word from Philip Preston - you can teach an old dog new tricks
got over my mid-life crisis four or five years ago (no it wasn’t
a Harley Davison - it was a Mini Cooper) I have coasted into my
early fifties with most of my faculties intact and my appetite
for acquiring new marketing knowledge as healthy as ever.
It was over 20 years ago that I passed
the CIM Professional Diploma in Marketing and since then I have
always tried to upgrade my knowledge on a regular basis. In 2000
I passed the IDM Diploma in Direct Marketing, which added another
dimension to my set of skills and three years ago commissioned
the IDM to run a three-day course in-house for the marketing team
at Archant, where I was the Marketing Director, on digital marketing.
It was an excellent course but really only scratched the surface.
attended a wide range of The Chartered Institute of Marketing
events in London over the past eighteen months on the subject
of digital marketing I have decided it’s time for me to
study the discipline in more depth.
Which is why I am currently studying
the new CAM Diploma in Digital Marketing. For now it is being
“test marketed” with a relatively small number of
study centres but a roll-out is planned for the second half of
Because I have the CIM Professional
Diploma in Marketing I have an exemption from Unit 3 Marketing
and Consumer Behaviour, which means I only have to pass Unit 1
Digital Marketing Essentials and Unit 2 Digital Marketing Planning
to qualify. Hopefully by the end of the year.
So I now have my nose stuck into a
number of text books, study guides, practice assignments and self
tests as well as Googling anything and everything digital with
a view to completing my first assessed assignment in May. I have
to develop a digital marketing plan for my organisation’s
online operation – that should be interesting.
The one thing I have learned so far
is that digital marketing in essence is no different from direct
marketing, apart from the fact that the consumer really is in
control and one-to-one marketing is now a reality. Actually there
are quite a few new tricks I need to learn as well as a whole
new marketing vocabulary, but that’s part of the fun.
If you want to be taken seriously as
a marketing professional these days you have to know your digital
stuff. Its hard work but worth the investment in time and effort.
As Peter F. Drucker once said “If you think education is
expensive, try ignorance!”
to contents list
do you measure the impact of marketing?
asked London members how they evaluate the success of their marketing
initiatives. It must have been a question that’s dear to
your hearts as it prompted a great raft of opinions. Here are
some of them. Do they match your views or could you learn from
your marketing peers? Whether you agree or disagree you can send
your comments to The
Editor and we’ll post them on the London
really - achievement of objectives determined at the outset?”
Mahadevan, European Marketing Manager, PepsiCo
overall terms - for me, successful marketing is about recruiting
brand ambassadors i.e. your customers recommending you independently
to their peers. You can tell people how good you are, but
when your customers start telling people how good you are,
that's what matters.”
Forbes, Senior Marcomms Manager, Royal Mail
“I measure it through increased brand awareness and
Osborne-Zdaniuk, Marketing and Communications Executive
currently using a mixture of sales turnover, return on investment,
and various web and email statistics.”
Herranen, Marketing & Sales Executive, FPA
defining specific and measurable goals and objectives and
referencing your KPIs against benchmarks.”
Brand Manager, GSK
B2B marketers get stricter at measuring results
For those working in business-to-business
marketing, which includes a large number of our members in greater
London a new study identified increased commitment to measuring
Return on Investment (ROI). The B2B Barometer study shows that
the growing interest in measuring ROI amongst client-side B2B
marketers is being converted into action and there are signs that
considerable investment has been made, especially in the last
six months. Previously half of B2B marketers measured ROI now
this figure is two-thirds.
6 paths to choose from to improve
your ability to measure success
- Want to be able to show your company that you put the
marketing budget to good use? Then attend How
to sell and justify your marketing initiatives - on
- Need help getting started with measuring success? The Introduction
to marketing metrics has it all.
- Or if you need to make sure you’re as good at measuring
digital marketing as traditional marketing then this
course will get you there.
- And there’s even more metrics training for marketers
with Marketing metrics – measuring
- Are you looking for a good read and useful advice on
measuring marketing success? See the ‘Books
for Professional Marketers’ with 20% off all
books featured when you order by phone and with free P&P
to members in London.
Or try these books:
- Marketing Payback by Robert Shaw and David
Merrick normally £24.99 now just £19.99
with free P&P
- Chaotics: The Business of Managing and Marketing
in the Age of Turbulence from Philip Kotler and
John A. Caslione list price £22.99 now £18.39
with free P&P when you buy by phone.
For information or to place an order contact The
Chartered Institute of Marketing Direct team on
01628 427427. Make sure you mention you want the
20% discount for London members.
