What is it?
The CAM Diploma in Marketing Communications – Level 4 gives you an in-depth understanding of the range of communication methods you can use to meet business objectives – from advertising and PR to direct and digital marketing.
Ideal for…
Those working in (or who want to work in) marketing communications (including agency roles such as copywriters and designers).
What will you learn?
By the end of the qualification you should be able to:
- Develop marketing communications and brand support activities based on your understanding of market and consumer behaviour.
- Demonstrate the skills needed to devise, execute and analyse a PR plan.
- Explain the roles of direct marketing and sales promotion, as well as manage and maintain a marketing database.
- Demonstrate good all-round knowledge of the advertising industry, and how good advertising is applied in practice.
- Understand the role of all media (including digital) in effective marketing.
Do you qualify?
You need to be educated to at least A Level standard (or equivalent) and fulfil at least one of these criteria:
- Have a suitable competence in a marketing communications role.
- Hold any recognised UK degree or equivalent level 5 qualification.
- Have a relevant level 3 or above qualification. (e.g. 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 proficiency or Trinity ISE III/IV.
How long will it take and how will you be assessed?
Marketing and Consumer Behaviour
(6 months Assignment)
This unit aims to provide you with the skills and knowledge necessary in managing marketing communications and brand support activities.
Learning Outcomes
By the end of this module, you will be able to:
- 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.
Public Relations
(3 months exam)
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.
Learning Outcomes
By the end of this module, you 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.
Direct Marketing and Sales Promotion
(3 months exam)
This unit aims to provide you with an understanding of the disciplines and techniques of direct marketing and sales promotion at an operational level.
Learning Outcomes
By the end of this module, you will be able to:
- Describe the relationship of direct marketing with other marketing communications tools.
- Explain the role of sales promotion, merchandising, point of sale and field marketing in the context of various sectors and in terms of consumer, trade and salesforce/employee promotions.
- Develop, manage and maintain a marketing database.
- Devise, implement and control appropriate direct marketing and sales promotion campaigns to meet defined objectives.
- Apply the principles of testing and measurement and financial controls which support direct marketing and sales promotion campaigns.
- Explain the ethical, legal and self-regulatory environment around the disciplines of direct marketing and sales promotion.
- Justify and manage budgets for individual campaigns.
Advertising
(3 months exam)
This unit aims to ensure knowledge and understanding of the process of advertising, advertising planning and measuring effectiveness.
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.
Integrated Media
(3 months assignment)
This unit aims to provide you with a knowledge and understanding of the function of various media within the marketing mix and communications mix.
Learning Outcomes
By the end of this module, you will be able to:
- Explain the role of different media in the marketing mix and the communications mix.
- Identify the relationships between the advertiser, advertising agencies,media buying and media planning agencies and media owners.
- Set appropriate objectives and strategies and allocate budgets for different media.
- Present an overview of media available and their characteristics,including electronic media, and methods of planning and selection.
- Select appropriate methods for measuring the effectiveness of communications media.
When can I start?
January, March, June or September.
Venue/Time:
Venue: Newcastle, Durham or at your workplace.
Time: Day, evening, weekend (15 months).
How much will it cost?
Course fees, payable to NESMA: £2,450 (+ VAT).
Registration fee, payable to CIM: £140.
Exam fees and assignment fees, payable to CIM: £365.
Other useful information:
Once we have confirmed your place on the course, apply to CIM www.cim.co.uk for Affiliate (Studying) Membership. You must be a member in order to take the assignments and examinations.
