Implementing Digital Campaigns

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

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.

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.

Guided learning hours

30 hours

Assessment Methodology

Assignment

Learning Outcomes

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

• Explain the role and structure of advertising in the marketing mix, the communications mix and society
• 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
• Set appropriate advertising objectives, strategies and budgets
• Understand how to plan strategies for creative and media execution
• Describe the controls on advertising; social acceptability, legal controls & voluntary constraints, and be able to apply them to given advertisements
• Select appropriate methods for measuring the effectiveness of advertising

The Direct Marketing and Sales Promotion module is part of:

• Diploma in Marketing Communications