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1 DIGITAL COURSES AT CAMBRIDGE MARKETING COLLEGE STUDY CENTRES IN BIRMINGHAM / BRISTOL CAMBRIDGE / EDINBURGH FRANKFURT / LONDON MANCHESTER / ROTTERDAM CAMBRIDGE MARKETING COLLEGE 1

2 CONTENTS 03 Who We Are 04 Delegate Success 06 Study Locations 07 Course Directors 08 The CMC Study Package 10 Communication Advertising and Marketing Foundation (CAM) Qualifications 11 Study Programmes Distance Learning 14 CAM Digital Marketing Diplomas 16 CAM Diploma in Marketing Communications 17 Online Courses 19 Online Course Fees 20 Course Fees 21 Applying to the College 22 Terms and Conditions 12 Taught Courses Intensive Weekend Executive Programme Saturday Seminars Evening Classes 2 CAMBRIDGE MARKETING COLLEGE

3 Cambridge Marketing College has consistently pioneered improvements in delivering marketing knowledge for over 21 years join in our success; benefit from our experience. REPUTATION AND EXPERIENCE Established in 1991, we have over 21 years experience of teaching professional qualifications and have built a reputation for quality and success. We currently have over 1400 delegates studying with us around the world. We are passionate about developing high achieving marketing and PR professionals not just putting people through courses. Last year 99% of our delegates said they would recommend us. TUTORS WHO ARE PRACTISING PROFESSIONALS We pride ourselves on the fact that our sixty tutors are practising marketing or PR professionals from diverse backgrounds, who bring a wealth of relevant experience and a current set of skills to our courses. Many are Chartered Marketers and Examiners and all have proven teaching abilities. They consistently deliver excellent pass rates. TOP QUALITY SUPPORT All the College staff are responsible for supporting our delegates. We offer a one-stop shop approach to answering queries and providing solutions to problems. One call can get you all the answers you need or Shane with your CV: EXCELLENT PASS RATES Our track record means a healthy return on your training investment. In the last year: 75 classes achieved a 100% pass rate including groups of Distance Learners Our results for all qualifications were outstanding and all above the CIM averages CMC Pass Rate CIM Diploma in Digital Marketing 85% CIM Diploma in Digital Marketing (Media and Branding) 91% CIM Diploma in Digital Marketing (Metrics and Analytics) 100% CIM Diploma in Digital Marketing (Mobile) 100% Based on information available at time of print CAMBRIDGE MARKETING COLLEGE 3

4 DELEGATE SUCCESS Cambridge Marketing College has been established for 23 years and in that time we have educated 6,500 delegates and it is important to us to know that what we do has been of help to them in enhancing their careers. The College carried out the largest survey of CIM postgraduate marketers this year to assess the impact of their qualifications. The results were quite astounding. An organisation that has existed for over 170 years clearly knows how to evolve with the times. The Royal Society of Chemistry (RSC) today recognises the importance of digital communications as a visit to its website will readily demonstrate. Responsible for this aspect of the RSC s public face is Laura Green who, as a Digital Marketing Manager, has a varied role that includes rolling out best practice for Google Analytics and social media. She currently specialises in web usability testing and manages the internal testing programme for the RSC, making recommendations to optimise the customer experience as well as training her colleagues on running their own usability test programmes. Another part of Laura s role is ensuring that internal communications demonstrate how marketing adds value to the organisation. When she chose marketing as a career, she knew she wanted to work in business, but wanted to be able to use her creativity. Actually, as she ll admit, she also saw marketing as being the fun part of an organisation. Laura adds: What motivated me most about marketing has changed through my career - initially it was about doing creative campaigns and beating previous campaign results; today it is about championing the customer internally to ensure that as far as possible, decisions are made in the interests of the customer. An alumna of Cambridge Marketing College, when Laura started her studies she was a Marketing Account Executive for 20th Century Fox in situ at Play.com. She wanted to strengthen her career progression opportunities and ultimately to move into a management position in marketing. So she elected to aim for the highest qualification offered by CIM: the Chartered Postgraduate Diploma. Even before finishing the course, Laura began to think differently in her day to day job, and was promoted to Product Marketing Manager and then On-Site Marketing Manager at Play.com. The move to the RSC happened later, and she believes the CIM qualification regularly helps in this role. Gaining my Diploma, and then Chartered Marketer status gave me more confidence in my abilities as a marketer to operate at a higher level, and to be able to hold my own in meetings with a senior management team, says Laura. Laura s belief in the importance of self-development is still strong and she uses Continuing Professional Development (CPD) to keep up to date with developments in marketing, and to share them with her team at the RSC. Laura Green, Digital Marketing Manager for the Royal Society of Chemistry It was really valuable for my role at the time and the content helps me shape my strategic thinking in my current role. It also makes it easier dealing with our own marketing teams and agencies as I understand their thinking and processes better. 80% OF ALUMNI NOW HAVE MANAGEMENT OR DIRECTOR JOB TITLES 4 CAMBRIDGE MARKETING COLLEGE

