CAM Diploma in Marketing Communications

The CAM diploma in Marketing Communications consists of five key elements as detailed below:

Marketing & Consumer Behaviour

This module is assessed by assignments and helps set the scene for the other four modules. Delegates will learn the concepts of marketing and how they interrelate with the other business disciplines. At the end of the course delegates will understand the role of marketing in business, how to apply the marketing mix elements and how the decision making process and decision making units affects the role of marketing communications.

Advertising

This module is assessed by a two hour examination. The course will provide a knowledge and understanding of the role of advertising in society; its function as a method of marketing and social function, and how advertising is controlled to avoid exploitation of the consuming public. It will also demonstrate the practice of advertising, how advertising is planned, produced and delivered in order to achieve the marketing objectives.

Media

This module is assessed by assignments. During the course delegates will develop an understanding of the media channels available, the advantages/disadvantages of the different media and how the selection of the right media is planned. Delegates will also be able to assess the strengths and weaknesses of media research, new technologies and the impact these will have on communication channels.

Direct Marketing & Sales Promotion

This module is assessed by a two hour examination. There are two elements to this module, Direct Marketing, which will provide delegates with an understanding of the nature, scope and impact of Direct Marketing within the communication tools. And Sales Promotion, which provides delegates with a general understanding of the sales promotion tools by assessing their strengths and weaknesses towards integrated marketing communications.

Public Relations

This module is assessed by a two hour examination and gives delegates a clear understanding of the role of PR in relation to the numerous different publics with which an organisation is concerned. It will also develop knowledge of the structure and professional ethics that relate to this part of the communication industry.

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