The leading professional marketing body, The Chartered Institute of Marketing (CIM) has been supporting, representing and developing marketers, teams and leaders for more than 100 years. We’re independent, trusted and connected, with access to unmatched ideas, insights and resources enabling us to provide an unparalleled learning experience for both individuals and teams. If you are looking to develop three or more of your team, our in-company learning portfolio offers a number of flexible options to suit every business. www.cim.co.uk/training/in-company-training

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CIM Bespoke in-company training | Handbook 2016Handbook 2016
Bespoke
In-company
Training

2. 2 | To find out more speak to our team +44 (0)1628 427250 | team@cim.co.uk
CIM Bespoke in-company training | Handbook 2016
About us
The leading professional marketing body, The
Chartered Institute of Marketing (CIM) has been
supporting, representing and developing marketers,
teams and leaders for more than 100 years. We’re
independent, trusted and connected, with access to
unmatched ideas, insights and resources enabling
us to provide an unparalleled learning experience
for both individuals and teams.
If you are looking to develop three or more of your
team, our in-company learning portfolio offers a
number of flexible options to suit every business.

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CIM Bespoke in-company training | Handbook 2016
Why choose CIM?
Updated and re-released in 2014, the
Professional Marketing Standards are a
framework of marketing capabilities which
provide a guide to the skills and behaviours
that are expected of professional marketers at
varying levels of proficiency.
Why should the standards matter to you?
Because they are developed from extensive
research from employers and employees in
marketing and broader business functions to
ensure that they are representative of what is
expected of a capable and competent marketer.
Core
Technical
Behaviour

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CIM Bespoke in-company training | Handbook 2016
What we do
We build pragmatic solutions -
educating not just training.
We know the importance of marketing in business
and the impact it has, and we can help others
understand and apply this insight.
At CIM our team of facilitators and course directors
are business credible consultants and practitioners
who are academically accomplished. They will
work with you on various levels from consultancy
through to mentoring and coaching, putting
together programmes aligned to your strategy
as well as current and future issues.
E-Learning
Gap analysis
Tailored Training

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Our approach
We have a customer led approach to training and
development and a wide range of solutions from
e-learning through to qualifications and customised
training courses. We can work with you at every
stage of the process - from diagnosis through to
delivery and evaluation - depending on your needs
and requirements. We are also able to validate and
endorse programmes, something which sets us
apart from other learning providers.
DesignEvaluate
Deliver
Diagnose

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CIM Bespoke in-company training | Handbook 2016
Diagnose
Our Marketing DNA tool based on our
Professional Marketing Standards is designed to
help individuals identify areas of development
for the future, and organisations to maximise
their investment in training and development.
The tool is based on ‘objective testing’, not just
self-assessment. It identifies skills gaps and
areas of strength at a company level, by team
and by role. This allows organisations to be more
targeted in their training and development down
to an individual level with client level reporting
and options to re-use the tool after a period of
development for internal benchmarking.
Welcome menu
Radar chart of competencies

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Design
Our team of facilitators and course directors
can customise a development programme
based on your needs and requirements,
whether identified by your organisation or
through our Marketing DNA tool. They will work
closely with you to build a programme around
your preferred delivery method, assessment,
timelines and content mix.
Train the trainer
We can licence our content to your organisation.
CIM conducts training with your internal
learning department and then takes an
overview of the quality of the programme.
We can deliver the content to your in-house/
preferred trainers, coaching them to train if
required. We can then observe them running
the session with additional visits to oversee
quality on an annual basis to
maintain the licence you pay.
Recognition of your internal programmes
CIM will evaluate your in-house training
programmes, mapping them against our
Professional Marketing Standards. Following
the evaluation we will then endorse your
programme which then enables you to use the
CIM brand. Uniquely, we are able to validate
associated assessments through an awarding
body. We will evaluate and evolve your
programme on an on-going basis in line with
any research we do and changes we make to
our standards.

