3 www.camfoundation.com or call +44 (0)1628 427120 THE DIPLOMA CONSISTS OF THREE UNITS, ALL ASSESSED BY ASSIGNMENT. 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. Digital Marketing Essentials (10 credits) This unit includes digital campaign tools, how to apply them and monitor their effectiveness. The course covers what digital marketing is about, including understanding the buzz words and main trends. It looks at Search Engine Optimisation (SEO), Pay Per Click (PPC), types of online advertising, e-mail marketing, viral marketing, online PR, affiliate marketing and social media. Digital metrics, regulation and codes of practice are also considered. Digital Marketing Planning (10 credits) This unit includes the fundamental digital marketing planning concepts. You’ll learn the key factors involved with the implementation, measurement and evaluation of successful plans. The unit will address issues such as relationship marketing, permission and consumer concerns around privacy, trust and security. On completion of this qualification you should be able to: • Explain the role of the essential elements of digital campaigns and describe the links between each technique. • Discuss key stages in online development using relevant business models. • Review the emerging buyer behaviour characteristics of the online consumer and how organisations can respond to meet changing behaviour and expectations. • Explain how tools of the digital communications mix can be coordinated effectively and recommend improvements to a specified campaign. • Explain how the digital communications mix can be measured and monitored effectively, and ultimately be able to apply relevant tools and concepts to design an annual online marketing plan. CAM DIPLOMA IN DIGITAL MARKETING This qualification has been developed to provide you with the essential knowledge and skills you need to plan, implement and monitor effective digital marketing campaigns and contribute to operational marketing plans. This diploma is ideal if you are developing and implementing digital marketing plans or working in an online team.
CAM Specialist Marketing Qualifications Brochure 2013
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