response to questions in this area. Therefore, this text offers a useful and
directed aid to this section of the Marketing Planning syllabus both for
lecturers, students and practitioners.
The Marketing Research and Information module, which is another of
the CIM modules within the Professional Diploma, includes the manage-
ment of information and this is important to understand in relation to
inform the marketing planning. This unit offers knowledge to oper-
ationalise the concepts discussed in this text.
The CIM Integrated Marketing Communications module within the
Professional Diploma offers understanding of customer dynamics, which
again offers information to make marketing planning decisions discussed
in this text.
The final CIM Professonal Diploma module, Marketing Management in
Practice, requires students to operationalise and illustrate their skills and
their knowledge of marketing planning processes as discussed in this text.
Therefore, this text can add value to the reading for this syllabus also.
The CIM offer two assessment routes for the Professional Diploma syl-
labus, which are by examination or assignment. Any CIM centre at which
students are studying will be able to inform them of the assessment route,
which will be offered at that centre.
■ The CIM examination route
The examination paper for the Marketing Planning module is in two
parts. Part A is a mini case study with three or four compulsory questions
and this is worth 50 per cent of the examination. Each element of the syl-
labus will be tested in some way in Part A. Part B of the paper is made up
of four questions, of which candidates are required to answer two and
each question is worth 25 per cent of the paper.
Part Ais normally a mini case study (similar to the ones found in Chapter
15 of this text) but it could also be an abstract of an article. Normally it will
be up to one or one and a half sides of A4. Students will be asked to analyse
the material, make comments upon it and propose further actions.
Therefore, it will be expected that candidates can illustrate their knowledge
and understanding of appropriate theory and apply their knowledge to the
case study. Normally the answers will be required in report format.
Part Bwill contain four questions from across the syllabus, and will nor-
mally have two parts of one question. Students should be aware that in
some questions two areas of the syllabus will be tested. These questions
will require students to understand marketing theories and concepts, and
show that they can apply them to a given situation. Students will also need
to demonstrate that they have an ability to critically appraise appropriate
models and concepts. Again, answers will be required in report format.
For the Professional Diploma examination, the CIM examiners are look-
ing for candidates to demonstrate interpretative skills, insight and original-
ity in answering the questions. At the same time, it is expected that
Preface xiii