Subject: Professional Marketing – Postgraduate level

Study dates: February - December 2010

Tuition language: English

Qualification: The Postgraduate Diploma in Marketing is awarded by the UK’s Chartered Institute of Marketing

Accreditation: IPT (International Professional Training) Ltd is a fully accredited CIM Study Centre for the delivery of the CIM programmes.

Target market: The Postgraduate Diploma in Marketing is a challenging, high-level marketing qualification that demonstrates specialist professional knowledge across many areas. It is targeted at Marketers working at a strategic level or aspiring to do so.

Introduction:

The Chartered Postgraduate Diploma in Marketing is a high level, 2-stage qualification that demonstrates specialist professional knowledge and skills across many subject disciplines. It is also a primary route to Chartered Marketer status.

The qualification’s focus is on the strategic aspects of marketing management and is therefore suited to marketers who have gained a significant level of experience and/or knowledge in marketing.

Qualifying with a Chartered Postgraduate Diploma in Marketing will significantly enhance credibility as a marketer with advanced knowledge and skills, and places students competitively for future employment opportunities.

This level of CIM qualification is ideal for students who are:

• Responsible for managing the marketing process at a strategic level

• Moving from a mid- to high-level marketing position

• Wishing to build on the knowledge gained at Professional Diploma level

• Experienced professionals with in depth understanding of marketing management, and the strategic implications marketing has on the wider business context

By the end of this qualification students should be able to:

• Make the transition into strategic marketing management

• Work more cross-functionally at a senior management level

• Make significant contributions to an organisation’s corporate and business strategy

• Contribute to board decisions

• Demonstrate a high level of leadership and influence

Entry Criteria Requirements:       

• CIM Advanced Certificate in Marketing or Professional Diploma in Marketing     

• Degree (undergraduate and postgraduate) with significant marketing content from a CIM-approved university OR Non-marketing degree plus 3 years management experience     

• 6 years' operational marketing experience, 3 of which at management level

• Other appropriate qualifications approved by CIM

Course description:

The Chartered Postgraduate Diploma in Marketing is split into 2 stages. Stage 1 consists of 4 separate programme modules, which upon successful completion provides students with a Postgraduate Diploma in Marketing.

Stage 2 is a work-based project designed to develop the professional skills and competencies required to successfully implement research and business projects. On successful completion students receive a Chartered Postgraduate Diploma in Marketing.

The CIM recommends studying 2 modules per assessment period, as follows:

Stage 1:

Unit 1: Emerging Trends

Unit 2: Analysis and Decision

Unit 3: Marketing Leadership and Planning

Unit 4: Managing Corporate Reputation

Stage 2:

Unit 5: Work-based project

Unit 1: Emerging Trends. On completion of this module students will be able to:

• Critically evaluate a range of key emerging macro-environmental themes and make a critical assessment of their significance for a specific sector of industry

• Propose strategic marketing responses to key emerging themes judged to have the greatest impact on a specific sector. Responses should reflect contemporary marketing practice (i.e. marketing’s new ground) and demonstrate creativity

Unit 2: Analysis and Decision. On completion of this module students will be able to:

• Undertake a strategic marketing audit, assessing an organisation’s competencies, competitive advantage, market performance, customers, competitors, product and service portfolios, positioning, value proposition and market impact to assess the impact of these factors on an organisation’s strategic intent and direction

• Utilise the strategic marketing audit to critically evaluate a range of strategic marketing options available to an organisation, including innovation, mergers, acquisitions, partnering, alliances, environmental sustainability and CSR, in order to deliver best value growth and expansion opportunities

• Utilise a range of financial and other measurement tools to assess the financial and non-financial benefits of recommended strategic marketing decisions

• Utilise a range of risk assessment tools to critically assess the risk of strategic market decisions and their impact upon an organisation

Unit 3: Marketing Leadership and Planning. On completion students will be able to:

• Critically evaluate ways of effectively delivering an organisation’s corporate mission and vision

• Develop marketing strategies to establish competitive and sustainable marketing and relationship strategies to achieve an organisation’s strategic intent and deliver its value proposition, utilising a synergistic planning process

• Develop strategic plans, taking account of different planning frameworks, ensuring they are within the resource capabilities of an organisation

• Determine the most appropriate organisational structures for market-orientated and/or changing organisations, whilst evaluating the resource implications and requirements

• Develop sustainable competitive advantage through suitable approaches to leadership and innovation in order to generate stakeholder value and contribute to organisational success

Unit 4: Managing Corporate Reputation. On completion students will be able to:

• Critically evaluate the way organisations develop their identities and how some organisations use these to form images and assign reputational status

• Critically analyse the elements that contribute to the identity that an organisation projects to its stakeholders, sometimes through a corporate brand

• Critically evaluate linkage between how an organisation wants to be seen and how it is seen, namely corporate communications

Unit 5 (Stage 2): Work-based project

This qualification comprises a work-based project, designed to develop professional skills and competencies to successfully implement research and business projects

Part of the process will be to evaluate the role of these skills in the project and the extent of the achievement of the intended outcomes. It will also enable students to evaluate their own behavioural changes in order to develop skills for interaction at a higher level i.e. at a strategic and board level.

