Qualifications awarded by

GET AHEAD IN DIGITAL MARKETING

Get qualified with the CAM Foundation

www.camfoundation.com
@camfoundation

WHAT OUR
STUDENTS
SAY

For digital marketing professionals the CAM Diploma in Digital

Marketing is a must. The course is highly relevant to current and
future digital marketing disciplines, such as social media and
mobile, and provides digital marketers with the right knowledge
and skills to excel in their roles.
Lee Noon | E-Commerce Manager
Aviva Life Services

I really enjoyed the course. I had a great tutor and it struck the
right balance between the theory and its practical application.
Helen McInnes | PR Manager
NCR Corporation

The CAM Diploma gave me a strong foundation for my career.

Jonathan Collet | Director of Communications
Press Complaints Commission

Studying for this qualification has allowed me to gain an

understanding of how new technologies and opportunities can
be integrated into our existing marketing plans and strategies.
Vanessa Woodward | Deputy Marketing Manager
Pennine Healthcare

Getting qualified in digital marketing gave me the competitive

edge I wanted.
Hannah Marshall | Digital Marketing Manager
British Universities and Colleges Sport

THE CAM
FOUNDATION

The Communication, Advertising and Marketing (CAM) Education

Foundation is a registered charity created to assist individuals who
wish to develop themselves in these specialised areas of marketing.
Working with CIM as the awarding body, CAM offers qualifications
and unit awards in digital marketing and marketing communications.

WHY CHOOSE CAM?

Professional specialist marketing qualifications awarded
by CIM the worlds leading professional marketing body.
Over 40 CIM Accredited Study Centres worldwide.
Flexible study options choose from face to face,
distance/online or blended learning (a combination
of face to face and online).
Full diploma and unit award options available.
Exemptions for previous relevant marketing qualifications.

www.camfoundation.com
or call +44 (0)1628 427120

CAM DIPLOMA
IN MARKETING
COMMUNICATIONS

This qualification is ideal if you want to deepen your knowledge

and be able to practically implement marketing communications
to meet your business objectives.

THIS DIPLOMA CONSISTS OF FIVE UNITS.

digital technologies and the legal and

regulatory constraints in which they operate.
Merchandising, field marketing and point of
sale promotion are also covered.

UNITS
Marketing and Consumer Behaviour*
(20 credits double unit)
This unit includes 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. If you are qualified
in marketing you may be entitled to an
exemption on this unit. For details, please
e-mail cam@cim.co.uk.

Advertising** (10 credits)

Public Relations (PR)** (10 credits)

This unit covers the functions of

different media within the marketing
and communications mix. It provides an
understanding of the process of media
selection, planning and measuring
effectiveness. It specifically considers the
integration of online and offline media in
effective communications.

This unit provides you with an

understanding of the role PR plays
in reputation management, internal
communications and assisting transactions.
The unit assesses stakeholder relationships
and examines the various online and offline
media techniques available.

Direct Marketing and Sales Promotion**

(10 credits)
This unit includes the disciplines and
techniques of direct marketing and sales
promotion, including databases and other

This unit covers the role of advertising

within the marketing mix, communications
mix and society. It will explain the relevant
processes, planning and measurement
involved with advertising in all of its forms,
online and offline.

Integrated Media* (10 credits)

*Assessed by assignment.
**Assessed by examination.

On completion of this qualification you

should be able to:
Develop marketing communications and
brand support activities based on your
understanding of market and consumer
behaviour.
Demonstrate the skills needed to devise,
execute and analyse a PR plan.
Explain the roles of direct marketing and
sales promotion, as well as manage and
maintain a marketing database.
Demonstrate good all-round knowledge
of the advertising industry and how good
advertising is applied in practice.
Understand the role of all media
(including digital) in effective marketing.

This diploma is equally suitable

whether you are working client
side or for an agency.

CAM DIPLOMA
IN DIGITAL
MARKETING

This qualification has been developed to provide you with the

essential knowledge and skills you need to plan, implement and
monitor effective digital marketing campaigns and contribute to
operational marketing plans.

THE DIPLOMA CONSISTS OF THREE UNITS,

ALL ASSESSED BY ASSIGNMENT.

Digital Marketing Essentials (10 credits)

UNITS
Marketing and Consumer Behaviour
(20 credits double unit)
This unit includes 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. If you are qualified
in marketing you may be entitled to an
exemption on this unit. For details, please
e-mail cam@cim.co.uk.

This diploma is ideal if you are

developing and implementing
digital marketing plans or
working inan online team.

This unit includes digital campaign tools,

how to apply them and monitor their
effectiveness. The course covers what
digital marketing is about, including
understanding the buzz words and
main trends. It looks at Search Engine
Optimisation (SEO), Pay Per Click (PPC),
types of online advertising, e-mail
marketing, viral marketing, online PR,
affiliate marketing and social media. Digital
metrics, regulation and codes of practice
are also considered.

