The CAM Diploma in Marketing Communications will give you an in-depth understanding of the range of communication methods you can use to meet business objectives.

This qualification covers the fundamentals of marketing and consumer behaviour, advertising, Public Relations (PR), direct marketing and sales promotion. Part of this marketing course is also dedicated to understanding how these elements of the communications mx (including digital media) can be integrated.

How will I Be assessed
The Advertising unit, PR unit and Direct Marketing and Sales Promotion unit are assessed by examination.
The Marketing and Consumer Behaviour unit and Integrated Media units are assessed by assessment.

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Advertising

Advertising** (10 credits) (2 hours exam)

This unit covers the role of advertising within the marketing mix, communications mix and society. It will explain the relevant processes, planning and measurement involved with advertising in all of its forms, online and offline.

Part A is compulsory and worth 50% of the marks

Part B has four questions from which students have to select two.

Each question is worth 25% of the marks

PR

Public Relations (PR)** (10 credits) (2 hours exam)

This unit provides you with an understanding of the role PR plays in reputation management, internal communications and assisting transactions. The unit assesses stakeholder relationships and examines the various online and offline media techniques available.

Part A is compulsory and worth 50% of the marks

Part B has four questions from which students have to select two.

Each question is worth 25% of the marks

DMSP

Direct Marketing and Sales Promotion**(10 credits) (2 hours exam)

This unit includes the disciplines and techniques of direct marketing and sales promotion, including databases and other digital technologies and the legal and regulatory constraints in which they operate. Merchandising, field marketing and point of sale promotion are also covered.

Part A covers aspects of the whole syllabus and is compulsory.
It is worth 50% of the marks

Part B covers Sales Promotion and has two questions from which students have to select one.
The question is worth 25% of the marks.

Part C covers Direct Marketing and has two questions from which students have to select one.
The question is worth 25% of the marks

IM

Integrated Media* (10 credits) (Assignment)

This unit covers the functions of different media within the marketing and communications mix. It provides an understanding of the process of media selection, planning and measuring effectiveness. It specifically considers the integration of online and offline media in effective communications.

Assignment comprising four compulsory tasks, each weighted 25%.

Total word count: 4,000 words (1,000 words per task).

Marketing and Consumer Behavior (double unit) Assignment comprising of five compulsory tasks, weighted 20%, 10%, 30%, 10% and 30% respectively.

*Assessed by assignment. **Assessed by examination.

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Approximately 3 semesters which is at least one and a half years. You will be expected to complete approximately 400 hours study for this level of qualification. This will consist of both personal study and guided learning with your tutor or online learning.

LessonInstructorTime
Advertising (10 credits)6:30 PM - 8:30 PM
Public Relations (PR) (10 credits)6:30 PM - 8:30 PM
Direct Marketing and Sales Promotion (10 credits)6:30 PM - 8:30 PM
Integrated Media (10 credits)6:30 PM - 8:30 PM