There are excellent career opportunities, in both the public and private sectors, for those with good creative, analytical and inter-personal skills who can demonstrate their ability to develop, communicate and implement ideas and concepts.

This programme has been designed for those with an interest in communications who seek a recognised qualification to enhance future employment prospects and career progression.

Course Structure

The Diploma in Marketing, Advertising & Public Relations - Part 1

1. International Business Communications
2. Marketing Principles (Marketing)
3. Advertising
4. Public Relations
5. Buyer Behaviour & Consumerism

(The ICM Diploma in Marketing, Advertising & Public Relations is awarded on completion of all Part 1 subjects)

The Advanced Diploma in Marketing, Advertising & Public Relations - Part 2

1. Campaign Planning & Control
2. Strategic Marketing Management
3. Financial Management
4. Management Theory & Practice
   

(The ICM Advanced Diploma in Marketing, Advertising & Public Relations is awarded on completion of all Part 1 & 2 subjects)

Programme Objectives

To provide participants with a body of knowledge that enables them to:

a) understand and apply communications theory in the working environment
b) understand the importance of Marketing Communications to the development of a business
c) to make a positive contribution to the work of a Marketing, Advertising or Public Relations department
d) to increase and enhance employment opportunities within the communications industry.

Recommended Course Duration

It is recommended that these courses are delivered over a suitable period of time to give learners the best opportunity for success. A standard delivery structure would involve six units per academic year, although 5-8 units per year are acceptable depending on the weekly timetable used. Thus, the full Diploma and Advanced Diploma programme would normally take one and a half years full-time to complete.

Examination Grades

Status of Qualification
Professional Vocational Diploma & Advanced Diploma.

Examination Closing Dates
Candidates entering for examinations must ensure that their completed examination entry forms and fees reach the Institute at least eight weeks before the date of the examinations. Examination timetables indicate the closing date for receipt of entries for each sitting.

Examination Results
These are normally distributed twelve weeks after each examination date.

Subject Exemptions
Students holding relevant recognised qualifications from other professional bodies may apply for exemptions on a subject-for-subject basis.

Entry Requirements
The Institute operates an ‘Open Entry’ policy in respect of many of its vocational programmes but prospective students should note that the following entrance qualifications are recommended for those wishing to undertake these two programmes:

Entry Requirements for Part 1 - The minimum age for registration is 17 and applicants should possess one of the following:

1. Two GCE ‘A’ level passes at grade C or above (or equivalents)
2. Five GCE/GCSE passes at grade C or above (or equivalents). One pass must be in English and one in Mathematics.
3. Mature applicants, over the age of 21, who do not possess one of the above may be admitted at the discretion of the Principal or Director of Studies of their local ICM Teaching Centre.

IMPORTANT NOTE Employers expect those wishing to enter the fields of marketing, advertising and public relations to be able to demonstrate an above average ability to communicate in written, oral and other forms.

Entry Requirements for Part 2 - Registration for Part 2 is restricted to those who hold either the ICM Diploma in Marketing, Advertising and Public Relations or another recognised Communications qualification.

Certification
On successful completion of all the examinations in Part 1 students are awarded the ICM Diploma in Marketing, Advertising & Public Relations, on successful completion of all the examinations in Parts 1 & 2 students are awarded the ICM Advanced Diploma in Marketing, Advertising & Public Relations.

The Associate Degree in Communication Studies
This is awarded to those candidates who, having completed the Diploma and Advanced Diploma, provide the Institute with the Assignment required for the award of the Associate Degree.

Continuing Education
Subject to status and grades obtained, holders of the Advanced Diploma in Marketing, Advertising & Public Relations who wish to undertake degree level studies in Communications or Marketing may offer the qualification for degree entry purposes.

Study Methods
Your Teaching Centre has been provided with a detailed syllabus and reading list for each subject area. Each subject syllabus clearly defines the areas that you will be required to cover for each subject and your examination questions will be based on the areas and topics detailed for each subject. It is important to ensure that you obtain a copy of each subject syllabus from your Teaching Centre.

Each subject syllabus is linked to one main textbook and the examiners base their questions on the contents of the nominated text.

The subject syllabuses also give details of ‘Alternative Texts’ and texts recommended for further reading. Where possible you should read one or more of the ‘Alternative Texts’ in order to broaden your knowledge of the subject area.