Our guide to the Chartered Institute of Marketing qualifications

Information for employers about our CIM-accredited coursesAs marketing becomes more recognised as a professional discipline, more people are looking to achieve professional recognition by obtaining a marketing qualification – and more employers are looking for such qualifications when they are recruiting marketing staff.

The Chartered Institute of Marketing offers a wide range of such qualifications but it is not always easy to decide on the right one. This guide will hopefully make the decision a little easier.

If you do not have a degree…

The first thing to recognise is that marketing as a discipline is essentially a practical subject, not an academic one. Yes, there are perhaps thousands of academic text books on the subject, but all of their content originates from experience in the real world.

The important thing for those studying the subject therefore is not just to read the theory, but to understand how the principles discussed in the text books actually apply to real world situations.

This is why not having a degree - or indeed any post-16 qualifications - needn’t be a barrier to studying for a CIM qualification. In fact, if you are in work and in a marketing role in particular you will have built up some ‘real world’ experience that is an important part of studying marketing. Whether you choose the Introductory Certificate, Professional Certificate or Professional Diploma as your starting point will depend on how long you have been working and the extent to which marketing is a part of your role.

If you do have a degree…

If you started a degree course straight from school and as a graduate are now in work, you will now have an opportunity to apply your day-to-day experience to what you already know about marketing.

Professional qualifications such as those accredited by the Chartered Institute of Marketing place the emphasis very much on the application of theory in real situations. This is one of the reasons that going on to study a professional marketing qualification may prove especially valuable.

Graduates will be encouraged to develop their knowledge of marketing by gaining a greater understanding of how the theoretical principles apply in practice - and by applying the principles in a way that’s relevant to their company’s situation and objectives.

Your CIM course options

Here is a summary of the four main levels of CIM qualifications to help you decide the right one for you (or your employees):

Introductory Certificate

Who is it for? This course is designed for those with no previous marketing qualifications and limited experience in a marketing role.

What does it do? The Introductory Certificate provides a good foundation on which to build a career in marketing, covering subjects such as the four Ps of the marketing mix (product, price, place and promotion), ways to understand more about customers and methods for communicating with customers.

What level is this qualification? This is a Level 3 qualification.

Are there any entry criteria? There are no entry criteria for this course.

Professional Certificate

Who is it for? This course is suitable for graduates with degrees in non-marketing subjects and those with some experience in a marketing role.

What does it do? This is the first step on the CIM’s internationally-recognised professional qualifications ladder, giving you the opportunity to start applying your learning to your working role.

What level is this qualification? It is the equivalent to the first year of a foundation degree.

Are there any entry criteria? Entry criteria include either two A Levels or equivalent, or a minimum of one year's full time work experience in marketing.

Professional Diploma

Who is it for? Graduates where at least one third of their degree is marketing-based, existing marketers responsible for managing the marketing process at an operational level, and those who have obtained their Professional Certificate and want to further their studies.

What does it do? The Professional Diploma gives candidates the tools and the confidence they need to manage the marketing activities for their organisation.

What level is this qualification? It is the equivalent of the final year of an honours degree.

Are there any entry criteria? Entry criteria include a sound existing knowledge of key principles of marketing theory.

Postgraduate Diploma

Who is it for? This qualification is aimed at marketers working at a strategic level or those aspiring to do so.

What does it do? The Postgraduate Diploma is a challenging, high-level marketing qualification that enables candidates to make the transition into strategic marketing management, make a significant contribution towards the organisation’s corporate and business strategy and contribute to board decisions.

What level is this qualification? This is a Professional Masters level qualification.

Are there any entry criteria? It is recommended that candidates have at least 3-4 years’ experience in a middle-senior marketing management role before embarking on this qualification.

In addition to these four levels of qualification, you can also take the specialist Diploma in Digital Marketing.

What if you don’t meet the entry criteria?

You can read more detailed entry criteria on each of the course pages on this website. If you don’t seem to fit the criteria for a course that you feel is right for you, you may be able to take an online diagnostic test to assess which course is suitable - please contact us for details.

Still not sure?

If you are still unsure as to the right qualification for you, please contact us and we will be happy to discuss your options.