CAM Diploma in Digital Marketing (Metrics and Analytics)
The CAM Diploma in Digital Marketing (Metrics and Analytics) will provide you with knowledge underpinning the principles of digital marketing and skills to undertake web analytics monitoring. The qualification covers Search Engine Optimisation (SEO), Pay Per Click (PPC), types of 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.
The Diploma in Digital Metrics and Analytics gives you essential knowledge, the buzz words and the techniques to gain insight into online marketing activities. Find out more about how web sites, blogs and social networks are monitored by marketing managers. Decipher the jargon: CAWI, netnography, tagging, logfiles, sentiment, bounce rates, MROCs and DORCs. Ensure you understand web analytics, how to design online questionnaires and how to choose commercial tools.
Entry Requirements
The qualification is designed for those wanting to work in marketing or marketing professionals who want specialist knowledge and an understanding of what digital marketing is and how it relates to the marketing industry. Then turn that knowledge into successful marketing strategies. No matter what your role is in your company you will benefit from gaining insight into today’s digital arena.
All candidates must be at least 18 years old and have achieved at least one of the following:
- Have a suitable competence in a Marketing or Marketing Communications related role
- Hold a degree or equivalent level 5 qualification
- Have a relevant level 3 or above qualification (eg CIM Professional Certificate in Marketing, CIPR Advanced Certificate in Public Relations, etc)
- Students who have completed a CIM Professional qualification level 4 and above can be exempted from the Marketing and Consumer Behaviour unit.
- Students who have completed the e-Marketing award since 2006 can be exempted from the Digital Marketing Planning unit.
- Students who have completed the Marketing and Consumer Behaviour unit as part of their CAM Diploma in Marketing Communications course can be exempted.
- Students who hold a valid marketing degree which is also listed in the CIM Entry Points Policy are exempt from the Marketing & Consumer behaviour unit. (NB. There is an £85 exemption fee payable to CIM if your exemption is through your Marketing Degree)
Exemptions
Qualification Content
The qualification comprises of the following units:
Digital Marketing Essentials
This unit aims to provide candidates with the skills and knowledge necessary for digital marketing within organisations. The four sections are: Digital Tools, Planning, Implementing and monitoring. Teaching and assessment covers SEO, PPC, ad types, email marketing, viral marketing, online PR, affiliate marketing and social media. It also looks at digital metrics in the form of VOC, A/B Tests and Usability studies. Legislations, regulations and codes of practice are examined.
- Explain each tool used in digital campaigns and describe the links between techniques
- Explain how the tools 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 Metrics & Analytics
The unit will explore basic online research principles and then examine two themes: web analytics and social media monitoring. Web analytics reviews the effectiveness of company communications and customer interactions on a range of digital marketing platforms including website, social media presences and mobile marketing. Social media monitoring involves using tools to listen to conversations about a brand across digital platforms and taking appropriate action.
The unit focuses on developing an understanding of KPIs, selecting measurement tools, analysing reports to improve performance and creating tests to improve owned and bought media messages.
Marketing & 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
- 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 communications
- Suggest suitable methods to influence the relationships an organisation has with its customers, any marketing channel partners and other stakeholders, using marketing communications
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