5 90% of Alumni said their qualification is of value in their career development in recognition of professional skills by employers in gaining strategic and marketing skills in gaining confidence in boosting their salaries Over the last 5 years we can state with confidence that their marketing qualifications have been a factor in increasing our Alumni s salaries by an average 10,000 pa after qualifying. In some instances the percentage increase has been significant with some over 50%. Kerry Proctor was an early starter in marketing, having become interested whilst working for a beauty and cosmetics wholesale business in her gap year before university. Even while studying her English Language degree, she continued to work for the company in a marketing support role. Redundancy brought this to an end, and so began her professional services marketing career as she joined CMS Payments Intelligence, as a Marketing Assistant. With several years of practical marketing experience under her belt, Kerry felt the time had come to acquire the theoretical perspective to go with it. She enrolled with Cambridge Marketing College as a distance learner on the CIM Diploma in Professional Services Marketing. Studying by distance learning was challenging, but provided the flexibility to enable me to study while working, says Kerry. But there was also the huge benefit of being able to put the theory I was learning into practice whilst on the job. The support provided by Cambridge Marketing College was excellent throughout. The course was relevant and challenging, and the guidance provided by tutors on draft assignments was extremely helpful. Shortly after completing the Diploma she was promoted to Marketing Manager for the organisation. Keen to progress further in her career and to develop her expertise, she went on to study for the CIM Postgraduate Diploma. The role at CMS Payments Intelligence had provided a fantastic opportunity to gain experience of the full marketing mix, but Kerry was keen to experience marketing within a larger organisation. Subsequently, she was appointed to a role within Sage UK, a FTSE 100 company, in their Accountants Division. Currently, Kerry is a Marketing Campaign Manager in the Commercial Marketing team, responsible for the planning, development and execution of integrated marketing campaigns for a wide portfolio of accountancy software and services. She uses the full marketing communications mix, both online and offline: direct mail, digital marketing, social media, advertising, events and PR. She says: Working with a wide range of stakeholders across the business and creative agencies, my responsibility is to deliver communications that are customer driven, engaging, and innovative, whilst ensuring they deliver the business objectives. Continual developments in technology, lifestyle choices and the economic climate mean that customer needs are constantly evolving, and what motivates Kerry most about marketing is the challenge of recognising and understanding these preferences, and finding new and innovative ways to exceed customer expectations. Kerry is very positive about the benefits of gaining CIM qualifications, and of Cambridge Marketing College. My CIM qualifications have helped me significantly in my career progression. Previously I had a lot of practical marketing experience, but limited understanding of the theory behind it. Now I m equipped with the theory to support and build upon this practical experience; meaning I can look at marketing from a more strategic perspective and, most importantly, it has increased my confidence in my marketing abilities. I m now an Associate of the Chartered Institute of Marketing. Kerry Proctor, Marketing Campaign Manager, Sage UK 99% LAST YEAR 99% OF OUR DELEGATES SAID THEY WOULD RECOMMEND US CAMBRIDGE MARKETING COLLEGE 5

6 STUDY LOCATIONS EDINBURGH Edinburgh Conference Centre Heriot-Watt University Edinburgh EH14 4AS MANCHESTER Manchester Conference Centre Weston Building Sackville Street Manchester M1 3BB CAMBRIDGE St. John s Innovation Centre Cowley Road Cambridge CB4 0WS BIRMINGHAM Faraday Wharf Aston Science Park Birmingham B7 4BB LONDON Institute for Practitioners in Advertising 44 Belgrave Square London SW1X 8QS ROTTERDAM BRISTOL Engineers House The Promenade Clifton Downs Bristol BS8 3NB FRANKFURT The tutors were fantastic and all the materials provided were great. I always recommend Cambridge Marketing College. Professional Diploma Delegate 6 CAMBRIDGE MARKETING COLLEGE

