Diploma in Mobile Marketing

The Diploma in Mobile Marketing is ideal for anyone who already has some general marketing knowledge and is looking to gain an overview of marketing within the digital environment.  In particular the modules focus on the fundamentals of online and offline marketing principles and research methodology, the behaviour and relationship of the online customer, the factors influencing the digital marketing environment and mix as well as gaining an understanding of the development, opportunities and implementation of mobile marketing campaigns.

 

Entry requirements for the Diploma in Mobile Marketing

To be eligible to study for the Diploma in Mobile Marketing you must have achieved at least one of the criteria below:

  • suitable competence in a marketing or marketing communications related role
  • a recognised UK degree or equivalent level 5 qualification
  • a relevant level 3 or above qualification.

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?

We allow you to begin your studies at any time throughout the year and you have four assignment submission opportunities per year – March, June, September and December.

The three modules studied through our Complete Learning Package which consists of a two-day workshop per module alongside your own guided home study programme and will typically take around 9 months to complete. However, you can choose to study at a faster or slower pace that suits your requirements as we commit ourselves to support all our students for up to a maximum of two years.

 

What modules will you study?

Click on a module title for more information

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.

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.

 

The Principles of Mobile Marketing module is the elective module for the Diploma in Mobile Marketing qualification and reflects the increasing demand, complexity and variety of uses of the mobile device.  This module provides an introduction into what constitutes a mobile device, the opportunities provided for a marketer and how they can be integrated into the wider communications mix both in the current and future market.

The Principles of Mobile Marketing module consists of 4 key elements:

Definitions And Evolution Of Mobile Marketing
Marketing Opportunities Using Mobile Technology
Plan And Evaluate Mobile Marketing Activities
Trends In Mobile Marketing

Principles of Mobile Marketing Module Overview

1. Definitions And Evolution Of Mobile Marketing

There is a wide array of hardware and handsets that can be utilised for mobile marketing although their appropriateness varies between types.  This first element provides an introduction into the mobile environment including the different types of hardware such as tablet computers, PDAs and smartphones, software and services including internet browsers, apps and SMS.  It also considers the relationships between the various providers and intermediaries and the purposes consumers have for using their mobile device and when this can be utilised by marketers as an alternative to traditional marketing whilst still being aware of any relevant legislation.

2. Marketing Opportunities Using Mobile Technology

Mobiles naturally lend themselves very well to marketers and this element considers the opportunities that can be utilised to communicate and build relationships with customers.  As part of this it includes the display and non-display advertising opportunities available such as banners, interactive ads, affiliates and social media placements.  It also provides an understanding of the importance of optimisation strategies including mobile specific landing pages, ease of use and integration with other communications media.

3. Plan And Evaluate Mobile Marketing Activities

This penultimate element focuses on the development of a mobile specific marketing plan that incorporates a range of elements, including segmenting the target audience, identifying appropriate KPIs and metrics, understanding the customer’s needs and wants through market research, behaviour and characteristics and the process of developing software to meet these requirements.  In addition, this element considers the best options available to encourage a call to action from customers and tools on how this activity can be monitored such as web analytics, app downloads and mobile cookies.

4. Trends In Mobile Marketing

This final element covers the future of mobile marketing and the potential advances and developments that may occur including consumer generated research, knowledge clusters and the mobile cloud eco-system.  It also considers the behaviour and income opportunities and payment methods for mobile such as collective buying through group auctions and mobile wallet and data encryption.

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

To find out more about what you can expect and will receive when you study with Professional Academy visit the Your Journey pages.