ABSTRACT
The Marketing Strategy in Practice is part of the new Professional Postgraduate Diploma in
Marketing that has been developed at the Chartered Institute of Marketing. It replaces the old
Analysis and Decision paper. It carries many of the same hallmarks, but the format is now
slightly different and students are expected to prepare analyses before the examination. The
examination will also now be a Closed Book Examination. It is likely that this will be the final
paper that students studying for CIM qualifications undertake. It requires students to have a
good knowledge of all the subjects covered at all levels. It is particularly important that
candidates have a good knowledge of subject areas at Certificate, Professional Diploma and
Professional Postgraduate Diploma levels. The assessment constitutes questions based on a
major case study. For this reason, there is no specific syllabus for this paper and much of the
rationale for this module lies in developing suitable outcomes for candidates considering a
career in Marketing. It is expected that candidates will have passed the other Postgraduate
Diploma modules: Marketing Analysis and Evaluation, Strategic Marketing Decisions and
Managing Marketing Performance. Each of these modules covers a wide array of Marketing
topics that are important for a thorough understanding of marketing at higher levels. The paper
requires the application of all the marketing knowledge and experience that students would
have gained over several years.
