Claire MacDonald, our Director of Teaching & Learning, known for delivering powerful behaviour change campaigns in her role as Creative Director at MacMartin, is stepping into the classroom with a new module focused on purpose-driven marketing.
The new Societal Impact module will give the marketers the opportunity to connect theory with real-world application from day one.
Accredited by the Chartered Institute of Marketing (CIM), the six-week course has been developed in response to a clear shift in the industry. Today’s marketers are expected to do more than promote products or services. They are increasingly challenged to create campaigns that contribute to meaningful, lasting change.
This shift is reflected in the CIM’s latest syllabus, where societal impact now plays a central role. As expectations evolve, marketers must confidently embed sustainability, inclusivity and ethical practice into their strategies alongside commercial objectives.
Through this new module, learners will explore the changing social and environmental landscape and gain practical skills to design marketing that not only delivers results but also drives positive behaviour change. The course introduces established frameworks such as COM-B and nudge theory, helping students understand how marketing can influence real-world decisions while balancing commercial success with long-term impact.
TMLA’s close partnership with MacMartin ensures the learning experience is grounded in real practice. Based in Agard Street, the agency specialises in behaviour change campaigns for organisations and public bodies, bringing valuable industry insight directly into the course.
Claire said: “Societal impact is still an emerging discipline, but it’s becoming an essential part of modern marketing. There is a growing expectation for brands to reflect the values of their audiences in a genuine and meaningful way.
“It has led to some truly iconic campaigns, from Dove’s body-positive movement to wider initiatives that challenge social norms. More importantly, it’s encouraging marketers to look beyond commercial outcomes and consider the wider difference their work can make.
“At MacMartin, behaviour change is at the heart of what we do, so it’s incredibly rewarding to bring that experience into TMLA and support the next generation of marketers.”
The module runs over six Tuesday evenings from 21 April and is delivered live online, offering flexibility for working professionals. It can be taken as a standalone CIM Specialist Award or as part of the full Level 6 CIM Diploma in Professional and Digital Marketing.
Designed for marketers ready to take the next step, entry is open to those with a Level 4 qualification, a marketing degree, or at least two years of operational experience.
As one of only a small number of CIM-accredited providers offering societal impact as a standalone course, TMLA continues to lead the way in equipping marketers with the skills needed to shape a more responsible and effective industry.
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“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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