The Chartered Institute of Marketing
Introductory Certificate in Marketing
The Introductory Certificate in Marketing is for all those who want to find out more about marketing - whether you're in a job that involves marketing or not. It answers the question: What is marketing? But it also aims to develop knowledge and skills for people who are working to support others in basic marketing tasks.
It is not necessary to have any previous experience or knowledge of marketing to and you can choose to study to suit your requirements and time available. You may already be working and therefore want to study around work commitments, or you may be looking for a job and therefore will not have time to study during the day.
Who is it for?
This qualification is aimed at those who are interested to find out more about marketing, whether they are in a job that involves marketing or not. It provides information about what marketing is and aims to develop knowledge and skills for people who are working to support others in basic marketing tasks.
The typical profiles of people who might take this qualification could include:
- Those undertaking junior marketing, secretarial or administrative roles
- Individuals in jobs with some marketing involvement
- Event management assistants
- Personal assistants
- Customer service assistants/call centre employees
- Non-marketers wanting to develop a broader knowledge or understanding of marketing or to move into marketing
- Modern apprenticeship equivalents
What will you learn?
By the end of this qualification you should:
- Understand the function of marketing and its role in an organisation
- Know about the four Ps (product, price, place and promotion) and how to apply the marketing mix
- Understand more about customers and managing customer relationships
- Be able to communicate to both internal and external customers using a variety of different means
Unit 1: What is Marketing?
This unit provides a backdrop to the importance of marketing in terms of what marketing is and how it is defined. It focuses on the role of marketing, its cross-functional importance and its contribution to business success. It also looks at the role of marketing as a service provider within the organisation.
- Determine the importance of marketing as a cross-functional activity contributing towards business success
- Explain the importance of understanding the organisation's marketing environment and the impact it has upon an organisation's ability to satisfy customer needs and wants
- Identify each element of the marketing mix in the context of customer needs and achieving customer satisfaction
- Apply the marketing mix to a range of different organisational sectors and contexts
- Explain the importance of understanding customers, and how marketing information aids the better development of marketing activities to achieve customer satisfaction
- Explain the value and importance of internal and external relationships of the organisation and the importance of networking, collaboration and co-operation in order to develop and maintain relationships
- Explain the different ways in which to communicate with both internal and external customers in order to develop, maintain and strengthen customer relationships
- Explain the requirements for developing effective and efficient customer
- Unit 1: What is Marketing? - 1 hour online test
- Unit 2: Understanding Customer Relationships - Assignment
Unit 2: Understanding Customer Relationships
This unit focuses on developing an understanding of internal and external customers, and considers how a knowledge and understanding of customers can assist in designing appropriate marketing activities to engage and support customers to achieve long-term customer loyalty.
Do you qualify?
This is an 'open' qualification, which means you do not need any previous qualifications or marketing experience. However, if you are working or have some business experience, this will certainly help you put your learning into context.
If English is not your first language, you will also need to provide evidence of at least IELTS 6.5 or Trinity ISE III/IV.
How will you be assessed?
Both units will have their own assessment and be as follows: