This qualification is aimed at the aspiring professional digital marketer who wishes to gain knowledge and skills to succeed and progress within a career in marketing.
The course is designed for anyone with a working knowledge of marketing therefore experience of operational marketing is desirable.
Plus, this course would also be perfect for you if you have accrued extensive experience in marketing practice but have no formal related qualifications.
This course has been structured to reflect the need for a flexible and bite-size approach for today’s professional marketer. The course is made up of three modules, delivered online, one afternoon per week (1.30pm – 5.30pm) over 21 weeks (7 weeks, per module). Plus, you will be supported by the tutor via one-to-one online session and undertake self-study to complete each module. Additional to the course fee, you will need to pay a membership and assessment fee directly to CIM.
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%)
The examination will comprise multiple-choice questions to be completed in a controlled assessment.
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%)
The assessment will require submission of an assignment based on a theme and an organisation of choice.
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%)
The assessment will require submission of a portfolio/assignment based on a theme and an organisation of choice.
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Courses listed on this website are indicative of the subject, nature and level of study. The College reserves the right to alter specific qualifications titles, awarding bodies and levels of qualification, which can change in year. Any cost may also vary, based on personal funding eligibility. The Cornwall College Group reserves the right to withdraw any course listed at any time.