CIM Coursebook: The Marketing Planning Process - Practical CIM Study

In this review of CIM Coursebook: The Marketing Planning Process the bottom line is simple: this book is for marketing students and early-career practitioners who need a syllabus-aligned, practical guide to planning. Its single biggest reason to buy is that it maps directly to CIM learning outcomes and mixes theory with applied examples, making it useful both for study and for immediate workplace reference. The reviewer found the tone academic but accessible, with clear guidance that supports exam preparation and real marketing planning tasks.

Key Features

• Syllabus alignment: The coursebook is written to match the CIM qualifications, helping readers focus on required learning outcomes and exam priorities.
• Theory plus application: Chapters combine discussion of marketing theories with practical examples and case studies so students can see how concepts work in real situations.
• Exam preparation utility: The structure and emphasis on key topics make this book a useful aid for revision and recommended reading in CIM centres.
• Author expertise: Authored by Ray Donnelly, Graham Harrison and Phil Megicks, the content reflects experienced academic and professional perspectives on marketing planning.
• Case study use: The inclusion of relevant case studies helps readers translate classroom learning into practical marketing plans.

Who It's For

This book is best suited to CIM students preparing for exams, lecturers seeking a textbook that aligns with the new syllabus, and junior marketers who want a structured approach to marketing planning. Its focus on learning outcomes makes it particularly helpful for anyone following Chartered Institute of Marketing qualifications.

Those who should look elsewhere include readers seeking an advanced, research-heavy academic text or a quick how-to checklist for executive-level strategy; the coursebook is designed for study and applied learning rather than a brief executive summary.

Pros & Cons

Pros

• Clear alignment with CIM syllabus supports focused study and exam revision.
• Balanced mix of theory and practical examples makes it useful for classroom use and workplace application.
• Written by named authors with relevant credentials, which gives the text academic credibility.

Cons

• The tone is academic and structured for coursework, so readers seeking a light, quick-reference guide may find it dense.

Specifications

Our Verdict

This coursebook is a practical, syllabus-focused resource that delivers good value for anyone studying CIM marketing planning. It works well as both a teaching text and a revision aid, and its applied examples make it useful for those who want to apply theory to real marketing plans. Buy it if you need structured guidance tied to CIM learning outcomes.

Frequently Asked Questions

Is this book suitable for CIM exam preparation?
Yes. The coursebook is designed to match the CIM syllabus and supports exam-focused study and revision.

Who wrote this coursebook?
It is authored by Ray Donnelly, Graham Harrison and Phil Megicks, contributors with academic and professional marketing backgrounds.

Does it include practical examples?
Yes. The text combines theory with relevant examples and case studies to aid practical application.