CIM Level 4 Certificate in Professional Marketing (VRQ)
Background
The Level 4 Certificate in Professional Digital Marketing has been developed following extensive employer-led research across a range of sectors and size of organisation; qualification providers; academics and students.
The qualification
The CIM Level 4 Certificate in Professional Digital Marketing is designed to offer progression from all CIM Level 3 qualifications and also links with the Level 4 Certificate in Professional Marketing.
Successful completion of the CIM Level 4 Certificate in Professional Digital Marketing will equip the student with the knowledge, skills and understanding to support decision making within a digital context at an operational level and carry out an essential and successful professional marketing role within the workplace.
To achieve the CIM Level 4 Certificate in Professional Digital Marketing, a pass in both mandatory modules plus one elective module is required. Currently there is one elective module available, however, the intention is to continue to add more elective modules in response to changing marketplace needs, as required.
The qualification has been structured to reflect the need for a flexible and bite-size approach for today’s professional marketer. Each module can be achieved as a distinct, self-contained award.
The modules currently available at Level 4:
Who is it for?
The CIM Level 4 Certificate in Professional Digital Marketing is aimed at the aspiring professional digital marketer who wishes to gain knowledge and skills to succeed and progress within a career in marketing.
Typical job titles may include the following: digital marketing executive, digital and social media executive, content marketing executive and display advertising executive.
Entry requirements
One or more of the following is required to gain entry onto this qualification:
- CIM Level 3 Introductory Certificate in Marketing qualification or CIM Level 3 Foundation Certificate in Marketing or CIM Level 3 Foundation Certificate in Professional Marketing or CIM Level 3 Foundation Certificate in Professional Digital Marketing
- any relevant Level 3 qualification
- any UK Degree or International equivalent
- International Baccalaureate (equivalent to NQF Level 3 and above)
- professional practice (suggested one year in a marketing role) and diagnostic assessment onto Level 4
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 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.
The Modular Pathway
The Level 4 qualifications are designed with flexibility, with options to complete both a whole qualification or simply an award.
The Level 4 qualifications comprise of the following:
The CIM Level 4 Certificate in Professional Digital Marketing is aimed at the aspiring professional digital marketer who wishes to gain knowledge and skills to succeed and progress within a career in marketing.
Typical job titles may include the following: digital marketing executive, digital and social media executive, content marketing executive and display advertising executive.
Certificate in Professional Marketing
At Level 4, CIM qualifications are the Certificate in Professional Marketing and Certificate in Professional Digital Marketing. If a module is studied as a studied as standalone module, an individual award can be achieved.
These will be titled as follows:
| Module | Award |
| Applied Marketing | CIM Level 4 Award in Applied Marketing (VRQ) |
| Planning Campaigns | CIM Level 4 Award in Planning Campaigns (VRQ) |
| Customer Insights | CIM Level 4 Award in Customer Insights (VRQ) |
| Digital Marketing Techniques | CIM Level 4 Award in Digital Marketing Techniques (VRQ) |
Progression
Successful achievement of the CIM Level 4 Certificate in Professional Digital Marketing or
Certificate in Professional Marketing will allow progression onto the CIM Level 6 Diploma in Professional Marketing and CIM Level 6 Diploma in Professional Digital Marketing www.cim.co.uk/qualifications
Credits, Guided Learning Hours (GLH) and Total Qualification Time (TQT)
Each module has been calculated as carrying 17 credits which equates to approximately 170 hours Total Qualification Time and 150 hours Guided Learning Hours per module.
Credits – Each module has a credit value which indicates how many credits are awarded when a module is completed. The credit value also gives an indication of how long it will normally take to achieve a module or qualification. One credit usually equates to 10 hours of learning.
Guided learning hours (GLH) – The number of hours of teacher-supervised or directed study time required to teach a qualification, or unit of a qualification.
Total Qualification Time – is the amount of time expected to take, on average, to complete the learning outcomes of a module to the standard defined by the assessment criteria and includes:
- guided learning hours
- practical and work-based learning
- assessment preparation time and
- assessment time
- supported self-study time
Please visit http://www.cim.co.uk/study–centres for more information on which centres offer CIM qualifications.
Modes of study
Enrolment at a CIM Accredited Study Centre is required to study the CIM Modular Pathway qualification. The following modes of study are available:
- face to face
- blended
- online
- revision support
Please visit https://www.cim.co.uk/study-centres for more information on which centres offer which mode of study.
How it is assessed
A variety of assessment methodologies are used for the CIM Level 4 Certificate in Professional Marketing depending on the module chosen. Assessment methods used within the qualification are employer-driven, practitioner-based, relevant and appropriate for business needs. In addition, assessments for all qualifications comply with regulatory requirements, are fit for purpose, fair, valid, reliable and manageable to ensure confidence in the standard of learner achievement.
Applied Marketing – external assessment: an examination comprising multiple-choice questions.
Planning Campaigns – external assessment: an assignment based on a theme and an organisation of choice.
Digital Marketing Techniques – external assessment: a portfolio/assignment based on a theme and an organisation of choice.
How the assessments are delivered and when
There are three assessment sessions per year within the CIM Level 4 qualification. These will take place in December, March/April, and June/July.
Marketing will be a multiple-choice question examination. Examinations will be conducted under controlled, invigilated conditions at Accredited Examination Centres.
