What will you learn?
The qualification comprises the following three units & you will need to complete a written assessment after each module:
- Digital Marketing Essentials
- Digital Marketing Planning
- Marketing and consumer behaviour
Digital Marketing Essentials - This unit aims to provide candidates with the skills and knowledge necessary in planning digital marketing campaigns within organisations.
- Explain the importance of digital campaign tools, planning, implementing & monitoring digital marketing
- Explain the role of the essential elements of digital campaigns & describe the links between each technique
- Explain how each tool of the digital communications mix can be coordinated effectively
- Evaluate a current digital communications campaign
- Recommend improvements to a specified digital communications campaign
- Explain how the digital communications mix can be measured and monitored effectively
Digital Marketing Planning - This unit aims to provide students with the skills and knowledge to understand the fundamental digital marketing planning concepts for an organisation together with key factors involved with the implementation, measurement and evaluation of organisational marketing to one that is at the hub of customer-centric communications in an increasingly multi-channel environment (e.g. mobile)
- Appraise different planning approaches & marketing environmental factors that influence online marketing activity
- Review the similarities & differences between online & traditional marketing concepts & applications
- Discuss key stages in online development using relevant business models
- Analyse the ways in which the internet has changed the marketing mix elements and how organisations employ them creatively in the digital environment
- Review the importance of target marketing and the emerging buyer behaviour characteristics of the online consumer and how organisations can respond to meet changing behaviour and expectations
- Apply relevant tools & concepts from this unit to design, measure and monitor an annual online marketing plan
Marketing and Consumer Behaviour - This unit aims to provide candidates 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.
- Explain the role of the marketing plan and communications plan within the context of the organisation's strategy and culture
- Outline the principles of marketing research, how data can be obtained through both primary and secondary methods and the strengths and weaknesses of qualitative and quantitative approaches
- Describe the marketing planning process and the links between each stage of the process
- Explain the role of marketing communications and how the tools of the communications mix can be coordinated effectively
- Develop marketing communication plans and brand support activities based on an understanding of the salient characteristics of the target audience
- 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
Are there any other fees to consider? In
order to take a qualification you need to become a studying member of The
Chartered Institute of Marketing - £140 (includes an array of benefits) & pay Assessment
fees – There are 3 modules to be assessed for the Diploma and each assessment
fee is £85. These are both paid direct to The CIM & all details will be included in your welcome email.
Finally any relevant text books that you may wish to purchase would be the only additional cost
Book this course online. If you have any queries, please contact us.
Caryn Skinner - Sharpstone Skinner - "We attended Dawns workshop on social networking as complete
novices, who knew we had to embrace this new way of networking if we were to
grow as company. Dawn is so knowledgeable in this area and keeps herself up to
date so anything we threw at her she handled professionally and with the
understanding that we needed lay persons language until we got the hang of the
Facebook/Linkedin way of communicating. I would highly recommend her for
training in this area and have referred several colleagues already." March 9, 2011