The Chartered Institute of Marketing (CIM) has launched two new marketing qualifications.

The Foundation Certificate in Marketing has been designed as a short course, achievable through 45 hours of teaching, which will take place through weekend study or evening classes at a local CIM accredited college.

The Foundation Certificate in Marketing has been developed to meet the needs of both employers and individuals. This brand new qualification aims to provide an individual who has little or no previous experience of marketing, or rusty marketing skills, with the building blocks of marketing knowledge. It introduces the basic tools of marketing, exploring their use including methods of research, customer behaviour and the targeting of specific groups of customers. Additional topics aim to create an understanding of the factors that can influence how an organisation operates, and the wider marketing environment.

The qualification has been approved under Schedule 3(1) and Schedule 2(a) to the Further and Higher Education Act 1992 for the period 1 August 2000 to 31 July 2001. Assessment is a combination of project-based work, case study examination and personal development portfolios.

Many companies now see marketing as key to the success of their business in terms of researching, planning and meeting customer needs. Therefore, it is essential that employees have a knowledge and understanding of marketing to contribute effectively to this success.

Many of those interested in a career in marketing find it difficult to break into this area if they are not currently working in a marketing department. They may not hold a formal qualification in marketing or meet the entry requirements to study.

For many, it will be sufficient to refresh their knowledge or provide the basic skills of marketing. For those who wish to pursue a career in marketing, the successful achievement of the Foundation Certificate will enable them to move forward to the CIM Certificate in Marketing if they want to.

E-marketing is a new opportunity, emerging from the latest technology: digital communications, online communications, multimedia marketing. 24 hours a day, 7 days a week, information, interaction and new business is available from the wealth of new online resources. Integrating this into existing and perhaps more traditional strategies and communication channels, in order to maximise the opportunities, presents new challenges. These require a good understanding of new media and online marketing tools.

The brand new e-marketing award will provide marketing professionals with an overview of e-marketing and emerging new business models that can be integrated into existing marketing plans.

Paul Smith, managing director of Multimedia Marketing.com and senior examiner says, “The new qualification is ideal for marketing professionals wanting to upgrade their skills and knowledge in the area of electronic communications and planning. This, in turn, will provide opportunities for enhanced career prospects and individual professional development.”

CIM qualifications can be a pathway into a marketing career. The qualifications themselves range from the Foundation Certificate through to a Postgraduate Diploma.