Marketing & Consumer Behaviour

The Marketing And Consumer Behaviour is one of the three elements that make up the CAM Diploma In Digital Marketing; the others being the Digital Marketing Planning Award and the Digital Marketing Essentials Award. 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.

By the end of this module you will be able to -

• Explain the role of the marketing plan and communications plan within the context of the organisation’s strategy and culture
• Understand the marketing planning process and the links between each stage of the process
• Explain the 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
• Explain the importance of developing long term relationships with customers, channel members, agencies and other stakeholders and transfer such knowledge to the development of marketing communication activities
• Suggest suitable methods to influence the relationships an organisation has with its customers, any marketing channel partners and other stakeholders, using marketing communications

Assignment
The new units of the CAM Diploma in Digital Marketing require candidates to complete assessments. For the Marketing and Consumer Behaviour module candidates will complete a practical assignment.

Exemptions

• Students who have completed the Marketing and Consumer Behaviour unit as part of their CAM Diploma in Marketing Communications course can be exempted from this unit of the new Diploma in Digital Marketing qualification.
• Students who hold a valid marketing degree which is also listed in the CIM Entry Points Policy are exempt from the Marketing & Consumer behaviour unit. Please download and complete the form and return to The CAM Foundation.

Delivery
This course has two delivery elements to it:

• A classroom element, which involves two days attendance.
• One-to-one session with the course tutor on completion of the course.

Cost

• £500 (+VAT).
• You will also need to factor in the costs of the CAM Foundation, which currently are: £140 for yearly membership (includes the same benefits as CIM Membership) and £85 per assignment. More details can be found on the CAM website.
• ** Offer - if you apply for all 3 modules you only pay £1400 instead of £1500 **

Assessment Entry Form
If you would like to submit for the June 2011 Assessment, please download the June_2011_Assessment_Entry and send it back to CIM.

Books
Please take a look at the recommended CAM Digital Marketing Diploma books page to find the books you require for each course.

Other modules in the CAM Diploma in Digital Marketing:
Digital Marketing Essentials
Digital Marketing Planning

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