Digital Brochure v11

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Digital Marketing Qualifications Prospectus

Qualifications Awarded by the Worlds Largest Organisation of Professional Marketers

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 fieldof Digital Marketing to succeed online & enjoy the

new buzz of opportunities out there both for your

business/products and you as an individual.

At MMC Learning 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 worlds largest

organisation for professional Marketers.

Contents-

1 Digital Marketing Qualifications Overview

2 Studying with MMC Learning

3 The Course Content

4 CIM and Assessment

5 Diploma in Digital Marketing

6 Diploma in Mobile Marketing

7 Diploma in Digital Metrics and Analytics

8 Diploma in Digital Campaign Planning

9 Diploma in Digital Media and Branding

10 Exemptions and Course Schedules

11 Customer Reviews

12 Prices and Start Dates


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1Digital Marketing

Qualifications Overview

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

Worlds largest

organisation 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 organisational 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 ongoing success in the

digital arena.

Who is Already Studying on these

Qualifications?-

These courses are designed for business

professionals who seek to gain specialist knowledge

in the area of digital marketing. There are currently

professional students on these courses from a range

of backgrounds, from small to large companies,

public to private sector from different industries.

Many recognisable and prestigious organisations

have already led the way in enrolling for these top

qualifications including Hewlett Packard, Bell

Pottinger, PWC, HSBC, IBM, UNICEF, British Council

and a range of Universities and Councils.


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2Studying with MMC

Learning

Leading the Way-

As the UKs leading provider of Digital Marketingqualifications, MMC Learning 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 worlds largest corporations and top

keynote speakers as well as leading authors and

practitioners.

Many recognisable and prestigious organisations

have enrolled for these top digital qualifications

including Hewlett Packard, Bell Pottinger, PWC,

HSBC, IBM, UNICEF, British Council and a range of

Universities and Government Councils.

The MMC Learning Experience-

MMC Learning continue to push the boundaries

fusing knowledge and technology to provide a

compelling and influential learning experiencethrough 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 todays

dynamic digital arena.

Providing You Support and Guidance-

With a team of dedicated experts, entrepreneurs

and flexible support staff, MMC Learning 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.

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

MMC Learning.

Acting as your guide your Course Manager will keep

you on track, sending helpful email reminders and

updates where needed.

Todays organisations need people with the

knowledge and sensitivity to operate in the digital

world - come and discover what the MMC Learning

experience has to offer for you.


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3The Course Content and

Flexible Learning Delivery

A Comprehensive Package-

The course package you receive will contain

everything you need to study and successfully

complete the qualification.

Learning can be undertaken in two ways:

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

2. Blended Learning with e-learning & face to faceWorkshops (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-

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 the UKs 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;

12 month CIM membership Assessment fees organised for you Welcome pack and course guide Flexible study schedule 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


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Qualifications awarded by the Worlds-

Largest Organisation of Marketing-Professionals-

The Digital Marketing Qualifications are awarded by

the Chartered Institute of Marketing (CIM) and

accredited by the CAM Foundation (a specialist

awards department 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 its through sharing knowledge, bringingyou 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 Institutes

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 whats current and whats next, it also

underpins a Chartered CPD Programme and

resources for members.www.cim-

research.com/agenda

More Marketing Resources also access a collection

of Mintel, Key Note and Snapdata reports, plus

profiles of the worlds largest companies.

www.cim.co.uk/marketresearch

Learn from Experienced e-Course Tutors-

when studying with MMC Learning-

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 basedon your organisation or an organisation 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.

4Chartered Institute of

Marketing & Assessment
http://www.cim.co.uk/themarketerhttp://www.cim.co.uk/themarketerhttp://www.cim.co.uk/themarketerhttp://www.cim.co.uk/shophttp://www.cim.co.uk/shophttp://www.cim.co.uk/libraryhttp://www.cim.co.uk/libraryhttp://www.cim.co.uk/papershttp://www.cim.co.uk/papershttp://www.cim.co.uk/papershttp://www.cim.co.uk/rewardsurveyhttp://www.cim.co.uk/rewardsurveyhttp://www.cim-research.com/agendahttp://www.cim-research.com/agendahttp://www.cim-research.com/agendahttp://www.cim-research.com/agendahttp://www.cim.co.uk/marketresearchhttp://www.cim.co.uk/marketresearchhttp://www.cim.co.uk/marketresearchhttp://www.cim-research.com/agendahttp://www.cim-research.com/agendahttp://www.cim.co.uk/rewardsurveyhttp://www.cim.co.uk/papershttp://www.cim.co.uk/libraryhttp://www.cim.co.uk/shophttp://www.cim.co.uk/themarketer


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5Diploma in Digital

Marketing

The Diploma in Digital Marketing gives you the core

knowledge and skills on what digital marketing isabout, the buzz words and main trends. It covers

Search Engine Optimisation (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 2: Marketing & Consumer BehaviourUnit 3: Digital Marketing Planning

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 mixcan 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

Aims & Objectives - This unit aims to provide youwith 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.


Role of the marketing plan and communications

plan within the context of the organisationsstrategy 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


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 andmarketing 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 emergingbuyer 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.

Unit 1 Digital Marketing Essentials

Unit 2 Marketing & Consumer Behaviour

Unit 3 Digital Marketing Planning

Di i l M k i Q lifi i P


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6Diploma in Mobile

Marketing

Mobile is the most widely used media channel

globally, with over one billion mobile devices soldeach year. The medium is referred to as always on

and always connected and provides new ways for

organisations and brands to connect with customers

across all sectors.

