Digital marketing has evolved from a peripheral element of organisational marketing to being at the hub of customer-centric communications in an increasingly multi-channel environment. The Diploma in Digital Marketing aims to provide you with the key tools to ensure you’re equipped to deal with this shift and to make the most of the new business opportunities on offer.

The Diploma in Digital Marketing covers Search Engine Optimisation (SEO), Pay Per Click (PPC), 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 of fundamental planning concepts for an online organisation as well as key factors in implementation, measurement and evaluation of successful campaigns.

 

Who is it for?

This new qualification is designed for anyone wanting to work in marketing or marketing professionals who want specialist knowledge and understanding of what digital marketing is and how it relates to the marketing industry and turn that knowledge into successful marketing strategies. No matter what your role is within your company, you will benefit from gaining insight into today’s digital arena.

 

Entry Requirements

All candidates must have at least one of the following:

• A suitable competence in a marketing or Marketing Communications related role
• A recognised UK degree or equivalent level 5 qualification
• A relevant level 3 or above qualification (eg CIM Professional Certificate in Marketing, CIPR Advanced Certificate in Public Relations, etc)

 
If you have significant communications industry experience, but no formal qualifications, you can apply for special consideration. If you are not sure whether you qualify, please contact us on 0207 6375554.

 

What is CAM?

The Communications, Advertising and Marketing Foundations (known as CAM) is an industry-led and nationally recognised educational body. All qualifications are managed and awarded by the Chartered Institute of Marketing (CIM). Therefore, all students studying for CAM qualifications must retain CIM membership for the duration of their studies.

 

Units – Diploma in Digital Marketing

The qualification comprises the following units:

• Marketing & Consumer Behaviour (double unit)
• Digital Marketing Essentials
• Digital Marketing Planning

Each of the digital units earns a CAM Award in its own right on that specific subject. Passing all three units leads to the recognised CAM Diploma in Digital Marketing.

 

Duration, Course Delivery Mode, Starting Times and Place of Study

The Diploma in Digital Marketing takes approximately 11 months to complete on a part time basis (two units per semester) and is delivered through a combination of Weekend Lectures and Distance Learning. Each unit requires 45 hours of study.

Starting times are January and August each year

All taught sessions will take place at Bloomsbury Business School, Winston House, 3 Bedford Square, London, WC1B3RA. The nearest underground stations are Goodge Street and Tottenham Court Road. For further information on how to access the School, please see our directions.

 

How will you be assessed?

CAM assessments take place in early June and December each year. The Diploma in Digital Marketing is assessed by assignments.  

 

How Much does it cost?

The course can be paid in full or per unit taken

Units – Digital Marketing Course	Cost per Unit (exclusive of VAT)
Digital Marketing Essentials	£400
Digital Marketing Planning	£400
Marketing & Consumer Behaviour (double unit)	£600

 

The cost of the Diploma in Digital Marketing in full is: £1,400 (exclusive of VAT). All core text books are included.

These fees do not include the yearly CAM membership fee which is currently £140. The CAM assessment fees, which are paid to CAM as you progress in the course, are also not included. The CAM assessment fee for the Diploma in Digital Marketing is currently £85 for each assignment.

 

Why Choose Bloomsbury Business School?

Bloomsbury Business School is a pioneering venture in British higher education. From our magnificent 18th Century premises in London's academic heartland, we teach, develop and contribute to the latest international business thinking.

The school has been created to provide high quality academic and professional business programmes for graduate students, as well as educational training and certificate courses for the business community.

 

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Qualification Content

 

This dynamic qualification will provide you with knowledge underpinning the principles of digital marketing and skills to undertake digital marketing planning.

 

Marketing and Consumer Behaviour (double unit)

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.

 

Learning Outcomes

Explain the role of the marketing plan and communications plan within the context of the organisation’s strategy and culture

• Understand 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 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
• Suggest suitable methods to influence the relationships an organisation has with its customers, any marketing channel partners and other stakeholders, using marketing communications.

 

Assignment

This unit is assessed by a 7,500 word work-based assignment.

 

Digital Marketing Essentials

This unit aims to provide candidates with the skills and knowledge necessary in planning digital marketing campaigns within organisations.

 

Learning Outcomes

• Explain the importance of digital campaign tools, planning, implementing and monitoring digital marketing

• Explain the role of the essential elements of digital campaigns and 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

 

Assignment and Award

This unit is assessed by a 4,000 word work-based assignment. Completing this unit alone will provide students with the CAM Award for Digital Marketing Essentials.

 

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 successful campaigns. Online marketing has evolved from a peripheral element of organisational marketing to one that is at the hub of customer-centric communications in an increasingly multi-channel environment (e.g. Mobile).

 

Learning Outcomes

• Appraise different planning approaches and marketing environmental factors
  that influence online marketing activity
• Review the similarities and differences between online and traditional marketing concepts and 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 and concepts from this unit to design, measure and monitor an annual online marketing plan

 

Assignment and Award

This unit is assessed by a 4,000 word work-based assignment. Completing this unit alone will provide students with the CAM Award for Digital Marketing Planning.