7 COURSE DIRECTORS Terry Nicklin BSc DipM MCIM MBA Chartered Marketer Course Director for the Cambridge Chartered Programme and CAM Diplomas Terry has over twenty five years experience in marketing and sales. He has worked as Marketing Director and Head of Marketing in engineering, technology and professional services companies including Domino Printing Sciences, QP Group and Cambridge Display Technology. In the public sector, he has worked as Technology Translator for the Sensors and Instrumentation Knowledge Transfer Network. He has broad international marketing and sales experience, and has been a popular speaker at international conferences. Terry now runs Keynote PR, specialising in PR and communications for a variety of clients. He holds the CIM Diploma and has an MBA from Warwick University. Terry is Chairman of the Chartered Institute of Marketing Cambridge Branch. Neil WIlkins General Manager, South West Neil, a Fellow of Cambridge Marketing, learnt his marketing with the likes of Orange, Natwest, BP Castrol and Ordnance Survey and now helps individuals and companies to communicate more effectively using strategic planning and dynamic tactical campaigns through his business Viper Marketing. He is Lead Tutor for the Marketing Essentials module on the Professional Certificate and General Manager for the SouthWest, driving the development of the College from the Bristol Study Centre. Neil also advises the College in Digital Media, overseeing new innovations in provision of digital technologies and applications. Rob Hardy Rob Hardy is a Chartered Marketer with over 15 years experience working in digital and offline marketing communications across the financial services, leisure, education and technology sectors. He has worked in financial services for the last 6 years, and is currently a Senior Campaign Manager for a large financial services organisation, where he is responsible for managing the acquisition marketing communications team. Rob gained an MSc in Strategic Marketing from the Cranfield School of Management in 2005, and the CIM Diploma in Digital Marketing in He became a full member of the CIM in 2006, following the completion of the Postgraduate Diploma in Marketing, and became a Chartered Marketer in Mike Farmer Mike has spent over 30 years in the advertising and marketing business with both agency and client-side experience. After several years working for full service agencies in Manchester, and a brief spell client-side, Mike set up his own design and marketing company in the 1990s. The agency develops and implements marketing communications campaigns for a range of clients throughout the UK. Mike s experience covers B2B and B2C including retail, professional services, manufacturing, publishing, financial services, public sector and start-up businesses. Mike took his CIM qualifications in Manchester and is a Chartered Marketer. He is also a Director of a small charity working on a range of environmental and social projects in East Africa and has worked as a business mentor under the North West Development Agency s business mentoring scheme. Karl Meyer Karl has spent the past 20 years working within the Internet Industry in both Technical and Sales and Marketing Roles and was Director of Channel Marketing Strategy for WorldCom in EMEA. His roles took him across most of Europe and the Middle East, culminating in working for King Hussain of Jordan. Karl is currently an Associate at SPICE.com - an on-line marketing agency focusing on delivering SEO, PPC, marketing and social media marketing to deliver business growth to a wide variety of clients in the UK and overseas. His particular expertise is the use of Web Analysis and Social Media to accurately target customers. He also runs an on-line toy business where he puts his knowledge of SEO and on-line marketing into practice. Nick Wake After attending the Piggott School at Wargrave in Berkshire, Nick galloped off to the University of East Anglia in Norwich where he gained a 2:1 BA Joint Honours in Economics and Social Studies, with German. He began working life with Haymarket Publishing as Advertising Manager on Promotions and Incentives magazine, then went into the world of marketing services with CPM, a sales promotion agency in Thame near Oxford, working with clients such as Mercury telecommunications, the Multiple Sclerosis Society, Comet incentive services and Pedigree Petfoods. In 1993 Nick moved to the client side with Whitbread PLC, spending seven years in various retail-marketing roles across the Thresher, Marriott and David Lloyd Leisure brands. Karl has an MBA from The Open University with a particular emphasis on International Enterprise Development and Knowledge Management. CAMBRIDGE MARKETING COLLEGE 7

8 THE CAMBRIDGE MARKETING COLLEGE STUDY PACKAGE 01 Materials TEXT BOOKS Uniquely among CIM study centres we provide all UK based delegates with a pack of companion text books to complement our study guides and improve your learning experience. These are delivered to your workplace so that you do not have to spend time and resources finding the right materials. For non UK delegates books will be supplied as ebooks. STUDY GUIDE FOR EACH MODULE The study guides have been specially compiled by Cambridge Marketing Colleges and leading educational publishers. The course material in the study guides is complete with a step-by-step guide to the syllabus, real life examples, self-test exercises and related assignments. CAMBRIDGE MARKETING REVIEW CMR is one of the leading practioner marketing journals in the UK. It is predominantly directed at marketers in middle to senior management roles, to assist them in their efforts to do a better job. Study guides are supplied electronically to allow onscreen reading, annotation and highlighting, making this a truly portable study companion. Printed copies in presentation folders are also provided. The latest versions of all study guides are always available to download from our website. The publication aims to promote thoughtful debate through the consideration of contemporary research and ideas, and through reflection on accepted practices. CMR is provided free to all delegates of the College. 02 Support DEDICATED COURSE DIRECTOR Each delegate has access to a specialist course director to advise on study plans and methods, answer initial questions and help you keep your studies on track. TUTOR SUPPORT A specialist tutor is provided for each module who will agree a work programme and assignment schedule with you. There is no limit placed on the number of times that delegates may tutors. Whilst our tutors are all practising marketers, they invariably endeavour to respond within 24 hours. Within the UK, telephone access to tutors is also available by appointment. This effectively means that you have your own personal marketing expert on tap. DRAFT ASSIGNMENTS & EXAM PRACTICE Your tutor for each module will provide comments on your draft assignment and exam practice questions. In addition each course has a series of tutor marked assignments and additional activities, which test your knowledge of the material and are marked by our expert tutors. The tutors then provide feedback to you on how you can improve your assignment or exam technique. What really stood out for me on the course was the range of support mechanisms offered by the College: webinars, online resources, revision sessions, one to ones with tutors etc. Administrative support offered by Shane has been efficient, helpful and above all friendly. Postgraduate Diploma Evening Class Delegate 8 CAMBRIDGE MARKETING COLLEGE

