Strategic Marketing – Foundations


  • To introduce the key principles of marketing, and to the breadth of marketing activities.
  • To encourage new thinking, and to give real examples from a range of industries.
  • To act as a springboard for individuals to progress their understanding of marketing through the CIM’s formal education programme and to obtain professional qualifications.
  • To develop practical marketing skills that can immediately be applied in the working environment.
  • To reinforce the perception of marketing as a professional discipline. This perception should be reflected both within the marketing department, and be capable of being transmitted across the rest of the organisation.
  • To give individuals who complete the course a sense of achievement and of personal/career development.
  • To give the opportunity to link the Foundation in Marketing to people’s training and development programme.
  • To motivate participants and to create a “passion” for marketing as a key element for the success of a company.

Format and Participants
The Foundation programme is usually split into five half-day modules.
Programme is open to marketing and non-marketing personnel of varying levels of experience and seniority.

We believe it is important that each Foundation session is as interactive as possible. In addition, to meet the objectives, sessions will require participants to work in teams on practical aspects of marketing. We would recommend therefore that there is a limit of 24 participants.


The Foundation has been structured to appeal to those with a range of knowledge and skills:

  • a reminder to those with experience of the marketing fundamentals
  • an introduction/taster of marketing for those with limited experience
  • an examination of the current challenges for marketers
  • Marketing – What is it
  • Introduction to the Foundation
  • Senior executive Introduction
  • Concept of Marketing
  • Current marketing environment
  • Examples of best practice
  • Marketing Planning
  • Planning Process
  • Analysis requirements: external and internal
  • Strategic thinking and approaches
  • Using metrics of effectiveness and efficiency
  • Tools of Marketing
  • Models, frameworks and tools used by Marketers. Examples include:
              • Balanced Scorecard
              • Market targeting models
              • Brand mapping
              • Strategic tools
              • Marketing Mix
  • Marketing Communications
  • Levels of communication: Corporate, Marketing, Internal
  • The communications process
  • Communications planning and strategy
              • The ‘promotional mix’
              • Digital marketing
              • Integration
              • Communication metrics
  • Brand and Innovation


  • Brand:   What are brands, and their benefits/importance
              • What makes a successful brand?
              • Brand equity and brand development
  • Innovation:        Driving forces – Internally/externally
              • Culture
              • Innovation process
              • Adoption criteria and importance
  • Customer Relationship Marketing


  • Relationship marketing
  • Interactive communications
  • Mass customisation
  • TQM (Internal CRM)
  • Marketing implementation


  • Project management
  • Change management
  • Team development
  • Internal marketing;
  • Short Case study – application of learning


  • Internal/external company audit
  • Application of marketing tools;

Marketing plan and implementation