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4Tailored programmesCourses8The Future of Marketing12Digital Marketing28Strategy and Planning 38Essentials of Marketing44Insights and Innovation50Branding56Product Management64Marketing Communications 72Relationship Marketing 76Copywriting Skills 82Metrics 86Compliance90Business, Management and Finance 100Sales Qualifications111Professional Qualifications from CIM Academy120Professional membership and CPD124BookingJoin us in celebrating 100 years of marketing and sales leadership. Keep up todate with our programme of events and activities for 2011 at www.cim.co.uk/100Contents

2Improving the performance of people and organisationsOur learning and development programmes are the ideal way for youto learn new skills and develop existing ones. We are committed tohelping you develop your skills so that you can tackle 'head-on' thenew and demanding challenges that marketers face. Organisations benefit equally from well-trained, up to date marketerswho have access to the latest knowledge and techniques to deliverexcellent resultsfor their organisation. What makes us different?Our courses themselvesWe ensure our courses contain cutting edge content and the latest tools andtechniques built on current industry thinking and CIM's own research. We also offer the widest selection of scheduled marketing courses available anywhere -giving you more options and choice.Practical focusOur courses are driven by the practical needs of marketing and salesprofessionals in their everyday roles. Designed to improve performance andincrease confidence, they will help you achieve the results you need.Our course directorsOur course directors are subject experts who combine academic expertise withsignificant business and industry experience. Their up to date knowledge andpractical focus benefit delegates from organisations of all sizes and sectors.Industry standardsWe play a key role in setting the standards within the industry, which means we know what skills you need. All our courses are mapped against the National Occupational Standards for Marketing (or National Standards for Sales for sales courses) and The Institute's own Professional Marketing Standards (see page 122). Our reputationAs the world's largest organisation for professional marketers, we have a globalreputation as a centre of excellence. That's why we are the choice of some of the most successful organisations.