CAM Diploma in Digital Marketing

The CAM Diploma in Digital Marketing course 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 digital campaigns. In addition, you will study the similarities and differences covering the mix elements in traditional and digital marketing, along with issues such as relationship marketing, permission and consumer concerns around privacy, trust and security.

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)




 

The NEW Format

The CAM Diploma in Digital Marketing has evolved to include 2 core modules and an elected module.
Digital Marketing Essentials and Marketing & Consumer Behaviour will form the back bone of the qualification and then candidates can choose from 1 of 5 electives.
 
These are;
• Principles of Mobile Marketing
• Digital Metrics & Analytics
  
• Digital Marketing Planning
• Implementing Digital Campaigns
• Integrating Digital Media & Branding



Whichever elective candidates choose, this will then be the title of the Diploma awarded to them. Eg. CAM Diploma in Mobile Marketing

Whilst only 1 elective needs to be taken in conjunction with the 2 core modules to achieve the Digital Diploma, each module can also be taken as a stand alone course, and a Certificate will be awarded on passing and completion of the elective.




Qualification Content

The qualification comprises of the following units:

Digital Marketing Essentials (CORE UNIT)

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.

Marketing & Consumer Behaviour (CORE UNIT)

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.



Delegates choose ONE of the following modules;



Digital Marketing Planning (ELECTIVE)

The unit aims to provide programme members with the skills and knowledge to understand the fundamental digital marketing planning concepts for an online organisation together with 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 (e.g Mobile).

The unit will consider a range of environmental factors both internal and external (e.g. Legal) that will shape and influence the digital marketing planning process. Various e‐business models will be explored. In addition, similarities and differences covering the mix elements in traditional and digital marketing will be addressed along with issues such as relationship

marketing, permission and consumer concerns around privacy, trust and security.



Principles of Mobile Marketing (ELECTIVE)

Mobile is the most widely used media channel globally, with over one billion mobile devices sold each year. The medium is referred to as ‘always on and always connected and provides new ways for organisations and brands to connect with customers across all sectors.
This unit will provide an introduction to good practice in mobile marketing and explore how it fits within the communications mix. It will also look at ways in which the channel can be maximised and how success in mobile marketing can be measured.

 

Digital Metrics & Analytics (ELECTIVE)

Digital marketing is of ever-increasing importance and within an environment where return on investment is essential, all activity needs to be both evaluated and measured to monitor the effectiveness of activity.
The unit will explore basic online research principles and then examine two themes: web analytics and social media monitoring. Web analytics reviews the effectiveness of company communications and customer interactions on a range of digital marketing platforms including website, social media presences and mobile marketing. Social media monitoring involves using tools to listen to conversations about a brand across digital platforms and taking appropriate action.
The unit focuses on developing an understanding of KPIs, selecting measurement tools, analysing reports to improve performance and creating tests to improve owned and bought media messages.

Implementing Digital Campaigns (ELECTIVE)

This unit will equip candidates with the skills to deliver digital communications projects. The unit will cover four distinct areas, namely; digital concepts, project delivery, campaign control and evaluation, and future trends. The concepts to be explored include web 2.0‐3.0, social networking, blogging, and subscription based communications models. The project delivery section will look at digital KPIs, web mapping and Google analytics. Control and evaluation will cover digital supply chain management, cost control and digital creative assessment. The future trends section, which will be regularly updated, will consider web 4.0, new influence models and the growing impact of neuroscience.



Integrating Digital Media and Branding (ELECTIVE)


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.

 

Timetable

 

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