CIM Foundation Certificate:

Marketing Insights

Level 3 Module| A-level | 6 SQA
This course is perfect for those new to junior marketing roles or aspiring to enter the industry and looking for the perfect introduction to marketing.

Get ready to explore the dynamic world of marketing research and customer insights! This module unveils key concepts, techniques, and applications that are essential for effective marketing decision-making. You'll learn about various research types and methods that help marketers navigate the ever-evolving marketing landscape and current trends. Additionally, you'll dive into the role of consumer behaviour, examining how social, cultural, and technical differences shape decisions, while also addressing broader macro marketing and ethical considerations. 
Format

Live (virtual)
Learning

Duration

4 x 2 hour
Live sessions

1 x Revision Session

Supplementary

10 credits

6 weeks

Course tutor(s)

David Colley

Course fee

 £410 + VAT 

Excludes CIM fees*
See enrolment guide
for details

Aims of the Module

In this module candidates will learn how to conduct key elements of a marketing audit and adopt a consumer and customer oriented approach to collecting and evaluating marketing research and insights.

Candidates will be able to explain the importance of understanding customers/consumers and how marketing information helps to develop marketing activities which enhance customer satisfaction, retention and value. 

Assessments Methods 

The module will be assessed by way of a 2-hour examination. 

Onscreen assessments utilising either Multiple Choice Testing or Scenario-driven short and extended answer response tests. The assessment is employer-driven, practitioner-based, relevant, and appropriate for business needs.

Entry requirements 

This course is perfect for those new to junior marketing roles or aspiring to enter the industry and looking for the perfect introduction to marketing.

To study for the Foundation Certificate in Professional and Digital Marketing, you do not need to have any previous experience or knowledge of marketing.

How can it be used?

As a stand alone certificate to demonstrate your knowledge and expertise to Level 3 in this topic.


As an elective module in your Level 3 CIM Foundation Certificate in Professional & Digital Marketing. You can take up additional modules to complete the full qualification. 
All our learners gain access the the nesma learning hub and you own learning homepage. From here you can access all your courses, materials and activities, see your progress and work with other students. 

The platform provides broader benefits including skills passport, activity badges, and access to skills intelligence, offers and news!

Learning outcomes

The module comprises four learning outcomes. Each learning outcome will be covered by the related
assessment criteria and will be assessed by way of a 90 minute examination.


Learning Objective 1
Learning Objective 2
Learning Objective 3
Learning Objective 4

Explain key market research methods and insights which can inform marketing decision-making 

__________________________________________________________________________________________________

Understand the key factors that influence consumer/customer behaviour

__________________________________________________________________________________________________

Understand the customer journey and how it impacts relationships

__________________________________________________________________________________________________

 Understand how to conduct a marketing audit to inform marketing decision-making

__________________________________________________________________________________________________

The 'nesma way'

What makes us different is our focus on giving you a great learning experience with more tutor engagement and personal focus ...we call it 'The nesma way'!  

  • Personalised course selection and options support
  • Structured guidance from our exclusive tutors
  • Simply more contact time to ensure your success
  • Membership to an ever-growing learning community
  • A leading edge learning companion, content and online tools
  • Amazing pass rates and a great experience!
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Course Tutor

David Colley

I began my career in design and print before earning an MSc in Marketing and spending 13 years as a Faculty Marketing Manager at a university business school. My work in student recruitment inspired me to pursue teaching, and I achieved a PGCE in 2011.

Now a Senior Lecturer at Manchester Metropolitan University, I specialise in branding and marketing communications and have been teaching CIM qualifications since 2018. With hands-on experience in brand development, marketing strategy, and campaigns, I bring practical insights to my teaching, blending industry expertise with academic knowledge.

Outside of work, I’m a Director of a community cinema CIC and have research interests in craft beer branding. I love teaching because it’s rewarding to help students achieve their goals and unlock new opportunities.

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