To achieve this top-level qualification, students will need to hold the Professional Postgraduate Diploma in Marketing and be suitable for MCIM status, which ensures that students have a significant amount of relevant management experience.

How is the programme taught?

The programme is taught on a module-by-module basis and the CIM recommends that students study a maximum of two modules per assessment period when studying on a part-time basis (assessments are held in June and December, with two further dates in January and July available from 2010.)

It is thus achievable to complete the full CIM Professional Diploma in 12 – 18 months studying part time.

Each module is taught using a variety of learning and teaching methods including:

• Lectures

• Group work

• Self managed study

• E-learning elements around the CIM Learning Zone web page

• Case study activities associated with each module

IPT’s tutors are experienced marketing practitioners with significant experience of teaching across the CIM syllabus. The programme consists of three elements:

• Taught programme

• Home study

• Revision session

1.    Taught programme

The taught programme covers all areas of the CIM syllabus but focuses particularly on the most important, difficult and frequently-examined areas. Throughout the programme emphasis is also placed on exam and assignment writing techniques. Our experienced team of CIM tutors equips students with the tips and techniques to place them in a strong position for passing exams and assessments, with:

24 hours of face-to-face taught tuition for each module studied. This will cover:

• Main theories

• Practical examples

• Case studies

2.    Home study

For each module IPT tutors provide students with home-study guidance to ensure they have time to reflect on their classroom learning and to broaden their understanding, as well as build up all-important exam and assessment writing technique.

3.    Revision session

Each module includes a revision session to reinforce and enhance understanding of key theories and frequently-examined topics. Revision sessions comprise of:

• 24 hours of face-to-face tuition per module

• A review of the key areas of the syllabus

• Incisive assessment technique guidance

Tutors: British, expert CIM tutors and/or fully qualified CIM Fellows.

Alan Taylor (M.CIM, Dip.CAM, M.MRG, M.IoD, M.F.S.B.)

Nationality: British

CIM Lecturer: Cavendish College, London; the London Institute; ProComm College. Over 14 years as a CIM lecturer in CIM Diploma and Postgraduate Diploma.

Member - The Chartered Institute of Marketing; the Institute of Directors; the Federation of Small Businesses; the Media Research Group; November 1997-Present: Director of Business Development - Synergy Group

Michael Warner (DipM FCIM FIDM)

Nationality: British

Fellow - Chartered Institute of Marketing; Fellow – Institute of Direct Marketing

Chartered Marketer by CPD; Over 20 years CIM lecturing experience covering Certificate, Diploma and Postgraduate Diploma; Visiting Lecturer in CIM modules and MBA marketing modules at ESG University (Paris, France and London, England); Thames Valley University, UK, and various CIM accredited Centres in London,

Managing Director – Snowpine (UK) Ltd; Tulip Toys and Gifts (UK) Ltd

About the Chartered Institute of Marketing:

CIM is the world’s largest professional marketing body with 50,000 members worldwide leads the development of professional standards and practice and champions the big issues and new ideas in the marketing world. CIM’s mission is to be the pre-eminent body on marketing practice, standards and knowledge on an international basis and for this to be acknowledged by governments, marketers, business and education

Registration: Students need to register as members of the CIM and enroll for the examinations. Registration is carried out on-line. After enrolment, students need to register for the exams they will be taking. Exam registration is also carried out on-line.

Additional Costs (2009 prices):

• Payable to Anglo-Russian school: Exam invigilation fees – currently RR 2200 per paper (1 module)

• Payable to CIM Institute: Annual membership fee – GBP 155.00

• Payable to CIM Institute: Exam and assessment entry fee – GBP 60.00 per paper (3 modules papers)

Please note that these prices are set by the CIM Institute and the local exam centre and may be subject to change. IPT is not able to accept payments on behalf of the CIM.

Contact: Tim Newton, Managing Director

IPT (International Professional Training),

Petrovka street 15/13, Office 207, Moscow

Tel.: (+ 7 495) 228 - 35 - 13

Fax: (+7 495) 228 - 35 - 14

Mob: (+7 903) 156 3355

E-mail: This e-mail address is being protected from spam bots, you need JavaScript enabled to view it

www.iptrussia.ru