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CIM The Chartered Institute of Marketing

CAM Diploma in Digital Marketing

June 2016

Altium Training T. 210-6899000, 210-6748620 260-262 Kifissias Avenue

15232 Halandri www.altiumtraining.gr

www.altiumtraining.gr +30 210 6899000, +30 210 6748620 2

Contents Chartered Institute of Marketing ................................................................................................ 3

CAM Diploma in Digital Marketing .............................................................................................. 3

CIM Chartered Institute of Marketing ......................................................................................... 4

Courses @ Altium Training .......................................................................................................... 4

Who is it for? ............................................................................................................................... 4

Entry requirements ..................................................................................................................... 4

Units of CIM/CAM Diploma in Digital Marketing ........................................................................ 5

Our world class tutors ................................................................................................................. 6

CIM Accredited Tutors ............................................................................................................. 7

Stephanos Economides ........................................................................................................... 7

George Tsiakas......................................................................................................................... 8

Maria Skounta ......................................................................................................................... 9

Altium Training Course Timetable ............................................................................................. 10

Tuition Fees and Expenses ........................................................................................................ 11

Training Venue .......................................................................................................................... 11

Syllabus - Diploma in Digital Marketing .................................................................................... 12

Syllabus Unit 1 - Marketing and Consumer Behaviour.......................................................... 12

Syllabus Unit 2 - Digital Marketing Essentials ....................................................................... 14

Syllabus Unit 3 - Digital Marketing Planning ......................................................................... 16

Syllabus Unit 3 – Mobile Marketing in Practice .................................................................... 21

Syllabus – How to courses ......................................................................................................... 26

Syllabus – How to courses: SEO (Search Engine Optimization) ............................................. 26

Syllabus – How to courses: How to create a successful website .......................................... 26

Syllabus – How to Courses: Google Ads ................................................................................ 26

Syllabus – How to Courses: Social Media .............................................................................. 27

Syllabus – How to Courses: Mobile ....................................................................................... 27

Syllabus – How to Courses: Google Analytics ........................................................................ 27

http://www.altiumtraining.gr/


Chartered Institute of Marketing

CAM Diploma in Digital Marketing

The CIM/CAM Diploma in Digital Marketing qualification provides you with the essential and practical knowledge and skills you need to plan, implement and monitor effective digital marketing campaigns and contribute to operational marketing plans.

This is done by combining:

The cornerstones of marketing, including the theories on consumer behaviour, market research techniques and how the overall strategy of the entity is reflected in the marketing strategy and communication.

With the new and emerging media, tools and concepts including: Search engines optimisation (SEO), pay per click, digital metrics, email and viral marketing, online public relations, affiliate marketing and social media, privacy & security, regulation and codes of practice.

Online marketing has evolved from a peripheral element of organisational marketing to one that is at the hub of customer centric communications in an increasingly multi-channel environment.

This qualification provides you with the skills to address this shift and capitalize on it.

You will gain global recognition of your knowledge in digital marketing and enhance the prospects of your career and/or your business. The Qualification is awarded by the world’s largest institute of marketing professionals – The Chartered Institute of Marketing.

combined with and brought into

the perspective of the digital world

The cornerstones of Marketing

Online Public relationships

Pay per Click (PPC)

Digital metrics

Affiliate marketing

Social Media

Email marketing

Viral marketing

Search Engines

optimization (SEO)

Legislation & regulations

Privacy & security

Codes of practice

Strategy

Market research

Consumer behavior

Marketing communication



CIM Chartered Institute of Marketing

As the world’s leading professional marketing body The Chartered Institute of Marketing (CIM) means much more than you may think. Founded in 1911, CIM received the Royal Charter in 1989 and supports over 35,000 members worldwide in over 40 CIM Accredited Study Centres worldwide. CIM leads the development of professional marketing standards and practice, championing the big issues and new ideas in the marketing world. The qualifications are tailored to the integrated marketing communication needs of modern business and have been designed based on feedback from employers. All qualifications are reviewed by key industry professionals.

Courses @ Altium Training

Delivered by world class tutors who are also CIM/CAM examiners, experienced trainers, professional experts and authors in the subject matter

Offer full diploma and unit award option

Give you essential knowledge of the latest techniques and trends for today’s online marketing arena (real world content)

Offer the right combination of teaching and assessment preparation sessions, thus achieving an effective and efficient learning process

Supplemented by continuous support outside the classroom through The Altium Training Online Learning Management System (LMS)

Who is it for?

Anyone, regardless of organisation size or use of digital media, who needs to develop digital marketing plans and to anyone who needs to understand or use digital marketing.

This qualification will also assist traditional marketers who already write and implement traditional marketing plans, needing to widen their marketing thinking to include the digital environment. Moreover, the qualification is also valuable to internet professionals wishing to offer digital and online marketing services as well as entrepreneurs in their efforts to develop their business.

Entry requirements

All candidates must have achieved at least one of the following:

• Have suitable competence in a marketing communications role • Hold any general Bachelor’s or Master’s degree



Units of CIM/CAM Diploma in Digital Marketing

You may see detailed syllabus on page 14.

CIM/CAM Diploma in Digital Marketing

The Diploma consists of three units, all assessed by assignment.

