chapter
Unit 1 Management and marketing roles
Pages 35

The whole of the coursebook is targeted at assisting you to pass the Marketing in

Management Practice examination. The main focus of the CIM Advanced Certificate Course

Marketing Management in Practice is on the development and implementation of marketing

plans at an operational level in organizations. A key aspect of this is working within a team to

develop plans and managing teams, through marketing activities and projects, to implement

the plan. The syllabus is covered in eight units and these cover the main areas that contribute

to effective marketing management. A marketing oriented company needs to align its

distinctive competencies with market opportunities but to do this effectively requires a team

effort.