CAM Diploma in Digital Marketing

Part Time

Course Details

Click here

Course Code

QMA4ZD02/BCP0

Course Level

Level 4

Where will this course lead?

The new qualification is designed for those wanting to work in marketing or marketing professionals who want specialist knowledge and understanding of what digital marketing and how it relates to the marketing industry and turn that knowledge into successful marketing strategies. No matter what your role is in your company you will benefit from gaining insight into today's digital arena.

What will I study?

Digital Marketing Essentials
This unit aims to provide candidates with the skills and knowledge necessary in planning digital marketing campaigns within organisations. The four sections are: Digital Tools, Planning, Implementing and monitoring. Teaching and assessment covers SEO, PPC, ad types, email marketing, viral marketing, online PR, affiliate marketing and social media. It also looks at digital metrics in the form of VOC, A/B Tests and Usability studies. Legislations, regulations and codes of practice are examined.

- Explain the importance of digital campaign tools, planning, implementing and monitoring digital marketing
- Explain the role of the essential elements of digital campaigns and describe the links between each technique
- Explain how each tool of the digital communications mix can be coordinated effectively
- Evaluate a current digital communications campaign
- Recommend improvements to a specified digital communications campaign
- Explain how the digital communications mix can be measured and monitored effectively

Digital Marketing Planning
This unit aims to provide students with the skills and knowledge to understand the fundamental digital marketing planning concepts for an organisation together with key factors involved with the implementation, measurement and evaluation of successful campaigns.
- Appraise different planning approaches and marketing environmental factors that influence online marketing activity
- Review the similarities and differences between online and traditional marketing concepts and applications
- Discuss key stages in online development using relevant business models
- Analyse the ways in which the Internet has changed the marketing mix elements and how organisations employ them creatively in the digital environment
- Review the importance of target marketing and the emerging buyer behaviour characteristics of the online consumer and how organisations can respond to meet changing behaviour and expectations
- Apply relevant tools and concepts from this unit to design, measure and monitor an annual online marketing plan

Marketing and Consumer Behaviour
This unit aims to provide candidates 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.
- Explain the role of the marketing plan and communications plan within the context of the organisation's strategy and culture
- Understand the marketing planning process and the links between each stage of the process
- Explain the role of marketing communications and how the tools of the communications mix can be coordinated effectively
- Develop marketing communication and brand support activities based on an understanding of the salient characteristics of the target audience
- Explain the importance of developing long term relationships with customers, channel members, agencies and other stakeholders and transfer such knowledge to the development of marketing communication activities
- Suggest suitable methods to influence the relationships an organisation has with its customers, any marketing channel partners and other stakeholders, using marketing communications.

How will this course be delivered?

The course runs over approximately 6 months. Classes are mainly one evening per week 6.30-9.30pm, but with occasional daytime attendance required also. Classes are interactive, involving tutor's presentation of key concepts, group work and discussion. Students are expected to research digital marketing concepts and practice, as well as preparing for assignments and exams outside the classroom.

What qualifications will I get?

Vocational study not leading to a recognised qualification, Business, Administration and Law (SSA 15)

How will I be assessed?

All three units are assessed via work-based assignments

How do I get a place on the course?

Places are offered by interview depending on your qualifications / work experience

What are the entry requirements?

All candidates must have achieved at least one of the following:
- Have a suitable competence in a marketing or Marketing Communications related role
- Hold any recognised UK degree or equivalent level 5 qualification
- Have a relevant level 3 or above qualification (eg CIM Professional Certificate in Marketing, CIPR Advanced Certificate in Public Relations, etc)

If English is not your first language, you will also need to provide evidence of at least IELTS 6.5 or Trinity ISE III/IV.
Those with significant communications industry experience, but without the formal qualifications, can apply for special consideration of their circumstances.
Exemptions
- Students who have completed a CIM Professional qualification level 4 and above can be exempted from the Marketing and Consumer Behaviour unit of the new Diploma in Digital Marketing qualification.
- Students who have completed e-Marketing award since 2006 (when it was last revised) can be exempted from the Digital Marketing Planning unit of the Diploma in Digital Marketing qualification.
- Students who have completed the Marketing and Consumer Behaviour unit as part of their CAM Diploma in Marketing Communications course can be exempted from this unit of the new Diploma in Digital Marketing qualification.
- Students who hold a valid marketing degree which is also listed in the CIM Entry Points Policy are exempt from the Marketing & Consumer behaviour unit.

If you have a Learning Difficulty or Disability please let us know when you apply. You will be offered support at your interview.

What else do I need to know?

For further information contact: Geoff Alcock geoff.alcock@solihull.ac.uk

Solihull College offers full time and part time courses for businesses and residents in Birmingham, Walsall, Wolverhampton, Coventry Warwickshire and the whole of the West Midlands.

What can I do after this course?

There are a range of options for progression both in digital media and on other CIM/CAM courses.

Is there anything else I will have to pay for in order to do this course?

CIM Registration £140 per annum. Assessment fees are £85 per unit.
We also recommend key text books to purchase to support your studies

Contact

Blossomfield Campus

Solihull College
Blossomfield Road
Solihull
B91 1SB

Tel: 0121 678 7000
Minicom: 0121 628 7005
Email: enquiries@solihull.ac.uk
Internet: www.solihull.ac.uk

Have you got a question about this course?

Please contact Admissions on 0121 678 7000 with any queries.

Course Details