CIM Marketing Program
The CIM Marketing Programme provides a structured and practical foundation in marketing. It is designed for professionals working in marketing roles who want to strengthen their technical understanding and apply marketing principles with confidence. The course covers the key components of marketing strategy, customer insight, campaign planning, media management, and performance measurement. Delegates will build the knowledge and practical skills needed to apply marketing thinking strategically and contribute effectively to their organization’s growth.
PrerequisitesNone — open to managers at all levels
5 Days
2 Sessions
Starting from USD 1,500
Available Online
Course Methodology
The course combines clear explanations of core marketing concepts with real-world examples, discussions, and practical exercises. Delegates will apply frameworks, build marketing plans, and analyze case studies to reinforce understanding. Group activities and breakout discussions ensure participants can connect marketing principles directly to real business challenges and opportunities.
Course Objectives
By the end of the course, participants will be able to:
- Explain the role of marketing in business strategy and organizational growth
- Analyze the business and customer environment to inform marketing decisions
- Develop marketing strategies that align with organizational goals
- Plan and manage integrated marketing communications
- Measure and evaluate marketing effectiveness using reliable Key Performance Indicators
Target Audience
This course is designed for professionals working in marketing who want to strengthen their understanding of marketing principles and practice. It is suited to those building their expertise and seeking a structured grounding in strategic and operational marketing. The course focuses on developing applied skills, using marketing frameworks, and applying commercial thinking to support organizational growth.
Target Competencies
- Analyzing the market and business environment
- Developing marketing strategy and setting direction
- Applying customer and market insight to marketing decisions
- Planning integrated marketing communications
- Selecting and managing media channels and messaging
- Measuring and evaluating marketing performance
Course Outline
- Marketing and Business Landscape
- Understanding how marketing supports business growth and competitiveness
- Analyzing external factors shaping market conditions and customer expectations
- Evaluating internal business strengths and challenges that impact marketing strategy
- Identifying and assessing competitor activity and positioning
- Exploring contemporary marketing challenges, including the role of AI and technology
- Marketing Strategy
- Defining the purpose and structure of a marketing strategy
- Developing mission and vision statements aligned to business direction
- Applying strategic models to identify opportunities and prioritise activities
- Positioning brands effectively to compete in dynamic markets
- Using the marketing mix (7Ps) to support strategic marketing objectives
- Marketing Insight
- Understanding the importance of customer insight in driving marketing success
- Applying models of customer adoption and segmentation
- Building effective customer personas to inform targeting and positioning
- Mapping customer journeys to identify opportunities to engage and convert
- Understanding the principles of customer value and ethical data management
- Marketing Communications Planning
- Setting SMART marketing and communications objectives aligned to strategy
- Identifying critical success factors for campaign success
- Applying frameworks such as RACE to structure communication activity
- Designing campaigns using AIDA and DRIP principles to guide messaging
- Planning integrated communications across multiple customer touchpoints
- Media and Messaging
- Selecting appropriate media channels to reach different audience segments
- Managing channel touchpoints to create consistent and engaging customer experiences
- Developing and refine messaging strategies across multiple platforms
- Exploring the use of AI technologies to support content creation and campaign delivery
- Optimizing messaging through testing, customer feedback and channel analysis
- Marketing Performance
- Defining key metrics and KPIs to measure marketing effectiveness
- Tracking and evaluating digital and non-digital campaign performance
- Using Google Analytics and other tools to monitor customer engagement
- Applying evaluation frameworks to improve future marketing activity
- Communicating marketing performance to internal stakeholders with clarity and impact
Face to Face Courses
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