9 03 The Learning Zone This bespoke online resource offers a micro-site for each module of each course. Within each area you will find the tools to allow you to learn on the move, research your subjects, read articles, check key dates and see the latest news. PODCASTS Recorded by our expert tutors or actual evening lectures. ASSESSMENTS The Learning Zone gives delegates access to current assignments and to past papers and examiners reports for examined subjects. DISCUSSION FORUMS We do not have just one area for discussion, we have several. The tutors write a Blog each week and we run two LinkedIn groups: one for current delegates and one for alumni. We also have a Twitter feed for delegates and curate marketing topics on Scoop.it. ONLINE TUTORIALS These are webinars available for delegates to either attend and interact with tutors or view later at your leisure. KEY DATES For registration, submissions and exams to keep you on track. Downloadable into your ical and Outlook calendars. DOWNLOADABLE FILES OF LECTURE NOTES Our tutors have spent many years honing the tuition material used by our delegates. These lecture notes are available as files in Word and PowerPoint. Delegates attending taught courses will receive notes from their module tutor prior to attending the course. 04 Social Media The College uses a full range of social media tools to support delegates in their studies: LinkedIn: for current delegates and alumni to network and share ideas Twitter: cmcpointsofview offering comment and sources of information Facebook: Cambridge Marketing Review the home of serious marketing ideas for practitioners Vimeo: videos by CMC tutors on key marketing topics and recordings of evening lectures from Cambridge RSS: news feeds keeping you up to date with marketing issues and updates from the College CAMBRIDGE MARKETING COLLEGE 9

10 CAM (COMMUNICATION ADVERTISING AND MARKETING FOUNDATION) QUALIFICATIONS The Communication Advertising and Marketing Foundation (CAM) was established in 1970 as a charity to provide skills training for agency staff. At its height it had 4,000 students in the UK. In 2000 it formed an alliance with the CIM and the CAM qualifications are now managed and awarded by the CIM. CAM offers their original CAM Diploma in Marketing Communications qualification, along with a suite of Digital Marketing qualifications. Entry Criteria To study towards any of the CAM qualifications 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. Exemptions CAM offer exemptions from some of the course modules including: Marketing & Consumer Behaviour if you hold a CIM or CAM qualification level 4 or above (after 2006) or if you hold a degree listed in their exemption policy, you may apply for exemption from this module. You need to apply for the exemption directly with CAM and an 85 exemption fee will be applicable. For further details visit Digital Marketing Planning if you hold the CIM E-Marketing Award (since 2006) you may apply for an exemption from the Digital Marketing Planning module. Public Relations if you hold the CIPR Postgraduate Diploma in Public Relations you may apply for an exemption from the Public Relations module. Course Distance Learning Saturday Seminars Executive Weekends Evening Classes CAM Diploma in Marketing Communications All Centres Bristol, Edinburgh Cambridge Manchester Digital Modules Marketing & Consumer Behaviour All Centres Birmingham, Bristol, Edinburgh Digital Marketing Essentials All Centres Birmingham, Bristol, Edinburgh Digital Marketing Planning All Centres Birmingham, Bristol, Edinburgh Cambridge Manchester Cambridge Manchester Cambridge Cambridge London Cambridge London Integrated Digital Media & Branding All Centres Bristol, Edinburgh Cambridge Mobile Marketing In Practice All Centres Cambridge Web Analytics & Social Media Monitoring All Centres Cambridge Assessments for all courses take place in March, June, September and December each year, with the exception of the examined modules which are only assessed in June and December each year. 10 CAMBRIDGE MARKETING COLLEGE

