Diploma in Digital Media and Branding

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Diploma in Digital Media and Branding

The Diploma in Digital Media and Branding is ideal for those who would like to build on their existing marketing knowledge and experience to incorporate a more in depth understanding of the digital marketing environment including how to integrate both offline and online marketing campaigns effectively.

Through the three modules that make up the Diploma in Digital Media and Branding, students are provided with an introduction into the core theories and elements of digital marketing, including applying digital consumer behaviour concepts to marketing communications campaigns, gaining an understanding of the digital tools and how best they can be applied and best practice for integrating both off and online campaigns for effective marketing and brand awareness.

Entry requirements for the Diploma in Digital Media and Branding

You will need to have achieved at least one of the criteria below to be eligible to study for the Diploma in Digital Media and Branding 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 assignment submission opportunities per year (April, June and December).

The three modules studied through our Complete Learning Package consists of a two-day workshop for the core modules and a webinar for the elective module alongside your own guided home study programme and will typically take around 9 months to complete, however this may vary depending on whether you study at a faster or slower pace based on your personal circumstances.  No matter what your pace of study, we provide a maximum of two years support for all our students as standard.

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.


Integrating Digital Media and Branding - Assignment

The Integrating Digital Media and Branding module focuses on the various off and online communications channels that may be used as part of customer marketing campaign and how to integrate them effectively whilst managing the brand and minimising any conflict that may naturally occur.

The Integrating Digital Media and Branding module consists of 4 key elements:

  1. Understanding Offline Media
  2. Evaluate Online Digital Media
  3. Integrated Marketing And Branding Communications
  4. Employ Key Performance Indicators In Integrated Marketing Communications


Integrating Digital Media and Branding Overview

1. Understanding offline media

You will be introduced to the offline marketing communications environment which focuses on the objectives and role that it plays and how this is changing as part of the wider communications arena, the various components such as print, radio and coupons and how to manage them as part of the communications mix and specifically evaluating television and radio as a changing media.

2. Evaluate online digital media

During this aspect of the module you will discover more about the digital marketing environment including the role it plays, and mobile and permission marketing, learn to analyse and evaluate the effectiveness of the digital arena including aspects such as blogs, mobile and social networking, particularly when offline and online communications media interact as part of achieving communications objectives.

3. Integrated Marketing and Branding Communications

This element of the integrating digital media and branding module focuses on the role of the longer term Integrated Marketing Communications (IMC) on a global scale and how it integrates off and online communications and short burst campaigns alongside the role of print based media.  It also considers the role and purpose of the digital and offline branding communications and environment such as online brand PR, customer relationships and interactivity.

4. Employ Key Performance Indicators in Integrated Marketing Communications

Understanding the effectiveness of integrated marketing communications is essential for assessing the success and this element will teach you how to apply key performance indicators (KPIs) such as conversion rates, cost per conversion and click rates to analyse this success and improve brand communications such as micro-blogging, offline advertising and virtual worlds.  The final aspect considers the brand effectiveness including awareness, image, reputation, and brand loyalty.

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.