Commercial Intelligence
(Module of CIM Level 6 Certificate)
Data underpins marketing excellence. Understanding how to interpret and apply the data to support strategic commercial decisions is critical in today’s competitive business landscape. This course delves into three key areas to understand how to apply and interpret commercial and marketing campaign data to deliver strategic marketing success. The course will allow students to emerge equipped with a deeper comprehension of the key financial metrics to unlock insights, build strategic budgets, optimise channel performance, and deliver ROI.
Commercial Intelligence Overview
Commercial Intelligence is a 10-credit mandatory module which sits within the suite of Level 6 modules. To gain the CIM Level 6 Diploma in Professional & Digital Marketing a pass in all four modules is required.
Module Structure
The module comprises three units of 3 or 4 learning outcomes each. Each learning outcome will be covered by the related assessment criteria and will be assessed by way of assignment. By the end of this module you should be able to:
Unit 1: Understand the metrics used to measure marketing performance
- Determine financial metrics to understand marketing’s contribution to an organisation’s commercial performance
- Explain marketing performance using metrics to uncover insights.
- Interpret data to uncover customer behaviour across segments.
Unit 2: Understand how to manage marketing resources to meet marketing objectives
- Analyse data and relevant insights to support efficient use of resources.
- Assess the management of resources required to deliver the marketing objectives
Unit 3: Understand how forecasting and financial techniques support the marketing budget
- Explain budgets based on financial metrics
- Recommend forecasting techniques to inform and manage future budget
- Prioritise marketing expenditure to deliver marketing objective
Assessment: Onscreen assessment
The assessment method for this module is an Onscreen assessment utilising Multiple Choice Testing. Assessments are employer-driven, practitioner-based, relevant, and appropriate for business needs.
Assessment Type
Onscreen Multiple-Choice Test
45 questions
90 Minutes
Availability
6 x Assessment windows during the year
How long will it take to study?
Each CIM Level 6 Dipoma course consists of 4 modules and each module takes 6 evenings of class time plus study hours to prepare for the onscreen assessment. We offer 1 cohort per year.
Length of study
- The CIM Level 6 Award has been calculated as carrying 20 credits, which equates to approximately 200 hours of Total Qualification Time (TQT) and 160 Guided Learning Hours (GLH).
There are currently 6 assessment sessions per year within this CIM qualification.
How much does the CIM Level 6 Diploma cost?
Our qualifications and bite-size awards represent a sound investment in your future and your employer may therefore be willing to sponsor you.
The tuition fees payable to Marketing Tom are £2450 +VAT for the 4 modules (each Mandatory Module costs £800 +VAT and each elective module costs £600 +VAT).
CIM Costs
In addition to the tuition fees mentioned above, the CIM costs include a yearly membership fee of £65 and £165 per assessment (with four assessments in total, amounting to £660). You should also budget £40-50 for books for each module
Payment Plan
If you are self-financing, there may be payment options open to you. This will allow you to spread the cost of the course over a period of a few months. Please speak to our CIM co-ordinator on 02920 005778 regarding this.
How is the course delivered?
The CIM Level 6 Diplomas are currently being run as a Virtual ‘Live’ Classroom. This means you can watch and participate in the course from the comfort of your own home or office. Tutors use a variety of techniques to give students the best possible learning outcome:
- Presentation slides
- Videos
- Open class discussion
- Breakout rooms
- Whiteboards
For any individual 1-to-1 session, students can arrange this as a telephone session or a Zoom session (depending on tutor availability).
