Diploma in Digital Marketing

Developing your skills to undertake digital marketing planning

Overview

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

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.

You will have the opportunity to gain skills and knowledge to understand the fundamental planning concepts for an online organisation as well as key factors in implementation, measurement and evaluation of successful campaigns.

Digital marketing has evolved from a peripheral element of organisational marketing to one which is at the hub of customer-centric communications in an increasingly multi-channel environment. Our qualifications will ensure that you are equipped to deal with this shift and make the most of the new business opportunities on offer.

Watch the Diploma in Digital Marketing webinar, in the related links section on the right, for a taste of what you'll learn on this qualification (requires free registration).

Who is it for?

The new qualification is designed for those 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 in your company you will benefit from gaining insight into today’s digital arena.

What will you learn?

The qualification comprises the following units:

• Digital Marketing Essentials.
• Digital Marketing Planning.
• Marketing and Consumer Behaviour.

Qualification content

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.

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.

Marketing and 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.

Learning Outcomes

By the end of this unit you should be able to:

• Explain the role of the marketing plan and communications plan within the context of the organisation’s strategy and culture.
• Outline the principles of marketing research, how data can be obtained through both primary and secondary methods and the strengths and weaknesses of qualitative and quantitative approaches.
• Describe 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 plans 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.

Do you qualify?

All candidates must have achieved at least one of the following:

• Have a suitable competence in a marketing or Marketing Communications related 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 or Trinity ISE III/IV.

Those with significant communications industry experience, but without the formal qualifications, can apply for special consideration of their circumstances.

How will you be assessed?

The Diploma in Digital Marketing are assignment based assessments

How and where can you study?

The Diploma in Digital Marketing is delivered through a number of study centres in the UK and overseas, accredited by The Chartered Institute of Marketing, providing tuition and support to students.

Because we understand that undertaking a new qualification can be difficult to fit in amongst other commitments, you can choose a mode of study to suit you including evening classes, intensive study and distance learning.

Please note: different study centres offer different options for how to study. Before registering with your chosen centre, please be sure to check that they offer your preferred mode of study.

Whilst every care is taken to ensure that the establishments are reputable in all respects, their inclusion on the list does not imply recommendation and candidates are advised to make their own enquiries to establish course programmes, fees and past examination achievements.

What does it cost?

Please contact your chosen Accredited Study Centre for information regarding their fees.

Study centres