CAM Diploma in Digital Marketing and CAM Diploma in Marketing Communications

CAM Diploma in Digital Marketing

This dynamic qualification will provide you with knowledge underpinning the principles of digital marketing and skills to undertake digital marketing planning.

The qualification covers Search Engine Optimisation (SEO), Pay Per Click (PPC), types of online advertising, email marketing, viral marketing, online PR, affiliate marketing and social media. It also looks at digital metrics, legislation, regulation and codes of practice.

You will have the opportunity to gain skills and knowledge to understand the fundamental planning concepts for an online organisation as well as key factors in implementation, measurement and evaluation of successful campaigns.

Digital marketing has evolved from a peripheral element of organisational marketing to one which is at the hub of customer-centric communications in an increasingly multi-channel environment. Our qualifications will ensure that you are equipped to deal with this shift and make the most of the new business opportunities on offer.

Who is it for?

The new qualification is designed for those wanting to work in marketing or marketing professionals who want specialist knowledge and understanding of what digital marketing is and how it relates to the marketing industry and turn that knowledge into successful marketing strategies. No matter what your role is in your company you will benefit from gaining insight into today’s digital arena.

What will you learn?

The qualification comprises the following units:

• Digital Marketing Essentials.
• Marketing and Consumer Behaviour
• Digital Marketing Planning

Qualification content

Digital Marketing Essentials

This unit aims to provide candidates with the skills and knowledge necessary in planning digital marketing campaigns within organisations.

Learning Outcomes

• Explain the importance of digital campaign tools, planning, implementing and monitoring digital marketing.
• Explain the role of the essential elements of digital campaigns and describe the links between each technique.
• Explain how each tool of the digital communications mix can be coordinated effectively.
• Evaluate a current digital communications campaign.
• Recommend improvements to a specified digital communications campaign.
• Explain how the digital communications mix can be measured and monitored effectively.

Digital Marketing Planning

This unit aims to provide students with the skills and knowledge to understand the fundamental digital marketing planning concepts for an organisation together with key factors involved with the implementation, measurement and evaluation of successful campaigns. Online marketing has evolved from a peripheral element of organisational marketing to one that is at the hub of customer-centric communications in an increasingly multi-channel environment (e.g. Mobile).

Learning Outcomes

• Appraise different planning approaches and marketing environmental factors that influence online marketing activity.
• Review the similarities and differences between online and traditional marketing concepts and applications.
• Discuss key stages in online development using relevant business models.
• Analyse the ways in which the Internet has changed the marketing mix elements and how organisations employ them creatively in the digital environment.
• Review the importance of target marketing and the emerging buyer behaviour characteristics of the online consumer and how organisations can respond to meet changing behaviour and expectations.
• Apply relevant tools and concepts from this unit to design, measure and monitor an annual online marketing plan.

Marketing and Consumer Behaviour

This unit aims to provide candidates with the skills and knowledge necessary in managing marketing communications and brand support activities within organisations.

The unit explains the links between communications and marketing and provides knowledge of fundamental theories of consumer behaviour, and their application to marketing communications.

Learning Outcomes

By the end of this unit you should be able to:

• Explain the role of the marketing plan and communications plan within the context of the organisation’s strategy and culture.
• Outline the principles of marketing research, how data can be obtained through both primary and secondary methods and the strengths and weaknesses of qualitative and quantitative approaches.
• Describe the marketing planning process and the links between each stage of the process.
• Explain the role of marketing communications and how the tools of the communications mix can be coordinated effectively.
• Develop marketing communication plans and brand support activities based on an understanding of the salient characteristics of the target audience.
• Explain the importance of developing long term relationships with customers, channel members, agencies and other stakeholders and transfer such knowledge to the development of marketing communication activities.

Do you qualify?

All candidates must have achieved at least one of the following:

• Have a suitable competence in a marketing or Marketing Communications related role.
• Hold any recognised UK degree or equivalent level 5 qualification.
• Have a relevant level 3 or above qualification (e.g. CIM Professional Certificate in Marketing, CIPR Advanced Certificate in Public Relations, etc).

If English is not your first language, you will also need to provide evidence of at least IELTS 6.5 or Trinity ISE III/IV.

Those with significant communications industry experience, but without the formal qualifications, can apply for special consideration of their circumstances.

How will you be assessed?

The Diploma in Digital Marketing are assignment based assessments

CAM Diploma in Marketing Communications

CAM is arguably the most prestigiuos hands-on-get-into-the-office-and-implement qualification in the world. It offers prospective students the necessary insight into the fast changing world of global marketing communications. The new Digital qualifications ensures that CAM remains at the forefront of the developments in our digitised world.

The CAM Diploma bridges the gap between the academic and the practical. As students say "The course is immediately relevant to my work the next day in the office!" CAM is kept up-to-date by leading communication experts and the majority of tutors are practitioners in the industry. CAM is flexible and relevant, making the CAM Diploma eminently suitable for anyone's continuing professional development.

Who is it for?

