Marketing Courses

CIM6SM: Strategic Marketing

Course Code



This module is the first module of the new CIM Diploma in Professional Marketing.

The course will help you take a strategic approach in marketing planning to achieve competitive advantage for your organisation. It recognises the significance of situation analysis and introduces techniques for assessing the external and internal environments that enable effective decision making.

The module outlines the importance of all stages within the marketing planning process, from the audit, through strategic decision making, to implementation of plans. It outlines how managing resources and employing monitoring and measurement techniques enables the achievement of strategic marketing objectives.


The Diploma in Professional Marketing is aimed at marketers working in an operational, supervisory or management role, who wants to develop their marketing knowledge and skills across a range of areas.

It is suitable for:
- Department managers
- Functional managers
- Product/brand managers
- Account managers
- Marketing executives
- Business development managers

What's Included

A combination of work based Marketing Plan assignment and a 3 hour examination.

Instruction Method

Ideally you will have successfully completed the CIM Professional Certificate or a Marketing related degree.
You should also have at least two years practical marketing experience.


Feedback from previous candidates suggests the key benefits are:
i) CONFIDENCE - you will be able to present your plans to senior managers and defend them with confidence.
ii) LANGUAGE - you will acquire a new vocabulary which will help you better communicate with fellow marketers and senior managers
iii) BEST PRACTICE - you will learn best practice from a range of sectors which will help you identify opportunities for your organisation to gain competitive advantage.


How to write, structure and present a compelling marketing plan
How to analyse an organisation's current and future internal environment
How to analyse relevant information to recommend and inform strategic decision making
How to undertake an effective marketing audit
How to measure the effectiveness of your plan


- Marketing Audit Tools and how to use them
- Setting Marketing Objectives
- Developing Strategic options
- Implementation

Custom Text 8

12 weeks

Duration (in days)