- The white paper 'Return
on Ideas' puts forward the case for better results
when finance and marketing work together, with enlightening
Return to contents list
| The future of mobile marketing –
advertising set to rise
recent online study has taken place on the future of using mobile
phones as a method of advertising. Mobile phones are constantly
evolving in terms of technology, and potential customers are using
them to check their emails, shop online, update their blog, read
the news and all sorts of different activities. Handsets such
as the iPod touch and mobiles with WAP technology and access to
the Internet make it simple to browse the web from the palm of
your hand, rather than having to connect to the internet via a
progression of technology has opened up new avenues for companies
to advertise in, and this is what London based research and forecasting
company the Trajectory
Partnership has determined from their study.
set to rise - but when, how and why?
On behalf of O2 Media, the Trajectory
Partnership created The Media Forum, which is a combination
of debates, networking and survey research designed help members
to look at the future of mobile advertising. Many Chartered Institute
of Marketing Greater London members have taken part in the first
wave of research which looked into the attitudes towards and current
use of mobile marketing.
Here is a summary of the report. From this you can
see what this trend could mean for the future of your business’
Perhaps the most important thing to pull out of
this first wave is the overwhelming positivity about the channel:
85% of the panel who had used mobile marketing felt that the campaign
had been at moderately or extremely successful. Over 90% said
they intend to use it again.
Participants were keen to stress that practical
utility and not just creativity were vital if mobile marketing
was to succeed. Apps that deliver timely information or advice
were particularly ‘top of mind’ popular examples included
a ‘nice’ public toilet finder or advice on where to
find a decent cocktail in a strange city (the important issues!).
Budgets are tight, and ability to provide ROI is vital to the
future of any project especially one using a relatively new and
Why are companies
Exactly what people are using
these technologies for? Primarily they are not using them for
selling, or data capture rather they are employed to build and
cement a brand identity. This undoubtedly has implications for
the mobile technique employed in the advertising campaign and
provides a clue as to the success of Apps.
In terms of the challenges
faced by those entering the mobile sector, the research found
that they were largely the same as those in other media markets.
The primary one being, the old problem of measuring effectiveness
– the old adage that 50% of advertising spend is wasted
but no one knows which 50% remains to an extent true even in the
most modern medium.
How did participants think mobile would evolve?
By and large they felt that mobile marketing, and mobile technologies
in general could only grow and grow. Of course they would have
to prove themselves effective in the market, but as technology
improves it was felt that they could start to replace older forms
of internet access, and as such become a prominent model for mass
the Media Forum
the next few months some of these issues are being tracked and
explored through further studies and debates. Trajectory has also
just launched a Linkedin group - The Future of Mobile Advertising. You are very welcome
to join in.
"This forum is a really exciting venture
for O2 Media. The sector is full of creative people with wide-ranging
skills, interests and ideas. We hope that this forum will create
a place for them to refine and develop those ideas by working
alongside their peers, clients, partners and technological experts.
We want to listen to those debates and design compelling services
that are in tune with the needs of the market. Innovation often
gets lost in the melee of 'me too' responses and watered-down
concepts - the forum will be a hub of powerful thinking designed
to drive the media sector forward. Please do join in."
MD O2 Media
Return to contents list
success for Wanjiku Calver
interviewed Wanjiku Calver from the North London Team to find
out what part her quest for marketing knowledge has played in
her success. Read the interview or take a look at her top
tips for improving your knowledge.
with The Chartered Institute of Marketing has enabled me to stay
on top of the latest trends and ideas."
Assistant Marketing Manager, Safestore Self Storage
Why did you choose
a career in marketing?
“I’d always enjoyed
languages and communications; and having studied these at A Level,
I found it very interesting how language could be used to persuade,
influence, sell and communicate a message. Marketing was a natural
step. I enjoy the challenge of communicating to different audiences
and I have now been in marketing for just over six years.”
Has your experience
in past jobs helped with your current one?
“I worked in the banking
and financial services sectors though I must say that marketing
has nothing to do with what’s been going on there lately!
I’ve been able to apply the marketing principles
learnt in these roles to my current one. I learnt a lot during
my time in the banking industry which can be quite a competitive
environment for selling products and services. My experience has
helped me to understand different audiences, their needs and how
to communicate with them especially when times are tough. I’ve
enjoyed the challenge of communicating and marketing products
which aren’t traditionally exciting or easy to sell which
has helped enormously in the industry I am in today.”
What do you do for
“I work as Assistant
Marketing Manager for Safestore
Self Storage. I’m part of a team responsible for communicating
the features and benefits of self storage to different audiences
such as households, businesses and students.
manage marketing campaigns in both the offline and online areas
from store point of sale materials such as posters and leaflets
to the digital side managing the Safestore
website, search engine optimisation, online display advertising
and social networking. I also work across other areas like developing
brand guidelines and PR. I’m working to raise brand awareness
of Safestore as well as the concept of self storage in the UK.
