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Digital Marketing Qualifications Overview

Contents

The Course Content

CIM and Assessment

Diploma in Digital Marketing

Diploma in Mobile Marketing

Diploma in Digital Metrics and Analytics

Diploma in Digital Campaign Planning

Diploma in Digital Media and Branding

Exemptions and Course Schedule

Customer Reviews

Prices and start dates

Get in touch with us t: +13474801512 e: [email protected]

Digital Marketing Qualifications Prospectus

FREEDOM TO REACH HIGHER- WITH DIGITAL

Capture The Digital Opportunity

The world has changed with Digital re-writing the rules of Business and the potential opportunities have exploded into new dimensions. Some individuals and businesses have already embraced the Digital Marketing knowledge and skills required to achieve high levels of success and increased revenues previously un-imaginable through these new and emerging channels. It is time for you to take action and master the field of Digital Marketing to succeed online & enjoy the new buzz of opportunities out there both for your business/products and you as an individual. At American School Of Digital Marketing we aim to help you in that journey providing you with the flexible learning, cutting edge content and support services backed up by qualifications awarded by the world’s largest organization for professional Marketers.


Accredited by the CAM Foundation The specialist awards arm of the Chartered Institute of Marketing, educating top marketing communications

professionals for over 40 years. Awarded by Chartered Institute of Marketing Now the World’s largest organization for Professional Marketers, the Chartered Institute of Marketing play a key role

in training, developing and representing the profession of marketing. Are these Qualifications for You? If you are looking to gain the knowledge underpinning the principles of digital marketing as well as practical skills and

advice provided by industry leaders then the answer is - YES. Digital marketing has evolved from a peripheral element of organizational marketing to one which is at the heart of

customer-centric communications in an increasingly multi-channel environment. These qualifications will ensure that you are equipped to deal with this shift, ensuring on going success in the digital arena.

Digital Marketing Qualifications Overview


Leading the Way

Studying with American School of Digital Marketing

As the UK’s leading provider of Digital Marketing qualifications, American School Of Digital Marketing offer distance, rich media e-learning courses unrivalled by our competitors. We also believe that it is imperative to have an active presence in the digital world in order to pass that knowledge on to our students. Therefore we are continually networking and capturing content from some of the world’s largest corporations and top keynote speakers as well as leading authors and practitioners.

The American School of Digital Marketing Experience

American School Of Digital Marketing continue to push the boundaries fusing knowledge and technology to provide a compelling and influential learning experience through rich media, video e-learning modules and an online environment accessible by business professionals based anywhere in the world. We go beyond the syllabus to not only give our students the knowledge they need to complete the course but also practical examples and case studies that are constantly being updated and are relevant today. The truth is, we all need to be equipped for digital marketing because no matter what your role, you will benefit from gaining an insight in to today’s dynamic digital arena.


With a team of dedicated experts, entrepreneurs and flexible support staff, American School Of Digital Marketing are willing to experiment and take managed risks - bringing together people and ideas from all over the world with the aim of transforming business development and the communities they operate in.

Providing You Support and Guidance

The online presenters comprise of university lecturers, corporate trainers, authors, industry leaders and practitioners giving you subject matter insights from a number of different angles.

As well as a qualified and experienced e-Tutor you will also be allocated a dedicated and experienced Course Manager who is there specifically to help and assist you throughout the time you are studying with American School Of Digital

Marketing.

Acting as your guide your Course Manager will keep you on track, sending helpful email reminders and updates where needed.

Today’s organizations need people with the knowledge and sensitivity to operate in the digital world - come and discover what the American School Of Digital Marketing experience has to offer for you.


A Comprehensive Package

The Course Content and Flexible Learning Delivery

The course package you receive will contain everything you need to study and successfully complete the qualification.

