CIM MAE study guide
CIM MAE · Work through your exam, one topic at a time.
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 study guide has 4 sections and about 1,216 words.
01Marketing Principles and Customer Behaviour
Start with the marketing mix (product, price, place, promotion) and the exchange logic that underpins it: value is created when the offer meets a need better than alternatives. Segmentation, targeting and positioning (STP) is the backbone of the syllabus - know the difference between demographic, psychographic, behavioural and geographic bases, and be able to say why behavioural segmentation often predicts response better than demographics.
312 words, about 2 min02Marketing Planning and Campaign Management
Marketing planning moves from corporate objectives to marketing objectives, then to strategy, tactics, budgets and control. Know the structure of a marketing plan: situation analysis (internal and external), SWOT that is derived from that analysis, assumptions, objectives (SMART), strategy, action programmes, budget and control measures.
308 words, about 2 min03Strategic Marketing and Commercial Decision-Making
Strategic marketing concerns choices about where to compete and how to win. Understand Ansoff's matrix (market penetration, product development, market development, diversification) and be able to place a scenario accurately.
294 words, about 1 min04Digital Communications and Sustainability in Marketing
Digital communications should be understood as channels serving objectives, not as objectives themselves. Know the owned, earned and paid media distinction, the role of content and search, email and marketing automation, social and influencer activity, and programmatic display.
302 words, about 2 min