It’s a very varied role which is great.”
Has being a member
of the Institute made a difference?
“Yes! Being a member
has enabled me to meet other marketers in different industries
and sectors and has provided valuable networking opportunities.
I’ve met a range of different people from all walks of life
and this has helped me to stay ahead of the latest marketing trends
Regular attendance at local branch events and volunteering
for the North London team has meant I’ve been able to learn about different areas
of marketing from career development and personal branding briefing
agencies, copywriting and social media innovations and trends.”
You completed the
Postgraduate Diploma in Marketing and the Institute’s eMarketing
Award. Has this helped you?
have really helped me to understand the theory and rationale behind
marketing concepts and having this as a basis has given me a really
good foundation for applying my learning practically. The eMarketing
Award has been great as I’m considering moving more into
the digital arena which is growing more and more which is really
The qualifications have enabled me to develop my
marketing skills and career especially as most roles now require
a Chartered Institute of Marketing qualification.”
Do you think enhancing
your knowledge is important for career progression?
“I’d say that
we’re increasingly having to market to customers in a world
that is changing all the time. For example, there’s the
way customers now consume messages, the different ways in which
organisations can communicate with customers and the increase
of products in a competitive environment. In the age of the Internet
where everything is instant and transparent, there is a need to
stay on top of trends, innovations and developments in the way
we communicate so that customers can hear you through all the
Building and maintaining your knowledge can only
help as you strive to identify, anticipate and satisfy customer
needs whilst achieving your business objectives.”
What does the future
hold for you?
“I see myself at Safestore
Self Storage at least for the next five years or so. I’d
like to be managing large scale online marketing campaigns to
increase awareness of the self storage concept and Safestore’s
brand profile, all whilst reaching customers nationwide. I’m
enjoying my time here, everyone’s really great fun and I’m
relishing the challenge of marketing something outside of the
top 5 tips for improving your knowledge
- Don’t assume you know it all – there are
always lots of things to learn.
- Increase your practical knowledge - attend local Chartered
Institute of Marketing events and marketing exhibitions,
subscribe to email alerts, get a mentor or shadow someone
- Take short courses in new developing areas such as
email marketing, social networking and other Chartered
Institute of Marketing courses.
- Always put yourself in the mind of your customer –
understand their needs, how they like to communicate and
be there so they can find you.
- Network, network, network! Get to know other marketers
in different areas. You never know when those contacts
might come in handy.
you inspired to develop your knowledge? Find
out more about getting qualified with the Institute.
to meet other marketers? Come along to a Meet
with Drinks event near you. It’s informal, friendly
and an excellent way to network with other members.
you like to share your story? Email
the Editor with your name and phone number and the next
member’s profile we publish could be yours.
to contents list
thinking – new digital paper and resources
Keeping informed is
crucial for marketing. We have to be one step ahead. The latest
Shape the Agenda paper ‘Returns on Digital’ is well
worth getting up to speed with. And don’t forget your membership
gives you access to a vast range of resources. Check these out:
- Returns on Digital
- Online resources – when you need
- Popular topics – have you seen these?
- Cutting edge – news roundup.
- Library service – for bespoke help.
What’s more we asked you what your best business
read was and got some interesting insights into how London marketers
off the press. London launch of the latest Shape the Agenda
Paper - Returns on Digital
Chartered Institute of Marketing’s latest ‘Shape
the Agenda’ paper, published on 4 March 2010,
has shown that marketers spend more time on digital than
with print advertising. The Institute's research shows that
whilst most forms of advertising are declining, digital
is consistently increasing. However, returns on digital
marketing might be seen as being high, but it's a fast changing
area. The digital landscape is one where increasing numbers
of customers feel their security and privacy is being invaded;
so how can companies personalise their communications and
start a dialogue with their customers, rather than being
seen as intrusive?
the Agenda Paper unveils the new trends that are emerging
that marketers like you need to be aware of, and what the
future might be for social networking, internet marketing
and mobile media. The Chartered Institute of Marketing's
latest Agenda Paper surveys the current digital landscape
and sees what's emerging on the horizon.
are a raft of great resources on The
Chartered Institute of Marketing website. Click on resources,
for a long list of categories explaining Professional Marketing
Standards for Branding, Customer Relations and Pricing.
For each you can find a selection of documents, reports,
market research, books and search information, all available
to you to help with your qualifications or your job. From
the Online journals, books and reports www.cim.co.uk/elibrary
tab you can use EBSCO, Emerald and MyiLibrary search databases
to look for information on specific topics from a host of
online business journals, databases, articles and reports.
resources category is packed full of useful information.
