SwanseaBusinessSchool

Chartered Postgraduate Diplomain Marketing (CIM)

Your route to Chartered Marketer Status

www.smu.ac.uk/cim

What will I learn?Completing this qualification willenable you to:

• Make the transition into strategic marketing management.

• Work more cross-functionally at a senior management level.

• Make a significant contribution towards the organisation's corporate and business strategy.

• Contribute to board decisions.

• Demonstrate a high level of leadership and influence.

What is the Programme?

The Chartered Postgraduate Diploma in Marketing is a challenging, high-level twostage marketing qualification that demonstrates specialist professional knowledgeacross many areas and a route to Chartered Marketer status.

Who is it for?

This qualification is aimed at marketers who have already gained a significant level ofknowledge and/or experience of marketing. The focus is on the strategic aspects ofmarketing management and is ideal for Marketers working at a strategic level or aspiringto do so.

“Achieve professional statusas a Chartered Marketerwith the industry-standardprofessional postgraduatequalification for marketers.”

Programme Content

The programme has two stages - the first is aimed at building your knowledge andskills in four key areas, and the second engaging you in an applied project whichdemonstrates your ability to explore and apply an emerging marketing theme indepth.

Learning outcomes for each of the stages are detailed below.

Stage 1

Unit 1Emerging Themes• Critically evaluate a range of key

emerging macro-environmental themes and make a critical assessment of their significance for a specific sector or industry.

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

Unit 2Analysis and Decision• 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 impactof 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 3Marketing Leadershipand Planning• Critically evaluate ways of delivering an

organisation's corporate mission and vision effectively.

• Develop marketing strategies to establish competitive and sustainable marketing and relationship strategies to achieve an organisation's strategic intentand deliver its value proposition.

• Utilising a synergistic planning processes, develop strategic plans, taking account of different planning frameworks, ensuring they are within theresource capabilities of an organisation.

• Determine the most appropriate organisational structures for market-oriented 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 4Managing Corporate Reputation• 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.

Stage 2

Leading Marketing

Stage 2 of the qualification leads toChartered Marketer status and consists of aproject exploring an emerging marketingtheme and demonstrating your ability toresearch, analyse and critically evaluaterelevant information, then formulate anappropriate response.

Your project will be supervised by anexperienced tutor who will support youthrough the process.

“Improve your employmentprospects, and differentiateyourself from the competition.”

How will I study?Teaching for each module of stage 1consists of two 1 ½ day blocks at around aone month interval, at the new SwanseaBusiness School campus next toSwansea's main railway station. This isaugmented by tutor and peer support andassessment preparation sessions via theUniversity's virtual learning environment.This format has been adopted to suit busyprofessionals whilst offering high-qualityintensive tuition and ongoing support inpreparing for assessments.

Visit www.smu.ac.uk/cim for programmestart dates.

Do I qualify?Applicants should hold a CIM ProfessionalDiploma in Marketing OR

• A business or marketing related degree (or an equivalent qualification) AND

• A range of experience of Marketing that has provided you with an ability to evidence that you can meet the learning outcomes of the CIM Professional Diploma in Marketing if required todo so.

Note: Entry level is dependent upon thecurrency and relevance of your qualificationsand experience. If English is not your firstlanguage, you will also need to provideevidence of at least IELTS 6.5 or Trinity ISEIII/IV.

Fees and FundingFees are charged on a module by modulebasis. Please contact the ProgrammeCo-ordinator for details.

Please note, students will also be requiredto become members of the CIM and paythe CIM's assessment fees.See www.cim.co.uk for full details ofthese costs.

Students may be able to apply to externalbodies for funding to support their studies.For example, Go Wales offers some fundingfor postgraduate qualifications.See www.studentfinancewales.co.uk orwww.gowales.co.uk for furtherinformation.

How to ApplyTo request further information, anapplication form, or to discuss eligibility forthis course then please contact theprogramme co-ordinator:

Jayne Williams+44(0)1792 481025 ext 4734jayne.williams@smu.ac.uk

© Swansea Metropolitan/Fetropolitan Abertawe 2013. All rightsreserved/ cedwir pob hawl.

Registered Charity Number / Rhif Elusen Gofrestredig 1139800

Alternative formats: If you require a copy of this publication in analternative format (e.g. electronic file for use with text reader) pleaseemail sbs@smu.ac.uk

Disclaimer: All information contained in this publication is correct attime of press (March 2013).Swansea Metropolitan reserves the right to change course informationat any time and without prior notice.All programmes and modules specified are offered subject to sufficientnumbers of enrolled students.Please see www.smu.ac.uk for the latest programme information.

Swansea Metropolitan is a registered charity.Our charity reference number is 1139800.© Swansea Metropolitan/Fetropolitan Abertawe 2013.All rights reserved/ cedwir pob hawl.

www.smu.ac.uk/cim