Diploma in Managing Digital Media

Using digital channels in your media plan

Overview

Media planning has become increasingly difficult in recent years. There has been an explosion of the ways in which consumers are contacted both digitally and through conventional media such as print, radio and television. Convergence of media creates new problems and opportunities for brands.

This new and exciting qualification looks at digital channels and their suitability for inclusion in a media plan. Search Engine Optimisation (SEO), display advertising, email marketing, viral marketing, online PR, affiliate
marketing and social media are all explored in detail. It also looks at digital metrics and related legislation, regulation and codes of practice. This diploma will provide you with invaluable knowledge and skills to manage digital marketing and communications campaigns.

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 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 of the following units:

• Integrated Digital Media and Branding
• Implementing Digital Campaigns
• Advertising
• Public Relations

Qualification content

Integrating Digital Media and Branding

This unit aims to provide candidates with a good understanding of the fragmented nature of media management. It will equip them with the skills and knowledge that are necessary in evaluating and integrating brand propositions both online and offline. The four sections comprise of: offline media such as print, radio and television; online digital media including mobile communications; integrated communications and integrated branding communications, and key performance indicators in integrated marketing communications (IMC).

Learning Outcomes

On completion of the unit, you will be able to:

• Evaluate the importance of integrating diverse media in communications
• Analyse the challenges of integrating communications via online and offline media
• Discuss the new role of social media and networks in communication
• Employ an integrated approach to creating, sustaining and promoting a brand
• Appraise the evolving nature of communications through mobiles devices and converging technologies
• Evaluate the role of key performance indicators in Integrated Marketing Communications.

Implementing Digital Campaigns

This unit will provide students with insight and some of the skills and knowledge to implement digital communications projects.

Central to the unit will be an exploration of the new models and approaches that are now governing digital communications: these include web 2.0-3.0, social networking, blogging, and subscription-based communications tools.

In recognition of the rapidly changing technologies and approaches to digital communication this unit will also feature a future trends section, which will be regularly updated, and will consider web 4.0 (the synchronized background sharing of data to provide intelligent solutions), new influence models and the growing impact of neuroscience on digital communications practice.

Learning Outcomes

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

Advertising

This unit aims to provide candidates with 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.

Learning Outcomes

By the end of this unit you should 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 (eg 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 and voluntary constraints, and be able to apply them to given advertisements
• Select appropriate methods for measuring the effectiveness of advertising
  

Public Relations

This unit aims to provide candidates 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.

Learning Outcomes

By the end of this unit you should 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
   

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 (eg 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?

It's possible to qualify within a single academic year studying part time. You will be assessed across the four units using a blend of two basic methods:

1. By formal examinantion
2. By assignments such as coursework and case studies that require longer answers and will often be based on various findings and recommendations within your own company (or a company of your choice)

How and where can you study?

The Diploma in Managing Digital Media 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