Planning Campaigns will be assessed by assignment and Digital Marketing Techniques assessed by portfolio/assignment. Assignment briefs will be available for Accredited Study Centres to view six months in advance of the assessment session to which it relates.
How it is graded
Grading will be applied to each module as well as to the overall qualification.
Distinction (D) 70-100
Merit (M) 60-69
Pass (P) 50-59 Fail (F) 0-49
The percentage mark along with the corresponding grade will be issued for each module. To achieve the total qualification each individual module mark needs to be 50 marks or above.
The calculation of the overall qualification grade will be carried out based on an aggregate score of 3 modules out of 300. The following table outlines the marks required to secure the overall grade. The qualification certificate will contain the overall grade only (no percentage mark).
| Grades acknowledged on overall certificate | Total marks required across three modules |
| Distinction | 210 and above |
| Merit | Between 180 and 209 |
| Pass | Between 150 and 179 |
When are results issued?
Results will be issued within 10 weeks of assessment sitting/submission. Results are made available to learners via e-mail and online via the MyCIM portal. Certificates will be issued for each module achieved and upon completion of the qualification.
Module specifications
CIM has produced individual module specifications for each of the Level 4 modules. These specifications detail the requirements of the module and include the module content. The module content covers:
Level – this positions the level of the module within the Regulated Qualifications Framework (RQF).
Credit value – this is the academic value given by the module.
Total Qualification Time – this is the average amount of time it will take to complete the module. This includes guided learning hours, practical and work-based learning, assessment preparation time and assessment time.
Purpose statement – gives a summary of the purpose of the module.
Assessment – gives the assessment methodology for the module.
Weighting – outlines the weighting for each of the module learning outcomes.
Overarching learning outcome – the learning outcomes of the module sets out what a learner will know, understand or be able to do as a result of successfully completing the module.
Assessment criteria – specify the standard required to achieve each of the learning outcomes.
Indicative content – provides guidance on what is required to achieve the assessment criteria and related learning outcomes, however it is not intended to be an exhaustive list
What we mean by command words
Command words are used in every question/task/sub-task and are designed to inform the approach to the assessment. The list of command words below enables a clear indication of what is required at Level 4.
Level 4 – Command words
| Command word, outlined explanation | Interpretation of command word |
Analyse Examine a topic together with thoughts and judgement about it | Identify components of a broad range of models and the relationship between these components. Draw out and relate implications |
Appraise Evaluate, judge or assess | Can provide a detailed account of the subject area including key theories and models |
Argue Provide reasoned arguments for or against a point and arrive at an appropriate conclusion | Produce reasoned arguments in response to a given brief using terminology correctly |
Assess Evaluate or judge the importance of something, referring to appropriate schools of thought | Examine closely with a view to measuring a particular situation taking account of strengths and weaknesses, for and against |
Collect Systematically gather a series of items over a period of time | Systematically gather a series of items over a period of time which demonstrate a knowledge of the marketing discipline |
Compare and contrast Look for similarities and differences between two or more factors leading to an informed conclusion | Identify the similarities and differences between two or more factors |
Create Bring something into existence for the first time | Create a range of documents relevant to marketing using a range of communication methods and approaches |
Define Write the precise meaning of a word or phrase. Quote a source if possible | Define key words and terminology relevant to marketing |
Describe Give a detailed account of something | Provide a thorough description of some nonroutine ideas and information and present a clear description and account of the findings |
Develop Take forward or build on given information | Build on given information using a range of information and ideas |
Demonstrate Explain, using examples | Clearly explain a range of ideas, using illustrative examples to underpin concepts used |
Determine Use research to check or establish something | Use routine professional skills, techniques, practices and/or materials relevant to marketing to identify evidence to support a course of action |
Discuss Investigate or examine by argument and debate, giving reasons for and against | Examine closely taking account of strengths and weaknesses in an argument, offer reasons for and against |
Evaluate Make an appraisal of the worth (or not) of something, its validity, reliability, effectiveness, applicability | Make an appraisal of the worth, effectiveness or usefulness of something |
Explain Make plain, interpret and account for, enlighten, give reasons for | Give a detailed response (definition and explanation) as to how/why something may benefit or present a barrier |
Identify List the main points or characteristics of a given item | Can give the name and identifying characteristics; usually used in conjunction with other command words such as identify and explain |
Illustrate Give examples to make points clear and explicit | Use a wide variety of examples to underpin the concepts you use |
Justify Support recommendations, explanations or arguments, with valid reasons for and against | Explain why/give reasons to support your statements |
Outline Set out main characteristics or general principles, ignoring minor details | State the main characteristics and key points from a range of sources |
Plan Put forward a proposal for a course of action, usually to achieve a goal | Produce a structured proposal for planned stages to achieve a goal |
Present Exhibit something to others | Present arguments, information or ideas, which are routine to marketing, to others. Convey complex ideas in a well-structured and coherent form. |
Recommend Put forward proposals, supported by a clear rationale | Make a judgement and give some support and reason for your recommendations |
Reflect Think carefully about something, consider something, review something that has happened or has been done | Review and/or think carefully about something in order to assess reasons for its success or failure or identify improvements that can be made |
State Present in a clear brief form | Present new and/or abstract data and information in a clear and concise manner |
Summarize Give a concise account of the key points, omit details and examples | Summarize information and arrange in a logical manner |
Please refer to the individual module specifications for detailed and specific information on each module.
For further information about all CIM qualifications please visit www.cim.co.uk.