Diploma in Professional Marketing
British program Diploma in Professional Marketing from The Chartered Institute of Marketing (CIM).
For whom:
marketers, brand managers, product managers, marketing directors, communications managers, who are interested in getting an international standard education, building careers in international and national companies in Ukraine, as well as employment abroad.
The Diploma in Professional Marketing curriculum is aimed at educating marketing professionals with at least 2 years of experience in the field and working at the operational, supervisory and management levels, in other words, for those who wish to improve their knowledge and develop skills to succeed and increase their career potential in marketing.
Program format:
The structure of the program allows to combine job and learning and reach a new level of professionalism in 1 year.
Classes are held online once every 2 weeks (Saturday, Sunday) from 10:00 a.m. to 5:00 p.m.
The Diploma in Professional Marketing program consists of 3 modules of 50 classroom hours each. In addition, it is envisaged independent study of materials (about 300 hours).
Next start: 13.04.2024
Working language is Ukrainian\English.
Graduation Document: Diploma of The Chartered Institute of Marketing.
The Chartered Institute of Marketing gives Diploma in electronic format. A printed copy (with seals and signatures) can be ordered additionally and received by post or at a graduation ceremony in the UK.
In order to receive a diploma, the student must finish and successfully pass qualification work for each of the three modules of the program. If the student chooses to listen to only one of the three modules, he/she is awarded the Award (certificate equivalent) upon receiving a positive evaluation for the post-module qualification.
Teachers of the program:
- Lidia Pashchuk
- Lidia Morozova
- Oksana Slyusarchuk
- Natalia Pisarenko
- And others
Program Content:
Module «Marketing & Digital Strategy»
This module will enable you to take both a traditional and digital strategic approach to marketing planning, integrating digital strategy, models, frameworks and techniques throughout to achieve competitive advantage. You will be able to recognise the significance of situation analysis and use techniques to assess the external and internal environments that enable effective decision making. You will also be able to apply all stages within the marketing planning process – from the audit, through strategic decision making, to implementation of plans across both traditional and digital channels. Finally, you will learn how to manage resources and employ monitoring and measurement techniques that enable the achievement of strategic marketing objectives.
The module comprises three units of two learning outcomes each.
Unit 1. Situation Analysis:
1.1. Understand how to analyse an organisation’s current and future internal and external environments
1.2. Interpret relevant information and insights to recommend and inform strategic decision making
Indicative Content:
- Market, digital and brand analysis tools and techniques
- All forms of market and other orientation
- Culture, leadership and management styles
- Core competencies and resource-based view
- Long-term profit focus responsible/ethical marketing
- Achieving competitive advantage
- Analysis of macro and microenvironment
- Internal environmental analysis techniques
- Analysis of current online and offline activity
- Skills and challenges with data gathering and analysis
- Identification of barriers to achieving competitive advantage
- Disruptive elements of the digital environment
- Concepts of social connectivity
- Gather data and insights from external and internal environments
- Research methods for auditing online and offline marketing environments
- Marketing research for marketing planning and strategy development
- Intelligence and scanning of changing market conditions
- Implications for demand forecasting
- Internal and external, online and offline analysis techniques
- Macro and micro environmental analysis techniques
- Analyse customer behavior with reference to digital behaviours, identities and personals
- Impact of digital on competitive environment
- Impact of disruption on internal resources
- Analyse internal digital capabilities and limitations
- Models of strategic thinking
- Risks and barriers associated with effective marketing planning
- Resources and capabilities analysis
- Marketing Information Systems
Unit 2. Planning:
2.1. Develop marketing objectives and strategy to deliver organisational objectives
2.2. Develop a strategic marketing plan and a supporting marketing mix to deliver marketing objectives
Indicative Content:
- Mission/vision statements
- Corporate objectives
- SMART strategic marketing objectives
- Objective setting for acquisition and implementation of new technologies
- Objectives to support integration of all marketing activity
- External and internal contexts of the organisation
