Marketing
Marketing is a 15-credit mandatory module which sits within the suite of Level 4 modules.
To gain the CIM Level 4 Certificate in Professional Marketing, a pass in both mandatory modules
plus one elective module is required. However, each module can be taken as a standalone module
to gain a module award.
Aim of the module
This module is about recognising the importance of marketing’s role in driving success and
delivering results. It provides the knowledge and understanding of the function of marketing within
the organisation and demonstrates how an appreciation of customer behaviour can enable
effective targeting. It outlines an understanding of how external environmental influences affect
planning and how information enables decision making. It outlines the elements of the marketing
mix and how these are applied to address market and customer needs.
Module structure
The module comprises three units with two learning outcomes each. Each learning outcome will be
covered by the related assessment criteria and will be assessed by way of examination. The
examination will comprise 50 multiple-choice questions to be completed in a two-hour controlled
assessment.
The learning outcomes and assessment criteria, along with the indicative content, are detailed in
the Marketing module content which follows.
Page 1 of 24
CIM Level 4 Certificate in Professional Marketing Qualification Specification
Please refer to the CIM Level 4 Certificate in Professional Marketing Qualification Specification for
all other information relating to the CIM Level 4 Certificate in Professional Marketing including:















CIM Professional Marketing Standards
The Level 4 qualification structure
Who it’s for
Entry requirements
The Modular Pathway
Progression
Credits and learning hours
Modes of study
How it’s assessed – assessment methodology
How the assessments are delivered and when
How it’s graded
When are results issued?
Module specifications
What we mean by command words
Transition arrangements
Page 2 of 24
MODULE CONTENT: MARKETING (mandatory)
Level 4
Credit value: 15
Notional learning time: 130-150 hours
Purpose statement
Marketing is a key driver of success in today’s dynamic organisations.
This module will give you an insight into marketing concepts and tools
and how these are applied to deliver results.
Assessment
Module weighting
A multiple-choice exam (a two-hour objective test)
LO 1 – weighting
LO 2 – weighting
LO 3 – weighting
LO 4 – weighting
LO 5 – weighting
LO 6 – weighting
Overarching learning outcomes
By the end of this module, learners should be able to:
The marketing concept
 Understand the role and function of marketing
 Understand what influences customer behaviour
Analysis and insight
 Identify factors and trends in the marketing environment and how they affect marketing planning
 Identify options for gathering relevant marketing information
Marketing mix
 Know the elements of the marketing mix
 Apply and adapt the marketing mix to satisfy customer needs
Page 3 of 24
10%
15%
15%
15%
30%
15%
UNIT 1: THE MARKETING CONCEPT
Learning outcomes
The learner will:
Assessment criteria
The learner can:
Indicative content
1.
1.1 Define marketing






Understand the role and function of
marketing
1.2 Explain marketing’s role in business

1.3 Explain the function of marketing



1.4 Outline the marketing planning process
Page 4 of 24




Management process
Business philosophy
Exchange process
Satisfaction of customer needs
Catalyst for change
Create and maintain customer, brand and
stakeholder value
Identify market trends and inform business
decision making
Monitor and act to remain competitive
Bridge between the customer and the
organisation
Impact on company performance link to
strategic planning
Cross functional working
Collecting and analysing information
Understanding and championing customers
Staged and cyclical approaches (eg MOST,
SOSTAC®, APIC)
Learning outcomes
The learner will:
Assessment criteria
The learner can:
Indicative content
2.
2.1 Discuss the importance of customer
buying behaviour to marketers

Understand what influences customer
behaviour


2.2 Appraise the key influences on the
consumer buying process
2.3 Appraise the key influences on the
business to organisational buying process
2.4 Compare the different types of
consumer and business to business buying
behaviour
2.5 Explain the principle of market
segmentation and how markets are
segmented
Page 5 of 24



















