CIM Specialist Award | SEO and Paid Search Management

Course Overview

This CIM Specialist Digital Award develops knowledge and skills to enable a strategic approach to organic and paid search channels.

It covers three key areas: the first is developing the skills to apply research methods required for organic and paid search, including keyword research; the second area develops knowledge about how paid search activities can be managed, while the third key area covers how a website can be successfully optimised for organic search.

There are currently four specialist digital awards you can choose from.

SEO and Paid Search Management

Aims of the module

With many customer journeys beginning with a search engine, adopting a successful search engine marketing strategy has become critical to increasing brand reach and visibility. This Specialist Award will provide you with the knowledge and skills to create an effective search strategy for both organic and paid channels. You will be able to apply research techniques to understand customer search behaviour and utilise it to optimise paid campaigns and websites to maximise search engine visibility.

Module structure

Evaluate research methods for organic & paid search

  • Undertake keyword research
  • Evaluate a range of sustainability frameworks for their relevance to the organisation

Assess how paid search is managed

  • Recommend paid search activities to meet campaign and marketing goals
  • Analyse the effectiveness of paid search activities

Recommend how organic search can be optimised

  • Recommend on-page optimisations to maximise audience visibility
  • Recommend best practice for establishing site authority


Pricing package: £690 ex VAT / £809 inc VAT | Offers available for existing nesma learners and organisation sponsors


Level 6 | BA (hons) degree | 9/10 SQA


6 Weeks


  • Virtual

Next Start Date

W/C 15th April 2024
Contact Client Support for more details.

Assessment Method

The assessment methodology for the CIM Level 6 Specialist Awards is via onscreen Multiple Choice Test (MCT).

Entry Requirements

For marketing managers and marketers working in operational and supervisory roles, who are looking to progress their strategic and management skills. You can choose between two qualifications to suit your individual career path. Equivalent level to an undergraduate degree.

You’ll need to have a minimum of two years’ experience working in the industry at an operational level or a relevant Level 4 qualification to study the Diploma in Professional Marketing.

If English is not your first language, you will also need to provide evidence of achieving one of the following English Language qualifications within the last two years: IELTS Academic Module with an overall score of 6.5 (each component pass mark must be 6.0 or above) or Cambridge Certificate of Advanced English grade B or above. CIM will consider other equivalent alternatives.

Course Dates

Our next virtual cohort will start April 2024, for more info please contact

Learning Options

The CIM Specialist Awards are taught over 6 weeks with a total of 3 x 3-hour daytime or 6 x 1.5-hour daytime or evening teaching sessions. 1 per week via Teams per award.

Our virtual teaching option is live and interactive so you get tutor support from our industry experts, peer support from your course colleagues, have your questions answered in real-time, and build a community network.

We are also pleased to offer a one-day boot camp (Newcastle based) for this qualification.

For more information, please contact: +44 (0) 7734 222 254 or

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