Diploma in Digital Marketing

This dynamic qualification will provide you with knowledge underpinning the principles of digital marketing and skills to undertake digital marketing planning. The qualification covers Search Engine Optimisation (SEO), Pay Per Click (PPC), types of online advertising, email marketing, viral marketing, online PR, affiliate marketing and social media. It also looks at digital metrics, legislation, regulation and codes of practice.

You will have the opportunity to gain skills and knowledge to understand the fundamental planning concepts for an online organisation as well as key factors in implementation, measurement and evaluation of successful campaigns. Digital marketing has evolved from a peripheral element of organisational marketing to one which is at the hub of customer-centric communications in an increasingly multi channel environment. Our qualifications will ensure that you are equipped to deal with this shift and make the most of the new business opportunities on offer.

In addition, you will study the similarities and differences covering the mix elements in traditional and digital marketing, along with issues such as relationship marketing, permission and consumer concerns around privacy, trust and security.

The course is available by:

• Distance Learning in January
• Part time evening to be announced for 2010
• Intensive Weekend Blended learning Programmes to be announced for 2010

Digital Marketing Essentials

Completing the module alone gives students the CAM Award for Digital Marketing Essentials.

This unit aims to provide candidates with the skills and knowledge necessary for digital marketing 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.

Digital Marketing Planning

Completing this module alone gives delegates the CAM Award for Digital Marketing Planning.

The unit aims to provide programme members with the skills and knowledge to understand the fundamental planning concepts for an online organisation together with key factors in implementation, measurement and evaluation of successful campaigns. Digital marketing has evolved from a peripheral element of organisational marketing to one which is at the hub of customer‐centric communications in an increasingly multi‐channel environment (e.g Mobile).
The unit will consider a range of environmental factors both internal and external (e.g. Legal) that will shape and influence the digital marketing planning process. Various e‐business models will be explored. In addition, similarities and differences covering the mix elements in traditional and digital marketing will be addressed along with issues such as relationship marketing, permission and consumer concerns around privacy, trust and security.

Marketing & Consumer Behaviour (double unit)

Exemptions: Students who have the CAM Diploma in Marketing Communications and the  CIM Professional  Certificate or Diploma in Marketing or the Professional Post Graduate Diploma in Marketing 
Students who have completed the Marketing and Consumer Behaviour unit as part of their CAM Diploma in Marketing Communications course

Guided learning hours

60 hours

Aims and Objectives

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.

Assessment Methodology

Assignment

Learning Outcomes

By the end of this module you will be able to -

1. Explain the role of the marketing plan and communications plan within the context of the organisation’s strategy and culture
2. Understand the marketing planning process and the links between each stage of the process
3. Explain the role of marketing communications and how the tools of the communications mix can be coordinated effectively
4. Develop marketing communication and brand support activities based on an understanding of the salient characteristics of the target audience
5. 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
6. Suggest suitable methods to influence the relationships an organisation has with its customers, any marketing channel partners and other stakeholders, using marketing communications

CAM Courses

Diploma in
Digital Marketing Diploma in Managing
Digital Media Diploma in
Marketing Communications

CIM Courses

Introductory Certificate
in Marketing Professional Certificate
in Marketing Professional Diploma
in Marketing Chartered Postgraduate Diploma in Marketing Graduate Foundation
Programme

Telephone: 01865 515255      Email: janeyenquiries@oxfordcollegeofmarketing.ac.uk

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