Design of more appropriate and relevant
marketing programmes
Impacts on effectiveness and customer
satisfaction
Building and managing relationships with
customers
Sequential process of consumer buying
behaviour
Psychological influences
Social and cultural influences
Personal factors
Staged process of organisational
purchasing
Environmental factors
Organisational factors
Group factors
Individual factors
Routine response
Limited decision making
Extensive decision making
Impulse buying
Straight rebuy
Modified rebuy
New task
Segmentation-targeting-positioning
Effective segmentation criteria
Subdividing consumer and business
markets
UNIT 2: ANALYSIS AND INSIGHT
Learning outcomes
The learner will:
Assessment criteria
The learner can:
Indicative content
3.
3.1 Identify key factors in the macroenvironment


















Identify factors and trends in the
marketing environment and how they
affect marketing planning
3.2 Identify key factors in the microenvironment
3.3 Identify key components of the internal
environment
3.4 Explain the impact of macro, micro and
internal factors on the marketing planning
process
Page 6 of 24




Political
Economic
Social
Technological
Environmental
Legal
Ethics and CSR
Customers
Competitors
Distributors
Suppliers
Interest groups/stakeholders
Resources
Competencies
Organisational goals and objectives
Corporate governance
Risk management
Environmental influences and the
marketing plan
Mission/Vision
Objectives
Strategy
Tactics
Learning outcomes
The learner will:
Assessment criteria
The learner can:
Indicative content
4.
4.1 Describe key information types











Identify options for gathering relevant
marketing information
4.2 Explain the techniques that can be used
to collect primary data
4.3 Identify relevant sources of secondary
information on markets, customers and
competitors
4.4 Demonstrate the management and
interpretation of information as insights














Page 7 of 24
Internal and external
Primary and secondary
Qualitative and quantitative
Surveys
Interviews
Focus groups
Panels
Delphi
Observation and participation
Experiments
Other techniques including mystery
shopping, internet information sources,
store audits, scanner data
Government sources
Commercial market research reports
Trade and industry sources
Competitor data
Online information sources
Media sources
Social media feeds and blogs
Financial, geographic and demographic
databases
Internal databases and records
MKIS
Environmental scanning and forecasting
Depth of understanding of consumer
behaviour and attitudes
Basis of competitive advantage
Impact on planning and NPD
UNIT 3: MARKETING MIX
Learning outcomes
The learner will:
Assessment criteria
The learner can:
5.
Know the elements of the marketing mix
5.1 Describe the four key elements of the
marketing mix
6.
Apply and adapt the marketing mix to
satisfy customer needs
Page 8 of 24
Indicative content
4 Ps
 Product
 Price
 Place
 Promotion
5.2 Describe the three key elements in the
3 Ps
extended marketing mix
 Process
 People
 Physical evidence
5.3 Explain the importance of developing a
 Impact on target markets and their needs
co-ordinated approach to the marketing mix  Co-ordination and compatibility of the mix
 Impact on elements within the mix
 Impact on competitors/competitiveness
6.1 Recommend a marketing mix for
 7 Ps
products and services
 Link to objectives and target market
 Co-ordinated approach
 Building and maintaining relationships
6.2 Recommend a marketing mix in different  B2C
contexts
 B2B
 NFP/3rd sector
 Small and medium-sized businesses
 International markets
 Relationship marketing
6.3 Explain how to adapt the marketing mix  Changing macro and micro factors
in changing environmental conditions
 Changes in competition
ensuring the continuing satisfaction of
 Customer trends
customer needs
 Economic, social, political and
technological factors
 Adaptation of the elements of the mix to
meet changing conditions
6.4 Recommend how the effectiveness of
the marketing mix can be measured and
controlled

Satisfy ongoing customer needs

Product – market share, sales, number of
new products, repeat purchases
Price – margin, discount levels,
comparisons
Place – costs, volume, growth, stock levels,
customer satisfaction
Promotion – media coverage, cost per
contact, sales/call ratios, awareness levels,
enquiries generated
Control mechanisms to ensure objectives
are achieved




