CAM Digital Diploma Courses

AUTUMN 2012

Join the best "Established in June 2004, the Marketers Forum Ltd (TMF) has quickly established an outstanding reputation for innovation and excellence. You will be joining like-minded ambitious marketers who also strive to be the best.

Ethos

ü  You are treated as professionals rather than students.

ü  Your tutors are selected for their current industry experience and a love of teaching.

ü  Your courses are designed to fit your lifestyle requirements as well as your career development needs.

Comfort and Convenience

ü  Your course will be delivered from the West End (Charing Cross), Barbican or Richmond centres.

ü  All centres have been carefully selected for their comfort, with state of the art training rooms and air conditioning. Tea, coffee and the essential (sugar-hit) biscuits are included.

Exceptional pass rates

ü  We have achieved 18% above national average pass rates since starting in 2004.

Keep ahead of your competition

ü  Free evening Masterclass sessions from leading industry practitioners' throughout the programme.

Why choose The Marketers Forum?

Quentin Crowe Managing Director

Just a quick email to say

thank you for all your support and help last

year! I thoroughly enjoyed the courses and teaching

style at the Marketers Forum and I wish you all the best for the future.

Kevin Broome

Marketing Manager South West Trains

Why choose the CAM Digital Diploma?

ü  It is the only true Marketing Digital Communication qualification designed by the industry, for the industry. Established in 2009 and now under the umbrella of the Chartered Institute of Marketing (CIM).

ü  Provides an integrated approach to the disciplines of the marketing

communications industry, giving you the breadth of knowledge to advise both internal and external clients on the best ways to communicate a product or service.

ü  Your CAM programme will give you confidence to devise, plan and

execute digital marketing programmes that work.

ü  A CAM qualification will enable you to be a valued employee that is

more productive and progress you to increasingly demanding roles where versatility, responsibility and accountability are vital.

ü  In short a CAM qualification helps you to be ahead of the competition. You will be more confident in carrying out any marketing communications role, be it for a client, agency, not-for-profit or charity organisation.

The Format

The Digital Diploma now includes 2 core modules and an elected module. The 2 core modules are; ¡  Digital Marketing Essentials

¡  Marketing & Consumer Behaviour

These will form the back bone of the qualification and then candidates can choose from 1 of 5 electives." These are;

¡  Principles of Mobile Marketing ¡  Web Analytics & Social Media Monitoring ¡  Digital Marketing Planning ¡  Implementing Digital Campaigns

¡  Integrating Digital Media & Branding"

Whichever elective candidates choose, this will then be the title of the Diploma awarded to them. Eg. CAM Diploma in Digital Campaign Planning

Whilst only 1 elective needs to be taken in conjunction with the 2 core modules to achieve the Diploma, each module can also be taken as a stand alone course, and a Certificate will be awarded on the passing and completion of the elective (for a fee of £25). Eg. Certificate in Digital Marketing Planning

Course Overview

The NEW CAM Digital Diploma is tailored to provide delegates with a greater understanding of the digital marketing field accompanied with specialist knowledge to benefit your insight into the Digital Marketing world.

The course is designed for those wanting to work in marketing or marketing professionals who want specialist knowledge and an understanding of what digital marketing is and how it relates to the marketing industry. And then turn that knowledge into successful marketing strategies.

There are 2 core units, that must be taken;

Digital Marketing Essentials This unit aims to provide candidates with the skills and knowledge necessary for digital marketing within organisations.

The four sections are: Digital Tools, Planning, Implementing and monitoring. Teaching and assessment covers SEO, PPC, ad types, email marketing, viral marketing, online PR, affiliate marketing and social media. It also looks at digital metrics in the form of VOC, A/B Tests and Usability studies. Legislations, regulations and codes of practice are examined.

Marketing & Consumer Behaviour (Exempt if you have a CIM level 4 and above qualification or have a Marketing Degree)

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.

" "

Course Overview

Choose from ONE of the five electives below. Whichever module you opt for will form your specialism and the title of your overall Diploma.

Digital Marketing Planning The unit aims to provide candidates with the skills and knowledge to understand the fundamental planning concepts for an online organisation, together with key factors in implementation, measurement and evaluation of successful campaigns. The unit will consider a range of environmental factors both internal and external (e.g. Legal) that will shape and influence the digital marketing planning process. Various e‐business models will be explored. In addition, similarities and differences covering the mix elements in traditional and digital marketing will be addressed along with issues such as relationship marketing, permission and consumer concerns around privacy, trust and security.

Web Analytics and Social Media Monitoring Digital marketing is of ever-increasing importance and within an environment where return on investment is essential, all activity needs to be both evaluated and measured to monitor the effectiveness of activity.

