CAM Diploma in Digital Marketing (Media and Branding)

The CAM Diploma in Digital Marketing (Media and Branding) will provide you with knowledge underpinning the principles of digital marketing and allow you to evaluate the changing digital landscape and understand key components of a brand. 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.

The Diploma in Digital Media and Branding gives you essential knowledge, the buzz words and the techniques to build brands both offline and online.Find out more about offline and online branding. Get behind the vocabulary to crack the acronyms: ACORN, ROMI, PESTEL and POS. Go beyond the abbreviations: SMS, MMS, SEO and RFP. Ensure you understand conversation banners, consumer psychology and models of communication. Discover how official web sites, adverts and promotional activities can complement consumer generated media to build an organisation’s assets.

Entry Requirements

The qualification is designed for those wanting to work in marketing or marketing professionals who want specialist knowledge and an understanding of what digital marketing is and how it relates to the marketing industry. Then 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.

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 or Marketing Communications related role
• Hold a 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)



Exemptions

• Students who have completed a CIM Professional qualification level 4 and above can be exempted from the Marketing and Consumer Behaviour unit.
• Students who have completed the e-Marketing award since 2006 can be exempted from the Digital Marketing Planning unit.
• Students who have completed the Marketing and Consumer Behaviour unit as part of their CAM Diploma in Marketing Communications course can be exempted.
• Students who hold a valid marketing degree which is also listed in the CIM Entry Points Policy are exempt from the Marketing & Consumer behaviour unit. (NB. There is an £85 exemption fee payable to CIM if your exemption is through your Marketing Degree)



Qualification Content

The qualification comprises of the following units:

 

Digital Marketing Essentials

This unit aims to provide candidates with the skills and knowledge necessary for digital marketing within organisations. The four sections are: Digital Tools, Planning, Implementing and monitoring. Teaching and assessment covers SEO, PPC, ad types, email marketing, viral marketing, online PR, affiliate marketing and social media. It also looks at digital metrics in the form of VOC, A/B Tests and Usability studies. Legislations, regulations and codes of practice are examined.

Integrating Digital Media and Branding


Media planning has become increasingly difficult in recent years. There has been an explosion of the ways in which consumers are contacted both digitally and through conventional media such as print, radio and television. Convergence of media creates new problems and opportunities for brands. This unit intends to evaluate all the key channels used for communicating with the customer and to ascertain how they are evolving. At the same time it will look at how integration can take place and evolve, lessening channel conflict and dissonance in communication. Campaigns, which highlight good brand communications in the digital age, will be highlighted and evaluated.
The unit will also look at the fast changing landscape of social networking through all digital media and consider the key components of a brand and how these can be enhanced through the integration of communication media.

Marketing & 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.

 

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