11 STUDY PROGRAMMES DISTANCE LEARNING Distance Learning is one of our most popular programmes and we have three flexible Distance Learning study options: Distance Learning I which provides 12 months support. Distance Learning II which provides support for 24 months and includes taught revision seminars. World Service option for delegates studying outside the UK. See our World Service prospectus. We have had Distance Learning delegates from all over the UK and from over 100 different countries around the world. One of the key benefits of Distance Learning is the flexibility. You can start when you want, choose when and where you study, and set your own pace. If you want to complete your course quickly you can have tutor support at the same time for as many modules as you need. If work or other pressures mean you need to slow your studies down you can extend your support and even upgrade to attend taught sessions. We have a specialist Course Director, Terry Nicklin, who will help you get started on your studies, work out a personal study plan with you, be there to answer questions and help you keep your studies on track. In addition all three options include: Specialist tutor support for each module our tutors are practising marketing professionals who bring current business experience and proven teaching skills to our courses. Many are Chartered Marketers and they consistently deliver excellent pass rates. There is no limit on the number of times you may contact your tutor by . Electronic Study Guides which allow onscreen reading, highlighting, and annotation making them a truly portable resource. The Guides include links to the syllabus, reading references, self-test exercises, real life examples and assignments to be completed and marked by your tutor. Feedback from your tutor will help you monitor your progress and see how you can improve your assignment or exam technique. Text Books for all UK based delegates, delivered to the workplace so that you do not have to spend time and resources finding the right materials. Recommended reading lists are provided for World Service delegates to access locally to keep their courier costs to a minimum. On-Line Support the CMC Learning Zone see page 9 Upgrade and Extend A key benefit of studying by Distance Learning with us is that we also teach courses throughout the year. If you want additional tuition and are able to travel to one of our study centres you can upgrade and attend taught sessions for all or some of your modules or attend revision classes for extra support prior to exams. Most delegates complete within their allotted study time however should life or work mean you need more time, you may renew your studies on a modular basis. IN-HOUSE TEACHING We offer an In-House teaching programme for the following digital courses: Digital Marketing Essentials Digital Marketing Planning Web Analytics and Social Media Monitoring Mobile Marketing If you have 6 or more colleagues that would be interested in keeping up to date in Digital Marketing, we can offer a tailored one day in-house programme for each course. THE BENEFITS Convenience: in-house means you don t need to travel to attend your course More cost effective: the course is delivered on-site at a lower cost per delegate than an open course. In addition you will also save on travel expenses Customisation: our in-house courses can be tailored to meet specific requirements for your company or industry Timing: control when your training takes place to minimise the impact on your business Study materials arrived almost by return of post, and the material is great. You are just brilliantly organised. Postgraduate Diploma Distance Learning Delegate CAMBRIDGE MARKETING COLLEGE 11

12 TAUGHT COURSES TAUGHT COURSES INTENSIVE WEEKEND EXECUTIVE PROGRAMME The Executive Programme is designed for delegates who have very busy work schedules but want face-to-face tuition in order to get the most from their studies. The Executive Programme runs in Cambridge and Manchester. In addition to the Study Package the Executive Programme includes: Revision classes for those taking exams. The Executive Programme enables you to get the best of both worlds: A two-day (Saturday and Sunday) taught study weekend for each module at your choice of College location. Study Support for up to 24 months allowing you to choose your pace of study. Studying at home/work at your own pace but with the benefit of learning with expert tutors and discussion with fellow delegates from a wide variety of industries. Each weekend is taught by a specialist tutor who is available via the telephone, fax, mail or to answer questions and mark assignments. The flexibility to mix and match dates to suit busy work lives and study at any of our Weekend Centres. Lunch and refreshments on each day of the weekend sessions. Assignment Briefings and Exam Technique Seminars. You should allocate between 8 and 10 hours for home study per module each week for the duration of the course if studying via the Executive Programme. Great digital marketing seminar today from Cambridge Marketing College. Easily the best I have been to. Digital Delegate via Twitter 12 CAMBRIDGE MARKETING COLLEGE

13 TAUGHT COURSES SATURDAY SEMINARS As delegates are continually stretched to work longer hours, standard evening classes can be near impossible for many busy executives, and work free weekends with time to relax can be a luxury. Consequently, we offer Saturday Seminars at several Study Centres instead of full taught weekends. In addition to our standard study package, our Saturday Seminar Programme also includes attendance at taught Saturday Seminars for each module of your course, with refreshments and lunch provided each day. In addition there are one day revision classes for each examined module. These classes provide high quality tutoring at a convenient time: seminars are held on one or two Saturdays for each module spread over 12 months. Classes start at 9.30am, conclude at 5pm and leave enough weekend for rest and relaxation. As a guide you should allow between 8 and 10 hours home study per week for each module being studied for the duration of your course. Thank you for a great session on Saturday, it was brilliant and I think I ve encouraged half my team to attend the Digital Marketing Planning session now! Digital Delegate TAUGHT COURSES EVENING CLASSES The Evening Programme is available for the Diploma in Digital Marketing in Cambridge and London. In addition to our standard study package, our Evening Class Programme also includes attendance at 6 evening classes for the Diploma in Digital Marketing, with light refreshments at each class. In addition there are one day revision classes for each examined module. You study one module each term, completing your whole course in 12 to 15 months. As a guide you should allow between 6 and 8 hours home study per week for each module being studied for the duration of your course. I have recommended the marketing college to colleagues. I rate the tutors as first class. The weekly evening classes were well organised and delivered to a high standard. The support from all tutors during assignment submission and exam prep was excellent. Professional Diploma Evening Class Delegate CAMBRIDGE MARKETING COLLEGE 13