The aim of the CAM Diploma syllabus is to provide an in-depth understanding of the principal methods of communication used by organisations in the achievement of their business objectives. The examinations and assignments are designed to assess your knowledge of these communication methods as well as your ability to apply and interpret that knowledge. Anyone working in or hoping to work in one of the disciplines of the Marketing Communications industry would benefit from this qualification.

What will you learn?

Studying for the CAM Diploma gives you:

• An in-depth understanding of the role and relationship between the elements of the marketing communication mix
• A detailed insight into the value and importance of marketing communications for your organisation's success
• The know-how to develop and implement an integrated approach to your marketing communications activity
• Access to a variety of valuable support for your professional life, through your CIM Membership, such as business intelligence, career advice on tap, plus industry news and views

Qualification content

Module 1: Marketing & Consumer Behaviour

This unit aims to provide you with the skills and knowledge necessary in managing marketing communications and brand support activities.

By the end of this module, you will be able to:

• Explain the role of the marketing plan and communications plan within the context of the organisation's strategy and culture
• Understand the marketing planning process and the links between each stage of the process
• Explain the role of marketing communications and how the tools of the communications mix can be coordinated effectively
• Develop marketing communication and brand support activities based on an understanding of the salient characteristics of the target audience
• Explain the importance of developing long term relationships with customers, channel members, agencies and other stakeholders and transfer such knowledge to the development of marketing communication activities
• Suggest suitable methods to influence the relationships an organisation has with its customers, any marketing channel partners and other stakeholders, using marketing communications

Module 2: Public Relations

This unit aims to provide you with an awareness of the role of public relations in relation to the many different publics with which an organisation is concerned.

By the end of this module, you will be able to:

• Define the nature of public relations within a range of organisational frameworks
  Explain and work within the legal and self-regulatory constraints under which public relations operates
• Use the various techniques and skills required for effective public relations, including their characteristics, advantages, disadvantages, and costs
• Explain the media channels employed in public relations in different contexts
• Analyse situations and identify whether PR is the most appropriate tool to use
• Analyse situations and suggest appropriate plans of PR action to specific publics within cost and time parameters 

Module 3: Direct Marketing & Sales Promotion

This unit aims to provide you with an understanding of the disciplines and techniques of direct marketing and sales promotion at an operational level.

By the end of this module, you will be able to:

• Describe the relationship of direct marketing with other marketing communications tools
• Explain the role of sales promotion, merchandising, point of sale and field marketing in the context of various sectors and in terms of consumer, trade and sales force/employee promotions
• Develop, manage and maintain a marketing database
• Devise, implement and control appropriate direct marketing and sales promotion campaigns to meet defined objectives
• Apply the principles of testing and measurement and financial controls which support direct marketing and sales promotion campaigns
• Explain the ethical, legal and self-regulatory environment around the disciplines of direct marketing and sales promotion
• Justify and manage budgets for individual campaigns

Module 4: Advertising

This unit aims to ensure knowledge and understanding of the process of advertising, advertising planning and measuring effectiveness.

By the end of this module, you will be able to:

• Explain the role and structure of advertising in the marketing mix, the communications mix and society
• Explain the structure of the advertising industry and be able to identify the relationships between the advertiser, advertising agencies, suppliers (e.g. research, production) and media owners
• Set appropriate advertising objectives, strategies and budgets
• Understand how to plan strategies for creative and media execution
• Describe the controls on advertising; social acceptability, legal controls & voluntary constraints, and be able to apply them to given advertisements
• Select appropriate methods for measuring the effectiveness of advertising

Module 5: Integrated Media

This unit aims to provide you with a knowledge and understanding of the function of various media within the marketing mix and communications mix.

By the end of this module, you will be able to:

• Explain the role of different media in the marketing mix and the communications mix
• Identify the relationships between the advertiser, advertising agencies, media buying and media planning agencies and media owners
• Set appropriate objectives and strategies and allocate budgets for different media
• Present an overview of media available and their characteristics, including electronic media, and methods of planning and selection
• Select appropriate methods for measuring the effectiveness of communications media

Entry Requirements

All candidates must be at least 18 years old and have achieved at least one of the following:

• Have a suitable competence in a marketing communications role
• Hold any recognised UK degree or equivalent level 5 qualification
• Have a relevant level 3 or above qualification (eg CIM Professional Certificate in Marketing, CIPR Advanced Certificate in Public Relations, etc)

If English is not your first language, you will also need to provide evidence of at least IELTS 6.5 or Trinity ISE III/IV.

Those with significant communications industry experience, but without the formal qualifications, can apply for special consideration of their circumstances.

How will you be assessed?

• Module 1: Marketing & Consumer Behaviour - Assignment
• Module 2: Public Relations - Examination
• Module 3: Direct Marketing & Sales Promotion - Examination
• Module 4: Advertising - Examination
• Module 5: Integrated Media – Assignment.

 CAM Diploma in Digital Marketing (Coming soon. Awaiting Accreditation)

•  Digital Marketing Essential
•  Digital Marketing Planning
•  Marketing and Consumer Behaviour

FEES (valid 1 July 2010 - 30 June 2011)