New CIM Diploma aims to enhance competency where expertise is short

Ben Pettifer, CAM foundation manager at the CIM explains that the new diploma "is positioned as the first qualification a professional might get on the job. The diploma is not intended to make you an expert but it will better your understanding of what's been said at meetings and allow you to input more. It's about competency rather than expertise."

The syllabus, spanning direct marketing, sales promotions, integrated media, public relations and advertising, aims to give an integrated understanding of how each element works together. As such, no exemptions are given to students because the emphasis is on seeing how various marketing components fit together.

The CIM and CAM are reluctant to single out one group that this qualification may be applicable to. Pettifer says, "It 's very difficult to position. For instance it's fitting for SMEs where there's no designated marketing person, but isn't exclusively for them. It's for anyone that works in marcomms that wants a broader understanding of issues."

Marketing activity - email and web communication, commenced at the end of August and will be leveraged by the CAM's own awareness campaign which is designed to re-establish its reputation following a recent dip.

The cost varies between £75-350 per module, depending on how and where the student takes the diploma and it can take between 12 months and two years to complete.

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