"Diploma in Professional Marketing"
is a complex marketing education for managers of marketing functions and subdivisions.
Prestigious diploma
After graduation, students receive a British diploma of the European model. In 1992, the European Union declared the CIM diploma the best professional qualification in the EU countries.
Versatility
CIM in business and marketing is like English in the world. You speak English, you can speak to the whole world. You speak the language of CIM, you can speak to marketers all over the world.
Learning from practitioners
Tutors and speakers of the course are practicing marketers of national and international companies, CMOs/heads of marketing teams.
Recognition in the world
The Chartered Institute of Marketing is the largest marketing community in Europe with a century-old history. The patron of the institute is the King of Great Britain.
Case studies
Training takes place on real examples from various businesses of national and international companies.
Graduates of The Chartered Institute of Marketing work in managerial marketing positions in:
The diploma course consists of three key modules: Marketing & Digital Strategy, Resource Management, Innovation in Marketing
Together, they make up the mandatory base of knowledge and skills of a marketing manager. The course provides skills for managing the marketing function of a business.
Program content:
01
Marketing & Digital Strategy
Market-Led Strategic Management
The marketing concept and market orientation
The resource-based view of marketing
Organisational stakeholders
The role of marketing in leading strategic management
Strategic Marketing Planning
Defining the business purpose or mission
The marketing strategy process
Establishing the core strategy
Creation of the competitive positioning
Implementation
The changing market environment
A framework for macro-environmental analysis
The economic and political environment
The social and cultural environment
The technological environment
Changes in marketing infrastructure and practices
New strategies for changing macro-environments
The Five Forces model of industry competition
The product life cycle
Strategic groups
Industry evolution and forecasting
Environmental stability
Customer and Competitor Analysis
The marketing research process
Organizing customer information
Competitive benchmarking
The dimensions of competitor analysis
Obtaining and disseminating competitive information
Understanding the organisational resource base
Marketing resources as the foundation for differentiation
Creating and exploiting marketing assets
Developing marketing capabilities
Dynamic marketing capabilities
Resource portfolios
Developing and exploiting resources
Segmentation and Positioning Principles
Principles of competitive positioning
Principles of market segmentation
Bases for segmenting markets
Identifying and describing market segments
The benefits of segmenting markets
Implementing market segmentation
Segmentation and Positioning Research
Qualitative approaches to positioning research
Quantitative approaches to positioning researc
Selecting Market Targets
Defining how the market is segmented
Determining market segment attractiveness
Determining current and potential strengths
Making market and segment choices
Alternative targeting strategies
Creating Sustainable Competitive Advantage
Using organizational resources to create a sustainable competitive advantage
Generic routes to competitive advantage
Sustaining competitive advantage
Offensive and defensive competitive strategies
Competing through the New Marketing Mix
Pricing strategies
Communications strategies
Distribution strategies
The extended marketing mix - people, processes and physical evidence
New businesses and business models
Competing through Superior service and Customer relationships
Service and competitive positioning
Relationship marketing
Providing superior service
Customer relationship management
E-service quality
Measuring and monitoring customer satisfaction
Strategic customer management and the strategic sales organisation
Priorities for identifying strategic sales capabilities
The new and emerging competitive role for sales
The strategic sales organizationStrategic customer management tasks
Managing the customer portfolio
Dealing with dominant customers
Strategic Alliances and Networks
The era of strategic collaboration
The drivers of collaboration strategies
Network forms
Strategic alliances as a competitive force
The risks in strategic alliances
Managing strategic alliances
Strategy implementation and Internal Marketing
The strategy implementation challenge in marketing
The development of internal marketing
Planning for internal marketing
Cross-functional partnership as internal marketing
Implementation and internal marketing
02
Resource Management
Bridging Critical Gaps in Marketing Resources
Identifying the Marketing Talent Gaps
Fostering a Skill-Driven Workforce
Unveiling the Marketing Technology Gaps
Adapting to Emerging Technologies
Integrating Technology for Performance Enhancement
