CAM

Diploma In Digital Marketing

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Diploma in Digital Marketing

The Diploma in Digital Marketing is ideal for those who would like to develop their current marketing knowledge and gain an overview of the principles and elements of digital marketing. This will provide you with a greater understanding of the digital consumer’s behaviour allowing you to develop more effective digital marketing campaigns and communication, be aware of the factors that can influence a digital marketing plan and online marketing activity and best practices for various market research methodologies.

Entry requirements for the Diploma in Digital Marketing

You will need to have achieved at least one of the criteria below to study the Diploma in Digital Marketing qualification:

  • suitable competence in a marketing or marketing communications related role
  • any recognised UK degree or equivalent level 5 qualification
  • relevant level 3 or above qualification e.g. CIM Professional Certificate in Marketing.

If English is not your first language, evidence of at least IELTS level 6.5 or Trinity ISE III/IV will also be required.

How long will it take?

You can begin your studies at any time throughout the year and you have four opportunities during the year to submit your module assignments, April, June and December.

The three modules studied through our Complete Learning Package which includes a two-day workshop per module alongside the guided home study programme will usually take approximately 9 months to complete from your enrolment date, although we provide all our students with a maximum of two years support, allowing you to study at a pace that suits your circumstances.

There are a number of CAM Foundation exemptions available for those who have previously completed a marketing qualification.

What modules will you study?

Click on a module title for more information

Digital Marketing Essentials - Assignment

The Digital Marketing Essentials module is a core module for many of the digital marketing courses and provides an understanding of the role of various digital marketing tools for the development of campaigns including being able to plan, implement and monitor their usage.

The Digital Marketing Essentials module consists of 3 key elements:

  1. Campaign Tools
  2. Using Campaign Tools
  3. Monitoring

Digital Marketing Essentials Module Overview

1. Campaign Tools

Fully understanding the different campaign tools is essential for them to be used effectively as part of any digital marketing mix, and this element of the digital marketing essentials module provides an insight into the key principles of digital marketing campaigns and the different hardware and software e-tools available including email, mobile device and web pages.

2. Using Campaign Tools

This element provides an understanding into the e-marketing communications mix including the various digital marketing media available and their best areas of use, the application of different campaign tools including advertising, PR, sales promotion and viral marketing and their associated legislation and codes of practice.

3. Monitoring

The final element of this module considers the purpose of measuring digital marketing campaigns such as evaluating customer satisfaction and market share, the methods used including experimentation, tracking and conversion funnels and the aspects for publishing the measurement findings such as report, key performance indicators and dissemination of data.

 

Digital Marketing Planning - Assignment

The Digital Marketing Planning module forms part of the Diploma in Digital Marketing and focuses primarily on the digital marketing plan and the factors that influence its development and success as part of the organisational strategy.

The Digital Marketing Planning module consists of 5 key elements:

  1. Online And Traditional Marketing Concepts And Applications
  2. Online Business Models
  3. Environmental Factors Impacting On Online Activity And Plans
  4. The Digital Marketing Mix
  5. Develop A Digital Marketing Plan

Exemptions

 

If you have previously completed the CIM e-Marketing Award (2006 syllabus) then you are entitled to an exemption for the digital marketing planning module. If you have previously gained other marketing qualifications such as the CIM Professional Certificate in Marketing you may also be exempt from other modules that form part of the qualification you are interested in.  CAM Exemptions.

Digital Marketing Planning Module Overview

1. Online And Traditional Marketing Concepts And Applications

This first of the digital marketing planning module element considers the development of the online consumer including the importance of maintaining a customer focus, their power position and overall experience, particularly in comparison to traditional marketing concepts.

2. Online Business Models

The internet provides a myriad of income generating opportunities and this element considers the various streams available such as lead generation and network marketing and evaluates them as part of the digital marketing plan.  Furthermore it considers the use and design of websites with varying levels of complexities with consideration to its suitability for purpose and serving the audience and focusing the online plan.

3. Environmental Factors Impacting On Online Activity And Plans

There are many new and developing technologies such as blogs, podcasts, forums and widgets that are increasingly influencing online marketing plans; this element considers their scope, the opportunities they present and their suitability through evaluating factors such as cost, availability, interactivity and flexibility.  In addition to this you will develop a marketing audit that considers aspects including the external environment, competitors, segmentation and loyalty.

4. The Digital Marketing Mix

As part of this element you will consider the various digital marketing mix elements including the type of product offered, price and appropriate strategies, place including the different distribution methods such as intermediaries, on and offline promotional tools such as email, online PR and social networking and other elements that can be used to develop the online experience further.

5. Develop A Digital Marketing Plan

The final element focuses on the development of a digital marketing plan which includes appropriate objectives, marketing strategies such as retention or acquisition, an integrated action plan and relevant measurement and control mechanisms.

Marketing and Consumer Behaviour - Work-based assignment

The Marketing and Consumer Behaviour module provides a foundation basis to several of the digital marketing and communication qualifications by linking the key elements and theories of marketing, communications and branding.

The Marketing and Consumer Behaviour module consists of 5 key elements:

  1. Marketing Principles
  2. Basic Research Principles
  3. Communication, Advertising and Media – The Relationship With Marketing
  4. Consumer Behaviour
  5. Channel Behaviour

Exemptions from the Marketing and Consumer Behaviour Module

If you have previously gained a marketing qualification such as the CIM Professional Certificate in Marketing you may exempt from studying this module. Find out more here.

Module Overview

1. Marketing Principles

This element considers the contribution the marketing department makes as a business unit to the overall organisation including developing customer value and how the marketing planning process and all of its component parts can be used to identify opportunities, set objectives, utilise the marketing mix and brand management.

2. Basic Research Principles

The second element of the module focuses on the research planning process and the appropriate use of different research and data gathering methods including primary and secondary, and qualitative and quantitative.

3. Communication, Advertising and Media – the relationship with marketing

This element of the module provides a solid understanding of the various uses of marketing communications including launching new products, encouraging customer loyalty through the most appropriate tools such as advertising, public relations and digital marketing. In addition, you will be able to develop a marketing communications plan that identifies the most suitable promotional tools for specific marketing strategies and tasks as part of the communications mix based on detailed research, and evaluate its effectiveness. A final aspect is to consider how marketing communications contributes to brand strategy and development.

4. Consumer Behaviour

Customers are central to any organisation and this element will teach the fundamental role that both internal and external customers play including their typical buying behaviour, usage and characteristics and how this knowledge can be used to develop suitable strategies. Furthermore, you will gain an understanding of the different decision making processes and units and the importance of customer relationships.

5. Channel Behaviour

The final element of the Marketing and Consumer Behaviour module focuses on utilising the marketing communications mix for different marketing distribution channels with consideration for the sector, product type and objectives, as well as the methods and tools used for monitoring and evaluating.