This route comprises:● Core section: This attracts a 50 per cent weighting and is often about the
creation of an effective marketing plan. The word count for this would
be 3000 words.
● Elective section: This is worth 25 per cent weighting and requires two
pieces of work (where the candidate can choose 2 out of 4 areas).
Examples of such areas are: the role of environmental analysis; a report
on the potential for a new Internet-based service; a report on the
extended marketing mix in not-for-profit organisations; an external
analysis of an organisation of choice. Each assignment would be 1500
words.
CIM has to approve each study centre before this route can be offered to
students. Therefore, CIM has written guidelines for study centres offering
this route.
Whatever assessment route candidates undertake, they should always
ensure that:
● They focus upon the application of models in a variety of markets and
industry sectors, for example the service sector, small business sector
or business to business sector.
● Wherever possible, they make use of their own business experience
and other illustrative sources to provide relevant examples. Regular
reading of the business press is useful in order to identify illustrative
examples.
● They make themselves aware of the broader implications of marketing
planning decisions. In particular, as well as understanding the benefits
of planning and control techniques, they should be aware of the draw-
backs, in terms of costs, and other resource implications.
Dr Ruth Ashford
Chartered Institute of Marketing Chief Examiner
Preface xv