CAM Diploma in Marketing Communication

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Diploma in Marketing Communications

Who is the Marketing Communication Diploma for?

Ideal for those who have previous marketing knowledge and experience and would like to develop or pursue a marketing communications role.

Marketing Communications Diploma Entry requirements?

You will need to meet at least one of these criteria:

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

What will you learn?

  • Develop marketing communications and brand support activities based on your understanding of market and consumer behaviour
  • Demonstrate the skills needed to devise, execute and analyse a PR plan
  • Explain the roles of direct marketing and sales promotion, as well as manage and maintain a marketing database
  • Demonstrate good all-round knowledge of the advertising industry and how good advertising is applied in practice
  • Understand the role and the importance of integrating all media (including digital) in effective marketing

How long will it take?

The five modules studied through the complete learning package method will typically take around 15 months to complete, although you can choose to study at a faster or slower pace to suit your requirements.  You have two opportunities throughout the year (June and December) to submit and sit your assessments.  We commit ourselves to support our students for up to a maximum of two years.

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

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.

Advertising - Case-study & short answer exam

Advertising is an integral part of the marketing and communications mix and this module will enable you to develop and manage the advertising process including the strategies, execution, legal constraints and measures.

Direct Marketing & Sales Promotion - Exam

You will explore the disciplines and techniques of direct marketing and sales promotion at an operational level, including developing and managing databases and campaigns within legal and regulatory constraints.

Integrated Media - Work-based assignment

There are many different media opportunities available as part of the marketing and communications mix and this module will provide you with an understanding of media characteristics, selection, planning and measures.

Public Relations - Case-study & short answer exam

You will gain an understanding of the role public relations for different customers and within the wider business environment and be able to identify the most effective tools, techniques and channels to suit the message.