CIM Learning Update

February 2014

South East Regional Meeting

Professional Marketing Standards

• Sets the industry ‘professional’ standards

• Unique to CIM

• Underpins the Professional Pathway

• Provides a framework to create products and services

Presentation title Professional Marketing Standards – map

3

Insights, Strategy

and

Championing the

customer

Brand

Integrated

Marketing

Comms

Digital

Capability

Value

Propositions

Channel

to market/

Partnership

Marketing

Monitoring &

Measuring

Effectiveness

Customer

Experience

Creative

Commercially

aware

Inspiring

Challenging

Influencing

Collaborative

Financially

literate

Entrepreneurial

Innovative

Responsible

Reputation, Risk

And Compliance

Core

Technical

Behaviours

Presentation title

1. Aware

2. Active

Professional Marketing Standards – levels

3. Able

4. Accomplished

5. Authoritative

Definition Knowledge Application

Mastery at the highest level of

knowledge and application Mastery Habitual

An advanced degree of knowledge

and consistent application Mastery Regular

Full knowledge of the concepts and

application to the business Full Regular

Meaningful knowledge with some

experience and application Some Some

Limited knowledge or experience

with full potential to develop Limited Limited

Presentation title

Getin2marketing Initial professional

development Continuing

professional

development

Curious marketer Developing professional

marketer

Accomplished

professional marketer

Authoritative

Chartered Marketer

Senior professional

marketer

DISCOVER EVOLVE EXCEL

Continuing professional

development

Continuing professional

development

Cha

rte

red

Ma

rke

ter

qu

alif

yin

g p

rog

ram

me

MCIM upgrade Employment

Discovery member Affiliate

Associate (ACIM) Member

Fellow (FCIM)

Chartered Marketer

(ChMktr)

EXPLORE

CIM Professional Pathway

Accomplishd

Presentation title CIM Professional Pathway

EXPLORE EVOLVE EXCEL

Discovery

Registration Affiliate Associate (ACIM) Member (MCIM) Fellow (FCIM) Chartered Marketer

Level 3 Level 4 Level 6 Level 7 MSc MSc

Aware

Interested in

marketing

Employed marketer Qualified marketer Qualified,

experienced marketer

Qualified,

experienced, senior

marketer

Qualified,

experienced, up to

date marketer

Active Able Authoritative Accomplished

Getin2marketing Initial professional development Continuing professional development

Getin2work

programme

Study programme

Empowering

entrepreneurs

programme

Chartered Marketer qualifying programme Next-gen engagement

programme

IPD programme

Learning programme

Executive leadership

programme

Strategic leadership programme

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…

Presentation title

Support for professional marketers

– Initial Professional Development (IPD)

Programme • Qualifications

• Training/L&D

• Knowledge, support, network & growth

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

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

Presentation title Level 4 Modular Pathway

MANDATORY

MANDATORY

ELECTIVE

ELECTIVE

MARKETING

EXAM ASSIGNMENT ASSIGNMENT PORTFOLIO

DIGITAL

MARKETING

CUSTOMER

EXPERIENCE

INTEGRATED

COMMUNICATIONS

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)

Presentation title L6 Modular Pathway

MANDATORY

MANDATORY

ELECTIVE

ELECTIVE

STRATEGIC

MARKETING

EXAM ASSIGNMENT ASSIGNMENT PORTFOLIO

DIGITAL

STRATEGY

DRIVING

INNOVATION

MASTERING

METRICS

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)

Presentation title Timescales

• New qualification launch March 2014

– First teaching September 2014

• Getin2marketing platform June 2014

• Professional Development offer January 2015

• Pathway platform January 2015

Other programmes will be market need driven