Terminology: decode CIM Diploma study terms
The philosopher Socrates once said, "the beginning of wisdom is the definition of terms.” He makes a good point. Words are part of our common knowledge bank for sharing ideas. When it comes to getting qualified in marketing, understanding the precise meaning of words is essential to demonstrate the quality of your ideas. CIM assignment briefs and exam questions use specific ‘command words’. If you can identify and decode these important words, you’ll be much better able to pass your next CIM assessment.
There are 25 command words at Diploma level and while you may have seen some of them at Certificate level (CIM study level 4), their meaning at Diploma level (CIM study level 6) becomes more strategic. Jon Twomey from Student Support Group provides a definition for some of the most frequently used command words at Diploma level, together with an example of how these words have been used, and a top tip for getting your answer right. The full list of command words, by CIM Study level, is available at MyCIM
Appraise
- Evaluate, judge or assess.
- Provide a comprehensive and detailed critique of the subject area demonstrating an in-depth understanding and awareness.
Assignment example
“Appraise the chosen organisation’s current use of email marketing and display advertising in the context of customer acquisition.”
Top tip!
Evaluate/score/rate the relative suitability of the way that email and display ads are used to acquire customers.
Evaluate
- Make an appraisal of the worth (or not) of something, its validity, reliability, effectiveness, applicability.
- Select from a range of techniques to critically evaluate complex, contradictory information to support conclusions and recommendations and in the process, review its reliability, validity and applicability.
Assignment example
“Evaluate suitable methods to measure the success of the internal (innovation led) Marketing Plan in delivering better value to customers/users.”
Top tip!
Weigh up the value provided by several suitable metrics by considering the benefits and limitations of each method.
Outline
- Set out the main characteristics or general principles, ignoring minor details.
- Selectively identify valid and relevant information from a range of sources, making judgements where data/information is limited
Assignment example
“Outline three techniques or metrics which could be used to measure the continuing performance of the new product or service after the launch period.”
Top tip!
Without going into too much detail, and using relevant sources of data/information, map out the ways the three-chosen metrics could be used once the launch period is over, justify all choices made.
Recommend
- Put forward proposals, supported by a clear rationale.
- Produce reliable and valid conclusions and proposals based on abstract data and situation, appropriately contextualised to a marketing context.
Assignment example
“Recommend four primary research methods and metrics which could help with evaluating the success of the launch event, giving reasons for the choice.”
Top tip!
For each of 4 primary research methods chosen, demonstrate why you feel they are the most appropriate in this launch situation.
Justify
- Support recommendations, explanations or arguments, with valid reasons for and against.
- Communicate well-structured and coherent arguments relevant to marketing.
Assignment example
“Justify why the choice of metrics (made in task 2a) would be effective in measuring the success of the new product or service within the chosen organisation.”
Top tip!
Provide credible reasons to support each of the metrics you have selected.
More help is available
By understanding the meaning of CIM command words and providing answers that reflect exactly what is being asked of you, you’ll keep the CIM Examiner happy.
Remember to create a strong base for all your assignment/exam answers using cited marketing theories, concepts, frameworks, models, checklists in your answers. Then apply these to the organisation of your choice in the context set. Also, provide evidence of evaluation when required.
You can look at Senior Examiner reports on MyCIM so you’ll know what is expected of you.
For CIM members in the 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.
For help with CIM Certificate terminology, see our blog.