Institute of Commercial Management | Qualification Subject


ICM Professional Diploma Unit

Part A: The Concept and Process of Marketing

Markets and Marketing

  • Marketing issues
  • The marketing mix
  • Marketing management
  • Marketing and society

The Marketing Process: Strategy and Planning

  • Marketing strategy
  • Marketing planning and strategy
  • Marketing audit
  • Environmental scanning
  • Strategy formulation
  • Marketing segmentation: introduction
  • The marketing plan

Customer Focus: Cost and Benefits

  • Identifying the customer
  • Building customer care relationships
  • The quality movement
  • Quality and customers

Part B: Segmentation, Targeting and Positioning

The Marketing Environment

  • Marketing and the business environment
  • The economic environment
  • Social and cultural factors
  • Political and legal aspects
  • Technological issues
  • Consumer rights
  • The green movement
  • Green marketing

Customers, Buyers, Clients and Consumers

  • Customers, buyers, clients or consumers
  • Consumer buying behaviour
  • Influences on buying behaviour
  • Social factors
  • Personal factors
  • Psychological factors
  • Models of buying behaviour
  • Organisational buying behaviour

Marketing Segmentation and Positioning

  • Market segmentation
  • Segmenting consumer markets
  • Social status and social class
  • Family life cycle
  • Psychographics and culture
  • Segmenting industrial markets
  • Positioning products and brands

Part C: The Extended Marketing Mix


  • Reviewing the product
  • The product life cycle (PLC)
  • Product range and portfolio
  • Branding
  • The Ansoff growth matrix

New Product Development

  • The NPD process
  • Risks of new product development
  • Screening new product ideas
  • New product adoption
  • Other issues

Place: The Importance Distribution

  • Place
  • What are distribution channels?
  • Points in the chain of distribution
  • Selection of distribution channel
  • Distribution
  • Physical distribution
  • Just in time (JIT)


  • The importance of price
  • Pricing policy and the marketing mix
  • Price expectations
  • Pricing strategy
  • Approaches to pricing
  • Competitive advantage

Pricing for Costs, Sales and Profit

  • Breakeven analysis
  • Cost based approach to pricing
  • Demand based approaches
  • Other aspects of pricing


  • Promotion and communicating with customers
  • Integrated marketing communication
  • Advertising
  • Successful advertising
  • Media
  • Planning an advertising campaign
  • Branding
  • The role of sales promotion
  • Public Relations (PR)

Selling and Direct Marketing

  • Personal selling
  • Communicating with major purchasing influencers
  • Direct marketing
  • Acquisition and retention of customers
  • Fulfilment

Part D: Marketing Segments and Contexts

Types of Market

  • Definitions
  • Consumer markets
  • Business-to-business marketing
  • Charity and not-for-profit marketing
  • Other markets

Services Marketing

  • Characteristics of services marketing
  • The extended marketing mix for services
  • The importance of people
  • Service quality

International Markets

  • International marketing opportunities – benefits and risks
  • Market attractiveness
  • International marketing environment
  • Regional trade alliances and markets
  • Product
  • Place
  • Price
  • Promotion

Example Candidate Response Booklet

Example Candidate Response (ECR) Booklets are a source of crucial information for Centres and Candidates as they use real candidate responses. We ask Senior Examiners to comment on five or more responses in terms of why the mark was awarded with commentary about how to improve the answer (if necessary).

Recommended Reading

Main Text:

Business Essentials Marketing Principles BPP Learning Media 

Indicative Text:

Alternative Text and Further Reading:

Fundamentals of Marketing – W G Leader & N Kyritsis (Stanley Thorne)

Marketing Principles and Practice – D Adcock (Pearson Publishing)

Principles of Marketing – Kotler, P., Prentice Hall