A need exists within the Business and IT Services and Solutions industry to formalise the marketing profession. Whilst many marketers are seeing their roles increasingly focussed on the specifics of Services and Solutions marketing, they have few options in terms of recognised business-to-business (B2B) qualifications to help them. The Chartered Institute of Marketing (CIM) and ITSMA have recognised this need to provide a global standard qualification and have worked with representatives of the IT Services and Solutions industry to develop this course.

1. Email: info@itsma.com
Internet: www.itsma.com

2. The Need
 The existing CIM Professional
Diploma in Marketing provides a
good foundation, but is B2C
orientated
 Services and Solutions marketers
need global, Industry recognised
‘Best Practice’, methods and IP
 ITSMA members have confirmed
their desire for a common standard
which is globally available and
Industry focused
The Professional Diploma in Marketing for Business Services and Solutions | PN4895 | © 2013 ITSMA Europe. All Rights Reserved. | 2

3. The Solution
 New level 6 qualification with CIM
Awarding Body recognition and status
 Combines CIM Professional Diploma
syllabus with ITSMA services and
solutions IP, case studies and tools
 Allows existing CIM Professional
Diploma holders to ‘upgrade’
 Virtual delivery enables globally
dispersed teams to achieve the same
standards
 First course commenced December
2010, with full elearning capability
The Professional Diploma in Marketing for Business Services and Solutions | PN4895 | © 2013 ITSMA Europe. All Rights Reserved. | 3

4. The Design
 4 CIM Professional Diploma units
contextualised with Business
Services and Solutions material
and case studies
 New 5th unit: ‘The Unique
Considerations of Marketing
Business Services & Solutions’
The Professional Diploma in Marketing for Business Services and Solutions | PN4895 | © 2013 ITSMA Europe. All Rights Reserved. | 4

5. The Benefits for the Organisation
 Global marketing standard
 Staff development
– Raises the standard of
– Enables development of key
marketing across the
talent as well as opportunity for
organisation, better
lower performers, helps
understanding of the wider
‘engage’ the team and
marketing environment/
increase knowledge base
context, teaches common
 Rewards individuals
practices, consistency of
– Demonstrates commitment,
output across teams, improved
aids motivation and retention
interoperability
 Virtual delivery
– Combination of e-learning &
virtual classroom enables all
marketing teams to access the
course, regardless of location
The Professional Diploma in Marketing for Business Services and Solutions | PN4895 | © 2013 ITSMA Europe. All Rights Reserved. | 5

6. The Benefits for the Individual
 Personal development
– Level 6 qualification (equivalent to Bachelor’s degree), opportunity to
develop marketing knowledge and work towards personal goals
 Demonstrable level of industry knowledge
– Recognised and respected qualification, formally demonstrates
understanding of broad marketing principles as well as those specific
to business services and solutions
 Builds on existing knowledge and qualifications
– Recognises existing marketing knowledge/experience and where
appropriate enables direct access to unit 5
 Work towards Chartered Marketer status
– Enables individuals to work towards
‘Chartered Marketer’ status with the CIM
through continued professional development
The Professional Diploma in Marketing for Business Services and Solutions | PN4895 | © 2013 ITSMA Europe. All Rights Reserved. | 6

7. Entry Requirements
Full Program
Module 5
At least three years marketing
experience, one of which should be at
management level or alternatively a
good first degree (or international
equivalent) or the CIM Professional
Certificate in Marketing.
CIM Professional Diploma in
Marketing or the CIM Advanced
Certificate in Marketing or a business
or marketing Bachelors or Masters
degree (or international equivalent)
where a minimum or half of the credits
come from marketing.
Or
A range of experience working at
senior marketing management level
that has provided potential delegates
with the ability to evidence that they
can meet the learning outcomes of
the CIM Professional Diploma in
Marketing if required to do so and is
sufficient to pass the Entry Test to this
course.
The Professional Diploma in Marketing for Business Services and Solutions | PN4895 | © 2013 ITSMA Europe. All Rights Reserved. | 7

8. Foundation Members
Investing in Professionalising the Industry
 ITSMA members who invested in the development of the
course
 Consulted on the development and content of the
programme to ensure it meets the industry needs
The Professional Diploma in Marketing for Business Services and Solutions | PN4895 | © 2013 ITSMA Europe. All Rights Reserved. | 8

9. Programme Overview
Unit 1
Unit 2
Unit 3
Unit 4
Unit 5
The Marketing
Planning
Process
Delivering
Customer
Value Through
Marketing
Managing
Marketing
Project
Management
in Marketing
The Unique
Considerations
of Marketing
Business
Services &
Solutions
The Professional Diploma in Marketing for Business Services and Solutions | PN4895 | © 2013 ITSMA Europe. All Rights Reserved. | 9

10. Unit 1.
The Marketing Planning Process
Section 1
The role of the marketing plan and the planning process in context
Section 2
The organisation and the plan
Section 3
Conducting the marketing audit
Section 4
Turning the audit findings into strategy
Section 5
Segmentation, targeting and positioning
Section 6
Factors impacting on marketing planning
The Professional Diploma in Marketing for Business Services and Solutions | PN4895 | © 2013 ITSMA Europe. All Rights Reserved. | 10

11. Unit 2.
Delivering Customer Value Through Marketing
Section 1
The brand and product/offer portfolio
Section 2
Channel management
Section 3
Delivering value through communications
Section 4
Managing customers’ service expectations through the marketing mix
Section 5
The integrated marketing mix
Section 6
Analysing the case study
The Professional Diploma in Marketing for Business Services and Solutions | PN4895 | © 2013 ITSMA Europe. All Rights Reserved. | 11

12. Unit 3.
Managing Marketing
Section 1
The marketing infrastructure
Section 2
Measuring marketing performance
Section 3
Building the marketing team
Section 4
Managing the marketing team
Section 5
Resource needs and budgeting
Section 6
Managing finance and marketing success
The Professional Diploma in Marketing for Business Services and Solutions | PN4895 | © 2013 ITSMA Europe. All Rights Reserved. | 12

13. Unit 4.
Project Management in Marketing
Section 1
Information needs for marketing people
Section 2
The business case
Section 3
Risk assessment
Section 4
Project planning in marketing
Section 5
Implementing successful projects
Section 6
Monitoring and measurement of project effectiveness
The Professional Diploma in Marketing for Business Services and Solutions | PN4895 | © 2013 ITSMA Europe. All Rights Reserved. | 13

14. Unit 5.
The Unique Considerations of Marketing Business
Services & Solutions
Section 1
Aligning the organisation for business solutions
Section 2
Managing the corporate brand and reputation
Section 3
Creating and communicating business value
Section 4
Using marketing techniques to build relationships with business
customers
Section 5
Winning, growing and defending key accounts with
Account Based Marketing
The Professional Diploma in Marketing for Business Services and Solutions | PN4895 | © 2013 ITSMA Europe. All Rights Reserved. | 14

15. For more information
Bev Burgess
Senior Vice President
ITSMA Europe
bburgess@itsma.com
+44 (0) 7775 765722
ITSMA Europe
One Alfred Place, London WC1E 7EB
Phone: +44 (0) 7775 765722
Email: info@itsma.com
Internet: www.itsma.com
The Professional Diploma in Marketing for Business Services and Solutions | PN4895 | © 2013 ITSMA Europe. All Rights Reserved. | 15