Diploma in Managing Digital Media

Media planning has become increasingly difficult in recent years. There has been an explosion of the ways in which consumers are contacted both digitally and through conventional media such as print, radio and television. Convergence of media creates new problems and opportunities for brands.

This new and exciting qualification looks at digital channels and their suitability for inclusion in a media plan. Search Engine Optimisation (SEO), display advertising, email marketing, viral marketing, online PR, affiliate marketing and social media are all explored in detail. It also looks at digital metrics and related legislation, regulation and codes of practice. This diploma will provide you with invaluable knowledge and skills to manage digital marketing and communications campaigns.

It will also look at the fast changing landscape of social networking through all digital media including mobile, and the part it plays within the digital mix. Future trends are an important element to the qualification and will be regularly updated. It will consider Web 4.0, new influence models and the growing impact of neuroscience.

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

Integrating Digital Media and Branding

Completing this module alone gives delegates the CAM Award for Integrating Digital Media and Branding.

Media planning has become increasingly difficult in recent years. There has been an explosion of the ways in which consumers are contacted both digitally and through conventional media such as print, radio and television. Convergence of media creates new problems and opportunities for brands. This unit intends to evaluate all the key channels used for communicating with the customer and to ascertain how they are evolving. At the same time it will look at how integration can take place and evolve, lessening channel conflict and dissonance in communication. Campaigns, which highlight good brand communications in the digital age, will be highlighted and evaluated.

The unit will also look at the fast changing landscape of social networking through all digital media including mobile, and the part it plays within the digital mix. The unit will also consider the key components of a brand and how these can be enhanced through the integration of communication media.

Implementing Digital Campaigns

Completing this module alone gives delegates the CAM Award for Implementing Digital Campaigns.

This unit will equip candidates with the skills to deliver digital communications projects. The unit will cover four distinct areas, namely; digital concepts, project delivery, campaign control and evaluation, and future trends.
The concepts to be explored include web 2.0 - 3.0, social networking, blogging, and subscription based communications models. The project delivery section will look at digital KPIs, web mapping and Google analytics. Control and evaluation will cover digital supply chain management, cost control and digital creative assessment. The future trends section, which will be regularly updated, will consider web 4.0, new influence models and the growing impact of neuroscience.

Advertising

Exemptions ;Students who have the CAM Diploma in Marketing

Guided learning hours

30 hours

Aims and Objectives

This unit aims to provide you with a knowledge and understanding of the function of advertising within the marketing mix, communications mix and society. This unit also aims to ensure that knowledge and understanding of the process of advertising, advertising planning and measuring effectiveness are in place.

Assessment Methodology

Examination

Learning Outcomes

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

1. Explain the role and structure of advertising in the marketing mix, the communications mix and society
2. Explain the structure of the advertising industry and be able to identify the relationships between the advertiser, advertising agencies, suppliers (e.g. research, production) and media owners
3. Set appropriate advertising objectives, strategies and budgets
4. Understand how to plan strategies for creative and media execution
5. Describe the controls on advertising; social acceptability, legal controls & voluntary constraints, and be able to apply them to given advertisements
6. Select appropriate methods for measuring the effectiveness of advertising

Public Relations

Exemptions : Students who have the CAM Diploma in Marketing  Communications .
Students who have completed the CIPR Postgraduate Diploma in Public Relations can be exempted from the PR unit of the CAM Diploma in Marketing Communications or the same unit of the new Diploma in Managing Digital Media.

Guided learning hours

30 hours

Aims and Objectives

This unit aims to provide you with an awareness of the role of public relations in relation to the many different publics with which an organisation is concerned and provide an understanding of all means of communication by which those publics can be reached. This unit will also provide knowledge of the organisational and professional context in which people working full-time in public relations operate.

Assessment Methodology

Examination

Learning Outcomes

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

1. Define the nature of public relations within a range of organisational frameworks
2. Explain and work within the legal and self-regulatory constraints under which public relations operates
3. Use the various techniques and skills required for effective public relations, including their characteristics, advantages, disadvantages, and costs
4. Explain the media channels employed in public relations in different contexts
5. Analyse situations and identify whether PR is the most appropriate tool to use
6. Analyse situations and suggest appropriate plans of PR action to specific publics within cost and time parameters
   

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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