Key points of interest to look at are the Ethics
and social responsibility and Understanding
your market which bring you the very latest developments
in 21st century marketing. Another useful resource is Marketing
plans and strategy which has a marketing planning tool
which you can download and use as a template. And, in the Small
business solutions area under the Managing
products and services tab, you will find fact files
and 10 minute guides which give you essential snippets of
information that you can put into use immediately.
Edge – news roundup
a marketing career, studying and other commitments can be
a juggling act. To keep up with all the latest marketing
news in a quick and easy way, you can sign up to Cutting
Edge, The Chartered Institute of Marketing’s weekly
digest of marketing-related news. It will keep you up-to-date
with short and snappy paragraphs on everything from FMCG
to brands, from loyalty programmes to fashion marketing.
The Institute’s Library
Service is a specialist source of information for members,
and you can visit the library personally at The Institute’s
Head Office - Moor Hall - or access an online range of resources.
At Moor Hall you also have access to market research reports
from Mintel and Key Note, plus hardcopy journals. They also
provide photocopying services if you need specific information
to take away, and you can benefit from the book loan service.
So, what are you waiting for?! Visit the Marketing
resources area today and increase your knowledge from the
vast range of resources available to you as a member of The Chartered
Institute of Marketing.
In January we asked you which
was your best business read. Here’s what members in Greater
provides punchy weekly updates of what is going on in the market
and helps you keep up to date with developments and competitive
Project Manager, Wolters Kluwer - Health Publishing
It’s informative and gives a real in sight across the range
of Marketing disciplines, and sectors. This has really added to
my understanding, coming from a straight B2B media comms background.
I find the interviews really interesting, for the diversity of
marketers recommended these books too:
- Snowball - The Warren Buffett Biography.
- Blue Ocean Strategy, by Kim & Mauborgne.
- Ogilvy on Advertising.
“Snowball was a fantastic story and insight
into one of the world’s most powerful men. Also served as
an inspirational story of sorts, highlighting how much one can
achieve with hard work, determination and innovation.”
to contents list
chocolate? Then enter the prize draw by 31 March
always good to indulge yourself, and why not! Marketers have to
work mighty hard and Easter is just around the corner. So give
yourself a break from your day-to-day hard work. Enter the prize
draw to win the ultimate in chocolate extravagance. To celebrate
the season, we’re giving away not one but two cases of chocolate
delights. Enter the prize draw to be in with a chance to win,
and munch your way through the chocolate goodies whilst reading
the latest business best seller, relaxing with the family or even
swotting up on your revision.
prize is an impressive array of Green & Black’s organic
Easter chocolates in a fabulous hand tied gift box. It contains
two luxury chocolate Easter eggs, each complemented with two large
chocolate bars. Plus Maya Gold and Milk Butterscotch thick shelled
eggs, three 35g bars tied with a ribbon and a carton of dark mini
eggs with smooth praline centres complete the hamper.
lucky runner up will win a classic combination of Cadbury’s
finest Easter gifts to delight all the family. The prize is a
selection of all your favourite Cadbury eggs including Flake and
Roses, plus a wide variety of Mini Eggs, Easter Chick Buttons
and other classics.
date 31 March 2010.
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the new Social Marketing Interest Group
January heralded the latest in the Institute’s
family of Market Interest Groups (MIG) – the Social Marketing
MIG. An enthusiastic and committed group of over 40 members has
grown steadily since its early beginnings at Moor Hall last year.
have been witnessing an increasing interest in social marketing
over recent times in the UK” says Veronica Sharp, Chair
of the Group, “particularly as policy makers recognise its
potential in encouraging healthier lifestyles, pro-environmental
behaviours and reducing social inequalities.” With new UK
occupational standards in the discipline – a world first
- and the Institute’s 2009 Agenda
Paper Less Smoke, More Fire addressing this field of expertise,
social marketing is set to develop as a major force in achieving
social good. Its essence is strong ‘customer’ orientation
– understanding where people are starting from – providing
the insight to understand how to motivate positive behaviour.
For the Social Marketing MIG, building relationships
with the Institute’s Regional Centres this year is fundamental
to stimulating wider interest amongst The Chartered Institute
of Marketing members. The group is planning an official launch
event in the autumn to celebrate its inauguration, and exploring
opportunities to collaborate with regional events.
The group will conduct a small amount of research
with the wider Chartered Institute of Marketing membership to
survey the understanding, perspectives and learning needs of future
members. The group is are also preparing a response to Less Smoke,
More Fire - exploring the similarities and differences between
social marketing and commercial marketing, and the partnership
opportunities that may emerge between the business, voluntary
and public sectors. Both will feed into the launch event in the
In essence, the MIG’s purpose is to raise
the profile, understanding and competence of social marketing,
and to encourage the application of its principles among The Chartered
Institute of Marketing members, other marketing practitioners
and related professionals.
