Media planning has changed considerably in recent years with an explosion in how consumers are contacted, both digitally and through conventional media. The Diploma in Managing Digital Media, looks at digital marketing and communication campaigns, metrics and related legislation, regulations and codes of practice.

This new and exciting qualification explores Search Engine Optimisation (SEO), display advertising, email marketing, viral marketing, online PR, affiliate marketing and social media.

The course 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. As well as Web 4.0, new influence models and the growing impact of neuroscience.

 

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 managing digital marketing and communications campaigns 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 communications arena.

 

Entry Requirements

All candidates must be at least 18 years old and have at least one of the following:

• a suitable competence in a marketing or Marketing Communications related role
• any 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 English is not your first language, you will also need to provide evidence of at least IELTS 6.5 or Trinity ISE III/IV.

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 Managing Digital Media

The qualification comprises the following units:

• Advertising
• Public Relations
• Integrating Digital Media and Branding
• Implementing Digital Campaigns

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

 

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

The Diploma in Managing Digital Media 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 Managing Digital Media is either assignment or exam based, depending on the unit. For further information, please see the qualification content information below.

 

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)
Integrating Digital Media and Branding	£462
Implementing Digital Communications	£462
Advertising	£462
Public Relations	£462

 

The cost of the Diploma in Managing Digital Media in full is: £1,850 (exclusive of VAT). All core text books are recommended.

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 fees for all four units of the Diploma in Digital Marketing are currently £85 for each assignment and £65 for each examination.

 

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 diploma will provide you with invaluable knowledge and skills to manage digital marketing and communication campaigns.

 

Advertising

This unit aims to provide candidates with 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.

 

Learning Outcomes

On completion of this module, students 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
• Plan strategies for creative and media execution
• Describe the controls on advertising; social acceptability, legal controls and voluntary constraints, and be able to apply them to given advertisements
• Recommend appropriate methods for measuring the effectiveness of advertising

 

Assignment

This unit is assessed by examination.

 

Public Relations

This unit aims to provide students 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.

 

Learning Outcomes

On completion of this module, students will be able to:

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

 

Assignment and Award

This unit is assessed by examination.

 

Integrating Digital Media and Branding

This unit aims to provide students with a good understanding of the fragmented nature of media management. It will equip them with the skills and knowledge that are necessary in evaluating and integrating brand propositions both online and offline. The four sections comprise of:

• offline media such as print, radio and television;
• online digital media including mobile communications;
• integrated communications and integrated branding communications, and
• key performance indicators in integrated marketing communications (IMC)

 

Learning Outcomes

On completion of this module, students will be able to:

• Evaluate the importance of integrating diverse media in communications
• Analyse the challenges of integrating communications via online and offline media
• Discuss the new role of social media and networks in communication
• Employ an integrated approach to creating, sustaining and promoting a brand
• Appraise the evolving nature of communications through mobiles devices and converging technologies

 

• Evaluate the role of key performance indicators in Integrated Marketing Communications.

 

Assignment and Award

This unit is assessed by a case study based assigment. Completing this unit alone will provide students with the CAM Award for Digital Marketing Essentials.

 

Implementing Digital Campaigns

This unit will provide students with insight and some of the skills and knowledge to implement digital communications projects.

Central to the unit will be an exploration of the new models and approaches that are now governing digital communications: these include web 2.0-3.0, social networking, blogging, and subscription-based communications tools.

In recognition of the rapidly changing technologies and approaches to digital communication this unit will also feature a future trends section, which will be regularly updated, and will consider web 4.0 (the synchronized background sharing of data to provide intelligent solutions), new influence models and the growing impact of neuroscience on digital communications practice.

 

Learning Outcomes

On completion of this module, students will be able to:

• Explain the changes that have been brought about by the advances in digital communication techniques
• Explain contemporary digital concepts and identify how these changes challenge and compliment the conventional forms of communication
• Apply the tools available to measure the effectiveness of digital campaigns and recommend appropriate methods to a given situation
• Plan and execute digital campaigns
• Explain how digital communications are controlled or constrained by social acceptability, the law and voluntary constraints
• Evaluate the likely developments in the sphere of digital communications

 

Assignment and Award

The assigment for this unit will consist of writing a blog or creating a microsite and use Google Adwords and analytics within it. The assigment will be a written reflection on your work.