12 month CIM membership

Assessment fees organized for you

Welcome pack and course guide

Flexible study schedule

399 Online learning environment and tracking

Over 500 rich media e-learning tutorials

Digital marketing expert videos

Industry leading online seminars

All the course text books

Dedicated course and daily support

Experienced e-Tutors

Flexible Start Dates

Learning can be undertaken in two ways:

1. 100% Flexible distance e-learning with expert videos, webinars & advanced support structure

2. Blended Learning with e-learning & face to face Workshops (Selected UK locations).

Rich Media Video e-Learning Tutorials

We have developed over 500 quality e-learning video modules for you to work through. These will be released to you on a weekly basis to ensure you are working through the course at the correct pace. All you need to access your course is an Internet connection making your learning entirely flexible, allowing you to fit your study in around your everyday commitments. The learning environment is simple to use with a navigation system that ticks the modules off as you work through them, allowing you to pick up where you left off when you log back in.


Listen to Leading Digital Marketing Experts

The Course Content and Flexible Learning Delivery

We are also continuously adding to the learning environment by actively seeking new material from digital experts from an array of backgrounds.

Our content is delivered to you by some of the biggest names in the Digital Marketing arena including leading Digital expert Dave Chaffey.

Watch Industry Leader Online Seminars

The online video seminars series will keep you up to date on what is going on in all the key areas such as email marketing, mobile, e-commerce, social media, trends and future developments in Digital Marketing. Hear from digital speakers from all the major companies including;


http://www.linkedin.com/groups?gid=4148883&trk=hb_side_g

http://www.facebook.com/pages/American-School-of-Digital-Marketing/158797270873880

Qualifications awarded by the World’s Largest Organization of Marketing Professionals

Chartered Institute of Marketing & Assessment

The Digital Marketing Qualifications are awarded by the Chartered Institute of Marketing (CIM) and accredited by the CAM Foundation (a specialist awards organization of CIM). To study one of these qualifications you will need to become a member of CIM. Being a member of The Chartered Institute of Marketing (CIM) will help you stand out from the crowd no matter where you are in your career. With over 100 years of experience, CIM can help you get the most out of marketing.

Whether it’s through sharing knowledge, bringing you together with the right people or providing practical advice, CIM membership benefits can help you take the next step.

The Benefits of being a member of the Chartered Institute of Marketing

The Marketer – brings you innovative thinking and stimulating articles and interviews from leading global experts, cutting- edge marketers and guest writers. www.cim.co.uk/themarketer CIM Direct - Access a huge selection of business and marketing books available, from classic textbooks to the latest ‘thought leadership’ titles. www.cim.co.uk/shop Tailored research support – Experienced professionals can advise and direct you to all the information you need, or if you need specific, targeted results use the fast response bespoke desk research service. www.cim.co.uk/library Research papers - Academics and practitioners from around the world share their thoughts in provocative agenda papers. www.cim.co.uk/papers Market research at your fingertips – Produced in conjunction with Croner, the Marketing Rewards Survey monitors topics like pay forecasts and predicted bonus levels. www.cim.co.uk/rewardsurvey Annual Marketing Agenda - provides the Institute’s definitive insight into the key themes, trends and drivers affecting marketers and their businesses. Offering a ‘go-to’ place for marketers wanting to know both what’s current and what’s next, it also underpins a Chartered CPD Program and resources for members. www.cim-research.com/agenda More Marketing Resources – also access a collection of Mintel, Key Note and Snap data reports, plus profiles of the world’s largest companies. www.cim.co.uk/marketresearch


http://www.cim.co.uk/themarketer

http://www.cim.co.uk/shop

http://www.cim.co.uk/library

http://www.cim.co.uk/papers

http://www.cim.co.uk/rewardsurvey

http://www.cim-research.com/agenda

http://www.cim.co.uk/marketresearch

Learn from Experienced e-Course Tutors when studying with American School of Digital Marketing

Chartered Institute of Marketing & Assessment

You will be allocated a professional e-Tutor who will have both academic and practical experience to provide the essential support you need to complete your chosen qualification successfully. This support will be delivered when needed via email and over the telephone as well as in group webinars. Specific assessment support will also take place through in depth online webinars and one-to-one telephone calls to enable you to successfully complete the assessments required to gain your chosen qualification.

