CAM Diploma in Digital Marketing

Do you want to learn more about digital marketing, and get some official recognition of your knowledge? If you do, the answer could lie in this course, which covers a wide range of digital marketing techniques and tools, as well as looking at the important need to plan digital campaigns and integrate them with your offline activity.

Throughout the course, you are encouraged to apply what you learn to your own organisation's marketing activity, ensuring a highly practical outcome to your time on the course.

 

Who is it for?

You might benefit from this course if:

• Your organisation doesn't have a clear e-marketing strategy and therefore might be missing out on opportunities to win or retain customers.
• You are new to e-marketing and require a grounding in it before starting to develop marketing programmes.
• You have some experience of e-marketing but wish to better understand the range of e-tools and their advantages and disadvantages.
• You want to better integrate e-marketing into your overall marketing mix.
• You want to demonstrate your knowledge by attaining a qualification accredited by the Chartered Institute of Marketing.

Course content

With online activity increasingly forming an essential element of marketing programmes, this course provides a valuable look at strategic and operational issues. The aim is to provide you with a sound understanding of e-marketing so that you can explore the exciting array of opportunities presented by online marketing. Better still, you will complete a series of assignments, including work-based reports that could make a great contribution to your organisation's e-marketing activity.

You can take the full course or choose selected units. Gaining each unit itself gives you an award in that subject, so you get something tangible if you prefer just to take one or two units rather than the whole course. You can take either or both of the first two units as standalone digital marketing Awards. If you take both of them you can then take the Marketing and Consumer Behaviour unit to complete the Diploma in Digital Marketing.

Here are descriptions of the three units:

Digital Marketing Essentials

This is a great introduction to the world of e-marketing, packed with content on vital issues from the range of technologies and tools available to the various ways to measure the success of e-marketing activity. The unit has three sections: campaign tools, their application and monitoring digital marketing. More specifically, the unit covers search engine optimisation, pay-per-click, new and emerging advertising media, email marketing, viral marketing, online PR, affiliate marketing and social media, digital metrics, legislation, regulations and codes of practice.

Digital Marketing Planning

This unit looks at the internet in the context of wider marketing activity, helping you develop a truly integrated view of e-marketing and how to plan e-marketing campaigns. It's all about understanding fundamental digital marketing planning concepts, as well as key factors involved with the implementation, measurement and evaluation of successful campaigns. It includes a look at the internal and external factors that shape and influence the e-marketing planning and strategic process before moving on to examine various e-business models. There's also discussion about the similarities and differences between the marketing mix for traditional and digital marketing and issues including relationship marketing and permission marketing.

NOTE: you are exempt from taking this unit if you already hold the CIM's e-Marketing Award

Marketing and Consumer Behaviour

This unit aims to provide you with the skills and knowledge necessary in managing marketing communications and brand support activities within organisations. The unit explains the links between communications and marketing and provides knowledge of fundamental theories of consumer behaviour, and their application to marketing communications. It is a useful final unit for the course as it recognises that any e-marketing activity cannot work in isolation, but instead needs to integrate with the wider marketing process.

NOTE: you are exempt from taking this unit if you already hold the CIM's Certificate (new syllabus only), Diploma or Postgraduate Diploma qualifications. You may also be exempt if you hold a suitable marketing degree - we can advise you on the specific exemption criteria.

Course schedule

We deliver this course using a mixture of tutorial and distance learning methods:

• There are two all-day sessions for each unit (9.30 - 17.00) held on Saturdays. All sessions are held at a Peterborough conference venue with refreshments and lunch provided.
• There is also a range of tutor support between sessions. We use various online tools including our own course blog, discussion forum and Twitter activity to provide you with more information and opportunites to exchange ideas with your tutors and your fellow students.

There will be three periods of teaching (one for each unit), each period involving two Saturday tutorials: 

• September-November 2010 – Digital Marketing Planning.
• January-March 2011 – Marketing and Consumer Behaviour.
• March-May 2011 – Digital Marketing Essentials. 

In addition to attending tutorials and engaging in the online activities suggested by your tutor, you should make the time for about 30 hours of self-study for each unit. This will include working through the core text books, additional reading and online research, and completion of a written assignment for each unit.

Entry requirements

This qualification has been developed for any marketer who wishes to gain more knowledge of e-marketing, so there are no formal entry criteria. If you have already obtained either the Professional Certificate in Marketing or Professional Diploma in Marketing you will find that the Diploma in Digital Marketing is a good way to build on your achievemnts. If you have no formal marketing qualifications you may find this Diploma a good way to cover many of the fundamental marketing subjects, in addition to the very topical digital marketing information.

Enrolment

Our next course starts in September 2010 and follows the schedule outlined above. Please contact us if you require more information or wish to enrol.

Fees

Here are our fees for the course, along with details of other costs for students or their employers:

NOTE: Payment by instalments is available to students who are paying for their own studies (ie if their employer isn't paying). Please contact us for more information.