Ideal for marketers with several years of marketing management experience, currently working at a strategic level. This Masters level marketing qualification may also enable the move into strategic marketing management.

Who is it for?

If you are looking to become a more effective 'Leader of Change' then this new programme at Master's level is for you. The programme has been developed by business leaders, academics and senior marketers and includes topics that have been identified as 'must haves' for senior marketers and business leaders of the future.

This CIM Academy Marketing Leadership Programme has been developed to include an initial 3-day Workshop that facilitates the exploration of significant issues that have an impact on your business. These include 'The role of marketing in value creation', 'Competing for advantage', 'Culture, leadership and change', and 'Brand equity and reputation'.It also includes intensive Workshops that give the opportunity to network with other delegates as well as Executive Coaching that will be focused on areas that you want to develop.

What you will learn

  • Contemporary Challenges (Mandatory): This module will enable you to evaluate the potential impact of emerging contemporary marketing challenges and apply strategic thinking to develop future strategies.
  • Leading Change (Mandatory): This module will enable you to meet the challenges of change by providing a platform for supporting future responses to change through harnessing the organisational potential and sustainable innovation. In addition, you will develop an understanding of how the organisation's assets can be managed to build and sustain a clear market position to guide, support and implement market-led change within an organisation.
  • Managing Business Growth (Elective): This module will enable you to develop a structured and creative approach to determining where potential or existing opportunities for growth exist.
  • Consultancy (Elective): This module is designed to develop the skills required to build and develop client relationships either as an independent consultant or in a consultancy role within a large organisation.

Successful completion of three modules (two mandatory and one elective) will lead to the CIM Marketing Leadership Programme Award.

Course content


Assessment: Organisational based assignment designed to allow you to address a specific real-life business issue.

Learning Outcomes

Dynamic marketing environment

  • Critically analyse the changing dynamics of an organisation’s environment.
  • Determine key business drivers for organisational success.

Develop creative thinking

  • Evaluate the relevance of emerging marketing challenges to the organisation’s future direction.
  • Critically assess the contribution of the challenges to the value creation of an organisation.

Create insight, vision and direction

  • Demonstrate a clear understanding of how the organisation can develop a positive response to emerging challenges.
  • Recommend resource-led innovative approaches to contemporary marketing challenges.


Assessment: Organisational based assignment designed to allow you to address a specific real-life business issue.

Learning Outcomes

Building the case for change

  • Develop a critical understanding of how to harness the organisational potential to generate and sustain value for all stakeholders.
  • Use insight to develop sustainable innovation relevant to the direction and resources of the organisation.

Creating a changing culture

  • Appraise the role of brand equity and corporate reputation in directing and sustaining change within the organisation.
  • Demonstrate how a customer-facing organisational structure and culture can support strategies to optimise corporate capability.

Implementing change

  • Recommend the use of contemporary practice in effectively leading, managing and influencing others to deliver organisational change.
  • Appraise the process and environment required to implement, review and reflect on the effectiveness of organisational change.


Assessment: Organisational based assignment designed to allow you to address a specific real-life business issue.

Learning Outcomes

Dynamics for business growth

  • Critically appraise the market dynamics and business drivers relevant to the organisation and the industry sector.
  • Understand the customer dynamics relevant to the organisation and the industry sector.

Determining direction

  • Recommend how organisational competence can be developed to deliver future objectives.
  • Critically evaluate how organisational characteristics influence the market positioning of the organisation’s products/ services.

Building relationships

  • Critically assess which connected stakeholders are fundamental to the future success of the organisation.
  • Demonstrate how to utilise strategic partnerships to leverage organisational success.


Assessment: Organisational based assignment designed to allow you to address a specific real-life business issue.

Learning Outcomes

Building and developing client relationships

  • Critically assess the components of a sustainable and clearly defined consultancy proposition.
  • Develop a personal brand.

Scoping the potential service

  • Critically assess the contributing factors to a client’s business issue.
  • Evaluate how to facilitate change within the client’s organisation, in response to the client’s business issue.

Delivering the client outcome

  • Critically appraise how to develop and implement the agreed solution.
  • Design and implement systems, processes and procedures to embed the agreed solution.

Entry requirements

CIM Academy has its own entry criteria and applicants are assessed on an individual basis. However, we recommend that you have at least seven years of marketing experience and that the following apply:

  • Level 6 qualification held or a Bachelor's or Master’s degree.
  • Career progression evident – past, present and future.
  • Experience working at a marketing management level.
  • The scope of the current role is sufficient to allow engagement with assessment tasks.

Our programmes are taught in English, if English is not your first language, you will also need to provide evidence of at least IELTS 6.5 or Trinity ISE III/IV.


Book your place in June for the June start date and receive a 10% discount on the tuition fees.

All Bookings should be made via the CIM Academy team at CIM – please call us on +44 (0)1628 427240.

Blended (face-to-face and online) £6000 + VAT

What’s included -

  • Tuition costs.
  • 24/7 access to CIM Academy Online.
  • Selected core reading books.
  • Study materials.
  • Full board accommodation.
Program taught in:
  • English
Last updated May 13, 2019
This course is Campus based, Online & Campus Combined
Start Date
18 months
8,150 GBP
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