Diploma in Digital Campaign Planning

Essential knowledge, the jargon and the techniques to create campaigns using online marketing

Overview

Decipher the buzz words and abbreviations: SEM, SEO, SMS, affiliates, email marketing and Web 4.0. Ensure you understand how to plan, execute and evaluate digital campaigns and how to organise for success.CIM is the largest, longest established and most respected marketing organisation in the world, with practical professional qualifications delivered through their UK and international study centre network.

Who is it for?

This is a qualification for anyone working in marketing who wants to have an appreciation of online research techniques to maximise marketing benefits.

What will you learn?

Upon achievement of this qualification you should be able to:

• Explain contemporary digital concepts and identify how these changes challenge and complement the conventional forms of communication.
• Distinguish conventional marketing techniques from digital techniques.
• Describe the hardware and software available to the digital marketing manager.
• Understand buzz words like PFI, PFP, stuffing, optimisation, the marketing research mix and Dephi.
• Discuss the essential points of managing campaigns and the techniques available currently and in the future.
• Apply some of the campaign skills and knowledge to implement and evaluate digital communications projects.
• Explain the importance and risks of consumer generated media, social networks and social media and how to manage these to meet marketing objectives in the short and long term.

Qualification content

Digital Marketing Essentials

• Explain the importance of digital campaign tools, planning, implementing and monitoring digital marketing.
• Understand the marketing planning process.
• 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.

Implementing Digital Campaigns

• Explain the changes that have been brought about by the advances of digital communication techniques.
• Explain contemporary digital concepts and identify how these changes challenge and complement the conventional forms of communication.
• Apply the tools available to measure the effectiveness of digital campaigns and recommend methods appropriate 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.

• 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 communications activities.
• Assess various methods of evaluating, measuring and controlling tools in the marketing communications mix.
• Recommend suitable methods to influence the relationships an organisation has with its customers, any marketing channel partners and other stakeholders, using marketing communications.

Do you qualify?

You need to be educated to a 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 isn't your first language, you will also need to provide us with evidence of at least IELTS 6.5 proficiency or Trinity ISE III/IV.

How will you be assessed?

You'll be assessed in each of the three units through a work based assignment such as coursework and case studies that will often be based on various findings and recommendations within your own company. 

How and where can you study?

The qualification is available in all modes of study; however, you will need to check with the individual Accredited Study Centre.

What does it cost?

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

Study centres