We get it. Talking money with your manager can feel a little bit awkward…but here’s the truth: investing in a CIM qualification isn’t just a win for you – it’s a smart move for your employer too.
Whether you’re eyeing up your first professional marketing course or looking to level up your marketing skills with a more strategic programme, getting your employer on board is absolutely possible – and we’re here to help you do it with confidence (and minimal waffling).
Below, we’ve rounded up our top tips to help you start the conversation, make your case, and walk away with a “yes”. Plus, we’ve created a downloadable prompt sheet so you’re never caught off guard mid-chat.
Before we get into the how, let’s talk about the why.
CIM qualifications aren’t just a personal win. They’re packed with commercial benefits too. From improving strategic thinking to reducing the need for external consultants, the right course can offer a very real return on investment.
For you? It means better career prospects, more confidence in your capabilities, and up-to-date knowledge that keeps you relevant in a fast-changing industry.
For your employer? It means smarter strategies, stronger campaigns and measurable business growth.
That’s not just good marketing – it’s good business.
Timing matters. Don’t tack it onto the end of a weekly catch-up or mention it while your manager’s rushing off to a meeting.
Instead:
Example opener:
“I’ve been looking into ways I can grow my skills and contribute even more to the team. Could we set aside 15 minutes to chat through an idea I’ve got?”
Walking into the conversation with vague intentions won’t cut it. Show them you’ve done your research by preparing:
Bonus points if you:
Top tip: TMLA courses are flexible and practical – highlight how it fit around work without disruption.
This is your chance to position your qualification as an investment, not a line on the expenses sheet.
Draw the connection between your learning and business outcomes:
This is especially powerful if you’re in a growing SME or marketing team where every skill counts.
Example framing:
“This course covers AI marketing and customer journey mapping – both areas I know we’re focused on improving. I’d love to bring those tools directly into our next campaign planning cycle.”
Employers want to back people who are already committed. So show them you’ve thought beyond the course itself. Be clear about how you’ll contribute:
Employers love a proactive learner with a plan.
There might be pushback. That doesn’t mean no – it means they need reassurance. Tackle their objections head-on:
Being prepared for their objections will make you sound confident, capable, and already one step ahead.
You’re not just doing this for a certificate. You’re doing it because you care about your craft, your career, and your contribution.
So don’t underplay your ambition. This is your chance to share your enthusiasm for marketing, learning, and doing meaningful work.
Try this:
“I’m really excited about this – it’s not just for me, it’ll allow me to bring better strategy and insight to what we’re already doing.”
We’ve popped all of this into a neat one-pager you can take into your meeting:
It’s completely normal to feel nervous about asking for funding – but remember, confident, curious marketers are the ones who lead the charge (and get results). You’re not just investing in yourself – you’re bringing new value to your team, your brand, and your career.
Go for it. Ask the question. You might just be surprised by the answer.
Marketing can shape culture. It can empower people. It can drive change. That belief underpins every lesson we teach, and every campaign we run.
If you’re looking for:
You’ll find your place with us.
Check you meet all these criteria before applying:
“As someone in the early stages of their marketing career, I really wanted to broaden my knowledge beyond the scope of my current role. I knew that having a solid, well-rounded understanding of marketing would help me grow and become more confident in my abilities – and that’s exactly what led me to TMLA and the CIM Level 4 course.
The course has given me a much deeper understanding of the wider marketing landscape. It’s really helped me see how all the different pieces fit together, which in turn has made me feel more confident and capable in my day-to-day work. What I love is how practical the course is – you can take what you’ve learnt and apply it straight away. I’ve already made changes to our business newsletter after a really insightful session on adding value for your audience (shoutout to Jessica for that one!). It’s made me think differently about how and why we communicate with our audience, not just what we’re saying.
The support from the tutors was brilliant – they’re always approachable and happy to answer questions, even outside the weekly sessions. And the wider TMLA team was just as great. Communication has been spot on and I’ve always felt well-supported throughout.
Another big plus for me has been how flexible the course is. The sessions are held online in the evenings, which makes it easy to fit around work and other commitments. On top of that, the exams can be taken at any point within the exam window, which has been really helpful – I’ve been able to sit my exams at a time that genuinely works for me.
Overall, I’d absolutely recommend this course to anyone looking to deepen their marketing knowledge. The content is engaging, the support is fantastic, and you walk away with skills and insights that you can use straight away. I feel so much more confident in what I am doing and how my career could progress.”
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