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CIM Introductory Certificate in Marketing

Chartered Institute of MarketingJust what is marketing? Find out in this introductory course from the Chartered Institute of Marketing, and prepare yourself for a career in this dynamic and rewarding field. You'll study the fundamental principles, and discover just how important effective marketing is to the ultimate success of any company. Explore the role of communications in customer relations, and delve into the ways in which market research is gathered and applied. You'll learn just what's required to attract and retain market share for a variety of products and services, from brand maintenance to new product launches. On completion, you'll be well equipped to apply for marketing roles, or add a marketing function to your present position.

 

What will I study?

Unit 1: What is Marketing?

  • Understanding the Role and Function of Marketing
  • Examine the role of marketing. Consider the links between marketing and other activities within an organisation. 
  • Explore the differences between internal and external marketing. 
  • Understanding the Marketing Environment 
  • Consider how the marketing process can effectively be managed. 
  • Examine the PESTEL model. 
  • Explore the micro-marketing environment. 
  • Learn processes that can be used to monitor the marketing environment.
  • The Marketing Mix 
  • Examine the 7 Ps of the marketing mix: product, price, place, promotion, people, process and physical evidence. 
  • How Marketing is Applied in Different Organisational Contexts 
  • Explore the different ways in which customers and consumers make their buying decisions. 
  • Examine the different ways in which the marketing mix is used within different types of organisations to influence the buying-decision.

Unit 2: Understanding Customer Relationships

  • Understanding Customers
  • Examine the importance of collecting information to gain a better understanding of customers’ needs, and learn how this information can be collected and stored. 
  • Building and Maintaining Effective Internal and External Customer Relationships 
  • Examine ways of developing and sustaining customer, supplier and distributor relationships. 
  • Explore the relationships within an organisation, and consider potential areas of conflict between the different functions of an organisation. Discover solutions to these conflicts. 
  • Communicating with Internal and External Customers 
  • Examine the various business formats for communicating with customers both internally and externally. 
  • Explore the strengths and weaknesses of a variety of promotional activities. 
  • Discover the processes involved in undertaking a range of marketing campaigns. 
  • Learn how to measure the success of both internal and external tactical communication  campaigns. 
  • Providing Customer Service for Internal and External Customers 
  • Examine the different stages of a customer care programme.
  • Discover methods of obtaining both formal and informal customer feedback.
  • Learn how to measure the success of a customer care service.

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