 12. Unit 3. Managing Marketing Section 1 The marketing infrastructure Section 2 Measuring marketing performance Section 3 Building the marketing team Section 4 Managing the marketing team Section 5 Resource needs and budgeting Section 6 Managing finance and marketing success The Professional Diploma in Marketing for Business Services and Solutions | PN4895 | © 2013 ITSMA Europe. All Rights Reserved. | 12
  13. 13. Unit 4. Project Management in Marketing Section 1 Information needs for marketing people Section 2 The business case Section 3 Risk assessment Section 4 Project planning in marketing Section 5 Implementing successful projects Section 6 Monitoring and measurement of project effectiveness The Professional Diploma in Marketing for Business Services and Solutions | PN4895 | © 2013 ITSMA Europe. All Rights Reserved. | 13
  14. 14. Unit 5. The Unique Considerations of Marketing Business Services & Solutions Section 1 Aligning the organisation for business solutions Section 2 Managing the corporate brand and reputation Section 3 Creating and communicating business value Section 4 Using marketing techniques to build relationships with business customers Section 5 Winning, growing and defending key accounts with Account Based Marketing The Professional Diploma in Marketing for Business Services and Solutions | PN4895 | © 2013 ITSMA Europe. All Rights Reserved. | 14
  15. 15. For more information Bev Burgess Senior Vice President ITSMA Europe bburgess@itsma.com +44 (0) 7775 765722 ITSMA Europe One Alfred Place, London WC1E 7EB Phone: +44 (0) 7775 765722 Email: info@itsma.com Internet: www.itsma.com The Professional Diploma in Marketing for Business Services and Solutions | PN4895 | © 2013 ITSMA Europe. All Rights Reserved. | 15

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