Aligning Strategies for Optimal Performance
Enhancing Marketing Performance
Embracing Digital Transformation
Embracing Technological Evolution in Marketing
Adapting to Digital Paradigms
Overcoming Challenges in Digital Transformation
Mitigating Risks to The Exposed Brand
Strategies for Maintaining Brand Resilience
Upholding Brand Reputation in Digital Spaces
Formulating an Agile Marketing Team
Analyzing the Talent War in Marketing
The Hybrid Marketing Teams
Crafting Skillful and Adaptable Marketing Teams
Employing Scientific Approaches in Recruitment
Leveraging Data for Strategic Recruitment
Adapting to Evolving Recruitment Methodologies
Solving Skill Obsolescence
Online Education
Implementing an Effective Internal Academy Model
Leveraging Collaborative Agency Partnerships
Understanding The Marketing Agency Ecosystem
Selecting Synergistic Agency Collaborations
Maximizing Collaborative Growth Opportunities
Managing External Collaborations for Optimal Outcomes
Enhancing Outsourced Team Performance
Navigating Remote Collaborations Successfully
Crafting Enhanced Customer Experiences
Customer-Centric Marketing
Designing Seamless Customer Journeys
Exploring Intelligent Customer Experiences
Embracing Contextual Marketing Strategies
Tailoring Marketing to Individual Contexts
Enhancing Marketing Relevance
Customer Relationship Management
Choosing, Creating, and Management of the Customer Database
Strategies for Interaction with Customers
Defining key performance indicators (KPIs) in CRM
Data analysis and evaluation of the results of interaction with customers
Processing data into valuable insights and strategic recommendations
Orchestrating Marketing Technology Synergy
Cloud Integration
Understanding Brinker’s Marketing Technology Landscape
Developing Comprehensive Cloud-Centric Strategies
Mapping Marketing Technology Strategy
Technologies Empowering Marketing
Synthesizing Technology and Strategy for Optimal Outcomes
Marketing Financials
Methods for Setting Marketing Budgets
Specific Budgeting for Marketing Initiatives
Financial Planning and Management
Transparent Record Keeping and Financial Analysis
Measuring Marketing Effectiveness with Financial Metrics
Financial Reporting and Stakeholder Engagement
The organizational context for marketing metrics
Marketing and brand matrixes
Customer profiling, satisfaction, and loyalty metrics
Channel and distribution metrics
Product and portfolio metrics
Promotional and media metrics
Digital metrics
The risk of poorly implemented matrix
Measurement in different market contexts
Metrics for brand management, sales and business results
Metrics and organizational lifecycle stage
Measures of marketing performance
Identifying Essential Metrics for Performance Evaluation
Improvement of marketing performance
Marketing dashboards
Using metrics to measure the effectiveness of marketing
Plan, analysis and modify marketing activities based on metrics analysis
Creating marketing insights to inform strategic decision-making
Evaluating the strengths and weaknesses of marketing metrics
The latest trends in matrix and their potential impact
Evaluating and Formulating Effective Strategies
Utilizing The Marketing Score Model for Assessment
Navigating The Gateway to Strategic Progress
Initiating Insights through Google Analytics
Automating Insights for Informed Decision-Making
03
Innovation in Marketing
Strategic Advantage through Innovation
The Globalization of Innovation and Competitive Advantage
A process approach to innovation
The key areas where innovation can bring the greatest strategic benefit
Key aspects of innovation
Innovation management
Digital innovation
The main aspects of innovation in the digital
Analysis of the impact of digital technologies on business models, markets and consumer habits
Strategic planning in a digital innovation environment
Challenges and opportunities in managing digital innovation
Innovation as a core business process
The innovation journeys
A contingency model of the innovation process
Evolving models of the process
Building and developing routines across the core process
Developing an innovation strategy
Choosing an Innovation Strategy: 'Rationalist' vs. 'Incrementalist' Approaches
Leadership and Followership in Innovation
Dynamic Capabilities and Innovation
Investigating strategies for capturing and maximizing the benefits derived from innovation efforts
Exploiting technological trajectories
Developing specific competencies
Enabling Strategic Decision-Making through Innovation
Building the innovative organization
Fostering Innovation through Vision and Leadership
Organizational Structure for Innovation
Key Individuals in the Innovation Process
Promoting High Involvement in Innovation
Creating a Roadmap for Innovation
Fostering Effective Team Collaboration
Cultivating a Creative Climate
Sources of innovation
The role of Customers and the Market in the Innovation Process
Stimulating innovation in times of crisis
Identifying and serving underserved markets
Mass market personalization through design and manufacturing innovation