Page 9 of 24
Sample assessment material
The following sample assessment material for Marketing has been produced to provide a
true reflection of the live assessments and should be used as a guide and study aid when
preparing for the live assessment.
Page 10 of 24
CIM Level 4 Certificate in Professional Marketing
Marketing
Sample assessment
Please note: This sample assessment contains only 25 questions, the live
assessment will comprise 50 questions)
Examination
The examination comprises 50 compulsory questions.
Each question is worth 2 marks.
The examination will be 2 hours in duration.
Total marks available – 100.
Candidate guidance:



Answer all questions
The available marks for each question are shown alongside the question
Read all questions carefully before attempting them
Page 11 of 24
Answer all questions.
Choose one answer from the options provided.
1
Marketing can best be defined as:
(a)
(b)
(c)
(d)
2
The primary role of marketing is to:
(a)
(b)
(c)
(d)
3
(b)
(c)
(d)
Act as a bridge between the customer and organisation, understanding and
championing customers
Improve organisation performance by increasing sales, profits and market share
Effectively segment and target the market, increasing competitiveness
React to factors in the environment, ensuring the maintenance of sales and
profits
Many marketing models are referred to by their acronyms. Which of the following would
be most useful in preparing a complete marketing plan:
(a)
(b)
(c)
(d)
5
Find new markets and add to brand and shareholder value
Sell as many products as possible
Research and design new products
Monitor the marketing environment
The primary function of a marketing department is to:
(a)
4
Satisfying customers profitably
Improving the quality of life for consumers
Producing the right product and selling it
Keeping the organisation competitive
STEEPLE
SOSTAC ®
STEP
AIDA
An understanding of customer buying behaviour is important to marketers. Which of
the following best describes its value to an organisation:
(a)
(b)
(c)
(d)
It ensures better cross-functional working
It bridges the gap between the organisation and its stakeholders
It helps the organisation to design better marketing programmes
It enables identification of market trends and competitiveness
Page 12 of 24
6
You work for a B2C organisation. You have been asked by your boss to help him to
build and manage the organisation’s relationships with its customers.
As a first step he has asked you to compile a list of the factors that could influence
consumer buying behaviour. Which of the following options will be on your list?
(a)
(b)
(c)
(d)
7
You work for an organisation that supplies parts to the automotive manufacturing
industry. You have recently been joined in your office by a new member of staff who
has come from a consumer marketing background. As part of their induction process
you explain the key influences on organisational buying behaviour. Which of the
following best describes the factors involved?
(a)
(b)
(c)
(d)
8
Psychological, social, cultural and personal factors
Environmental, group, individual and organisational factors
Segmental variables, economic, political and environmental factors
Suppliers, interest groups, distributors and competitors
Straight rebuy, group factors, social and cultural factors and organisational
factors
Environmental factors, family influences, group and organisational factors
Environmental factors, organisational factors, individual and group factors
Group factors, environmental and organisational factors, social class
You work for a small food manufacturer which sells its products online and through
several chains of retailers. Your manager has asked you to identify the key differences
between consumer and organisational buying behaviour to help improve the sales
performance of the sales team. Which of the following factors best explains these
differences?
(1)
(2)
(3)
(4)
(5)
Complexity
Time involved
People involved
Rationality
Information requirements
(a)
(b)
(c)
(d)
All of the above
1, 2 and 4 only
2, 4 and 5 only
1, 4 and 5 only
Page 13 of 24
9
Which of the following are elements of the economic environment?
(a)
(b)
(c)
(d)
10
Which of the following best describes the external micro environment?
(a)
(b)
(c)
(d)
11
Customers, competitors, CSR, suppliers and distributors
Customers, competitors, stakeholders, suppliers and distributors
Customers, competitors, suppliers, staff and distributors
Competitors, CSR, suppliers, money and distributors
Which of the following best describes the internal marketing environment of an
