CONTINUING PROFESSIONAL DEVELOPMENT
tHE cAMbRiDgE DigitAL
MARkEting PRogRAMME
The world of marketing is embarked upon one of the paradigm shifts which occur only once every few
decades: from Mass Marketing in the seventies, through Direct Marketing in the nineties to Digital
Marketing today. No marketer can afford to ignore the opportunities and challenges which digital
e-marketing constantly provides. Competitive advantage for your company, your department and your
personal career depend on understanding how digital strategies should be developed and deployed.
However, many businesses still find online marketing challenging. Digital Marketing is the only part of
the marcoms mix which has seen significant growth in the last few years, yet much of the spend has
been speculative at best, misplaced at worst.
The unique Cambridge Digital Marketing Programme provides an understanding of the development
and future of digital tools, how to develop and implement a digital plan and how to optimise the most
effective digital tools and technologies to deliver tactical advantage.
What will you take away?
This Course provides delegates with an overview of digital marketing, its dynamic opportunities and an insight into the
emerging new business models. On successful completion of the Cambridge Digital Marketing Programme, delegates
will be able to demonstrate and put into practice digital marketing strategies and techniques, plan a digital strategy,
taking into account existing processes both digital and traditional, and align plans with the organisation’s objectives.
Delegates will have a broad knowledge of the varied tools and techniques to create and manage a tactical digital
marketing plan. The unique Cambridge Digital Marketing Programme not only provides delegates with the strategic
vision and practical understanding of digital tools, but also the opportunity to gain a recognised qualification as part of
the course by completing one or more of the following:
ciM E-Marketing Award
• Part A: (50%) – a one hour online multiple choice examination which the delegate will have the option to take on the day
following the course.
• Part B: (50%) – a business based mini-project/management report on eMarketing, drawing on what delegates have
learned from the course.
ciM-cAM Diploma in Digital Marketing
• cAM Digital Marketing Essentials Award – can be achieved after completing the assignment.
• cAM Digital Marketing Planning Award – can be achieved after completing the assignment
These two awards can be combined with the Marketing and Consumer Behaviour Module from the CIM-CAM Diploma (see
page 12) to give you the CAM Diploma in Digital Marketing which is a specialist qualification awarded by the Chartered
Institute of Marketing.
28 | CMC 2009
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