8. 8 | To find out more speak to our team +44 (0)1628 427250 | team@cim.co.uk
CIM Bespoke in-company training | Handbook 2016
Deliver
From online learning for individuals in different
locations, to customised face-to-face training
delivered in house, CIM have flexible delivery
methods to meet your organisational and
individual needs.
E-Learning
CIM have a comprehensive range of e-learning
resources which you can choose from to suit
your needs. We understand the pressures on
today’s marketers and organisations - our
online options give you the flexibility to reach a
far wider audience and allows people to learn at
their own pace and on the move.
Our e-learning resources include:
Tutorials across key
marketing disciplines
Podcasts
Webinars Templates for
working models
Training courses and workshops
Marketing is constantly evolving, and so are
we. It’s important to demonstrate that you
keep up to date with the latest trends and
developments, so we make sure our training
courses reflect what’s going on in marketing
and industry alike.
We have a range of training courses which can
be delivered by our course directors built in
line with your requirements. We can deliver
learning via our extensive range of off-the-shelf
public training courses through to tailored or
completely bespoke programmes, all delivered
in-house or at our CIM facility - Moor Hall
Conference Centre.
Courses can be delivered through a choice of
learning methods; face-to-face, e-learning or a
mixture of the two.
Why would you tailor?
Our tailored courses deliver a combination of
both consultancy and training. We will work
closely with you to understand your needs and
requirements, creating a programme focusing
on your learning and business objectives as well
as the challenges facing your organisation. We
will align this to your strategy, processes and
objectives - with the option to validate
and endorse.

9. Foundation Certificate in Marketing
Certificate in Professional Marketing
Diploma in Professional Marketing
Postgraduate Diploma in Marketing
CIM Bespoke in-company training | Handbook 2016
Qualifications
We have a portfolio of professional qualifications
covering levels from foundation through to advanced.
CIM’s individual bite-sized modules have been specially
created focusing on specific marketing areas and
are designed to fit with marketers busy professional
careers. Modules are achieved as distinct self-
contained award qualifications and can be combined
with further awards to build into a full qualification.
Our regulated qualifications are internationally
recognised, consist of a mix of theory and practical
learning and can be delivered through a choice of
learning methods; face-to-face, distance or, a mixture
of the two (blended).
Team qualifications offer an opportunity for
organisations to tailor content and focus study on the
needs of your organisation through additional learning
and insight from our expert practitioners.
In the fast moving marketing profession, qualifications
have been proven to retain talent and build confidence
and credibility.

10. Qualification Who is it for? Structure
Level 3
(Foundation)
Foundation
Certificate
in Marketing
People of all ages and stages of their
career. Ideal for managers in non-marketing
functions, entrepreneurs, apprentices and
those starting out in a marketing career.
One mandatory module:
• Marketing Principles
Choice of elective module:
• Customer Communications
• NEW: Digital Essentials
Level 4
(Intermediate)
Certificate
in Professional
Marketing
Aspiring marketers who want to gain
knowledge and skills to progress a
successful career in marketing. Ideal for
those working in marketing support roles
(e.g. marketing assistants) or whose current
job encompasses elements of marketing.
Two mandatory modules:
• Marketing
• Integrated Communications
Choice of elective module:
• Customer Experience
• Digital Marketing
Level 6
(Intermediate)
Diploma
in Professional
Marketing
Marketers in operational, supervisory or
management roles who want to develop their
marketing knowledge and skills. Suitable for
department managers, functional managers,
product/brand managers, account managers,
marketing executives and business
development managers.
Two mandatory modules:
• Strategic Marketing
• Mastering Metrics
Choice of elective module:
• Driving Innovation
• Digital Strategy
Level 7
(Advanced)
Postgraduate
Diploma
in Marketing
Experienced marketers and senior business
people who want to gain a professional
qualification while working at a strategic
level or aspiring to do so.
Professional Postgraduate
Diploma in Marketing (stage 1)
Four mandatory modules:
• Emerging Themes
• Analysis and Decision
• Marketing Leadership and Planning
• Managing Corporate Reputation
Chartered Postgraduate
Diploma in Marketing (stage 2)
One mandatory module:
• Leading Marketing
Qualifications road map
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CIM Bespoke in-company training | Handbook 2016
Evaluate
At any point during or after your training and development you have the option to
reassess and evaluate. We will work with you to help transfer learning to work via a
variety of work based projects. If you went through our Marketing DNA tool to identify
skills gaps and strengths these can be reassessed to measure change and improvement.

11. more than and across more thanon
organisations continents sectors
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In the last three years alone, we’ve helped:
Testimonials
“CIM listened to our needs and tailored a fast
paced, engaging digital course.”
Our Experience
“A really interesting day with plenty of thought
provoking content. Thanks Tas! Now time to
put it into action.”
“CIM listened to our needs and created
a course that overcame our unique
challenges and helped our team increase
business revenue.”
“The CIM Academy has ensured that we
are working to continuously challenge and
improve ourselves, and always with the
representative and our consumer in mind.”
“The trainer, Daniel Rowles, was informative
and insightful, and trailored the course to fit
our exact requirements. We would not hesitate
to recommend both the course and the trainer.”

12. 12 | To find out more speak to our team +44 (0)1628 427250 | team@cim.co.uk
CIM Bespoke in-company training | Handbook 2016
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The Chartered Institute of Marketing (CIM)
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