organisation?
(a)
(b)
(c)
(d)
12
Disposable income, social media and interest rates
Climate change, inflation and GDP
Exchange rates, age distribution and taxation
Inflation, unemployment and taxation
Customers, resources, competencies, goals and corporate governance
Resources, goals, competencies, CSR and ethics
Resources, competencies, corporate governance and goals
Risk management, goals, resources, suppliers and corporate governance
Dev works for a large manufacturer producing small electric appliances such as
toasters, kettles, and food processors. He is currently starting the annual marketing
planning cycle. The results of his analysis of the marketing environment will have a
major impact on which of the following:
(1)
(2)
(3)
(4)
The choice of strategy
The research undertaken
The setting of objectives
The choice of tactics
(a)
(b)
(c)
(d)
2, 3 and 4 only
1, 2 and 3 only
1, 2 and 4 only
1, 3 and 4 only
Page 14 of 24
13
Quantitative research attempts to answer which one of the following?
(a)
(b)
(c)
14
Gilly has been asked to carry out some primary research to identify the shopping habits
of customers. She has only been given a limited time and budget to complete the
exercise. Which of the following methods will be most appropriate for Gilly to use?
(a)
(b)
(c)
(d)
(d)
15
How often do you buy?
Why do you think that?
How does that make you feel?
Experiments
Delphi
In-depth interviews
Focus group
What makes you say that?
Max needs some information urgently for a report he has to submit to his line manager
in a couple of days’ time. Max has a very limited budget. If available, which one of the
following will be the most appropriate for Max to use?
(a)
(b)
(c)
(d)
Sampling
Secondary research
Primary data
Likert scale
Page 15 of 24
16
Lucy is a Marketing Executive for a global organisation which sells consumer products.
The organisation’s revenues have been falling, despite increased promotional
expenditure.
Lucy’s boss, the Marketing Director, is concerned about the perception of the
organisation’s brand. Lucy has been tasked with ascertaining consumers’ opinions and
feelings towards the organisation’s brand and its relative positioning against
competitors.
Which of the following would be appropriate research methods for Lucy to use in order
to gain the insight required so that she can report the findings back to the Marketing
Director?
17
(1)
(2)
(3)
(4)
(5)
Focus group
Experimental research
Mystery shopping
Sales data analysis
In-depth interview
(a)
(b)
(c)
(d)
All of the above
1, 2 and 3 only
1 and 5 only
2, 3 and 4 only
An organisation’s tangible offering to the market is known as which of the following:
(a)
(b)
(c)
(d)
A service
A product
The packaging
The brand
Page 16 of 24
18
You are devising the promotion mix for a business selling diesel engines to vehicle
manufacturers. Which of the following elements of the promotion mix would be the
most effective use of your budget?
(a)
(b)
(c)
(d)
(e)
19
Which of the following best describes the three additional elements of the services
marketing mix?
(a)
(b)
(c)
(d)
20
Profit, process, physical evidence
Process, packaging, people
People, physical evidence, process
Personality, profit, process
You have been asked to prepare a talk to give to a group of students about the reasons
for adopting the extended marketing mix when devising the marketing mix for a service.
Which of the following describes the main reasons for using the additional THREE
elements?
(a)
(b)
(c)
(d)
21
TV advertising, sales promotion and trade fairs
Personal selling, trade fairs and trade magazine advertising
Public relations, direct marketing and radio advertising
Trade fairs, social media and TV advertising
Personal selling, social media and sales promotion
The nature of the service product
The type of promotion to be used
The price to be charged
The way in which the service is distributed
You are devising the marketing mix for a new chocolate bar. Why is it important to
ensure that all the elements of your chosen mix integrate well together?
(1)
(2)
(3)
(4)
(5)
To ensure a coherent image
To ensure that the price matches your competitors
To ensure that the offering is competitive
To ensure that the product is correctly positioned
To ensure that it appears in as many retail outlets as possible
(a)
(b)
(c)
(d)
2, 4 and 5 only
3, 4 and 5 only
1, 3 and 4 only
2, 3 and 5 only
Page 17 of 24
22
23
24
You are currently helping to devise a new marketing strategy for your university. Which
three of the following are marketing mix decisions that will need to be made in the
