CIM Level 4 Certificate in Professional Marketing (VRQ)

About CIM

 

For over 100 years, CIM has supported, represented and developed marketers, teams, leaders and the profession. We are the world’s leading professional marketing body with over 28,000 members worldwide. We believe marketing is the critical factor in driving long term organisational performance. Our mission is to create marketing advantage for the benefit of professionals, business and society.

 

In a world of increasing competition, transparency and change, finding a valued business advantage has never been as challenging. CIM strives for business leaders and opinion formers to recognise the positive contribution professional marketing can bring to their organisations, the economy and wider society.

 

With 120 CIM study centres, in 36 countries, delivering our world-renowned qualifications and over 80 training courses, we’re uniquely able to improve marketing capability at an individual and business level.

 

Professional Marketing Competencies

The Professional Marketing Competencies focus on three key competency areas: ‘Core’, ‘Technical’ and ‘Behaviour’. The ‘Behaviour’ indicators reflect the demand for transferable skills and articulate a level of proficiency rather than seniority.

 

Proficiency levels

5AuthoritativeMastery at the highest level of the knowledge and applicationMasteryHabitual
4AccomplishedAn advanced degree of knowledge and consistent applicationMasteryRegular
3Able

Full knowledge of the concepts and application to the business

FullRegular
2Active Learner

Meaningful knowledge with some experience and application

SomeSome
1AwareLimited knowledge or experience with full potential to developLimitedLimited

The Professional Marketing Competencies have been instrumental in the development of the CIM Level 4 Certificate in Professional Digital Marketing. The knowledge base, technical and behaviour skills from the Professional Marketing Competencies have been embedded into the qualification design and development to create a ‘fit-for-purpose’ employer-led qualification.

 

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:

 

Applied Marketing

 

Mandatory Module

 

Assessment By Exam

Planning Campaigns

 

Mandatory Module

 

Assessment By Assignments

Digital Marketing Techniques

 

Elective Module

 

 Assessment By Portfolio/Assignment

 

 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.

 

Applied Marketing

 

Mandatory Module

 

Assessment By Exam

Planning Campaigns

 

Mandatory Module

 

Assessment By Assignments

Customer Insights

Elective Modle

Assessment by assignment

Digital Marketing Techniques

Elective Module

Assessment by portfolio/assignment

Certificate in Professional Marketing

 

 

Certificate in Professional Digital 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 MarketingCIM Level 4 Award in Applied Marketing (VRQ)
Planning CampaignsCIM 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/studycentres 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  
Distinction210 and above  

 

Merit Between 180 and 209 
PassBetween 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.

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