VisitBritain: CIM Case Study

Sarah Kedge,
2012 Games Strategy Executive,
VisitBritain


CIM Diploma in Tourism Marketing 2006-2008


Why did you choose to study the CIM Diploma in Tourism Marketing?
I started the CIM tourism course whilst working as a marketing executive for the French Tourist Board, as I wanted something to help me further my career in the industry. When a job at VisitBritain was advertised, requiring a CIM marketing diploma, I jumped at the chance to apply. The fact that I was studying for the tourism-specific marketing diploma really helped me stand out from other candidates and be offered the role in the England International Marketing team.

Was the Capela course what you expected?
I had studied a BSc in Tourism Management from 1999-2002 but wanted something to refresh my knowledge and update my skills. The course topics were just what I needed and the assignments gave me the chance to research into areas of tourism that I hadn’t had much involvement in before, such as museums and art galleries.

What impact has this qualification had on your career or ability to carry out your job?
Whilst in a marketing role at VisitBritain, the theory I learnt on the course was very usefully put into practice in marketing campaigns I was running. I’ve since moved on to a strategy and planning role, but the tourism-specific knowledge I built up is still useful.

Any further comments?
The support from my tutor, Deborah, was very good. She was always happy to answer questions by email or on the phone. She gave great feedback on how our assignments were coming along and also steered us if we were going off-track. I was also pleased with my results – 1 A and 3 Bs.