development of this strategy?
(1)
(2)
(3)
(4)
(5)
Where and how to promote the courses
The fees to be charged and how the students will apply
Researching the market and building a customer profile
Which courses to be offered and at what levels
What competing universities are offering
(a)
(b)
(c)
(d)
1, 2 and 3 only
1, 3 and 4 only
2, 4 and 5 only
1, 2 and 4 only
You work as a Marketing Assistant for a detergent manufacturer selling both branded
and “own branded” products for supermarkets. The company objective for next year is
to win more market share in the B2B market and your target is to gain at least two new
supermarket chains as customers for own brand detergents. Which of the following
best describes the marketing mix you would recommend to deliver this objective?
(1)
(2)
(3)
(4)
(5)
Personal selling and trade fairs
Premium prices and standardised products
Consumer advertising and promotions
Negotiable prices and customised products
Trade discounts and direct distribution
(a)
(b)
(c)
(d)
1, 2 and 3 only
2, 3 and 4 only
3, 4 and 5 only
1, 4 and 5 only
Ming Li works as a Marketing Assistant for a clothing manufacturer, currently based in
China. Having successfully operated in China for a number of years the company now
wishes to enter the European market for the first time.
Ming Li has been asked by her manager to recommend the two best marketing mix
options available to the company. The company has a limited budget and is risk
averse. Which two of the following should she recommend?
(1)
(2)
(3)
(4)
(5)
Use the same products and promotion as they do in their current markets
Adapt both product and promotion to suit the new markets
Offer a totally new product mix
Offer the same products but change the promotion
Redesign the product to suit the new markets and keep the rest of the mix the
same
(a)
(b)
(c)
(d)
2 and 4 only
1 and 5 only
2 and 3 only
4 and 5 only
Page 18 of 24
25
Your organisation offers a range of confectionery and other snacks. As a result of
lobbying by health groups, the government is introducing new legislation to reduce the
amount of sugar your products are allowed to contain. A bill is currently going through
parliament and is expected to become law early next year. You have been asked to
assess the likely impact of this on your current marketing strategy and mix. Which of
the following would you have to consider making changes to?
(1)
(2)
(3)
(4)
(5)
(6)
The formulation of your products
The price of your products
The labelling and packaging of your products
The outlets that sell your product
The media that you use for promotion
The messages used in your promotions
(a)
(b)
(c)
(d)
2, 4 and 6 only
1, 3 and 6 only
1, 3 and 5 only
3, 5 and 6 only
Page 19 of 24
ANSWERS
Question 1 – Justification
(a) This is the correct answer
(b) Not always the case
(c) This is the product orientation
(d) This is only part of the answer
Question 2 – Justification
(a) This is the correct answer
(b) This is the production orientation
(c) This is a marketing function
(d) This is a marketing function
Question 3 – Justification
(a) This is the correct answer
(b) This is only partially correct and omits the customer interface
(c) This again is only partially correct and are tactics used to achieve market share
(d) Marketing is about being proactive not reactive
Question 4 – Justification
(a) This is an acronym used to explain macro factors
(b) This is the correct answer
(c) This is another acronym used to describe macro factors
(d) This acronym is used to explain adverting objectives
Question 5 – Justification
(a) This is a function of marketing
(b) This is a function of marketing
(c) This is the correct answer
(d) This is a role of marketing
Question 6 – Justification
(a) This is the correct answer
(b) These are organisational buying influences
(c) These are a mixture of environmental factors
(d) These are micro environmental factors
Question 7 – Justification
(a) Contains at least one incorrect factor that either relates to consumer buying
behaviour or the different types of buying situation that can trigger the process
(b) Contains at least one incorrect factor that either relates to consumer buying
behaviour or the different types of buying situation that can trigger the process
(c) This is the correct answer
(d) Contains at least one incorrect factor that either relates to consumer buying
behaviour or the different types of buying situation that can trigger the process
Page 20 of 24
Question 8 – Justification
