Diploma in Marketing Communications

The aim of the CAM Diploma syllabus is to provide an in-depth understanding of the principal methods of communication used by organisations in the achievement of their business objectives.
The examinations and assignments are designed to assess your knowledge of these communication methods as well as your ability to apply and interpret knowledge.

The CAM Diploma is made up of five separate modules. Each module can be studied part time, intensive or via distance learning.

CAM Course Structure - Marketing and Consumer Behaviour, Public Relations, Direct Marketing and Sales Promotion, Advertising, Integrated Media.

CAM Qualification Benefits

CAM's ability to integrate the many disciplines present in the marketing communications industry is its main benefit; giving specialists the breadth of knowledge to advise clients, internal and external, on the best ways to communicate a product or service. Read More

Marketing and Consumer Behaviour (double unit)

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

Public Relations

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

Direct Marketing and Sales Promotion

Guided learning hours

30 hours

Aims and Objectives

This unit aims to provide you with an understanding of the disciplines and techniques of direct marketing and sales promotion at an operational level, including the knowledge and the skills to apply database and other digital technologies in the development of direct marketing and sales promotion campaigns within legal and regulatory constraints. The nature and scope of sales promotion is defined as including merchandising, field marketing and point of sale promotion. The role of all of these disciplines within the marketing function is explored.

Assessment Methodology

Examination

Learning Outcomes

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

1. Describe the relationship of direct marketing with other marketing communications tools
2. Explain the role of sales promotion, merchandising, point of sale and field marketing in the context of various sectors and in terms of consumer, trade and salesforce/employee promotions
3. Develop, manage and maintain a marketing database
4. Devise, implement and control appropriate direct marketing and sales promotion campaigns to meet defined objectives
5. Justify and manage budgets for individual campaigns
6. Apply the principles of testing and measurement and financial controls which support direct marketing and sales promotion campaigns
7. Explain the ethical, legal and self-regulatory environment around the disciplines of direct marketing and sales promotion

Advertising

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

Integrated Media

Guided learning hours

30 hours

Aims and Objectives

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

Assessment Methodology

Assignment

Learning Outcomes

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

1. Explain the role of different media in the marketing mix and the communications mix
2. Identify the relationships between the advertiser, advertising agencies, media buying and media planning agencies and media owners
3. Set appropriate objectives and strategies and allocate budgets for different media
4. Present an overview of media available and their characteristics, including electronic media, and methods of planning and selection
5. Select appropriate methods for measuring the effectiveness of communications media