CIM MAE case studies

CIM MAE · Put your knowledge to work in context.

The Chartered Institute of Marketing (CIM) offers a ladder of professional marketing qualifications, from the Level 3 Foundation Certificate in Professional & Digital Marketing through the Level 4 Certificate, the Level 6 Diploma and the Level 7 Postgraduate Diploma and Marketing Leadership Programme. Each level is built for a different career stage: Level 3 suits aspiring marketers, career changers and people new to a marketing role who need no previous marketing knowledge; Level 4 formalises existing knowledge and practical experience; Level 6 develops strategic thinking, commercial awareness and leadership for people moving into Marketing Manager roles; and Level 7 is aimed at experienced marketers working in complex environments who want to lead at a strategic level. The CIM MAE case studies are 5 cases and about 3,204 words.

The loyalty scheme that flatters the wrong customers

A mid-market garden-centre retailer has 140,000 loyalty members. Management reports that members spend 38% more per visit than non-members and proposes cutting the 2% discount to fund a £400,000 loyalty app.

677 words, about 3 min 2

Launch budget split across a channel mix with no baseline

A regional plant-hire firm is launching a same-day delivery service for landscapers. Budget is £180,000 for a 14-week campaign.

653 words, about 3 min 3

A pricing rise in a price-sensitive category

A own-brand coffee roaster sells 1.2 million units a year at £4.20, with a 32% gross margin. Green bean costs have risen 22% and are expected to stay elevated.

629 words, about 3 min 4

A sustainability claim that outruns the supply chain

A fashion retailer plans a "100% sustainable cotton" campaign across paid social, influencer content and in-store POS. Its supply chain team confirms that 64% of cotton is certified (GOTS or equivalent) and 36% is conventional, sourced through a trader who cannot currently trace it to farm level.

626 words, about 3 min 5

Attribution dispute between paid social and email

An online homeware brand spends £60,000 a month on paid social and £8,000 on email. Last-click attribution credits social with 22% of revenue and email with 41%.

619 words, about 3 min