The current group comprises members from a broad
mix of backgrounds, providing a creative platform of experience
- social marketing consultancies, charities, the NHS, Local Authorities,
multinationals, SMEs and the National Social Marketing Centre,
with whom the group is closely linked.
These are early days, of course, and the group welcomes
new members and collaborations both within and beyond The Chartered
Institute of Marketing.
is free and you can find out more about the group’s activities
to contents list
Pitch London2010: last chance, enter by 12 March
unmissable day. An amazing prize. Are you up for it?
Have you got what it takes
to pull off the pitch of your career? If you're serious about
your career in marketing then you seriously need to be part of The
Pitch. Everything you’ve learnt about marketing will
be put to the test. There are already teams registered and ready
to go, and with just a few days left to enter make sure you secure
your place. Enter by 12 March 2010.
Friday 26 March. One day
– two venues – an amazing prize.
Your team could win:
- The Chartered Institute of Marketing Shield for a year.
- Membership of The Chartered Institute of Marketing for a year.
- Free membership to The Roof Gardens private members club for
The day begins at 9.30am
when you and your 2 team-mates register at the Roof Garden, Kensington
followed by your briefing at 10:00am when the competition starts.
Hosted by our sponsors Virgin Limited Edition, you’ll be
inspired to develop your solution at this prestigious venue with
its flamingo-filled gardens, award-winning Babylon restaurant
and private members club. Lunch will be provided around 1:00 pm
and your team will have until 4:00pm to submit their proposal
and PowerPoint to the judges. You’ll then have 2 hours to
make it across town to the BPP Business School near the Gherkin
for 6:00pm. That’s when the finalists will be announced
and asked to make their pitch. The event ends by 9:00pm. There
will be food, drink and time for networking.
If you’ve already entered you’ll get
your confirmation pack next week.
Anyone in the Greater London Region studying for
The Chartered Institute of Marketing’s Professional Diploma
levels 6 and 7 and the new syllabus Professional Post-Graduate
Diploma can apply
to enter the competition.
you think you have what it takes then make sure you enter
now as places are limited and the deadline is just a few days
away – on the 12th March. It promises to be an inspiring and
creative day, and whatever the outcome your participation is great
CV booster. And if you win…well that’d be something!
Good luck and may the best brains win!
to contents list
miss the ‘How to pass’ event on 17 April, your last
chance to gain the ‘old’ syllabus Diplomas or this editions’
If you’re studying
for your marketing qualifications, have a look at the support
available to get you there.
- 17 April 2010 - a convenient Saturday morning event, jam packed
with help called ‘How to pass’ The Chartered Institute of Marketing qualifications and boost
your career. Meet the Examiner and get top tips to study success.
- Urgent information - your last chance
to gain the ‘old’ Professional Diploma and Professional
Postgraduate Diploma by June 2010 – including help with
the SMiP case study. Guidance on the ‘new’
qualifications and a free study helpline.
- Exam revision tips - to make sure your
know how to pass plus Assignment planning hints - from the experts at the Student Support Group.
a place at Engagement through online TV, 27 January
17 April 2010, 09:45 - 13.00, London Metropolitan University.
Whether you want
a better grade, just a pass, to save time or get expert
marketing career advice, this event is for you. Designed
by the Institute’s study experts this half-day event
allows you to select the sessions you are interested in.
- New to the Institute? Learn about study resources and
the benefits of your membership.
- Ask the Examiner – Top tips from an Examiner
and chance to get your queries answered.
- Retaking exams? Discover the tricks of studying smarter
to succeed next time.
- Planning to take exams? Get tips on revision planning
from the experts.
- Worried about SMiP? Let us help you tackle the case
study in manageable chunks.
- Assignment anxiety? We'll show you how to save time
- Ready for the next step? Find out how to hone your networking
and CV writing skills.
- There will be a range of speakers and experts for you
to talk too.
just £5 for studying members and members. Book
online or call 01628 427340.
chance - ‘old’ Diplomas
It’s your last
chance to enter/pass the ‘old’ Professional
Diploma and Postgraduate Diploma exams!
The Chartered Institute of Marketing launched
a new syllabus in summer 2009 for their Professional Diploma
and Postgraduate Diploma (PGDip.) qualifications. This means
that students wishing to complete their ‘old’
qualification only have one more chance in June 2010 to
finish. Otherwise you’ll be obliged to switch to alternative
new syllabus subjects, and the new PGDip. level could take
considerably longer to complete.
