CIM Marketing Leadership Programme

Aims of the module

A key aspect of a senior marketer’s role is leading and managing change within an organisation. This module will enable you to meet the challenges of change by providing a platform for supporting future responses through harnessing organisational potential and sustainable innovation. In addition you will develop an understanding of how the organisation’s assets can be managed to build and sustain a clear market position to guide, support and implement market-led change within an organisation.

Module structure

Three units with two learning outcomes each. By the end of this module you should be able to:

Unit 1: Building the Case for Change

• Develop critical understanding of how to harness organisational potential to generate and sustain value for all stakeholders
• Use insight to develop sustainable innovation relevant to the direction and resources of the organisation

Unit 2: Creating a Change Culture

• Appraise the role of brand equity and corporate reputation in directing and sustaining change within the organisation
• Demonstrate how a customer-facing organisational structure and culture can support strategies to optimise corporate capability

Unit 3: Implementing Change

• Recommend the use of contemporary practice in effectively leading, managing and influencing others to deliver organisational change
• Appraise the process and environment required to implement, review and reflect on the effectiveness of organisational change

Aims of the module

Senior marketers often gain experience across different organisational types and sizes over the course of their career, giving them a detailed insight into a range of marketing-related issues and problems. This experience, within the heart of an organisation, can be developed into a consultancy role either within a large organisation linking in with key clients or as an independent consultant within a marketing specialism.

Module structure

By the end of this module you should be able to:

Unit 1: Building and Developing Client Relationships

• Critically assess the components of a sustainable and clearly defined consultancy proposition
• Develop the personal brand

Unit 2: Scoping the Potential Service

• Critically assess the contributing factors to a client’s business issue
• Evaluate how to facilitate change within the client’s organisation, in response to the client’s business issue

Unit 3: Delivering the Client Outcome

• Critically appraise how to develop and implement the agreed solution
• Design and implement systems, processes and procedures to embed the agreed solution

Aims of the module

Growth is a key driver within any organisation and developing both a structured and creative approach to determining where potential or existing opportunities exist is an essential skill for senior marketing professionals. The size, type and form of the organisation can help or hinder this process so an in-depth knowledge of the complexities for the organisation and its context is critically important to facilitate decision making at the strategic level.

This module is designed to enable the marketer starting with a wider view of organisations to focus down onto a specific area – ideally, the one they work in or interact within their current role, -and to facilitate solutions which maximise strategic fit. This module can also be delivered in one of two ways, dependent on the learner profiles: Either specific to an organisational type e.g. B2B or SME organisations are plentiful across both the UK and International markets OR as a generic module.

Module structure

By the end of this module you should be able to:

Unit 1: Dynamics for Business Growth

• Critically appraise the market dynamics and business drivers relevant to the organisation and the industry sector
• Understand the customer dynamics relevant to the organisation and the industry sector

Unit 2: Determining Direction

• Recommend how organisational competence can be developed to deliver future objectives
• Critically evaluate how organisational characteristics influence the market positioning of the organisation’s products/services

Unit 3: Building Relationships

• Critically assess which connected stakeholders are fundamental to the future success of the organisation
• Demonstrate how to utilise strategic partnerships to leverage organisational success

Aims of the module

A key responsibility for Senior Marketers is leading and managing transformational change within an organisation. Sustainability is now critical for all types of organisations to authentically demonstrate its commitment and balance it with other commercial needs. In this module you will look at the different role marketing plays within an organisation in today’s economy. You will explore the future risks, opportunities and challenges for your organisation that will equip you to make strategic recommendations in the development and implementation of sustainable strategies to drive business change. Finally, you will build a personal development plan around driving change to support you to manage the transition required for ongoing sustainability integration.

Module structure

By the end of this module you should be able to:

Unit 1: Re-framing Marketing

• Gain critical insight into the sustainability challenges and opportunities for marketing and business (negative and positive)
• Determine marketing’s role in the regenerative economy

Unit 2: Re-orientation/Sustainability Values Perspective

• Recognise sustainability related opportunities and risks for future organisation success
• Develop the strategy and components for transformational change

Unit 3: Leading Transformational Change

• Recommend a framework to implement your organisation’s strategy for authentic sustainability, to ensure credibility, and to measure progress on an going basis
• Develop the senior leader’s resilience toolkit for driving change effectively and authentically

Assessment: Assignment

• An assignment based on a given scenario relating to an organisation of choice.

Aims of the module

Module structure