Postgraduate Diploma in Marketing Intensive Programme awarded by The Chartered Institute of Marketing.


"CMC is a fully Accredited Study Centre for the delivery of the Chartered Institute of Marketing professional education programmes"

Programme Description

The Intensive Postgraduate Diploma Course provides senior practicing managers with a unique opportunity to obtain The Chartered Institute of Marketing's Postgraduate Diploma qualification and thereby to become eligible for full membership of the Institute. This accelerated programme was designed and launched in the UK in 1983 with up to four programmes held annually each with a maximum of 32 participants.

Such has been the demand and success for the programme that this course was subsequently launched in 1986 in the Far East. Currently IDC programmes are held annually for participants originating from Hong Kong, Singapore, Malaysia, Thailand, Sri Lanka, Indonesia and China.

Who is the Programme for ?

The course is intended for people in positions at senior management level in consumer, industrial and service companies who wish to advance their professional competence and obtain an internationally recognized professional marketing qualification.

Entry Criteria

Applicants are required to satisfy the following criteria:

  1. They must have at least six years management experience.

  2. They must have held an appointment at a senior level in marketing or a marketing related function for at least 3 years.

  3. The preferred age is above 28.

Programme Duration

This programme is designed to be completed within 6 months period.

  • Strategic Marketing Management - Planning and Control

  • International Marketing Strategy

  • Integrated Marketing Communications

  • Strategic Marketing Management-Analysis & Decision

Overview of the Modules

Strategic Marketing Management - Planning and Control
Students will be able to:

  1. Understand a wide variety of marketing techniques and models

  2. Apply these techniques models to the marketing planning process in competitive and collaborative environments

  3. Undertake comprehensive analysis of markets, customers and competitors

  4. Conduct detailed marketing audits, both internally and externally

  5. Determine marketing objectives and strategies

  6. Prepare a straightforward marketing plan

  7. Design appropriate marketing mixes for particular market segments

  8. Initiate appraisal and control systems for marketing planning

  9. Specify the marketing research needed to formulate effective marketing plans

  10. Understand how the barriers to the effective implementation of marketing plans might be overcome

International Marketing Strategy
Students will be able to:

  1. Understand the changing nature of the international trading environment

  2. Understand differences in business and social/cultural conventions which affect buying behaviours and marketing approaches in international markets

  3. Differentiate between marketing strategies appropriate to industrialised, developing and lesser developed economies

  4. Identify sources of information, methods of information collection and methods of information analysis suitable for international marketing operations

  5. Compare and contrast strategies for export, international, multinational and transactional marketing

  6. Identify the major organizational changes to be made when a company moves from national to international marketing to global marketing

  7. Evaluate the factors which influence the implementation of a product, price, distribution and marketing communications mix in non domestic markets

  8. Understand the financial implications of different international marketing strategies

  9. Evaluate the suitability of specific international marketing strategies

Integrated Marketing Communications
Students will be able to:

  1. Plan marketing communications strategy effectively

  2. Relate communications objectives to marketing and business objectives

  3. Choose the most appropriate communications elements to ensure the achievement of marketing communications strategies

  4. Integrate communication elements together in a timed and targeted plan

  5. Decide appropriate levels of appropriation

  6. Analyse successful campaigns and learn appropriate lessons

  7. Be aware of legal and ethical considerations of promotion

  8. Be aware of the impact and development of information technologies on the marketing communications sphere

  9. Be sensitive to marketing communications strategies in European and international contexts

Strategic Marketing Management-Analysis & Decision
Students will be able to:

  1. Apply their accumulated marketing knowledge and techniques to real world settings

  2. Conduct detailed and comprehensive analysis of complex marketing situations

  3. Assess critically marketing data of both a qualitative and quantitative nature

  4. Comprehend and resolve a wide variety of marketing problems

  5. Decide priorities and appropriate marketing objectives, strategies and tactics

  6. Draw up a comprehensive and convincing marketing plan with accompanying costs and schedules

  7. Suggest appropriate control mechanisms and contingency plans