Chartered Postgraduate Diploma in Marketing

What is it?
A challenging, high-level two stage marketing qualification that demonstrates specialist professional knowledge across many areas and a route to Chartered Marketer status.

Who is it for?
Marketers working at a strategic level or aspiring to do so who wish to gain a professional Masters level qualification.

What will you learn?
By the end of thyis qualification you should be able to:

• Make the transition into strategic marketing management
• Work more cross-functionally at a senior management level
• Make a significant contribution towards the oranisation's corporate and business strategy
• Contribute to board decisions
• Demonstrate a high level of leadership and influence
  

Course Content

• Stage one of this qualification contains four units
• Stage two of the Chartered Postgraduate Diploma in Marketing is a work-based project relating to your own organisation

Stage 1
1. Emerging Themes

• Critically evaluate a range of key emerging macro-environmental themes and make a critical assessment of their significance for a specific sector of industry
• Propose strategic marketing responses to the key emerging themes judged to have the greatest potential impact on a specific sector. Responses should reflect contemporary marketing practice, i.e. marekting's new ground, and demonstrate creativity

2. Analysis and Decision

• Understand a strategic marketing audit, assessing an organisation's competencies, competitive advantage, market performance, customers, competitors, produict and service portfolios, positioning, value proposition and market impact to assess of the impact of 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

3. Marketing Leadership and Planning

• Critically evaluate ways of delivering an organisation's corporate mission and vision effectively
• Develop marketing strategies to establish competitive and sustainable marketing abd relationship strategies to achieve an organisation's strategic intent and deliver its value proposition
• Utilising a synergistic planning processes, develop strategic plans, taking account of different planning frameworks, ensuring they are within the resource capabilities of an organisation
• Determine the most appropriate organisational structures for market-oriented and/or changing orgnaisations, whilst evaluating the resource implicationsd and requirements
• Developing sustainable competitive advantage through suitable approaches to leadership and innovation in order to generate stakeholder value and contribute to iorganisational success

4. Managing Corporate Reputation

• Critically evaluate the way organisations develop their identities and how some orgnanisations use these to formimages and assign reputational status
• Critically analyse the elements that contribute to the identity that an organisation projects to its stakeholders, somethimes 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

• Demonstrate a critical awareness of current and emerging issues in markeing that is informed by leading edge resarch and practice in the field
• Propose a strategic response to an emerging marketing theme that considers the impact on marketing and its interaction with other parts of the organisation
• Critically evaluate the skills, behaviours and attitudes required to lead strategic marketing projects
• Critically assess published reseaerch to determine methods of designing, implementing, measuring and monitoring the success of a project and marketing performance
• Demonstrate the relationship betweenm theory and professional practice through the application of a range of appropriate assessment tools and techniques to measure project success
• Critically evaluate project success and recommend appropriate actions to improve the implementation of future business projects or revise approaches to practice

Achieving Chartered Marketer Status
Students that complete Stage 1 gain the Professional Postgraduate Diploma in Marketing. With appropriate experience, they may upgrade to Full Member status (MCIM).

Those who complete Statge 2 should be eligible to achieve Chartered Marketers status provided they have the relevant experience and have registered on the Chartered CPD Programme logging two consecutive years of Continuing Professional Development (CPD).