CAM DIPLOMA IN MARKETING COMMUNICATIONS THIS DIPLOMA CONSISTS OF FIVE UNITS. UNITS Marketing and Consumer Behaviour* (20 credits – double unit) This unit includes the theories and techniques of research and consumer behaviour and their application to marketing communications. This unit is designed for individuals without previous marketing qualifications. If you are qualified in marketing you may be entitled to an exemption on this unit. For details, please e-mail firstname.lastname@example.org. Public Relations (PR)** (10 credits) This unit provides you with an understanding of the role PR plays in reputation management, internal communications and assisting transactions. The unit assesses stakeholder relationships and examines the various online and offline media techniques available. Direct Marketing and Sales Promotion** (10 credits) This unit includes the disciplines and techniques of direct marketing and sales promotion, including databases and other This qualification is ideal if you want to deepen your knowledge and be able to practically implement marketing communications to meet your business objectives. digital technologies and the legal and regulatory constraints in which they operate. Merchandising, field marketing and point of sale promotion are also covered. Advertising** (10 credits) This unit covers the role of advertising within the marketing mix, communications mix and society. It will explain the relevant processes, planning and measurement involved with advertising in all of its forms, online and offline. Integrated Media* (10 credits) This unit covers the functions of different media within the marketing and communications mix. It provides an understanding of the process of media selection, planning and measuring effectiveness. It specifically considers the integration of online and offline media in effective communications. *Assessed by assignment. **Assessed by examination. On completion of this qualification you should be able to: • 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 of all media (including digital) in effective marketing. This diploma is equally suitable whether you are working client side or for an agency.
CAM Specialist Marketing Qualifications Brochure 2013
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