CAM Diploma in Marketing Communications
Who is it for?
For further information or assistance on CIM Qualifications, contact qualifications@cim.co.uk or call +44 (0) 1628 427120
• Improve career prospects
• Add a "roundedness" to your knowledge and to that of your team
• Satisfy clients needs to look more broadly at the way in which their products and services are communicated
For thousands of professionals, CAM has provided the perfect solution to the challenges of modern marketing communication, satisfying the growing need to look broadly at the way products and services are communicated.
“The CAM syllabus introduced me to professional marketing and provided an excellent intellectual foundation to marketing practice, on which I have built my business and management career.
“CAM offers students an integrated perspective to marketing communications which is unrivalled in the industry and allows students to progress to the next level of professionalism whether that is in a marketing, agency services or corporate communications role.”
Tess Harris, MA (Marketing), Chartered Fellow of CIM, Former International Chairman of CIM, Trustee of the CAM Foundation.
The aim of the CAM Diploma syllabus is to provide an in-depth understanding of the principle methods of communication used by organisations in the achievement of their business objectives.
The examinations and assignments are designed to assess your knowledge of these communication methods as well as your ability to apply and interpret that knowledge.
You will gain...
• In depth knowledge of all the key elements needed for planning and executing integrated campaigns
• Far greater breadth of knowledge and competence than work experience alone can ever provide
• Flexibility to choose different ways in which to study
• Up to date, relevant knowledge of both the theory and the reality of present and future marketing communication practice
Studying with CAM as a member of The Chartered Institute of Marketing gives you access to member benefits that will support your learning and your career. Your membership will take you beyond your studies and should become a valuable asset as you progress in your career. From career support to ensuring best practice in your professional role, CIM can become your essential career partner.
The registration deadline for June 2008 assessment are 4th April by post and 11th April online.
All candidates must be educated to at least A level standard or equivalent and have achieved at least one of the following:
• Demonstrate competence in a marketing communications role
• Any recognised UK degree or equivalent level 5 qualification
• A relevant level 3 or above qualification (e.g. CIM Professional Certificate, CIPR Advanced Certificate in Public Relations etc)
Those educated outside of the UK must have achieved the equivalent of the above entry criteria and, where English is not their first language, evidence of their English language competence to IELTS 6.5 must be provided.
Those with significant communications industry experience, but without the formal qualifications, can apply for special consideration of their circumstances.
There are no exemptions available for any modules on this qualification. Students must pass all five modules to be awarded the CAM Diploma in Marketing Communications.
Please contact the Customer Contact Team for further information. Telephone +44 (0)1628 427120 or email info@camfoundation.com
Marketing & Consumer Behaviour (double unit)
60 guided learning hours
Aims and Objectives
This unit aims to provide you 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.
Assessment Methodology
Assignment
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
30 hours
Aims and Objectives
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 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.
Assessment Methodology
Examination
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 & Sales Promotion
30 hours
Aims and Objectives
This unit aims to provide you with an understanding of the disciplines and techniques of direct marketing and sales promotion at an operational level, including the knowledge and the skills to apply database and other digital technologies in the development of direct marketing and sales promotion campaigns within legal and regulatory constraints. The nature and scope of sales promotion is defined as including merchandising, field marketing and point of sale promotion. The role of all of these disciplines within the marketing function is explored.
Assessment Methodology
Examination
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
• Justify and manage budgets for individual campaigns
• 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
Advertising
30 hours
Aims and Objectives
This unit aims to provide you with a 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.
Assessment Methodology
Examination
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
30 hours
Aims and Objectives
This unit aims to provide you with a 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.
Assessment Methodology
Assignment
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