- Frameworks and tools for developing strategies
- Strategic options in changing environments
- Development of customer personas
- Synergy between online and offline strategy
- All aspects of resources
- Frameworks and tools for developing strategic marketing plans
- Brand strategies
- Digital strategies
- Profit and sales projections
- Relationship/one-to-one marketing
- Marketing intelligence and organizational dynamics
- Evaluation matrices
- Suitability, feasibility and acceptability
- Associated risk
- Return on marketing investment
- Stakeholder expectations
- Strategic logic
- Marketing mix plans
- Different types of marketing and communications plans traditional and digital
Unit 3. Implementation and Control:
3.1. Define the resources required to deliver the strategic marketing plan
3.2. Apply the results of monitoring and measurements, and adapt the marketing plan for continuous improvement
Indicative Content:
- Detailed action plan using established frameworks
- Relevant legislative, regulatory and code of conduct considerations
- Resource and capability requirements, allocation and attainment
- Outsourcing and agencies
- Critical success factors
- Cultural attitudinal shifts
- Risky assessment and contingency planning
- Social and ethical implications
- Finance measures/control rations
- Operational measures and KPIs
- Time based controls/project planning
- Tracking and measuring effectiveness of channel performance
- Marketing dashboards
- Technical implementation of measurement and monitoring systems
- Appropriate theories and frameworks
- Issues related to cost, productivity, market responsiveness, profit, customer, employee satisfaction and strategic drift
- Issues related to social behavior, sentiment and conversations, search and site behavior
- After-action and post-implementation reviews
- Ongoing methods of data collection
Module «Resource Management»
This module enables you to adopt a strategic approach to the implementation of marketing plans to meet marketing and business objectives. You will be able to deploy a full range of resources to optimise marketing results in an efficient and effective manner.
Finally, you will gain the knowledge and skills to manage finances, which are essential in ensuring a return on the marketing investment, made within your organisation.
The module comprises three units of two learning outcomes each:
Unit 1. Managing People:
1.1. Develop and manage the marketing team
1.2. Know how to improve marketing performance through people
Indicative Content:
- Marketing competencies
- Skills audit
- Training needs analysis
- Development plans
- Relationships with out-sourced connections
- Operational planning
- Internal process
- Marketing structure
- Team management
- Team development
- Individual development
- Criteria for effectiveness
- Dealing with conflict
- Team building
- Relevant marketing information
- Links between personnel performance and results
- Team performance
- Performance management
- Motivational techniques
- Disciplinary and grievance procedures
- Team selection
- Recruitment strategy
- Team resilience
- Talent management
- Out-sourcing
Unit 2. Marketing Resources:
2.1. Assess the effectiveness of the current resource mix
2.2. Develop plans to improve marketing performance through an optimised resource mix
Indicative Content:
- CRM
- Digital platforms and communities
- Trends and advances in technology
- Impact on marketing
- Compliance with relevant legislation – eg, GDPR in the UK
- Data audit
- Data monitoring and control
- Auditing the resource mix
- Balancing human, financial, physical, technology and data resources to achieve results
- Risks and benefits
- Project planning
- Adjustments to current plans
- Monitoring and review
Unit 3. Marketing Financials:
3.1. Apply appropriate techniques to manage the marketing budget
3.2. Define ways of monitoring, evaluating and reporting the financial performance of marketing
Indicative Content:
- Budget setting methods
- Specific budgets – eg, New product launch, brand positioning, communications campaigns
- Planning
- Estimating
- Budgeting
- Financing
- Funding
- Managing
- Controlling costs
- Digital cost management systems
- Transparent record keeping
- Variance analysis
- Budgetary adjustments
- Balance sheets
- Profit and Loss
- ROMI
- Sales
- P&L
- Cash flow
- Market share
- Key stakeholders with an interest in financial reports
Module «Innovation in Marketing»
This module enables you to take a visionary approach and embed innovation to help your organisation deal with the challenges of a fast-moving marketplace. You will be able to understand the relationship between marketing and innovation and recognise the key factors in building and nurturing innovation within the marketing function. You will also be able to use internal and external marketing in supporting a specific innovation.
The module comprises three units of two to three learning outcomes each.