Diploma in Mobile Marketing consists of 3 Units;


Unit 2: Marketing & Consumer Behaviour

Unit 3: Digital Marketing Planning








emerging advertising media, email marketing, viralmarketing, online PR, affiliate marketing and social











campaign






with the skills and knowledge necessary in managing

marketing communications and brand support



















agencies and other stakeholder

Aims and objectives - 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 maximised and how success in mobile marketing

can be measured.


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 amobile application

Describe future developments in mobile

marketing



Unit 3 Principles of Mobile Marketing

Di it l M k ti Q lifi ti P t


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7Diploma in Digital

Metrics and Analytics

This qualification gives you essential knowledge, the

buzz words and the techniques to gain insight into

digital metrics and analytics. Find out more abouthow web sites, blogs and social networks are

monitored by marketing managers. Decipher the

jargon: CAWI, netnography, tagging, logfiles,

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;


Unit 2: Marketing & Consumer BehaviourUnit 3: Web Analytics and Social Media Monitoring




















campaign






with the skills and knowledge necessary in managingmarketing communications and brand support



















agencies and other stakeholder

Aims & Objectives - 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.


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.



Unit 3 Web Analytics and Social Media

Monitoring



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8Diploma in Digital

Campaign Planning

The Diploma in Digital Campaign Planning gives you

essential knowledge, the jargon and the techniques

to create campaigns using online marketing. Findout 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;

Unit 1: Digital Marketing EssentialsUnit 2: Marketing & Consumer Behaviour

Unit 3: Implementing Digital Campaigns




















campaign














plan within the context of the organisations

strategy and culture











agencies and other stakeholder.

Aims & 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






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9Diploma in Digital Media

& Branding

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 tocrack 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 organisations assets.

Diploma in Digital Media & Branding consists of;

Unit 1: Digital Marketing EssentialsUnit 2: Marketing & Consumer Behaviour

Unit 3: Integrating Digital Media & Branding




















campaign

























agencies and other stakeholder.


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.



Unit 3 Integrating Digital Media & Branding



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10Exemptions & Example

Course Schedule

Are you Exempt from any of the Units-

on these Digital Marketing-

Qualifications? -

There are exemptions available for the Marketing &

Consumer Behaviour 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

programmes that have been adjudged to allow

exemption from the Marketing and Consumer

Behaviour Unit. This listing is not a CAM judgement

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.

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.

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 whowill 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.htmhttp://www.camfoundation.com/exemptions.htmhttp://www.camfoundation.com/exemptions.htm


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11 Customer Reviews

I have switched

colleges...I'm now with

MMC Learning 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 TongeI just wanted to send youa 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 cannotspeak more highly of

it! It suits my

lifestyle perfectly and is

great with the live course

tutor. I think this is a invaluable learning

tool, it juts like being in a classroom (and on

a Saturday morning learning feels much

better in your slippers & a cup of tea

- Sarah Martin-TyrrellI 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 approachingthe case studies was invaluable.

- Stuart Reed

There are a number of

benefits to studying

onlinethe ability andflexibility of studying in

your own time,

particularity if you have

a very demanding job.

One of the reasons I chose the course with

MMC 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 significantI

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 at MMC

Learning to anybody who wants to get a

head start in digital marketing.

- Rene Power



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12 Prices & Start Dates

There are 3 main components of the price for each

course/qualificationCourse Fees, Assessment Fees

and a CIM Membership Fee.

Diploma in Digital Marketing

Course Fees

U1: Digital Marketing Essentials 459+VAT

U2: Marketing & Consumer Behaviour 459+VAT

U3: Digital Marketing Planning 459+VAT

Total 1,377+VAT

Assessment Fees; 85 per unit

CIM Membership Fee; 140 for one year

Start Dates; 10th

Oct, 14th

Nov, 5th

Dec, 9th

Jan

Diploma in Mobile Marketing

Course Fees



U3: Principles of Mobile Marketing 459+VAT

Total 1,377+VAT



Start Dates; 17th

Oct, 21st

Nov, 12th

Dec, 16th

Jan

Diploma in Digital Metrics and Analytics

Course Fees



U3: Web Analytics & Social Media

Monitoring

459+VAT

Total 1,377+VAT



Start Dates; 17th

Oct, 21st

Nov, 5th

Dec, 9th

Jan

Diploma in Digital Campaign Planning

Course Fees



U3: Implementing Digital Campaigns 459+VATTotal 1,377+VAT



Start Dates; 24th Oct, 28th Nov, 12th Dec, 16th Jan

Notes;

Prices are valid until the end of November 2011

Diploma in Digital Media and Branding

Course Fees



U3: Integrating Digital Media &

Branding

459+VAT

Total 1,377+VAT



Start Dates; 24th Oct, 28th Nov, 12th Dec, 16th Jan

Standalone Digital Marketing Awards

Individual units can be taken as standalone awards.

A1: Digital Marketing Essentials 487+VAT

A2: Digital Marketing Planning 487+VAT

A3: Principles of Mobile Marketing 487+VAT

A4:Analytics & Social Media Monitoring 487+VAT

A5: Integrating Digital Media & Branding 487+VAT

A6: Implementing Digital Campaigns 487+VAT

Assessment & CIM Memberships; 85 + 140

Start Dates; A1 & A2 - 10 Oct, 14 Nov, 12 Dec, 10 Jan

Start Dates; A3 to A6 - January 2012

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