Digital Marketing Pathway

Digital Marketing Pathway

Digital Marketing Pathway

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CIM UK has recently introduced the Digital Marketing Pathway which provides professional qualifications for individuals at different levels of the Digital Marketing practice. Starting with ‘Digital Essentials’ for newbies, which progresses to ‘Digital Marketing’ for those with support level experience and ‘Digital strategy’ for those who want to move into a strategic role.

Each stage is awarded as below.

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Assessment Methodology

Assessment methods used for all Awards are employer-driven, practitioner-based, relevant and appropriate for business needs. In addition, assessments for all qualifications comply with regulatory requirements, are fit for purpose, fair, valid, reliable and manageable to ensure confidence in the standard of learner achievement.

Level 3 Digital Essentials

Aim of the module

This module provides an understanding of what is meant by digital marketing and the key communication tools used. It outlines the key factors that influence the digital consumer including social networks and virtual communities. It identifies the importance of developing campaign content aimed at specific market segments and how campaigns can be measured.

Entry requirements

It is not necessary to have any previous experience or knowledge of marketing and the student can choose to study to suit the requirements and availability.

Purpose Statement

This module provides an understanding to the key concepts associated with digital marketing. The impact of changing digital environment is considered in relation to the customer and the digital tools used for communications. The importance of digital content is recognized in the context of digital campaigns, as well

as the need to monitor performance.

Overarching Learning Outcomes

  1. 1. Understand what is meant by digital marketing
  1. 2. Understand the key factors that influence the digital consumer
  1. 3. Understand the key digital marketing communications tools
  1. 4. Understand how to develop digital marketing content
  1. 5. Develop digital marketing campaigns
  1. 6. Understand methods of measuring digital marketing campaigns

Level 4 Digital Marketing

Aim of the module

This module is about appreciating the importance of the ever-evolving, dynamic digital landscape, and understanding how to develop skills to improve digital marketing effectiveness. It provides awareness of the nature of the challenges and opportunities within the digital environment and outlines the skills and tools required to support and enhance marketing activities. It identifies the importance of effective digital monitoring and measurement techniques that enable organisations to improve digital marketing effectiveness performance.

Entry requirements

One or more of the following is required to gain entry onto this qualification:

  • Professional Certificate in Marketing or Certificate in Professional Marketing- Level 3
  • Professional practice (suggested 1-2 years marketing in operational role) plus a diagnostic assessment onto level 4

Purpose statement

Digital marketing is a constantly evolving and increasingly important discipline within modern marketing. This module will enable you to build essential skills in order to identify, integrate and monitor effective digital tactics to deliver enhanced marketing activities.

Overarching learning outcomes

By the end of this module students should be able to:

The digital landscape

  • Understand the opportunities and challenges presented through the disruptive digital environment
  • Assess the impact and influence of the dynamic digital environment

Digital toolkit

  • Know how key digital tools can support and enhance marketing
  • Understand the relevance of digital platforms and channels in context

Digital in action

  • Develop digital activities to support and enhance multichannel marketing
  • Apply the key principles involved in monitoring and measuring digital marketing effectiveness

Level 6 Digital Strategy

Aim of the module

This module provides insight into how organization’s can implement digital marketing capabilities into strategic marketing planning. It outlines how an understanding and analysis of the macro- and micro- environments can enable organization’s to assess the impact of the disruptive digital landscape in delivering objectives, in order to develop strategic recommendations. It provides recognition of how creating digital marketing mixes can enable organization’s to respond with agility to market needs. It examines how the management of digital channels and the application of key digital measures help to achieve business objectives.

Entry requirements

One or more of the following is required to gain entry onto this qualification:

  • CIM Level 4 Certificate in Marketing qualification
  • Professional practice(suggested 2+ years in a marketing role) plus diagnostic assessment onto Level 6

Purpose statement

For many organization’s digital marketing has evolved from a set of tactical actions into a

significant element of strategy. This unit will provide you with an in-depth consideration of digital

marketing capabilities that can be embedded within strategic marketing planning.

Overarching learning outcomes

By the end of this module students should be able to:

Digital disruption

  • Understand the strategic implications of the disruptive digital environment
  • Generate relevant insights into key emerging themes within the digital marketing environment

Digital planning

  • Develop strategic recommendations in response to the need to acquire, convert and retain customers
  • Deliver an agile response to changing customer behaviours

Delivering success

  • Know how to manage and optimise key channels and content within a digitally enhanced strategic plan
  • Apply key digital measures to analyse social, sentiment, search and site behaviour

Fee Structure

ADMINISTRATIVE CHARGES Kshs.

Admission Fees 2,500.00

Postage Fee per paper 2,500.00

KNEC Invigilation Fee 2,900.00

TUITION FEES

CIM Level 3  Award in Digital Essentials CIM Level 3  Award in Digital Marketing CIM Level 3  Award in Digital Strategy Shs 30,000

UK Payments

Membership Fee £ 50.00

Level 3 Assessment by Assignment Fee per paper £ 55.00

Level 4 Assessment by Portfolio  Fee per paper £ 115.00

Level 6 Assessment by Portfolio  Fee per paper £ 115.00

Class Structure

Face to Face interactive lectures  and group discussions . Support learning material  through online access to marketing journals, magazines, reports on Ebsco and the Emerald marketing eJournal on MYCIM.

10 Class session  per level

Once a week. 5.30pm- 8.00pm

Request for more information

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