(a) This is the correct answer – these factors all differ between the different buying
situations
(b) This is only partially correct
(c) This is only partially correct
(d) This is only partially correct
Question 9 – Justification
(a) This is incorrect as social media is not part of the economic environment
(b) This is incorrect as climate change is an environmental factor
(c) This is incorrect as age distribution is a social factor
(d) This is the correct answer
Question 10 – Justification
(a) This is incorrect as it contains a macro factor – CSR
(b) This is the correct answer
(c) This is incorrect as it contains an internal factor – staff
(d) This is incorrect as it contains a macro factor – CSR
Question 11 – Justification
(a) This is incorrect as customers are a micro factor
(b) This is incorrect as CSR and ethics are macro factors
(c) This is the correct answer
(d) This is incorrect as suppliers are a micro factor
Question 12 – Justification
(a) This is incorrect as they will not impact on research
(b) This is incorrect as they will not impact on research
(c) This is incorrect as they will not impact on research
(d) This is the correct answer
Question 13 – Justification
(a) This is the correct answer
(b) This is a qualitative question
(c) This is a qualitative question
(d) This is a qualitative question
Question 14 – Justification
(a) This is a primary method but not suited to this task
(b) This is a primary method but not suited to this task
(c) This is a primary method but not suited to this task
(d) This is the correct answers
Page 21 of 24
Question 15 – Justification
(a) This is a technique of identifying suitable respondents to participate in market
research
(b) This is the correct answer
(c) This would take too long and will cost money to gather
(d) This is psychometric scale commonly use in research questions
Question 16 – Justification
(a) 2, 3 and 4 not appropriate
(b) 2 and 3 not appropriate
(c) This is the correct answer
(d) 2, 3 and 4 not appropriate
Question 17 – Justification
(a) This is incorrect – intangible
(b) This is the correct answer
(c) This is incorrect – this is part of the product
(d) This is incorrect – this is part of the product
Question 18 – Justification
(a) This is incorrect as TV advertising is not effective use of budge
(b) This is the correct answer
(c) This is incorrect as this is not the most effective use of budget
(d) This is incorrect as TV advertising is not effective use of budget
(e) This is incorrect as this is not the most effective use of budget
Question 19 – Justification
(a) This is incorrect as profit is not part of the mix
(b) This is incorrect as packaging is not part of the mix
(c) This is the correct answer
(d) This is incorrect as personality and profit are not part of the mix
Question 20 – Justification
(a) This is the correct answer
(b) This is incorrect
(c) This is incorrect
(d) This is incorrect
Question 21 – Justification
(a) 2 is incorrect – you would not necessarily want to match competitors’ pricing
(b) 5 is incorrect – you might want it to be seen as exclusive
(c) This is the correct answer
(d) 5 is incorrect – you might want it to be seen as exclusive
Page 22 of 24
Question 22 – Justification
(a) This is incorrect – contains an option that is not part of the marketing mix
(b) This is incorrect – contains an option that is not part of the marketing mix
(c) This is incorrect – contains an option that is not part of the marketing mix
(d) This is the correct answer
Question 23 – Justification
(a) This is incorrect – has at least one element that is more suited to the consumer
market
(b) This is incorrect – has at least one element that is more suited to the consumer
market
(c) This is incorrect – has at least one element that is more suited to the consumer
market
(d) This is the correct answer
Question 24 – Justification
(a) This is the correct answer – offers the best, least risky options
(b) This option is high risk and may not be feasible if the product is considerably
different from that already offered as promotion may well have to be changed to
accommodate this
(c) This option is too expensive
(d) This option may not be feasible if the product is considerably different from that
already offered as promotion may well have to be changed to accommodate this
Question 25 – Justification
(a) This option contains at least one factor that is incorrect
(b) This is the correct answer
(c) This option contains at least one factor that is incorrect
(d) This option contains at least one factor that is incorrect
Page 23 of 24
Page 24 of 24