The unit will explore basic online research principles and then examine two themes: web analytics and social media monitoring. Web analytics reviews the effectiveness of company communications and customer interactions on a range of digital marketing platforms including website, social media presences and mobile marketing. Social media monitoring involves using tools to listen to conversations about a brand across digital platforms and taking appropriate action. The unit focuses on developing an understanding of KPIs, selecting measurement tools, analysing reports to improve performance and creating tests to improve owned and bought media messages.

Course Overview

Principles of Mobile Marketing Mobile is the most widely used media channel globally, with over one billion mobile devices sold each year. The medium is referred to as ‘always on and always connected’ and provides new ways for organisations and brands to connect with customers across all sectors.

This unit will provide an introduction to good practice in mobile marketing and explore how it fits within the communications mix. It will also look at ways in which the channel can be maximised and how success in mobile marketing can be measured.

Implementing Digital Campaigns This unit will equip candidates with the skills to deliver digital communications projects. The unit will cover four distinct areas, namely; digital concepts, project delivery, campaign control and evaluation, and future trends. The concepts to be explored include web 2.0‐3.0, social networking, blogging, and subscription based communications models. The project delivery section will look at digital KPIs, web mapping and Google analytics. Control and evaluation will cover digital supply chain management, cost control and digital creative assessment. The future trends section, which will be regularly updated, will consider web 4.0, new influence models and the growing impact of neuroscience.

"Integrating Digital Media and Branding 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 unit intends to evaluate all the key channels used for communicating with the customer and to ascertain how they are evolving. At the same time it will look at how integration can take place and evolve, lessening channel conflict and dissonance in communication. Campaigns, which highlight good brand communications in the digital age, will be highlighted and evaluated. The unit will also look at the fast changing landscape of social networking through all digital media and consider the key components of a brand and how these can be enhanced through the integration of communication media.

Evening Timetable

Saturday Timetable

Elective Timetable

Prices (valid until 30th September 2012)

Ex VAT Incl VAT TMF Administration & Registration Fee £100 £120 Complete course (2 core units & 1 elective) £1800 £2160 Exemption course (1 core units & 1 elective) £1200 £1440

OR

Pay as you go - Individual units (each)

You will also need to pay the following CIM costs; Annual membership £140.00 Assignment Fees per unit (x3) £85.00 If you have UK Marketing Degree and are £85.00 eligible for the exemption there is a fee to pay

Module Ex VAT Incl VAT

Digital Marketing Essentials £650 £780

Marketing & Consumer Behaviour £650 £780

Digital Marketing Planning £650 £780

Principles of Mobile Marketing £650 £780

Web Analytics and Social Media Monitoring £650 £780

Integrating Digital Media & Branding £650 £780

Implementing Digital Campaigns £650 £780

Frequently Asked Questions

ü  How do I book? Go to www.themarketersforum.co.uk and complete the online booking form

ü  Entry requirements You can register to do the CAM Digital courses with any degree qualification or relevant marketing and work experience.

ü  When do I choose my elective? Ideally before the course begins, however if you change your mind during the first module, we can be flexible as long as the elective you wish to join has not reached it’s full capacity.

ü  Please note we need a minimum of 5 people to run a course, so if we are unable to run your preferred digital elective and you do not have a second choice elective, you may have to wait another 6 months until it is rescheduled. We do aim to run all 5 electives though!

ü  When are the Registration Closing Dates? The closing date for registration with CIM 5th October 2012 for December 2012 assessment sessions.

ü  You can register for the course at The Marketers’ Forum anytime before the course commences. Places are limited and we aim for an average class size of approx 15 people, so it is advisable to book as soon as possible.

ü  Sponsorship. If you have a sponsor for your course we can arrange for the invoice to be forwarded directly to them. Payment is required within 14 days or the start of the course whichever is sooner.

ü  Interest Free Payment Plan. If you are self-funding we require a £200 deposit upon submitting an online booking form and then the remainder of your course fees will be split over six equal monthly instalments. There is no charge for this service but penalties will be applied for late payment of instalments.

TMF Contact Details

Main Office Address: The Marketers' Forum Group The Bridge 12-16 Clerkenwell Rd"London, EC1M 5PQ Tel: 0844 272 5837

Twitter: MarketingLondon Website: www.themarketersforum.co.uk

Office Contacts: Sarah Blackshaw I Communications Manager

Marketing / Enquiries / Administration / Website sarah@themarketersforum.co.uk Carl Jones l Operations Manager

Operations / Accounts / Enquiries carl@themarketersforum.co.uk

Abby Beckley I Administration Assistant Enquiries / Administration / Accounts abby@themarketersforum.co.uk

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