If you’d like some exam or assignment
help, with any of the ‘old’ Diploma subjects
- Marketing Planning, Marketing Research and Information,
Marketing Communications or Marketing Management in Practice,
or any of the ‘old’ PGDip subjects: A&E,
SMD or MMP, the Institute’s website list all the UK
revision providers or The
Student Support Group (SSG) can help.
For early starters, there’s an April
‘Kickstart teleconference’ for each subject.
If attending a crammer workshop in May, an expert Chartered
Institute of Marketing tutor will whiz you through the syllabus
highlights and provide some exam practice, working in small
friendly groups with tutor support. All designed to help
you pass. Individual assignment support is available via
email and tele-tutorials, so you can pick a date and a time
the ’old’ Strategic Marketing in Practice
(SMIP PGDip) case study
SMIP tutors have supported the last 33 Chartered Institute
of Marketing SMIP case studies. Their unique approach
helps students break down the dreaded case study into
smaller chunks, one week at a time. They can help
you develop your six page analysis and prepare your
strategies ready for the exam. There’s London
Workshops on Sundays or Monday evening teleconferences.
All is explained in their free ‘Critical Steps’
document – to get your copy call Caroline at
SSG on 01784 463057.
with the new syllabus and a FREE study helpline
Chartered Institute of Marketing subjects – assignment
and exam support
You can get individual
support with the new range of Certificate, Diploma and CAM
Digital marketing subject assignments and exams, from SSG.
It’s mostly via email and tele-tutorials, so you can
pick a date and a time to suit.
a chat - free Chartered Institute of Marketing Study planning
advice and helpline
- Who is it for? Members studying for any Chartered Institute
of Marketing qualification (exam or assignment) including
the Introductory Certificate, Professional Certificate,
Professional Diploma, Professional Postgraduate Diploma
(including the SMIP Case Study) the E-marketing Award
and the New CAM Digital marketing qualifications tool.
- How does it work? It’s a free service provided
by The Chartered Institute of Marketing study experts,
Student Support Group, on any aspect of your studies.
It’s an invaluable source of practical advice, revision
planning support, academic expertise, study tips and even
moral support. You can book tutorials (usually conducted
by telephone) or workshops (London based in May or by
via teleconference for SMIP) to get help with specific
parts of your course (fees apply).
- Who do I call? Send email queries to email@example.com
or call 01784 463057. The SSG helpline has extended opening
hours when you need them most, so call, email or visit
planning hints and tips
for students at all study levels especially those with May
2010 assignment deadlines.
- Read what the Institute says about Assignments at the Learning Zone.
- Make a time plan, avoid falling behind but allow for
- If you can only do one Assignment per term – do
one and pass – don’t do three or four and
risk failing them all.
- Make an early scan of the Brief prior to studying the
module, but don’t focus on it too much early on.
- Take time to read widely around your subject, learn
and absorb the content of the whole module.
- Use technology to help find definitions, examples etc.
Use internet, website, SSG website etc.
- Acronyms are still useful here as they provide good
structures for assignment answers e.g. PESTEL (Macro).
- Get practical advice/one-to-one tutorial assignment
support from study experts SSG.
What the Examiner
wants - Key performance requirements: demonstrate
achievement of learning outcomes and subject knowledge (concept);
answer the question/task brief; apply the theory to the
context provided (application) ; make recommendations, justify
your choices (evaluation), use appropriate marketing vocabulary;
provide evidence of wider reading; be professional (presentation).
Read the Institute’s examiners report for your subject
to find out more.
common errors to avoid – don’t
‘brain dump’ marketing theory, don’t panic
and start too late; don’t spend so long planning that
you run out of time; don’t waffle – know and
apply your theory.
tips: Source enough information on your
chosen organisation to complete the project. Break down
each task, create a ‘skeleton’ answer and ask
your Tutor to check it. Use the Chartered Institute of Marketing
magic formula for each task: Concept, Application, Evaluation
and Presentation. Correctly reference everything using the
Harvard referencing system.
some more help? Assignment syllabus tutorials
– for difficult topic areas (fees apply); Assignment
draft work/support tutorials – to get you started,
unstuck and finished up to standard (fees apply).
revision hints and tips
Identify the gaps in your knowledge
- Online diagnostic quizzes are a quick way to find out
where your knowledge gaps are. There’s a diagnostic
quiz for every subject and you pay only £10+vat.
Find out how much you actually know and where to focus
- FREE - We have free quizzes to give away to the first
100 Chartered Institute of Marketing studying members
who call SSG. Caroline will issue you with an authorisation
number needed to claim your free quiz.
Fill the gaps in your knowledge
- Use the subject syllabus document to check that you
have covered and got notes on everything
- Use mind
maps to visually plot your subject syllabus –
see how it fits together, aids recall at speed.
