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Being a Marketing Manager

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This course, which is accredited by the Chartered Institute of marketing, has been uniquely positioned to provide both technical best practice in all the marketing disciplines, as well as practical advice in managing a marketing function.

The emphasis is on delivering measurable results through the effective application of marketing skills and team management, intertwined with how to develop your own marketing career in the fast-changing digital environment. This course is delivered by subject matter experts with over 30 years of industry experience, and ongoing marketing engagements, to ensure a strong focus on how to implement recent technical advances in the real world.

This course will enable you to:

  • Learn the current practices in business for deploying all marketing disciplines and the tools for the marketing mix.
  • Learn new techniques in fast changing competitive markets, to develop growth for new and existing businesses.
  • Understand the coordination and leadership skills of being a marketing manager, in a pivotal role in a business in the 21st Century post Pandemic.
  • Reflect on which of your skills match those of a marketing manager, to learn how to build on your strengths and learn new skills.

You will review how to develop marketing and communications strategies and the disciplines in the marketing mix, so that you can focus on the skills that are natural to you as person, and which you can apply when working as a Marketing Manager.

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The module provided an insight into customer-based marketing, from someone who needs to advise senior management on business decisions.

Dates and times

Tuesdays from 29th September 2020 to 19th January 2021.

  • Lecture 9am - 10.30am
  • Seminar 11am - 12pm


The full cost is £1,600. The deposit cost is £50


The course will be delivered using a blend of presentations, seminars, team-based exercises and one-to-one sessions to ensure an efficient, interactive and interesting learning experience.

As well as examining marketing theory, real-world case studies will be reviewed by a range of guest lecturers who will share their professional insight into these real-world scenarios. Through this mix of theory and practice the course will develop skills and tools in marketing, communications, public relations, market research and customer insight, that can be used in business today.

You will be introduced to the theories, frameworks and tools for analysing and developing marketing strategy and goals through the following lectures:

  • Introduction to ‘Being a Marketing Manager’: review of the module and lecture schedule
  • Know your company: the company’s Mission, Objectives and Values
  • ‘My personal communication style and brand'
  • Know your customer: consumers, shoppers and audiences; their behaviour and engagement
  • Know your competition: rivalry in the market and how political, economic, social and technological trends can disrupt plans
  • Internal and external stakeholder management for effective marketing planning
  • Developing an integrated marketing strategy
  • 'Storytelling and presentations' for compelling business plans
  • Preparing a personal development plan

The module has helped me to have a clear idea of marketing, and the skills to ensure the process works.

About the Chartered Institute of Marketing

The Chartered Institute of Marketing (CIM) is the leading professional body for marketers worldwide and exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners. St Mary’s University, Twickenham has joined forces with CIM to give students the opportunity to gain professional qualifications through the CIM Graduate Gateway.

CIM qualifications are highly sought after by employers, and their content is reflected in our own degrees which ensures we are equipping students with the best opportunities for a successful marketing career.” Should you have any queries, please do not hesitate to contact me.

The course is assessed via...

A summative personal development plan (3,000 words), which enables you to manage and track your progress in developing skills and planning strategy for seeking employment.


Being a Marketing Manager is appropriate for:

  • Those who manage a team of marketing executives
  • Those who are planning and managing the launch of new products and services
  • Those managers responsible for setting budgets, targets and timelines
  • Those developing and approving campaign content and communications
  • Those who are creating marketing and social media strategies and media monitoring

Applicants are expected to hold three A-levels at grade C or above or equivalent. Relevant commercial or work experience will also be considered.


Successful students will receive a certificate of attendance and eligible students can receive 20 Level 5 Bachelor degree credits. Please note that the transcript will follow once internal and external quality assurance processes have been completed.

Find out more

For more information about this course please contact the Short Courses team:
Tel: 020 8240 4321