24
CAM Diploma
in Marketing
Communications
What is it?
What will you learn? Course content
This qualification will give you
By the end of this qualification you should This qualification has five units, each with
an in-depth understanding of
be able to: its own assessment method.
To complete each one you’ll need to cover
the range of communication
• Develop marketing communications and
all the following tasks successfully:
methods you can use to meet
brand support activities based on your
business objectives – from
understanding of market and consumer
1. Marketing and Consumer Behaviour
behaviour
advertising and PR to direct
• Demonstrate the skills needed to devise, • Explain the role of the marketing plan and
and digital marketing. execute and analyse a PR plan communications plan within the context
• Explain the roles of direct marketing and of the organisation's strategy and culture
Ideal for…
sales promotion, as well as manage and • Understand the marketing planning
maintain a marketing database process and the links between each
Those working in (or who
• Demonstrate good all-round knowledge stage of the process
want to work in) marketing
of the advertising industry, and how good • Explain the role of marketing
advertising is applied in practice communications and how the tools
communications (including
• Understand the role of all media of the communications mix can be co-
agency side roles like
(including digital) in effective marketing ordinated effectively
copywriters and designers).
• Develop marketing communication
Do you qualify? and brand support activities based
on an understanding of the important
You need to be educated to at least A Level
characteristics of the target audience
standard (or equivalent) and fulfil at least
• Explain the importance of developing
one of these criteria:
long-term relationships with customers,
• Have a suitable competence in a
channel members, agencies and
marketing communications role
other stakeholders and transfer such
• Hold any recognised UK degree
knowledge to the development of
or equivalent level 5 qualification
marketing communication activities
• Have a relevant level 3 or above
• Suggest suitable methods of using
qualification (eg CIM Professional
marketing communications to influence
Certificate in Marketing, CIPR Advanced
the relationships an organisation has
Certificate in Public Relations, etc)
with its customers, marketing channel
partners and other stakeholders
If English isn’t your first language, you will
also need to provide us with evidence of at
2. Public Relations
least IELTS 6.5 proficiency or Trinity ISE III/IV.
• Define the nature of public relations within
How will you be assessed?
a range of organisational frameworks
• Explain and work within the legal and
You’ll be assessed across the five
self-regulatory constraints under which
units based on either a standard
public relations operates
examination format, or work-based
• Use the various techniques and skills
assignments such as coursework and
required for effective public relations,
case studies that will often be based on
including their characteristics,
various findings and recommendations
advantages, disadvantages, and costs
within your own company.
• Explain the media channels employed
in public relations in different contexts
• Analyse situations and identify whether
PR is the most appropriate tool to use
• Analyse situations and suggest
appropriate plans of PR action to specific
publics within cost and time parameters
CIM professional marketing qualifications
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