How are the Digital Marketing Qualifications assessed?

All units are assessed by written assignment based on your organization or an organization of your choice. This will give you the opportunity to integrate your new digital knowledge into real life situations allowing you to walk away at the end of the course with some real and tangible results.



The Diploma in Digital Marketing gives you the core knowledge and skills on what digital marketing is about, the buzz words and main trends. It covers Search Engine Optimization (SEO), Pay Per Click (PPC), types of online advertising, email marketing, viral marketing, online PR, affiliate marketing and social media. It also looks at digital metrics, legislation, regulation and codes of practice.


Diploma in Digital Marketing consists of 3 Units:

Unit 1: Digital Marketing Essentials*

Unit 3: Marketing & Consumer Behaviour*

Unit 2: Digital Marketing Planning

Unit 1 Digital Marketing Essentials

Aims & Objectives

This unit aims to provide you with the skills and knowledge necessary in planning digital marketing campaigns within organisations. The unit has three sections - campaign tools, their application, and monitoring digital marketing. More specifically, the unit covers Search Engine Optimisation (SEO), Pay-per-click (PPC), new and emerging advertising media, email marketing, viral marketing, online PR, affiliate marketing and social media, digital metrics in the form of Voice of the Customer (VOC), A/B Tests and Usability studies, legislation, regulations and codes of practice.

The Learning Outcomes include:

Importance of digital campaign tools, planning, implementing and monitoring digital marketing

Role of the essential elements of digital campaigns and the links between each technique

How each tool of the digital communications mix can be coordinated effectively

Evaluating a current digital communications campaign

Recommend improvements to a specified digital communications campaign

How the digital communications mix can be measured and monitored effectively

*Units 1 and 3 are the Core Units for all the Diplomas.

Unit 3 Marketing & Consumer Behaviour



This unit aims to provide you with the skills and knowledge necessary in managing marketing communications and brand support activities within organisations. The unit explains the links between communications and marketing and provides knowledge of fundamental theories of consumer behaviour, and their application to marketing communications.

Aims & Objectives


Role of the marketing plan and communications plan within the context of the organisation’s strategy and culture The marketing planning process and the links between each stage of the process Role of marketing communications and how the tools of the communications mix can be coordinated effectively Develop marketing communication and brand support activities based on an understanding of the salient characteristics of the target audience The importance of developing long term relationships with customers, channel members, agencies and other stakeholders

Unit 2 Digital Marketing Planning

Aims & Objectives


This unit aims to provide you with the skills and knowledge to understand the fundamental digital marketing planning concepts for an organisation together with key factors involved with the implementation, measurement and evaluation of successful campaigns.

Appraise different planning approaches and marketing environmental factors that influence online marketing activity Review the similarities and differences between online and traditional concepts and applications Key stages in online development using relevant business models Analyse the ways in which the Internet has changed the marketing mix elements and how organisations employ them creatively in the digital environment Importance of target marketing and the emerging buyer behaviour characteristics of the online consumer and how organisations can respond to meet changing behaviour and expectations Apply relevant tools and concepts from this unit to design, measure and monitor an annual online marketing plan.

Mobile is the most widely used media channel globally, with over one billion mobile devices sold each year. The medium is referred to as ‘always on and always connected’ and provides new ways for organizations and brands to connect with customers across all sectors.



Diploma in Mobile Marketing consists of 3 Units:

Unit 1: Digital Marketing Essentials

Unit 2: Principles of Mobile Marketing

Unit 3: Marketing & Consumer Behaviour

Unit 2 Principles of Mobile Marketing

This unit will provide an introduction to good practice in mobile marketing and explore how it fits within the communications mix. It will also look at ways in which the channel can be maximized and how success in mobile marketing can be measured.