- Make your own revision cards or create a poster of
key points per topic.
- Find one of the Institute’s revision provider
to help share the workload.
- Treat your frazzled brain to a subject specific revision
day in London with SSG - London
Revision Workshops. Soak up the syllabus highlights
and get some essential group exam practice, all crammed
into one day.
- Remember that when answering questions – quote
the theory, apply it and evaluate it.
terminology – understanding jargon, plus free
news and articles.
exam marking – make the mistakes at home, not
in the exam room! Submit a mock paper to SSG and get expert
tutor feedback (tutorial fees apply).
- Reassure yourself at a subject specific Revision day
in London and practice Exam Q&A with other students
and an expert tutor. Find dates and prices - Exam
Improve your grade
- Use CIM
Examiner reports to discover what the Examiner wants.
- Be aware of common CIM exam mistakes to avoid.
- Poor time management would be the most frustrating
way to fail! Rehearse your timings for reading, planning,
answering and checking each question. Collect contemporary
examples for each area of theory.
of the resources are free, some have fees attached. Log in
to The Chartered Institute
of Marketing website to gain access to study resources
and for free advice and for bookings call Caroline at SSG
on 01784 463057, email or visit www.studentsupportgroup.co.uk
"The SSG Syllabus sessions are an excellent
way of revising the core topics and the Exam Prep sessions really
focus on how to get the maximum marks. It's useful to discuss
your approach with people from different industries and much more
fun than revising alone!"
Head of Customer Experience Delivery, Orange
to contents list
Thomas Carter wins the top careers prize
It’s a great kick-start
to 2010 for lucky winner Thomas Carter, Senior International Marketing
manager from Boston Scientific, who scooped the top prize in our
January Prize Draw. Thomas will enjoy a career support session
at the C2 office in central London.
And 5 others picked up
email CV support prizes too. Congratulations to the runners up:
- Andrea Roa, Student, LSM.
- Cristina Loaiza, Project Manager at Wolters Kluwer - Health
- Emma Frayne, UK Events Manager, Logica.
- Jonathan Broadest, Marketing Coordinator, The Priory Hospital
- Sula McKeown, Project/Account Manager at Sponge.
Didn’t win? Well you can still use The Institute’s
career advisory service. For more information check
online. Login to view the member only content, which is where
you’ll find the link to the Career and Professional Development
Or try this edition’s Prize Draw – you won’t win career
advice but you could win chocolate!
for marketers – yes you can blog!
Zoe Gell’s done it.
So has Marc Duke. And Katherine Wilson. Now it’s your turn…
Blogging is big. Some love to blog. Many love to
read blogs. So if you know how to blog yourself, you bring extra
skills to your organisation or could even develop a revenue earning
blog for yourself. The Chartered Institute of Marketing in London
now brings you the chance to start blogging – all in a safe,
friendly environment. Become a blogger on the GLR
Blog today. Learn how it works and see where it takes you.
|133,000,000 blogs indexed by Technorati since 2002
|346,000,000 people globally who read blogs (comScore March 2008)
|900,000 average blog posts in a 24 hour period
|77% of active Internet users who read blogs
|59% of bloggers have been blogging for at least 2 years
So contribute to The Chartered Institute of Marketing’s blog in the Greater London Region! Share your professional opinion.
Pass on some study tips. Or talk about the exciting things you’re
working on. It’s really easy to get involved. Three or four
sentences work well or you can post longer contributions.
become a contributor to the blog, you can email
Stephanie who will set you up with a username and password
so you can post your blogs directly. Or if you’re
less confident you can email in your contributions and a
photo and we’ll post it for you.
Then you are all set to blog your heart out
and let us know what is going on in your marketing world.
ahead in 2010
Now spring is approaching
and 2010 is well and truly underway, it’s a good time to
plan your training for the year. The Chartered Institute of Marketings’
course directory has been sent out to all members, and is available
online. It reflects exciting developments in the marketing
profession. Marketing is constantly evolving and the new directory
is the ideal way for you to keep ahead of the competition and
develop your career with courses built on the latest industry
thinking and research.
Take a look through
the directory and choose the course which will help you and your career develop.
in three London members get a new job or wins new business
In January we asked you:
‘Have you changed jobs recently, been promoted or won a
key piece of business?’ Despite the economy being as it
is, 33% of London marketers that replied said ‘Yes’.
They have all recently changed jobs, been promoted or won a key
piece of business. So take heart! Go out there, build your knowledge
and aim for a bright career.
