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The Postgraduate Diploma in Marketing professional qualification of the Chartered Institute of Marketing (CIM), U.K. offers aspiring marketers a path to a successful career in marketing meeting international standards. CIM, the world's largest professional body for marketing is represented in Sri Lnaka by the CIM, Sri Lanka branch which coordinates activities of the Institute. Rohsani Cooray, Education Liaison Officer of the CIM, Sri Lanka Branch provided an overview of the course, the entry requirements and some unique aspects of the qualification.

"CIM Qualification are designed to support the personal and professional development of individuals working within the marketing function and related areas. The overall aim of the qualifications focuses on the core aspects of marketing theory and practice in an integrated and applied fashion" Cooray said.

She said "The syllabus is designed to be relevant to the needs of today's marketing practitioners - marketing is a dynamic subject and the focus keeps pace with the requirements of an increasingly competitive environment.

The syllabus as a whole aims to provide marketing professionals with a range of knowledge and understanding of key marketing concepts frameworks or techniques which they can then apply in the workplace. Individuals can benefit from a breadth and depth of marketing knowledge whatever their work role or industry sector as marketing is the essential business discipline".

Cooray said that in Sri Lanka students have two options when seeking a professional marketing qualification. The Postgraduate Diploma in Marketing and the Postgraduate Diploma in Apparel Marketing, both offered by CIM, U.K.

Students over 18 years who possess five passes at the GCE Ordinary Level examination including two credits (which includes one in English) and possess two passes at the GCE Advanced Level examination (local) or one pass at the GCE AL (UK) examination are eligible to register as student members. Students over 19 years who possess one year's full time work experience are also eligible to apply for student membership. Entry to the Postgraduate Diploma in Apparel Marketing, requires students to have middle-senior managerial experience with at least two years' experience in the apparel industry with experience in merchandising/marketing and a good command of the English language. Selection for the apparel program would be merit based according to Cooray.

The CIM Postgraduate Diploma in Marketing program consists of three stages: the Certificate in Marketing, Advanced Certificate in Marketing and the Diploma in Marketing. The Postgraduate Diploma in Apparel Marketing program consists of the Certificate in Apparel Marketing, the Advanced Certificate in Apparel Marketing and the Postgraduate Diploma in Apparel Marketing.

According to Cooray, each stage consists of four subjects which concentrate on the fundamental, operational and strategic aspects of marketing. Student registration for each program costs 80 pounds (re-registration cost of 50 pounds), while the examination fees are 35 pounds per subject and 60 pounds for the case study.

Providing a background on the program, Cooray said that the CIM was set up over 80 years ago, and is the world's largest professional body for marketing practitioners. It is also an international membership body for marketing professionals that is dedicated to the continuous development of marketing skills.

The CIM program also offers students the opportunity of continuing with their postgraduate education at recognised Universities by gaining entry into MBA programs. CIM also provides an opportunity for diplomates and members to keep abreast of the constant changes in the marketing arena through the completion of Continuous Professional Development (CPD).

This leads to eligible individuals being awarded the prestigious Chartered Marketer status by the CIM, which is an individual charter status in marketing. The Chartered Marketer status is being held by only 119 Sri Lankans, the elite few who have met the requirements of CIM and are seen to be the leaders in their professions.

Students could follow CIM lectures at any of the five accredited tuition centres in Sri Lanka for the Postgraduate Diploma in Marketing program.

The Accredited tuition centres are: Academy of Business Studies, Aquinas College of Higher Education, Oxonia Institute, SLIM Business School, and Synergy School of Marketing. The accredited tuition centres for the Postgraduate Diploma in Apparel Marketing program are: SLIM Business School and Synergy School of Marketing. Students stand to benefit by following lectures at accredited institutes since they meet CIM's guidelines on facilities provided and are also updated on course and examination developments and enhancements.

The CIM, Sri Lanka branch supports the student and the tuition centre activities by facilitating the registration and examination entry process and providing administrative support. The branch also houses a reference library which has a wide range of marketing and management books as well as course-specific material for the CIM programs according to Cooray. CIM Sri Lanka has over 650 members and over 3,500 students at present.

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