Integrated Media

Guided learning hours

30 hours

Aims and Objectives

This unit aims to provide you with a knowledge and understanding of the function of different media within the marketing mix and communications mix. This unit also aims to ensure that knowledge and understanding of the process of media selection, planning and measuring effectiveness are in place.

Assessment Methodology

Assignment

Learning Outcomes

By the end of this module you will be able to -

• Explain the role of different media in the marketing mix and the communications mix
• Identify the relationships between the advertiser, advertising agencies, media buying and media planning agencies and media owners
• Set appropriate objectives and strategies and allocate budgets for different media
• Present an overview of media available and their characteristics, including electronic media, and methods of planning and selection
• Select appropriate methods for measuring the effectiveness of communications media

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The CAM Foundation

Moor Hall, Cookham, Maidenhead
Berkshire, SL6 9QH UK

Telephone: +44 (0)1628 427120
Email: cam@cim.co.uk
Company no: 977606
Charity registration no: 313423