Aims and objectives

The concept of mobile marketing, and its evolution with respect to hardware, software, service provision, supply and as a medium for advertising and communication The range of opportunities that a mobile environment provides to marketers The reasons why mobile devices are used and the resulting impact on marketing communications decisions Plan and evaluate mobile marketing

activities Design and develop a marketing concept

using a mobile application Describe future developments in mobile marketing




This qualification gives you essential knowledge, the buzz words and the techniques to gain insight into digital metrics and analytics. Find out more about how web sites, blogs and social networks are monitored by marketing managers. Decipher the jargon: CAWI, netnography, tagging, log files, sentiment, bounce rates, MROCs and DORCs. Ensure you understand web analytics, how to design online questionnaires and how to choose commercial tools.


Diploma in Digital Metrics and Analytics consists of 3 Units:


Unit 2: Web Analytics and Social Media Monitoring


Unit 2 Web Analytics and Social Media Monitoring

Web analytics reviews the effectiveness of company communications and customer interactions on a range of digital marketing platforms including website, social media presences and mobile marketing. Social media monitoring involves using tools to listen to conversations about a brand across digital platforms and taking appropriate action. The unit focuses on developing an understanding of KPIs, selecting measurement tools, analyzing reports to improve performance and creating tests to improve owned and bought media messages.


Aims and objectives

Assess a range of digital marketing research methodologies and techniques and their suitability for improving marketing performance.

Identify appropriate KPIs, reports and tools to review and improve digital marketing effectiveness in large, medium and small sized enterprises.

Evaluate and improve results from investments in digital marketing using web analytics and social media monitoring techniques.



The Diploma in Digital Campaign Planning gives you essential knowledge, the jargon and the techniques to create campaigns using online marketing. Find out more about how web sites, blogs and social networks are monitored by marketing managers. Decipher the buzz words and abbreviations: SEM, SEO, SMS, affiliates, email marketing and Web 2.0. Ensure you understand how to plan, execute and evaluate digital campaigns and how to organise for success.



Diploma in Digital Campaign Planning consists of 3 Units:



Unit 2: Implementing Digital Campaigns

Unit 2 Implementing Digital Campaigns

Aims and objectives

This unit will provide you with insight and some of the skills and knowledge to implement digital communications projects. Central to the unit will be an exploration of the new models and approaches that are now governing digital communications: these include web2.0-3.0, social networking, blogging, and subscription-based communications tools.


The changes that have been brought about by the advances in digital communication techniques

Contemporary digital concepts and identify how these changes challenge and compliment the conventional forms of communication

Apply the tools available to measure the effectiveness of digital campaigns and recommend appropriate methods to a given situation Plan and execute digital campaigns How digital communications are controlled or

constrained by social acceptability, the law and voluntary constraints

Evaluate the likely developments in the sphere of digital communications


The buzz words and the techniques to build brands both offline and online. Find out more about offline and online branding. Get behind the vocabulary to crack the acronyms: ACORN, ROMI, PESTEL and POS. Go beyond the abbreviations: SMS, MMS, SEO and RFP. Ensure you understand conversation banners, consumer psychology and models of communication. Discover how official web sites, adverts and promotional activities can complement consumer generated media to build an organisation’s assets.

Diploma in Digital Media & Branding

Diploma in Digital Media and Branding consists of 3 Units:


Unit 2: Integrating Digital Media and Branding

Unit 3: Marketing & Consumer Behavior

Unit 2 Integrating Digital Media & Branding

Aims and objectives

This unit aims to provide you with a good understanding of the fragmented nature of media management. It will equip them with the skills and knowledge that are necessary in evaluating and integrating brand propositions both online and offline. The four sections comprise of: offline media such as print, radio and television; online digital media including mobile communications; integrated communications and integrated branding communications, and key performance indicators in integrated marketing communications (IMC).


The importance of integrating diverse media in communications The challenges of integrating communications

via online and offline media New role of social media and networks in communication Employ an integrated approach to creating, sustaining and promoting a brand Appraise the evolving nature of

communications through mobiles devices and converging technologies

Evaluate the role of key performance indicators in Integrated Marketing Communications.


Are you Exempt from any of the Units

on these Digital Marketing Qualifications?