Digital Marketing Planning (10 credits)

This unit includes the fundamental digital
marketing planning concepts.Youll
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.

On completion of this qualification you

should be able to:
Explain the role of the essential elements
of digital campaigns and describe the
links between each technique.
Discuss key stages in online development
using relevant business models.
Review the emerging buyer behaviour
characteristics of the online consumer and
how organisations can respond to meet
changing behaviour and expectations.
Explain how tools of the digital
communications mix can be
coordinated effectively and recommend
improvements to a specified campaign.
Explain how the digital communications
mix can be measured and monitored
effectively, and ultimately be able to
apply relevant tools and concepts to
design an annual online marketing plan.

www.camfoundation.com
or call +44 (0)1628 427120

SPECIALIST
UNIT
AWARDS

We offer three specialist digital units. You can study these as

standalone units to gain a unit award.

Mobile Marketing in Practice

(10 credits)

Web Analytics and Social Media

Monitoring (10 credits)

Integrating Digital Media and Branding

(10 credits)

This unit is designed for individuals who

want to expand their knowledge and
skills in the area of mobile marketing.
Youll learn good practice in mobile
marketing and explore how it fits within
the communications mix, plus how the
channel can be maximised for success and
effectively measured. This practical unit
award includes how to develop a mobile
application.

Whether you are a hands-on marketing

professional or from a digital agency,
this unit will help you get the best from
your online marketing. It focuses on
understanding Key Performance Indicators
(KPIs) and selecting the right measurement
tools. With this unit you will learn the
essential knowledge to monitor and
analyse your digital marketing activity so
you can make informed adjustments to
improve campaign performance.

If branding is at the heart of your role

and you want the knowledge and skills
to integrate online media with offline
marketing activities, then this unit is for you.
Whether you are extending an established
brand online or developing an internetbased brand, this unit award gives you the
tools you need to successfully maximise the
branding opportunities available through
digital media.

ALL DIGITAL UNITS ARE ASSESSED BY ASSIGNMENT.

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 units.
Please note these units can be studied as standalone units, without studying the Diploma in
Digital Marketing first.
If you would prefer to study one of the specialist units 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 award title e.g. Diploma in Digital Marketing (Mobile), Diploma in Digital
Marketing (Metrics and Analytics), Diploma in Digital Marketing (Media and Branding).

www.camfoundation.com
or call +44 (0)1628 427120

THE
DETAILS

Entry requirements

Assessments

You need to be educated to at least

A Level standard (or equivalent) and fulfil at
least one of these criteria:

Assessments across all diplomas include

assignments and/or examinations depending
on the particular qualification. The assessment
contexts are designed to reflect real-life work
situations to give a sense of practicality in
your learning.

Have suitable competence in a marketing

communications role.
Hold any general Bachelors or
Masters 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 isnt your first language, you will also
need to provide us with evidence of at least
IELTS 6.5 proficiency or Trinity ISE III/IV.

Exemptions
Exemptions may be available for some
of the units within the qualifications.
For more details visit
www.camfoundation.com/exemption
or e-mail cam@cim.co.uk

Flexible study options to suit you

The CAM qualifications are taught through a
global network of Accredited Study Centres.
You can study via face to face or distance
learning/online or choose blended learning,
which is a combination of online and face to
face learning.
To see a list of Accredited Study Centres
please visit www.camfoundation.com/
accredited-study-centres

How much does it cost?

Costs vary by study centre and depend on
your chosen mode of learning. Please contact
the study centres directly to compare costs.
In order to study for your CAM qualifications
you are required to be a member of 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 144.
Assessment fees are 65 per examination and
85 per assignment.

This qualification is accredited by

The Open University Validation Service
The Open University Validation Service
has endorsed the quality, amount and level
of learning involved with selected CAM
professional qualifications and has given
formal recognition with general credit ratings
as shown below:
Diploma in Digital Marketing
(40 credits) Level 4.
Diploma in Marketing Communications
(60 credits) Level 4.
These credits can be used towards
The Open University Open Degrees and
otherundergraduate degrees in named
subject areas subject to content mapping.
Otheruniversities may use this credit rating as
a guide to determine suitable awards towards
their degrees.
These credits are valid for holders of
the selected CAM qualification from
July 2009 onwards.

For more information or to find your local study centre,

please call +44

(0)1628 427120
or e-mail cam@cim.co.uk
www.camfoundation.com
CAM Foundation, Moor Hall, Cookham, Maidenhead, Berkshire SL6 9QH
Telephone: +44 (0)1628 427120 | E-mail: cam@cim.co.uk | Twitter: @CAMFoundation
Registered Charity No. 313423

T
 he Communications, Advertising and Marketing Foundation 2013. All rights reserved. Permission to reproduce
or extract material from this publication must be sought from The Chartered Institute of Marketing.

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