Course Options
No course offerings available at the moment.
Overview
Customer loyalty, the customer/user experience and customer insight are the core of achieving optimum satisfaction and retention. This module gives you an understanding of the contemporary customer’s complex needs and wants, their behaviour as consumers and how this sets their expectations. You will learn how to gain the insight required to understand those needs and map the journey to ultimately improve their experience.
Minimum entry requirements
One or more of the following is required to gain entry onto this qualification:
- CIM Level 3 Introductory Certificate in Marketing qualification or CIM Level 3 Foundation Certificate in Marketing or CIM Level 3 Foundation Certificate in Professional Marketing or CIM Level 3.
- Foundation Certificate in Professional Digital Marketing.
- Any UK Degree or International equivalent.
- International Baccalaureate (equivalent to NQF Level 3 and above).
Additional selection requirements
Professional practice (suggested one year in a marketing role)
If English is not your first language, you will also need to provide evidence of achieving one of the following English Language qualifications within the last two years:-
- IELTS Academic Module with overall score of 6.5 (each component pass mark must be 6.0 or above) OR
- Cambridge Certificate of Advanced English grade B or above.
- CIM will consider other equivalent alternatives.
What you study
Unit 1: Fundamentals of Customer Behaviour
- Understand the range of customer contexts in which the marketer operates (15%).
- Understand the key factors that influence customer behaviour (20%).
Unit 2: Customer Experience
- Understand the customer experience (15%).
- Know how to enhance the customer experience (15%).
Unit 3: Measuring and Monitoring
- Understand the range of research methods and metrics available to monitor customer experiences (20%).
- Know how to use and apply research approaches to gain insight and inform decision-making (20%).
After the course
A CIM qualification at Level 4 builds on your tactical marketing skills enabling you to advance your marketing career and perform professionally at an operational level within your marketing department.
Continuing Study
Successful achievement of the CIM Certificate in Professional Digital Marketing (SCQF Level 7) or CIM Certificate in Professional Marketing will allow progression onto the CIM Diploma in Professional Marketing (SCQF level 8) and CIM Diploma in Professional Digital Marketing (SCQF level 8).
How the course is taught
Blended Learning, virtual classrooms with online digital support.