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Developing your skills to undertake effective digital marketing
This qualification provides you with the essential knowledge and skills you need to plan, implement and monitor effective digital marketing campaigns and contribute to operational marketing plans.
You’ll learn what digital marketing is about, including understanding the buzz words and main trends. It covers Search Engine Optimisation (SEO), Pay Per Click (PPC), types of online advertising, e-mail marketing, viral marketing, online PR, affiliate marketing and social media. It also looks at digital metrics, regulation and codes of practice.
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.
• The diploma consists of 3 units at level 4
• All units are assessed by assignment
• There are over 40 CIM accredited study centres in the UK and overseas
• Study centres offer different study methods and start dates
• Cost depends on where and how you study – please ask the study centres
• If you work in marketing communications, hold any degree or have a CIM level 2 or 3 certificate you can apply.
• If you have a relevant marketing qualification, you may receive an exemption of up to 50% of the course.
Download the CAM Brochure and see below more detailed information about the Diploma in Digital Marketing.
The Diploma in Digital Marketing is made up of three units:
Marketing and Consumer Behaviour (20 credits)
The Marketing and Consumer Behaviour unit covers the theories and techniques of research and consumer behaviour and their application to marketing communications. This unit is designed for individuals without previous marketing qualifications. Exemptions from this unit are available if you have an appropriate marketing qualification. More details on exemptions…
Exemptions are available for this unit if you have previous relevant marketing qualifications. Unit exemption are subject to approval from the CIM Awarding Body and £85 fee.
Digital Marketing Essentials (10 credits)
The Digital Marketing Essentials unit covers the campaign tools, their application and monitoring. You’ll learn what digital marketing is about, including understanding the buzz words and main trends. It covers Search Engine Optimisation (SEO), Pay Per Click (PPC), types of online advertising, e-mail marketing, viral marketing, online PR, affiliate marketing and social media. It also looks at digital metrics, regulation and codes of practice.
Digital Marketing Planning (10 credits)
The Digital Marketing Planning unit covers the fundamental digital marketing planning concepts. You’ll learn the key factors involved with the implementation, measurement and evaluation of successful plans. The unit will address issues such as relationship marketing, permission and consumer concerns around privacy, trust and security.
Our recommended pathway for most students is to achieve the Diploma in Digital Marketing and then, if you choose to, enhance your knowledge further by studying the specialist unit awards.
If you would prefer to study one of the specialist digital unit awards as part of your Diploma in Digital Marketing in place of the Digital Marketing Planning unit, this is possible. The chosen specialism will be reflected in your diploma title.
This qualification is designed for those who currently work in marketing or are seeking to enter the industry and want to gain more specialist knowledge of digital marketing.
This diploma is ideal if you are developing and implementing digital marketing plans or working in an online team. It will teach you the essentials to understand fundamental digital planning concepts. But no matter what your role is in your company, you will benefit from gaining insight into today’s digital arena.
Ideal if you want an invaluable asset for your CV and marketing career.
All candidates must have achieved at least one of the following:
• Have suitable competence in a marketing communications role.
• Hold any general Bachelor's or Master's degree.
• Hold a CIM Introductory Certificate in Marketing (Level 2 or 3).
• Have an NVQ or SVQ Level 4 in any other subject (UK – equivalent to NGF Level 4 and above).
• Hold an International Baccalaureate (equivalent to NQF Level 3 and above) or a pass of the entry test onto Level 4.
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.
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.
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.
There are three main ways in which you can study:
Face to Face i.e. in a classroom setting which maybe held weekly or as intensive sessions
Blended learning (a combination of online and face to face)
You will be expected to complete approximately 400 hours study for this level of qualification. This will consist of both personal study and guided learning with your tutor or online learning.
The Diploma in Digital Marketing units are assignment based assessments
There are three elements which make up the costs to study.
The tuition fees are the majority of the costs. These vary depending on your chosen method of studying i.e. face to face or distance, and your chosen study centre. We recommend you contact the study centres regarding their tuition fees.
Assessment fees for the Diploma in Digital Marketing are £85 per unit.
To study the qualification you are required to become a member of the CIM. Your membership provides you with a wide range of benefits including access to marketing resources, studying and professional support, plus career enhancing opportunities such as the Chartered CPD Programme. The simplest way to join is as an Affiliate which costs £140.
If you have previous marketing qualifications, you may be entitled to an exemption. This could mean, for example, that you would only need to study two units for the Diploma in Digital Marketing to achieve your qualification – shortening your study time and reducing your tuition fees.
Please note there is an £85 fee payable to cover the costs of reviewing an application and if approved recognising, accrediting and ratifying a unit from one qualification to another. Please note only one exemption is available per qualification
• Marketing and Consumer Behaviour. (20 credits)
Exemptions are available for this unit from previous relevant marketing qualifications
• Digital Marketing Essentials. (10 credits)
• Digital Marketing Planning. (10 credits)
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 and techniques of research and consumer behaviour, and their application to marketing communications.
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.
• 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.
Digital Marketing Essentials
This unit aims to provide candidates with the skills and knowledge necessary in planning digital marketing campaigns within organisations.
• 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 digital media channels can be co-ordinated to make them more effective than when used individually.
• Discuss how digital communications campaigns can be evaluated.
• Recommend improvements to a specified digital communications campaign.
• Explain how digital communications campaigns 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).
• Appraise different planning approaches and marketing environmental factors that influence online marketing activity.
• Review the similarities and differences between digital 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 emerging digital buyer behaviour characteristics 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 digital marketing plan.