The Marketing Leadership and Planning module forms part of the CIM Chartered Postgraduate Diploma in Marketing and aims to enable students to develop effective high level strategic marketing strategies relating to an organisation's corporate and business strategic intent in the short, medium and long terms. Students should be able to analyse the corporate strategy, determine a range of high level marketing and relationship strategies, and demonstrate how these strategies will deliver an organisation's desire for growth and expansion, its changing stance on CSR, ethics and key strategic decisions. Students that have completed the Marketing Leadership and Planning module will be able to: 1. Critically evaluate the links from the corporate strategy to the marketing strategy and ways of delivering an organisation's corporate mission and vision effectively. 2. Develop marketing strategies to establish an organisation's competitive and sustainable marketing and relationship strategies to achieve the organisation's strategic intent and deliver its value proposition. 3. Develop strategic but operational marketing plans at an organisational level (not just functional) using synergistic planning processes, taking account of different planning frameworks (cross-functional and board level contribution) and ensuring they are within the resource capabilities of an organisation. 4. Determine the most appropriate organisational structures for market-oriented organisations and changing organisations, whilst evaluating the resource implications and requirements. 5. Develop sustainable competitive advantage through suitable approaches to leadership and innovation. 6. Assess the link between change programmes, marketing activities and shareholder value, show how these can contribute to an organisation's on-going success, and evaluate the concepts of power, trust and commitment in the context of negotiating change with key stakeholders.
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