Learners must demonstrate an ability to consider a range of options and make decisions about:
Explaining marketing research environments, the research agency, problem identification and research planning.
Describing secondary data in respect of free and almost free information
Explaining and conducting quantitative research
Explaining and using survey interviewing techniques
Describing and using sampling fundamentals and procedures
Explaining and designing questionnaires, measurement scales, attitude scaling and cross-cultural instruments
Explaining and testing reliability, validity, pre-testing and field research instruments
Describing what research can and cannot do
Describing the basic use of multivariate and cluster analysis
Describing and implementing strategic studies
Describing the nature of strategic marketing planning
Explaining and conducting an environmental analysis
Explaining and conducting an industry and competitor analysis.
Explaining and conducting an internal organisational analysis
Explaining and conducting an experience curves and portfolio analysis
Explaining and creating strategic competitive advantages
Developing a strategic marketing plan
Describing and implementing promotional objectives
Managing advertising efforts
Describing personal selling
Explaining the role of sales promotion
Explaining the role of direct marketing
Explaining the role of public relations
And/or
Formulating and executing a global marketing strategy
Explaining and conducting international marketing planning
Developing and implementing international marketing plans
Explaining global marketing analysis
Interpreting international marketing data
Forecasting international demand
Explaining and monitoring global competitive dynamics and rivalry
Describing and coping with uncertain global environmental forces
And/or
Describing and identifying services and what makes it different to product marketing
Evaluating frameworks and demonstrating an understanding of service organisational design and delivery systems
Explaining strategic issues
Identifying and explaining challenges for senior management in services marketing
Getting to grips with online and interactive marketing
Integrated assessment
Because assessment practices must be open, transparent, fair, valid and reliable and ensure that no learner is disadvantaged in any way whatsoever, an integrated assessment approach is incorporated into the qualification.
Various forms of assessment are used, such as learning, assignments, case studies, projects, tests, examinations and a dissertation.
The IMM`s role, with regard to its education programmes, is that of an examining body. The Examiners are university academics and marketing specialists, who undertake the setting and marking of the various examination papers to required standards. The structure gives considerable attention to workplace application.
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