The modules you need to complete the CIM Certificate in Professional Digital Marketing are:
Aims of the module
In this module, you will learn about the role of marketing in the organisation and the key concepts that underpin the activities of the marketer. You will explore the marketing environment, customer behaviour in the digital age, market research and the marketing planning process. This will include the marketing mix and a tactical planning framework to aid marketing effectiveness.
The module comprises three units with two learning outcomes each. Each learning outcome will be covered by the related assessment criteria and will be assessed by way of examination. By the end of this module you should be able to:
Unit 1: The Marketing Concept
- Understand the contribution of marketing to the organisation (15%)
- Know what influences customer behaviour across a range of contexts (15%)
Unit 2: Analysis and Insight
- Understand the factors and trends in the marketing environment and how they affect marketing (15%)
- Know a range of options for gathering relevant marketing information (15%)
Unit 3: Marketing Mix
- Understand the application of the marketing mix within different marketing contexts (20%)
- Know how to apply and adapt the marketing mix to satisfy customer needs and business goals (20%)
Aims of the module
This module gives you the knowledge and skills to plan and implement successful campaigns that deliver real results for an organisation. You will learn the campaign planning process including how to analyse an organisation’s current position. You will also learn how to set campaign objectives, implement a campaign then measure and evaluate its success to aid continuous improvement in the fast-changing world of marketing.
The module comprises three units of two learning outcomes each. Each learning outcome will be covered by the related assessment criteria and will be assessed by way of assignment. By the end of this module you should be able to:
Unit 1: Campaign Process
- Understand the process of planning a campaign (15%)
- Know how to undertake an internal and external situational analysis (15%)
Unit 2: Planning Campaigns in Action
- Know how to develop a successful campaign plan (30%)
- Understand how to implement a plan in practice (20%)
Unit 3: Campaign Success
- Understand the principles of monitoring a marketing campaign (10%)
- Know how to undertake a post-campaign evaluation (10%)
Digital Marketing Techniques
Aims of the module
This module focuses on the importance of the ever-evolving, dynamic digital landscape. You will develop skills to improve digital marketing performance and explore the challenges and opportunities within the digital environment. You will also use a range of tools to plan how to enhance an organisation’s effectiveness in the digital age.
The module comprises three units with two learning outcomes each. Each learning outcome will be covered by the related assessment criteria and be assessed by way of a portfolio/assignment.
By the end of this module you should be able to:
Unit 1: Digital Techniques
- Understand digital marketing tools and techniques (15%)
- Assess different applications of digital marketing (15%)
Unit 2: Digital Enhancement
- Know how to integrate digital and offline marketing (15%)
- Understand approaches to enhancing stakeholder engagement (20%)
Unit 3: Digital Management
- Know how to develop a digital marketing plan (20%)
- Apply and adapt digital marketing analysis (15%)
Applied Marketing Assessment: Examination
- The examination will comprise multiple-choice questions to be completed in a controlled assessment.
Planning Campaigns Assessment: Assignment
- The assessment will require submission of an assignment based on a theme and an organisation of choice.
Digital Marketing Techniques Assessment: Portfolio/Assignment
- The assessment will require submission of a portfolio/assignment based on a theme and an organisation of choice.
The go-to for marketing executives, or equivalent, who have had experience in the industry and are looking to advance their career. You can choose between two qualifications to suit your individual career path.
You’ll need to have a minimum of one year’s experience in the industry or a relevant level 3 qualification to study the Certificate in Professional Marketing or Certificate in Professional Digital Marketing.
If English is not your first language, you will need to demonstrate you’ve achieved an equivalent qualification.
Classes start January 2020 in Newcastle, Carlisle, Edinburgh and Glasgow.
Newcastle contact day will be a Monday | Carlisle contact day will be a Tuesday | Edinburgh contact day will be a Friday.
On your application please state whether you would prefer an evening or day time class.
The programme is also available to be studied via distance learning.