Decoding CIM terminology at Certificate level
When it comes to CIM assignment briefs and exam questions, the ‘command words’ used have precise meanings. By spotting these crucial words and responding appropriately, you’ll be much better able to pass your next CIM assessment. In the first of a new series of articles, Jon Twomey from Student Support Group looks at some of the most commonly used command words at Certificate level, explores what they mean and suggests how to respond.
There are 25 command words at Certificate level. Here we consider the meaning of five key terms together with a sample assignment question that’s used this wording in the past. The sample questions were randomly selected from a mixture of recent Integrated Communications, Customer Experience and Digital Marketing Assignment briefs. A top tip is provided in responding to these sample questions. Don’t forget this overall tip too: use cited marketing concepts; theories; frameworks; checklists in your answer.
The full list of command words, by CIM Study level, is available at MyCIM
By identifying key words, understanding their precise meaning and providing answers that reflect exactly what is being asked of you, you’ll keep the CIM Examiner happy. Past papers and Senior Examiner reports on MyCIM will also help you appreciate what is expected of you.
Analyse
- Examine a topic together with thoughts and judgements about it.
- Identify components of a broad range of models and the relationship between these components. Draw out and relate implications.
Assignment example
“Analyse, using examples, how customer value is created throughout the customer journey in your chosen organisation.”
Top tip!
Map out the major steps in the customer journey and show how at each step, and collectively, marketing can enhance the customer experience at each stage.
Compare and contrast
- Look for similarities and differences between two or more factors.
- Identify areas of commonality and identify what’s different between two or more factors leading to an informed conclusion.
Assignment example
“Compare the roles and features of four different marketing communication tools that could be used by the organisation to build and maintain strong relationships with external stakeholders.”
Top tip!
For each of 4 communication tool, consider its purpose and how its communication features could suit relationship building communication external stakeholders
Appraise
- Evaluate, judge or assess.
- Provide a detailed account of the subject area including key theories and models.
Assignment example
“Appraise the effectiveness of four communication tools as a method of communicating with internal (or connected) stakeholders.”
Top tip!
Evaluate/score/rate the relative suitability of each tool as a method to communicate with internal stakeholders.
Discuss
- Investigate or examine by argument and debate, giving reasons.
- Examine closely taking account of strengths and weaknesses in an argument, offer reasons for and against.
Assignment example
“Discuss two potential issues which might be faced by the organisation arising from the application of new and emerging technologies.”
Top tip!
Consider and explain the possible opportunities and threats created by the future use of new technology
Assess
- Evaluate or judge the importance of something, referring to appropriate schools of thought.
- Examine closely with a view to measuring a particular situation, taking account of strengths and weaknesses, for and against.
Assignment example
“Assess the role of marketing in understanding the emotional and physical elements of customer expectations in the context of the chosen organisation.”
Top tip!
Show the value added by Marketing understanding the different aspects of customer expectations and sharing these with the wider organisation.
As a member of the CIM’s Greater London Region you can also use the free revision planning helpline from the Student Support Group which has helped more than 20,000 Marketers gain their professional qualifications. Call Caroline on 01784 463057 for guidance or email caroline@studentsupportgroup.co.uk.
Student Support Group can also provide you with personal study support to get started, get unstuck, keep on track and finish in style! Fees apply.