14 CAM DIGITAL MARKETING DIPLOMAS The CIM now offers four CAM Digital Marketing Diplomas: Diploma in Digital Marketing Diploma in Digital Marketing (Mobile) Diploma in Digital Marketing (Metrics and Analytics) Diploma in Digital Marketing (Media and Branding) Structure All of the Diplomas consist of three modules. Two of these, Marketing and Consumer Behaviour and Digital Marketing Essentials are core to all four Diplomas. The third is a specialist module specific to each qualification. The diagram below illustrates how the choice of your third module determines which Diploma you will achieve: CORE MODULES MARKETING AND CONSUMER BEHAVIOUR DIGITAL MARKETING ESSENTIALS SPECIALIST MODULES DIGITAL MARKETING PLANNING INTEGRATING DIGITAL MEDIA AND BRANDING MOBILE MARKETING IN PRACTICE WEB ANALYTICS AND SOCIAL MEDIA MONITORING CAM DIPLOMA IN DIGITAL MARKETING CAM DIPLOMA IN DIGITAL MARKETING (MEDIA AND BRANDING) CAM DIPLOMA IN DIGITAL MARKETING (MOBILE) CAM DIPLOMA IN DIGITAL MARKETING (METRICS AND ANALYTICS) 01 WE WERE ONE OF THE FIRST COLLEGES TO OFFER ALL OF THE NEW DIGITAL MARKETING DIPLOMAS 14 CAMBRIDGE MARKETING COLLEGE

15 THE CORE MODULES MARKETING AND CONSUMER BEHAVIOUR This module provides 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 of marketing through the use of basic psychology and sociology. DIGITAL MARKETING ESSENTIALS This module 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; 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 SPECIALIST MODULES DIGITAL MARKETING PLANNING This module aims to provide delegates with the skills and knowledge to understand fundamental digital marketing planning concepts for an organisation. In addition they will explore key factors involved with the implementation, measurement and evaluation of successful campaigns. Similarities and differences covering the mix elements in traditional and digital marketing will be addressed, along with issues such as relationship marketing, permission and consumer concerns around privacy, trust and security. Assessment is by Assignment INTEGRATING DIGITAL MEDIA AND BRANDING Delegates will evaluate all the key channels used for communicating with the customer and ascertain how they are evolving and can be integrated. In addition to the new models governing digital communications, this unit also features a future trends section, which will be regularly updated, and will consider web 4.0, new influence models and the growing impact of neuroscience on digital communications practice. Assessment is by Assignment MOBILE MARKETING IN PRACTICE This module will provide an introduction to mobile marketing and explore how it fits within the communications mix. On successful completion delegates will be able to: Appraise the range of opportunities in the mobile landscape and the different approaches to marketing in this sector Analyse the way in which the smartphone and apps have changed thinking and how organisations employ them creatively in the digital environment Recommend how to execute a mobile communications campaign Discuss the key stages of planning mobile campaigns and the techniques available Explain the current and future roles of the elements of digital campaigns and describe the links between techniques Apply relevant tools and concepts to measure and monitor an annual mobile marketing plan Assessment is by Assignment The course has already helped me secure six interviews within a diverse range of industry sectors as a direct result of this being on my CV and also contributed towards me getting an online content manager role within a major retail group. Commercially the course is a great success and candidates will really benefit from this. WEB ANALYTICS AND SOCIAL MEDIA MONITORING This module will explore basic online research principles and then examine two themes: 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, analysing reports to improve performance and creating tests to improve owned and bought media messages. Assessment is by Assignment CAM Digital Diploma Delegate CAMBRIDGE MARKETING COLLEGE 15

