AMCIS Diploma in Schools Marketing - AMCIS

Admissions, Marketing & Communications in Independent Schools

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AMCIS Diploma in Schools Marketing

Please note:  This course is now fully booked.  If you would like to be added to the waiting list, please contact Melissa Huntsman,  Events and Training Manager:  [email protected]


The AMCIS Diploma in Schools Marketing has been running for over 15 years. Recognised by independent schools as the only sector specific qualification for marketeers, the Diploma is highly regarded and sought after.

As the sector has evolved, so has the role of marketing in schools, and following extensive research across our membership and beyond we have restructured and redesigned our Diploma in Schools Marketing to ensure that we deliver the most cutting edge and relevant course for those looking to gain experience and knowledge of marketing in the Independent Schools Sector today.

There are two parts to the new Diploma in Schools Marketing – Please note that Part 1 and Part 2 must be completed in their entirety (including submission and passing of the relevant assignments), within TWO academic years, to be awarded with the Diploma in Schools Marketing.

Part 1: Marketing Strategy & Tactics

Wednesday 6 – Thursday 7 October 2021


Day One

  • Review of Key Concepts
    • What is marketing
    • Definitions of marketing
    • Distinctive features of the schools’ market
  • Marketing Planning – A Recommended Approach and Structure
    • Structuring the marketing plan
    • Understanding the planning process
  • Assessing the Current Situation – The Internal Audit
    • How to conduct an audit
    • Case study exercise
  • Assessing the Current Situation – The External Audit
    • Understanding the business environment
    • Analysing your catchment area
    • Exploring trends
    • Competitor behaviour
  • Market Research
    • Research techniques
    • Principles of good research
    • Writing a research brief
  • SWOT Analysis and Setting Objectives
    • Principles of SWOT (or “SWEET” analysis)
    • Setting marketing aims and objectives

Day Two

  • Developing a School Brand
    • What, why and how
    • Defining an effective brand strategy
  • Digital Marketing
    • Social media, SEO, email and content marketing
    • Global trends
    • Good and bad practice examination
  • Marketing Planning
    • Creating a highly effective marketing plan
    • Integrating your plan within the School Development Plan

Part 2: 


Candidates will be required to attend three one day workshops from the six on offer and complete the necessary assignment for the three workshops in order to gain the full Diploma in Schools Marketing.  

Delegates can choose from the following six one day workshops:

Implementing a Marketing Brand – Wednesday 12 January 2022 (ONLINE)

Digital Marketing – Thursday 13 January 2022 (ONLINE) FULLY BOOKED

Impactful Copywriting – Wednesday 16 March 2022 (ONLINE)

Personal Effectiveness – Thursday 17 March 2022 (ONLINE)

Marketing Strategy Research – Wednesday 8 June 2022 (ONLINE)

Stakeholder Communications – Thursday 9 June 2022 (ONLINE)

Terms & Conditions

To read our Terms and Conditions relating to booking, attendance and payment of this event, along with our cancellation and refund policy, please view here: T&C’s.

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