Press Release

The Chartered Institute of Marketing introduces new CAM qualification for the Integrated Manager

29 July 2005

• A new syllabus designed for multi-tasked business people with responsibility for all aspects of communication, advertising and marketing
• Accredited, recognised and backed by CIM
• Perfect for busy marcomms managers who require broad marketing industry understanding

London - 29 July 2005 - The Chartered Institute of Marketing (CIM) in alliance with The Communications, Advertising and Marketing (CAM) Education Foundation has introduced a new qualification which will provide people in business, who make marketing decisions on a daily basis, with the vital information they need to manage a wide range of marketing communications issues.

"Typically small businesses find it difficult to employ a devoted marketing professional," says CIM chief executive Christine Cryne. "This qualification will give people who are not marketing specialists the confidence they need to manage vital tasks such as briefing a public relations agency, planning an advertising campaign or managing a marketing research project."

Referred to as the Diploma in Marketing Communications, the new syllabus will consist of four modules on advertising; direct marketing and sales promotion, integrated media, and public relations, together with a double module which will focus on marketing and consumer behaviour. It offers students an opportunity to explore a wide range of topics, and to gain understanding of how different elements of marketing communications interrelate. Modelled following a lengthy consultation process involving senior figures from all the disciplines covered by the syllabus, it has been designed to incorporate the most relevant and up to date techniques and legislation. The qualification is awarded by CIM.

Once students have completed the programme, those who then wish to learn more about the specialist disciplines will be well placed to progress to study for another award such as the CIM professional diploma in Marketing, a qualification in public relations or a direct marketing qualification.

Notable CAM members include: Sue Zerk, Head of Global Advertising British Airways; Martin Hart, Head of Sponsorship Independent Television Commission; Sir Bernard Ingham; Diane Thompson, Chief Executive Camelot Group; and Mary Chapman, Chief Executive The Chartered Management Institute.

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