16 CAM DIPLOMA IN MARKETING COMMUNICATIONS The CAM Diploma in Marketing Communications qualification is ideal for anyone working or wanting to work in marketing communications. The qualification is designed to meet the needs of communications practitioners. The course teaches practical skills which can be used in the workplace immediately, as well as the underpinning theory of marketing communications. THE MODULES 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 of marketing through the use of basic psychology and sociology. Assessment is by assignment DIGITAL MARKETING ESSENTIALS The unit has three sections - campaign tools, their application, and monitoring digital marketing. More specifically, the unit covers Search Engine Optimisation (SEO), Payper-click (PPC), new and emerging advertising media, 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. Optional assessment is by assignment ADVERTISING The key objective is to ensure delegates understand the role and practice of advertising within marketing. In particular, you will consider the different types of advertising, learn how to plan and create advertising campaigns and consider the role and responsibilities of agencies and media owners. Assessment is by examination INTEGRATED MEDIA The aim of this module is to explore the principles of media research, media selection and campaign planning. You will consider the range and scope of mass UK media, opportunities for advertising creativity and the impact of new technology. In addition to the models governing communications, this unit also features a look at digital media and trends. Assessment is by assignment and optional assignment for Digital Media & Branding PUBLIC RELATIONS In this module, you will learn about the history and definitions of PR, its function and the different needs of varying audiences. In particular, you will assess the range of different PR techniques and uses as well as learning how to compile an effective PR plan. Assessment is by examination 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. Assessment is by examination DURATION Each Module requires 120 hours of study. Delegates should allow hours home study per module per week. For executives in a full-time position the course usually takes months to complete. I just wanted to drop a quick thank you to you all for helping me to complete my CAM Diploma in Marketing Communications. I thought all the study weekends and the organisation of the course were excellent and have found that it has already been hugely influential on my current employment and my future career plans. Neil Greaves, Marketing Officer, Blackpool Sixth Form College 30 WE TEACH OVER 30 DIFFERENT MARKETING AND PR COURSES INCLUDING UNIQUE SPECIALIST CERTIFICATES AND DIPLOMAS 16 CAMBRIDGE MARKETING COLLEGE

17 ONLINE COURSES Cambridge Marketing College has partnered with the major digital marketing agency Quirk and its Red and Yellow School to offer a range of online digital marketing courses. BRAVE CURIOUS MINDS Red and Yellow teamed up with Quirk Education to form an academic institution that delivers relevant and practical online training. Future-proof your career as the marketing industry moves deeper into the digital realm. Study a Red and Yellow online digital course. These courses start at fixed times and can be completed in 5-10 weeks. 1. ONLINE COURSE IN DIGITAL MARKETING Quirk s flagship 10-week online course designed to give you a holistic and industry-relevant understanding of marketing in a digital age. Who s it for? Perfect if you re a current or aspiring marketer Great for brand managers and people in similar roles who want to promote their companies more effectively online, small-business owners and entrepreneurs For absolutely anyone who s interested in an exciting career in online marketing 2. ONLINE ADVERTISING 1: FOUNDATIONS AND BEST PRACTICE A 5-week online course that introduces you to the world of online advertising, encompassing search (PPC) advertising and display advertising on both desktop and mobile. Who s it for? Great for people new to online advertising and its concepts This is for you if you want to leverage a cost-effective, adjustable form of web advertising to drive or support marketing campaigns Perfect if you re a current or aspiring online advertising manager, media planner, web designer, entrepreneur or marketing strategist 3. ONLINE ADVERTISING 2: CAMPAIGN MANAGEMENT A 7-week online course that intensively explores the scalable and measurable world of online advertising. Who s it for? Perfect if you re an online advertising campaign manager interested in learning incredible insider tricks and strategies Great for digital marketers seeking an advanced skill set and understanding of online advertising Geared at advertisers and business owners who want to leverage lucrative online advertising for a marked increase in conversions and long-lasting brand awareness 4. DIGITAL PR: FOUNDATIONS AND BEST PRACTICE A 5-week online course that will introduce you to public relations in the age of social media, search engine optimisation and online tracking tools. Who s it for? Great for people new to social media and digital marketing Ideal for those who want to usher their PR skills and knowledge into the digital age, learn about digital platforms and their use in the communications industry Perfect if you re a current or aspiring brand manager, account executive, entrepreneur, social media manager, copywriter, or anyone involved in digital marketing 5. SOCIAL MEDIA: APPLICATION AND BEST PRACTICE A comprehensive 8-week online course designed to introduce you to effective social media marketing and give you an applicable understanding of social media practices, tactics and strategies. Who s it for? People who want to gain an excellent grounding in social media marketing Aspiring or current social media marketers, community managers, brand managers, customer service or PR executives, entrepreneurs and content marketers Digital marketers who want a professional understanding of social media marketing techniques and global best-practice principles Marketers who aim to increase brand awareness, sales and conversions through professional social media marketing Anyone who wants to promote their brand more effectively online 6. MARKETING: FOUNDATIONS AND BEST PRACTICE A 5-week online course that introduces you to the exciting and cost-effective world of marketing and how to execute successful campaigns. Who s it for? Great for people new to marketing Perfect if you want to create awareness and long-term brand loyalty in a cost-effective manner Anyone needing to increase sales and conversions through promotions and content marketing CAMBRIDGE MARKETING COLLEGE 17

