National Trust: CIM Case Study

Jo Haughton,
Marketing Assistant,
The National Trust

 CIM Diploma in Tourism Marketing 2008-2010

Why did you choose to study the CIM Diploma in Tourism Marketing?
I completed the CIM Marketing Certificate in 2005 and found that it really boosted my confidence in the workplace. It was great to discover a qualification specifically tailored to my areas of work (I market both an attraction – the Steam Yacht Gondola on Coniston Water – and accommodation in the form of the NT campsites in the Lake District).

The flexible mode of study allowed me to fit it all in around my children and my work. I currently work part-time and my hope is that the qualification will broaden the scope of opportunity for me when I decide the time is right to return to full time work.

Was the Capela course what you expected?
I knew it would be challenging but that was the whole point! Certainly, it was daunting at first but I found that once you get over the first hurdles, it becomes clear what you have to do. For the Certificate, I had attended tutorials every week so I was a little concerned about finding the motivation to work ‘alone’. It took me a while to find the self-discipline required but I found that weekend tutorials with Gary and Deborah left me feeling enthused.

I particularly enjoyed the opportunity to research areas of my own organisation and meeting fellow delegates from varied backgrounds.

What impact has this qualification had on your career or ability to carry out your job?
For me, the best result is the fact that I enjoy my work so much more because my understanding of the overall business is much more complete. I feel that I have been given more challenging tasks and responsibility by my manager because she knows that I have the ambition and confidence to tackle them.

We are undergoing a phase of significant change at the Trust, so the completion of my Diploma is very timely as I now feel well positioned to take advantage of any opportunities that may emerge.

Any further comments?
Completing the qualification has given me a real sense of achievement. I appreciated the friendly support from Capela throughout – they don’t spoon feed you but gently coax you in the right direction! Overall, although very hard work, I have found the whole experience to be extremely worthwhile.