Unit 1. Innovation:
1.1. Understand how innovation and disruption are influencing organisational growth
1.2. Assess the key factors that facilitate innovation in organisations
Indicative Content:
- Environmental scanning, trends, discovery theory
- Disruptive innovation and digital disruption
- Emerging economies and innovations
- Competitive advantage – new competitive approaches
- Intuitive, “gut feel”, insights
- Discovery-driven planning
- Traditional business plans
- Developing business models
- Internal and external approaches
- Business process re-engineering
- External environmental factors
- Competition
- Leadership buy-in
- Budget/Capital requirements
- Resistance to change
- Vision and styles of leadership
- Organisational structures
- Key individuals and team working
- Creative climate/culture
- External focus – market orientation, boundary spanning and networks
- Invention, creativity and innovation
- Disruptive and sustaining innovations
- Product, process and platform innovation
- Open and closed approaches to innovation
- Radical and incremental forms of innovation
- Market pull vs. technology push
- Business model innovation
Unit 2. Innovative Marketing:
2.1. Apply principles of innovation throughout the marketing function
2.2. Develop a business case for a marketing related innovation
Indicative Content:
- Cross-functional and self-management teams
- Learning, training and development
- Information sharing
- Support of innovative business models
- Adaptive/flexible approaches
- Use of appropriate market research
- Techniques and sources of information
- Use of innovation networks
- Generation ideas
- Screening
- Business analysis
- Development of a small-scale trial (usually technology supported)
- Testing techniques
- Commercial launch
- Effective exit routes unsuccessful ventures
- Customer relationships – eg, conducting user trials, involving leading practitioners and other forms of co-creation
- Engagement of suppliers and wider networks
- Managing different types of innovation networks including ideagoras, crowdsourcing, online forums and other open platforms
- Product/service/process program
- Business model
- Out-sourced vs internally implemented
- Adaptable/flexible/agile
- Benchmarking
- Collaborative/partnerships
- Assessing acceptability, feasibility or suitability
- Risks and benefits of the proposal
- Strategic/operational/tactical
- Financial
- Reputational
- Competition
- Factors driving change
- Scope of change required
- Recognition of need for change and commitment from stakeholder groups
- Structure the business case
- Project proposal
Unit 3. Innovation in Action:
3.1. Understand the activities required for the implementation of innovative marketing
3.2. Develop a plan for the communication of innovation
Indicative Content:
- Background
- Appropriate research techniques
- Selection of relevant sources of information
- Objectives
- Strategy
- Tactics
- Action
- Evaluation and measurement criteria
- Current organizational culture
- Levels of trust and openness
- Space and support for ideas
- Attitudes to risk taking
- Degrees of freedom to experiment
- Fit with business strategy
- Strategies for culture change
- Development of a culture for managing risk
- Internal communication plans
- External communication plans
- Target audiences
- Key messages
- Implementation
- Evaluation and measurement criteria
- Agency relationships
- Soft and hard measures of success
- Achievement of objectives
- ROI
- Metric dashboards
- Latest trends in metrics and their impact
Tuition fee:
Full cost of the program Diploma in Professional Marketing (3 modules) in 2023 is = 3850 pounds sterling - education + 717 pounds sterling - administrative expenses.
A registration fee of 250 pounds sterling (included in the course fee) is paid after the contract is signed. Payment of the remaining amount is made in equal installments, and is carried out according to the schedule agreed by the contract (monthly installments), in UAH at the NBU rate on the day of payment.
The cost of the program includes:
- CIM study texts
- CIM membership registration
- registration for 3 sessions
- individual consultations with tutors
Entry requirements:
- Bachelor's, Master's Degree, preferably in Economics
- experience in marketing for at least 2 years minimum
- level of English proficiency is upper-intermediate and higher.
Admission procedure:
- Introductory Online Marketing Test in English (60 min)
- Introductory English Proficiency Test (20 min)
- Interview
- Signing the contract
- Payment of the registration fee
Application package:
- Copy of diploma(s)
- Ukrainian citizen passport (copy) and Personal tax reference number (copy)
- Filled application form
- Copy of the international passport
- Motivation letter in Ukrainian or Russian (500 words)
- Detailed CV in English
- Two photos (printed and electronic version)
Alumni reviews
Customer Service Department (for questions regarding applying for the program):
tel. 0445850033
mob. 0675248949 (viber)
e-mail: sales@iib.com.ua