An edition of CIM Professional Diploma
(2012)
CIM Professional Diploma
by BPP Learning Media
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A core text book for the CIM Qualification.
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Previews available in: English
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Book Details
Table of Contents
Book Cover; Title; Copyright; Contents; Introduction; 1 Studying for The Chartered Institute of Marketing (CIM) qualifications; 2 The Professional Diploma Syllabus; Unit characteristics
Managing Marketing; Overarching learning outcomes; SECTION 1
The marketing infrastructure (weighting 30%); SECTION 2
Managing marketing teams (weighting 40%); SECTION 3
Operational finances for marketing (weighting 30%); 3 Assessment; 4 The Magic Formula; 5 A guide to the features of the Study Text; 6 Additional resources; 7 Your personal study plan; Content chapter coverage plan.
Section 1: The marketing infrastructureChapter 1 Organisational structures; Introduction; Topic list; Syllabus reference; 1 The importance of organisational structures; 2 Dimensions of organisational structure; 3 Aspects of organisation structure; 3.1 Power and authority; 3.2 Line, staff and functional authority; 3.3 Centralisation; 4 Organisation structure
roles and relationships; 4.1 Job roles; 4.2 Relationships; 5 Elements of organisation structure; 6 Influences on organisation structure; 6.1 Supporting marketing value and focus; 7 Structure types; 7.1 Functional structure.
7.2 Product/Market Structure7.3 Brand structure; 7.4 Territory structure; 7.5 Hybrid structures; 7.6 Matrix structure; 7.7 International and multinational organisational structures; 8 Alternative organisation structures; 9 The flexible firm; 9.1 Functional flexibility; 9.2 Numerical flexibility; 9.3 Whole-organisation marketing; 10 The informal organisation; Chapter Round up; Further Reading; References; Quick Quiz; Activity Debriefs; Quick Quiz Answers; Chapter 2 Quality systems and processes; Introduction; Topic list; Syllabus reference; 1 Dimensions of quality; 2 Quality systems.
3 Costs of quality4 The importance of quality systems; 5 Quality management system models; 5.1 Total Quality Management; 6 Quality Management standards; 6.1 European Foundation of Quality Management; 6.2 ISO 9001; 6.3 ISO 14001; 6.4 PAS 2050; 7 Quality improvement processes; 7.1 Six sigma; 7.2 Benchmarking; 7.3 PDCA cycle; 7.4 Deming 14 steps; 8 Quality and relationship marketing; Chapter Round up; Further Reading; References; Quick Quiz; Activity Debriefs; Quick Quiz Answers; Chapter 3 Measuring, monitoring and improving marketing performance; Introduction; Topic list; Syllabus references.
1 Why measure?2 Accounting measures; 2.1 Profit and loss; 2.2 Balance sheets; 2.3 Cash flow; 2.4 Budgetary control; 3 Productivity measures; 3.1 Inputs versus outputs; 4 Relationship marketing and customer-related measures; 4.1 Marketing performance self-assessment; 4.2 Retention; 4.3 Satisfaction; 4.4 Communication; 5 Customer lifetime value; 6 Internal measures of performance; 6.1 Innovation and learning measures of performance; 6.2 Performance measures; 6.3 Productivity analysis (inputs versus outputs); 6.4 Comparative analysis (changes over time).
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