Marketing moves at a very fast pace – and professional marketing standards and qualifications need to keep up. The Chartered Institute of Marketing (CIM) has revised its professional qualifications. The last major revision was in 2020. CIM qualifications provide guidance on what knowledge, skills and behaviours are needed throughout a marketing career. They are based on employer-based research across various sectors. They assist in the recruitment, training and development of marketing professionals. As I always note though, they are focused on marketing rather than the sales and business development aspects of professional services marketing careers. Chartered Institute of Marketing (CIM) updates standard and qualifications (2024)
The CIM Global Professional Marketing Framework
The old framework was organised around core, technical and behavioural competences (Views on the new marketing standards from CIM? – Kim Tasso) and this has been updated and simplified.
The new framework focuses on:
- direction (developing capability by design for understanding and context)
- capability (knowledge and abilities to deliver against the plan)
- professionalism (the way we work) and
- impact (the benefits to us, our business, the economy and society)
Professional marketing excellence is shown as a series of responsibilities and behaviours embedded with strategy and planning:
- Data and insight
- Digital agility
- Customer experience
- Commercial
- Proposition development Malcolm McDonald on value propositions – How to develop them (kimtasso.com)
- Brand and reputation Book review – Managing Brands (kimtasso.com)
- Marketing communications
- Leadership and management
Levels of qualification
As before, there are several levels of qualification depending on experience and seniority and are equivalent to other qualifications as follows:
- Level 3 – advanced apprenticeship, level 3 NVQ, AS/A level
- Level 4 – HNC, CertHE
- Level 5 – HND, DipHE
- Level 6 – Honours degree
- Level 7 – Masters degree/postgraduate
- Level 8 – Doctorate
Overview of the 2024 CIM standard and qualification changes
Naturally there is a greater focus on digital marketing and technology. But thankfully this is now integrated rather than separate as it was before.
For levels 4 and 6 there’s also the helpful introduction of commercial intelligence, responsible business and impact elements (including societal impact). Innovation in marketing as a separate topic has been removed. There is an elective on AI in marketing too.
At level 7 there is a greater focus on global marketing, entrepreneurial change, managing business growth and sustainable transformation.
Level 3 Foundation Certificate in Professional and Digital Marketing
This is to gain foundational skills and knowledge to kick-start a marketing career
Mandatory module:
- Marketing Essentials
Elective modules:
- Content and Channels
- Marketing Insights
Level 4 Certificate in Professional and Digital Marketing
This is for marketing executives who have experience and are looking to advance their career.
This qualification has mandatory and elective modules – and there are two routes. I’ve shown route one here:
Mandatory:
- Marketing Impact
Choose one elective module:
- Responsible Marketing
- Planning Integrated Campaigns
Choose two elective modules:
- Content marketing
- Search Engine Optimisation
- MarTech
- Social Media Marketing
You can achieve an Extended Certificate by choosing an additional module you haven’t completed in the certificate.
Level 6 Diploma in Professional and Digital Marketing
This is for marketing managers looking to advance their strategic marketing and management skills.
Again, there are different routes through the mandatory and elective modules. This is route one:
Mandatory:
- Strategy and planning
Choose one elective module:
- Commercial intelligence
- Societal impact
Choose two elective modules:
- Customer journey optimisation
- Brand proposition
- Content strategy
Route two requires the choice of a further module:
- AI Marketing
- Ecommerce
- SEO & Paid Search Management
- Social Media Management
The extended diploma requires you to choose one additional module which you haven’t completed from the elective lists
Level 7 Postgraduate Diploma in Professional Marketing
This is for senior marketers wishing to move to a more strategic management role and is only available to those who reside outside of the UK. (UK residents should look at the Marketing Leadership Programme below)
Mandatory Modules:
- Global Marketing Decisions
- Corporate Digital Communications
Elective modules:
- Creating Entrepreneurial Change
- Sustainable Transformation in Global Marketing
Level 7 Marketing Leadership Programme
This qualification is suitable for Head of, Director and CMO. The aim of the qualification is to have a positive impact on career and performance in the workplace to facilitate and implement change.
Mandatory modules:
- Contemporary Challenges
- Leading Change
Elective modules:
- Managing Business Growth
- Sustainable Transformation in Marketing
Further information on CIM qualifications: Professional Marketing & Digital Qualifications | CIM Academy
I have previously taught on CIM postgraduate diploma courses – through Cambridge Marketing College. But for the past few years I have tutored students on the level 6 Marketing Manager Apprenticeship Marketing Manager Apprenticeship – a Level 6 Qualification (kimtasso.com) – after which students can apply for some exemptions of the CIM syllabus.
You might also be interested in this guide to Neuromarketing The Definitive Guide To Neuromarketing – Neuro Marketing Labs which is relevant to those targeting consumers.
Related CIM and qualifications posts
The Proactive M&BD Executive – Culture shock, marketing models (kimtasso.com) August 2023
Lessons from digital marketing webinars (June 2023) (kimtasso.com) June 2023
Book review – Managing Brands (kimtasso.com) May 2023
Marketing Continuing Professional Development (CPD) (kimtasso.com) August 2022
Marketing Manager Apprenticeship – a Level 6 Qualification (kimtasso.com) January 2022
Innovation in Marketing (kimtasso.com) August 2020
Cambridge Marketing College on soft skills for marketing professionals (kimtasso.com) August 2020
“The State of the Marketing Profession – Past, Present and Future” (kimtasso.com) May 2020
New CIM professional marketing qualifications – 2020 (kimtasso.com) March 2020
Why become a member of the Worshipful Company of Marketors? (kimtasso.com) February 2020
2014 CIM professional marketing qualifications syllabus changes (kimtasso.com) September 2014
Views on the new marketing standards from CIM? – Kim Tasso June 2014
Marketing education and qualifications – Kim Tasso August 2013
Old and new digital marketing qualifications – Kim Tasso June 2012
Professional service marketers face challenging syllabus change (kimtasso.com) February 2009
