CIM – CAM DIPLOMA
in Marketing Communications
The CAM qualification is ideal for anyone working (or wanting to work) in marketing
communications. The qualification is designed to meet the needs of communications
practitioners and the course teaches practical skills which can be used in the workplace
immediately, as well as the underpinning theory of marketing communications.
WHAt is cAM?
The Communication, Advertising and Marketing Foundation (known as CAM) is an industry led
organisation founded over thirty years ago to train marketers in communication skills. Since 2000 the CIM
has managed and awarded the CAM qualifications.
EntRY QuALificAtions
To gain entry onto the CAM Diploma, you must have either a degree in any discipline, a BTEC in Business
Studies or a minimum of 2 years’ experience in Sales or Marketing.
AssEssMEnt is via a 2-hour exam held twice each year in June and December for the Advertising, PR,
and Sales Promotion & Direct Marketing modules; and a work-based assignment for each of the Marketing
and Consumer Behaviour, and Integrated Media modules.
stuDY MEtHoD
Delegates may elect to study by Distance Learning, Saturday Seminars in Birmingham, Bristol, Guildford,
Leeds, Cardiff, Edinburgh and Nottingham or Executive Weekend Programmes in Cambridge, Manchester or
Plymouth.
MoDuLEs
1 MARkEting AnD consuMER bEHAviouR
The overall aim is to provide delegates with an awareness of the various elements of the marketing mix
and an appreciation of how consumers go about making purchase decisions, in a variety of consumer,
business, public service and social market environments. The overall purpose is to understand the theories
“I came 5th in the world out
of marketing through the use of basic psychology and sociology.
of all CAM Diploma students
between 2007/08 and
2 ADvERtising
received the ‘Top Student’
The key objective is to ensure delegates understand the role and practice of advertising within marketing.
award at the CIM Yorkshire
In particular, you will consider the different types of advertising, learn how to plan and create advertising
awards ceremony, both of
campaigns and consider the role and responsibilities of agencies and media owners.
which were the icing on the
cake for what has been an
3 intEgRAtED MEDiA
extremely positive academic
The aim of this module is to explore the principles of media research, media selection and campaign
and business experience.” planning. You will consider the range and scope of mass UK media, opportunities for advertising
creativity and the impact of new technology.
From left to right:
Andrew Batty MD, CMS 4 PubLic RELAtions
Advertising. In this module, you will learn about the history and definitions of PR, its function and the different needs of
Paul Woodford, Account Handler, varying audiences. In particular, you will assess the range of different PR techniques and uses as well as
Bluestorm. Jill McCulloch, learning how to compile an effective PR plan.
Cambridge Marketing College.
5 sALEs PRoMotion AnD DiREct MARkEting
You will acquire a good working understanding of the range of sales promotion practices and study the
nature and scope of direct marketing allowing you to deliver an effective direct marketing campaign.
CMC 2009 | 15
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