Western & Oriental: CIM Case Study

Ioana Jago,
Business Development Manager
W&O Events Limited

CIM Diploma in Tourism Marketing 2007-2008

Why did you choose to study the CIM Diploma in Tourism Marketing?
The Chartered Institute of Marketing is the leading institution providing marketing studies in the UK, instantly recognised within the UK and internationally. Having joined the travel industry from a marcomms background, I identified the CIM Diploma in Tourism Marketing as the most suitable course to allow me to hone my marketing skills while developing my understanding of the challenges specific to tourism marketing.

Was the Capela course what you expected?
Capela is about people and the real-life experience of those people. Each of the tutors have operated in the travel industry or marketing (in an academic and commercial environment) therefore their feedback and insight stems from reality and not textbooks.

What impact has this qualification had on your career or ability to carry out your job?
The results are progressive as with each day of study there are key learnings which one can apply to their job instantly. It is about continuous improvements and ultimately, about formal recognition of this improved performance from your employer.

Any further comments?
I studied for the course in 2007 and 2008, approximately for 15 months. One obvious benefit to me was the flexibility to work on one or two modules for each evaluation session. Another positive was the opportunity to work during the tutorials with colleagues from different backgrounds, airlines, cruises, charities, destination management companies or tourist bureaux. On a slightly challenging side, I found some of the assignment questions tailored for a b2c context and because I operate in the b2b environment and I was keen to make the course as relevant as possible I had to adapt all assignments to the b2b world. Furthermore I also changed my job during the course, but all for the better!

My tip: be transparent about your studies with your employer, try to gain as much support as possible (you will need it!) and in return, try to make the course relevant to you, your role and your organisation.