Assessing the Marketing Environment - CIM Professional Certificate in Marketing (Unit 2) Level 4

Course Code: 3758

This course leads to Module 2 of the CIM Professional Certificate in Marketing: "Assessing the Marketing Environment ". The Professional Certificate in Marketing gives you the practical skills and knowledge to devise and execute marketing activities and gain marketing credibility. It also aims to provide a practical insight into the principles and application of marketing at a tactical level.

The syllabus has been updated recently to reflect the changing issues and practices within marketing and to reflect employers' views of marketing in today's business environment.

The qualification is ideal for junior marketers and those working in marketing support roles (like personal assistants). However, it is also targeted at individuals in more senior roles, particularly in SMEs, where marketing is only part of what they do.

The typical profiles of people who might take this qualification could include:

• Marketing assistants
• Marketing co-ordinators
• Marketing executives
• Marketing managers in SMEs without formal marketing qualifications
• Non-marketers with aspirations for marketing
• Existing marketers wanting to become more specialist

On completion of the full qualification (i.e. all four modules), you should be able to:

• Understand the function and fundamentals of marketing in some depth including how to write and execute a marketing plan
• Know the many different ways of understanding and communicating with customers, and the function these methods serve
• Understand your organisation's marketing environment, its many constituent parts, and how they work in unison
• Apply practical knowledge including the collecting and analysing of data, and the establishment of marketing budgets

Course Content:

The aim of this module is to provide an understanding of the nature and scope of the internal and external marketing environment with broad consideration of the impact of international and global marketing.

The module addresses the key characteristics of the marketing environment and assesses the impact of market forces that are uncontrollable and how an organisation responds to them. By the end of this module you should be able to:

• Explain the nature and scope of the internal marketing environment, including the resource perspective
• Distinguish between the types of organisation within the public, private and voluntary sectors and understand the different influences and challenges they face and how their objectives differ as a result
• Identify and explain the different characteristics of the micro environment and recognise the sources of information required to gain a good understanding of it together with its drivers and challenges
• Assess the importance of and potential impact on a market oriented organisation of key trends in political, economic, social, technological and legal/ethical/regulatory environment
• Consider the implications for organisations pursuing both economic and environmental sustainability as part of its agenda for CSR

Awarding Body:Chartered Institute of Marketing (CIM). Further information regarding all CIM qualifications, including this course, can be found at www.cim.co.uk.

Entry Requirements:

The CIM Professional Certificate in Marketing is the equivalent to the first year of a foundation degree. Therefore, in order to be considered for entry to this course you will need to hold one of the following:
A minimum of two
'A' Levels
CIM Introductory Certificate in Marketing (Level 2 or 3)
NVQ or SVQ Level 2 in Marketing (UK only)
NVQ or SVQ Level 3 in any other subject (UK only)
International baccalaureate (equivalent to NQF Level 3 and above) or a pass of the entry test onto Level 4
If English is not your first language, you will also need to provide evidence of at least IELTS 6.5 proficiency or Trinity ISE III/IV.

Career Options:

Successful completion of the full Professional Certificate in Marketing qualification can lead to entry to the CIM Professional Diploma in Marketing offered by the College.

Course Starting: Monday 10 Sep 2012 - Part Time - Tonbridge

Course Starting: Sunday 28 Oct 2012 - Part Time - Tonbridge

Course Starting: Sunday 28 Oct 2012 - Part Time - Ashford