Introductory Certificate in Marketing

Ideal for those with little or no previous marketing experience, the CIM Introductory Certificate in Marketing course will give you the basic building blocks to start a career path in this rewarding industry, including the key marketing principles, market research and communications.

Key Topics

The course is divided into two separate units, each comprising of 4 modules, as follows:

a) What is Marketing?

  • Understanding the Role and Function of Marketing
    • Examine the role of marketing. Consider the links between marketing and other activities within an organisation.
    • Explore the differences between internal and external marketing.
  • Understanding the Marketing Environment
    • Consider how the marketing process can effectively be managed.
    • Examine the PESTEL model.
    • Explore the micro-marketing environment.
    • Learn processes that can be used to monitor the marketing environment.
  • The Marketing Mix
    • Examine the 7 Ps of the marketing mix: product, price, place, promotion, people, process and physical evidence.
  • How Marketing is Applied in Different Organisational Contexts
    • Explore the different ways in which customers and consumers make their buying decisions.
    • Examine the different ways in which the marketing mix is used within different types of organisations to influence the buying-decision.

b) Understanding Customer Relationships

  • Understanding Customers
    • Examine the importance of collecting information to gain a better understanding of customers’ needs, and learn how this information can be collected and stored.
  • Building and Maintaining Effective Internal and External Customer Relationships
    • Examine ways of developing and sustaining customer, supplier and distributor relationships.
    • Explore the relationships within an organisation, and consider potential areas of conflict between the different functions of an organisation. Discover solutions to these conflicts.
  • Communicating with Internal and External Customers
    • Examine the various business formats for communicating with customers both internally and externally.
    • Explore the strengths and weaknesses of a variety of promotional activities.
    • Discover the processes involved in undertaking a range of marketing campaigns.
    • Learn how to measure the success of both internal and external tactical communication campaigns.
  • Providing Customer Service for Internal and External Customers
    • Examine the different stages of a customer care programme.
    • Discover methods of obtaining both formal and informal customer feedback.
    • Learn how to measure the success of a customer care service.

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