Using randomness and predicting the future in Innovation Processes
Search strategies for innovations
Identifying Innovation Opportunities through Search Strategies
Timing and Scope of Innovation Search
Stakeholders in the Innovation Search Process
Mapping the Innovation Search Space
Innovation Networks
Understanding the 'Spaghetti' Model of Innovation
Role of Innovation Networks in Start-ups
Internal and External Innovation Networks
Exploring Uncharted Territory through Innovation Networks
Dealing with Uncertainty
Navigating Uncertainty: Strategies to Address the Challenge
The Funnel of Uncertainty: Managing Innovation at Different Stages
Planning and Forecasting Innovation under Uncertainty
Estimating Demand and Risk for Innovations
Identifying and Assessing Opportunities in Uncertain Environments
Decision-Making Strategies in Uncertain Situations
Creating New Products and Services
Structuring processes to ensure successful innovation
Factors Impacting Product Success or Failure
Influence of Technology and Markets on Commercialization
Understanding the role of product differentiation in creating competitive advantages
Appling architectural design principles to product development
Strategies for effectively commercializing products
Implementing Complex Products and Services
Exploiting Open Innovation and Collaboration
Exploring the role of joint ventures and strategic alliances in fostering innovation
Partnerships, co-creation, and crowdsourcing
Understanding the various patterns and dynamics that emerge in collaborative innovation efforts
Impact of Technology and Organizational Structure on Collaboration
Investigating the potential for innovation through collaboration with suppliers and external partners
Exploring the concept of user-led innovation and how involving extreme users contributes to creativity
Examining the advantages and limitations of open innovation approaches
Capturing the business value of innovation
Innovative products, services, processes, and value for customers and organizations
Impaction of innovation on revenue growth, profitability, market share, and other key performance metrics
Harnessing Knowledge and Intellectual Property for Value
Knowledge Sharing and Distribution for Value Creation
Monetizing Intellectual Property and Business Models
Creating social value
Exploring Innovation's Impact on Social Change
Understanding the Social Innovation Process
Promoting Inclusive Innovation and its importance in ensuring equitable access to new solutions
Humanitarian Innovation
Challenges and Opportunities in Sustainability-led Innovation
Building Dynamic Capability for Innovation
Analyzing case studies and real-world examples to extract valuable insights
Effective Management of Innovation Initiatives
Embracing Failure as a Part of Innovation
Tools for Measuring Innovation
Innovation Auditing and Reflection
Program tutors:
01
Module Marketing & Digital Strategy
Yaroslav Humeniuk
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CMO KNESS Group
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20 years in marketing
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worked in the markets of Kazakhstan, Ukraine, Poland
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4 years of teaching at CIM
02
Resource Management module
Oleksandr Savych
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CEO of Nexus Automotive
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22 years in marketing
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He worked on the markets of Kazakhstan, France and Ukraine
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9 years of teaching
03
Innovation in Marketing module
Tatiana Budzynska
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Digital Marketing Manager at Groupe SEB
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10 years in marketing
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Worked with well-known international brands.
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A large number of successfully implemented projects, with a focus on the launch of innovative products.
Admission conditions
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2 years of experience in marketing;
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Level of English proficiency B2 and higher;
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Possession of higher education (bachelor's, master's).
Admission procedure
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Successfully pass online testing (in English and marketing);
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Provide the necessary documents;
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Pass an interview;
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Sign the contract;
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Pay the registration fee.
Profile of students
Diploma
Cost:
Cost of the entire program (3 modules): £4400
Cost of one module: £1810
Program content:
Next start:
September 7, 2024
The cost of the program
from 4400 £
The cost of module
1810 £