For all the latest
jobs go to the Institute’s recruitment website at The
Marketer Jobs. To improve your sales effectiveness, take a
look at the latest training opportunities from The Institute including competitive
tendering skills and business
in shape with the new Marketing Bootcamps
Chartered Institute of Marketing’s’ 2010 Directory
is now out, and features an exciting collection of courses to
develop your knowledge. If you’re looking for an innovative
way to develop core marketing skills, you can look into the new Marketing
Bootcamps, for an intensive programme of learning. They offer
an innovative way to gain the core skills required to succeed
as a professional marketer. Two carefully selective programmes
- Practical Skills for the beginner, and Marketing Planning and
Strategy for the more advanced marketers, will help you get ahead
of the field and learn the tactics you need to get ahead in marketing.
Book yourself on a Marketing
Bootcamp now and improve your marketing fitness.
your budget – up to 25% discount on training
deciding on which courses to attend this year; don’t forget
to take advantage of the ‘Stretch
your budget’ offer and get the most value out of your
training investment. If you book more than one course for yourself
of your colleague, you can benefit from a 20% discount on a second
course, a 25% discount on a third course, and a 25% on subsequent
bookings. The campaign code is ‘735EN,’ see full terms
to contents list
Prostate Cancer awareness month
shocking to think that Prostate cancer kills one man every hour
in the UK. It is the most common cancer in men, yet hardly anyone
talks about it. It’s hidden because we can’t see it
and many people don’t even know what a prostate is or what
it does. Prostate cancer awareness month – March - is all
about changing that. The more we talk openly about prostate cancer
the more lives can be saved.
It’s not too
late to support this excellent cause. You can hold a Do Blue Day,
take part in The Real Man Cup 2010, or simply make a donation.
Cancer Awareness website shows the many activities taking
place and how you can help bring prostate cancer out into the
the LOVE. Help fight prostate cancer
Prostate Cancer Charity - one of charity partners in London
– is LOVEFiLM’s Charity
of the Year. For every person that signs up for a FREE 30
day trial LOVEFiLM will donate £20 to the charity. So if
you were going to try LOVEFiLM anyway, why not sign
up for the 30 day free trial. That £20 will help The
Prostate Cancer Charity fight the most common cancer in men in
the UK, which kills one man every hour.
Your trial includes:
- Over 65,000 titles to choose from.
- Free first class postage to your door and back.
- No late fees - keep them as long as you like.
- No obligations, no minimum contract (yes, really).
You can also choose to make a £1 donation
to The Prostate Cancer Charity every month on top of your monthly
subscription fees, if you choose to remain a LOVEFiLM customer!
ParalympicsGB are the charity
responsible for sending the British Paralympic team to the Summer
and Winter Paralympic Games and one of this region’s charity
partners. The Vancouver 2010 Paralympic Winter Games are fast
approaching – they will be held 12-21 March 2010 - with
ParalympicsGB sending 12 athletes to compete in the Winter sports
of Wheelchair Curling and Alpine Skiing. Find
out more about the Paralympic athletes representing GB in
Vancouver and about the Winter Paralympics in general.
ParalympicsGB are a registered charity and need
your support to ensure our athletes are best prepared to represent
GB at the Paralympic Games. Support
ParalympicsGB online and cheer on your country! If you’re
looking for inspiration to boost your performance at work look
no further than our own paralympians. Awesome!
Trust - Share your knowledge, become a volunteer
In Greater London we’ve
formed a partnership with the Media Trust charity and now you
can get involved and share your knowledge.
Trust works help charities with their communications. Their
free resources and practical training events underpin all their
work with charities and community groups across the country. They
offer insight and tools for charity professionals to help them
communicate more effectively.
Media Trust couldn’t provide the range and
depth of these services without the support of volunteers like
you. With just a little of your time, experience and knowledge,
you’ll increase a charity’s chances of getting their
message across. And your hard work will look great on your CV.
Speaking at one of
You don’t have to be a professional trainer; just bring
with you your professional experience and an insight into how
you've made positive changes to your projects. You’d address
small, informal groups of charity professionals eager to learn
and participate in lively discussions, and be given all the practical
information you need and match your skills to the events.
Sharing your knowledge
through our free resources
If you’re brimming with advice and knowledge on marketing
and communications issues, why not share them with Media Trust
so that they can pass them onto charities and communities? To
get involved, email your
5 Top Tips that they can publish in their eNewsletter, a blog
post, or an article that you’ve recently published in a
What’s in it
Volunteering can have a positive professional and personal impact
on you. Our volunteers tell us:
- You’re giving directly to a charity in a practical
and valuable way.
- You’re developing your professional leadership, public
speaking and problem solving skills.
- You’re giving profile to you and your organisation
within the charity and media sectors.
- You’re validating what you know and confirming that
your knowledge is important to your organisation and others.
next? Get involved. Find out more by calling 0207 2173717
or visit www.mediatrust.org
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