Exemptions & Example Course Schedule

There are exemptions available for the Marketing & Consumer Behavior unit if you have a previous CIM/CAM Qualification at level 4 or above. CIM/CAM qualifications that can provide these exemptions include:

• Diploma in Marketing Communications

• Professional Certificate in Marketing

• Professional Diploma in Marketing

• Professional Postgraduate Diploma in Marketing

There are also some UK universities and their degree programs that have been adjudged to allow exemption from the Marketing and Consumer Behavior Unit. This listing is not a CAM judgment on the quality of the UK universities or their degrees, nor is it an accreditation of any kind, and should not be read as such. This list can be accessed here; http://www.camfoundation.com/exemptions.htm This is not an exhaustive list, and it is anticipated

that it will change on a regular basis.

Should a qualification not appear on this listing, please consult the CAM website page for guidance concerning exemptions and how to apply. There is an Exemptions Request Form available to download or print. Please follow the process or contact CAM for more information.

Giving You all the Support You Need to Help You Reach and Gain the Qualification

You will be allocated a dedicated Courses Manager to provide you with all the help and guidance you need. You will also have a professional e-Tutor who will have both academic and commercial experience to provide the essential support in webinars and one-to-one support to enable you to successfully complete the assessment required to gain the qualification.


http://www.camfoundation.com/exemptions.htm

http://www.camfoundation.com/exemptions.htm

An Example Course Calendar Here is an example course calendar of one unit, usually studied over a 3 month period designed to be flexible to suit your work and family life.


Professional Reviews ‘I have switched colleges...and they seem an awful lot more professional and on the ball. I would definitely recommend them if they do the course you're after.’ Samantha Tonge

‘I just wanted to send you a quick note to let you and the team know how valuable I have found this week's module on Search Marketing. It's so relevant to what I do at work and it has been extremely enjoyable!’ Wendy Hughes

‘The online learning environment is absolutely great I cannot speak more highly of it! It suits my lifestyle perfectly and is great with the live course tutor. This is an invaluable learning tool, it just like being in a classroom (and on a Saturday morning learning feels much better in your slippers & a cup of tea’ Sarah Martin-Tyrrell

I just wanted to say thanks for such a professionally run course. The structure and approach was first class. Please also forward my thanks to the tutor whose guidance to approaching the case studies was invaluable. Stuart Reed

'I have been shortlisted for my first digital marketing award- use of social media in the hospitality Hr sector and on the basis of the first assignment I was offered a job- so a good ROI all round!’ Lin Dickens

There are a number of benefits to studying online…the ability and flexibility of studying in your own time, particularity if you have a very demanding job. One of the reasons I chose the course was because it was accredited by the CIM and also contributed hours towards continued professional development, allowing me to use it to become a chartered marketer. The impact of the course on my day-to-day work has been very significant…I needed to be able to talk more knowledgeably and credibly about digital marketing to my clients and to bring the confidence of my team up a level. I would really recommend the course to anybody who wants to get a head start in digital marketing. Rene Power Get in touch with us

t: +13474801512 e: [email protected]

Prices There are 3 main components of the price for each course/qualification

• Course Fees

• Assessment Fees

• CIM Membership Fee


U1: Digital Marketing Essentials $899

U2: Digital Marketing Planning

$899

$899

U3: Marketing & Consumer Behaviour


U1: Digital Marketing Essentials $899

U2: Principles of Mobile Marketing $899

$899U3: Marketing & Consumer Behaviour


U1: Digital Marketing Essentials

U2: Web Analytics & Social Media Monitoring


$899

$899

$899





U2: Implementing Digital Campaigns



U2: Integrating Digital Media & Branding

Diploma in Digital Media and Branding

Standalone Digital Marketing Awards

Individual units can be taken as standalone awards with the exemption of Marketing and Consumer Behaviour

All units may be paid in 4 instalments of $249.00

January 9th 2012- February 13 2012- March 12th 2012April 9th 2012-May 14th 2012- June 11th 2012

July 9th 2012-August 13th 2012- September 10th 2012October 8th 2012-November 12th 2012-December 10th 2012

Course’ Start Dates

Education

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