18 ONLINE COURSES CONTINUED 7. WRITING FOR DIGITAL: FOUNDATIONS AND APPLICATION A 5-week online course that teaches you to craft perfect digital copy for effective marketing and sales. This practical digital writing course will teach you the intricacies of writing for websites that grab and hold attention, creating positive associations for your brand. Who s it for? Perfect if you re a current or aspiring digital copywriter, PR practitioner, marketing creative, small business owner SEO specialist or anyone else who crafts digital copy Those needing to understand how to craft effective copy for digital assets Those aiming to entice time-starved readers while considering the technical factors of search engines 8. AGENCY PROJECT MANAGEMENT: BEST PRACTICE AND APPLICATION A 6-week online course that will equip you with the skills to manage internal agency projects for maximum efficiency and revenue. Who is it for? Perfect if you re new to project management and the agency environment Suitable for traditional project managers who want to understand modern marketing agencies Geared towards current or aspiring project managers, traffic managers, client service professionals, agency managers or administrators in the agency world 9. CONTENT MARKETING: FUNDAMENTALS AND BEST PRACTICE A 5-week online course that introduces you to content marketing: the practice of creating and publishing valuable, interesting and sustainable content that helps you build relationships, tell brand stories and keep today s fickle digital customers engaged. Who is it for? Great if you re a current or aspiring marketer Perfect if you re a business owner, blog custodian, online manager, social media practitioner, CRM manager, or marketer For absolutely anyone who s interested in an exciting career in online marketing 10. SEO: FOUNDATIONS AND APPLICATION A 7-week online course which will equip you with the skills to market within the exciting world of Internet search, adding value to your brand and ensuring the goods or services offered on your website are easily findable online. Who is it for? Those who understand the importance of ranking well on search engine result pages Great if you re looking to increase traffic, and sales, through effective SEO techniques and best-practice principles Perfect if you re a current or aspiring web copywriter, content manager, web developer, blogger or entrepreneur 11. SEO: ADVANCED APPLICATION A 6-week online course designed to make you a true expert in the strategy of search engine marketing. You will explore the complex world of SEO and build on the comprehensive principles laid out in Search Engine Optimisation 1. This next step in SEO is designed to give you the competitive edge. Who is it for? Those experienced in SEO, seeking to further their skills and understanding Perfect if you re currently an SEO practitioner and want to boost your existing skills quickly 12. USER EXPERIENCE DESIGN: BEST PRACTISE AND APPLICATION A 6 week online course, will teach you how to build a website interface in order to make your digital channels easy, intuitive and fun to use. The better the user experience, the more likely a customer is to react positively towards your company and its services. Who is it for? Perfect if you re a current or aspiring web designer, web developer, UX practitioner, content manager, or marketing strategist Suited to those new to the fascinating discipline of user experience design Great for those seeking to use sound user experience skills and best practice principles to ensure a steady increase in conversions and sales To enrol go to 18 CAMBRIDGE MARKETING COLLEGE

19 ONLINE COURSE FEES 2014 COURSES Total excluding VAT Online Course In Digital Marketing 470 Online Advertising 1: Foundations And Best Practice 300 Online Advertising 2: Campaign Management 370 Digital PR: Foundations And Best Practice 300 Social Media: Application And Best Practice 430 Marketing: Foundations And Best Practice 250 Writing For Digital: Foundations And Application 300 Agency Project Management: Best Practice And Application 370 Content Marketing: Fundamentals And Best Practice 300 SEO: Foundations And Application 390 SEO: Advanced Application 390 User Experience Design: Best Practise And Application 390 Digital Marketing for Tourism 360 Marketing Strategy 300 Marketing WHAT LEARNING TOOLS ARE INCLUDED? Engaging course notes in PDF format Videos Discussion forums on the learning platform Live chat sessions Weekly assignments Recommended reading materials Academic coordinators available by , phone or online forums CANCELLATIONS To obtain a refund, notify us in writing before the day on which registrations close Cancellations after this day do not qualify for a refund CAMBRIDGE MARKETING COLLEGE 19

20 COURSE FEES 2014 (College fees include tutorial support, textbooks and all study guides) CIM CAM DIGITAL DIPLOMAS Total Total inc VAT Distance Learning - 15 months support Exempt MCB Taught Classes - 15 months support Exempt MCB WANT TO CUSTOMISE YOUR DIGITAL COURSE? Full course fees are based on the individual module prices below. If you would like to combine Distance Learning and Taught Classes, you can use the fees below to cost your course or contact the College office for further guidance. INDIVIDUAL DIGITAL MODULES Price includes text books Total Total inc VAT Distance Learning - 6 months support Taught Classes - 6 months support CIM CAM DIPLOMA IN MARKETING COMMUNICATIONS Total Total inc VAT Distance Learning - 15 months support Taught Classes - 15 months support % 79% OF COLLEGE ALUMNI SAID THAT THEIR CIM/CAM QUALIFICATION HAS BEEN OF VALUE IN THEIR CAREER DEVELOPMENT 20 CAMBRIDGE MARKETING COLLEGE

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