Marketing and Consumer Behaviour (20 credits – double unit) This unit includes the theories and techniques of research and consumer behaviour and their application to marketing communications. The unit explains the links between communications and marketing and provides knowledge of fundamental theories of consumer behaviour, and their application to marketing communications. Digital Marketing Essentials (10 credits) This unit aims to provide candidates with the skills and knowledge necessary in planning digital marketing campaigns within organisations. The unit has three sections – campaing 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, regulation and codes of practice.

Digital Marketing Planning (10 credits) This unit aims to provide students 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. Online marketing has evolved from a peripheral element of organisational marketing to one that is at the hub of customercentric communications in an increasingly multi-channel environment (e.g. Mobile). The unit will consider a range of environmental factors both internal and external (e.g. legal) that will shape and influence the e-marketing planning and strategic process. Various e-business models will be explored. In addition, 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.

New this year! CAM SPECIALIST UNIT AWARD:

MOBILE MARKETING IN PRACTICE

Mobile Marketing in Practice (10 credits) Mobile is the most widely used media channel globally, with over one billion mobile devices sold each year. The medium is referred to as ‘always on’ and provides new ways for the organisations and brands to connect with customers across all sectors. This unit will help you assess the range of opportunities that a mobile environment provides for marketers, and you will be able to plan and design mobile marketing activities.



“HOW TO” COURSES Do not miss the opportunity to attend our “How to” courses. We have added these instructive courses to show you step by step how to use internet tools, necessary for your digital marketing activities!

“HOW TO” Modules

How to courses: SEO (Search Engine Optimisation) The SEO how to module will provide students with skills to achieve the appearance of their webpage in the first page of Google for the keywords that their prospects utilize. It is a highly practical course that is focused on how-to issues that will allow its participants to start SEO practices immediately after its completion.

How to courses: How to create a successful website Websites are the cornerstones of companies’ online presence. Nowadays their construction, at a technical level, is an easy task. On the other hand the creation of a website that truly adds value to a company’s activities is a quite complex task that requires know-how from different disciplines. Through this course all parameters that contribute to the creation of a successful website are analysed so as its

attendees are fully equipped to either create or supervise the construction of their own one.

How to Courses: Google Ads This unit aims to equip students with the basic skills of setting up, managing and running a Google Adwords campaign. Practical cases will illustrate how to plan, design and manage Google Adwords campaigns as part of the digital marketing mix. Students will be exposed to concepts such as reach, affinity, conversion and media planning. Special focus will be given on campaign optimization and integration on a “per case” – basis, tailored to the students’ inputs. Bidding and payment models will be part of the educational pillars of the course, coupled with direct projection inside the platform.

How to Courses: Social Media This unit aims to provide candidates with the skills and knowledge necessary to set up Business Social Media accounts educate on best and proper practices and elaborate on the platforms operations. Students will learn how to operate and deal with professional social media accounts among the most popular Social Media Platforms.

Lecture: Mobile This unit aims to provide candidates with a clear understanding of Mobile as a medium of advertising exposure. The course will exploit Mobile best practices since data services from mobile carriers have become powerful media channels with the ability to include advertising along with content.

How to Course: Google Analytics This unit aims to provide candidates with a solid definition & analysis of Website metrics while students will be exposed to setting up the tools in order to get deep understanding of website metric measurements. Practice will revolve around learning how the components of the Google Analytics platform work.

How to Course: Mobile Marketing in Practice This unit award provides an introduction to good practice in mobile marketing and explores how it fits within the communications mix. You will see how the channel can be maximised and how success in mobile marketing can be measured.



Our world class tutors

CIM Accredited Tutors

All units are taught by professionals and practitioners who are CIM Accredited.

How to courses: SEO (Search Engine Optimization) How to courses: How to create a successful website How to courses: Mobile Marketing in Practice

Stephanos Economides Stephanos Economides is a Chartered Marketer specialized in SEO.

He is the founder of SEO In Greece (www.seoingreece.org), which offers holistic seo services that include white hat search engine optimization practices as well as utilization of the whole spectrum of a company's digital marketing activities.

Stephanos holds an MSc in Marketing (Distinction) from the University of Stirling and has an extensive experience as a marketing practitioner and academic.

Stephanos is marketing advisor to California based Sightly.com, the only partner of Google for local targeted video.

He is a star tutor receiving the highest evaluations from students. See more at: http://www.seoingreece.org/


http://www.seoingreece.org/

http://www.seoingreece.org/


How to courses: Google Ads How to courses: Social Media (Linkedin, B2B, etc.) How to courses: Google analytics & webmaster tools Lecture: Mobile – Best practices

George Tsiakas Instructor at CIM/CAM, Strategic Digital Marketing Consultant, International Digital Lead for EuroMEA at a FORTUNE 500 company. MSc, Master, Master

George Tsiakas is an Instructor in Executive Development at Altium Training, while working as Digital Campaigns Associate Manager EuroMEA (Europe, Russia, Middle East and Africa) at Mattel – promoted from Digital Associate Manager Emerging Markets, ie the sole Digital Lead for Russia and all the markets of Eastern Europe, Southeast Europe, the Middle East & Africa.

George also works as Business Development – Partner at Addo Digital – an Athens-based Digital Marketing Agency with a focus on serving clients in the field of Digital Marketing – a company he founded with two partners in May 2013. His work at Addo Digital is focused in optimizing organizational performance and accelerated growth through the field of online advertising. He also acts as a consultant in the Digital Marketing field in a variety of industries.

He began his career in advertising at the BGM OMD/ BBDO Group, where he established the Digital Department of the company and was appointed Head of Digital for four years. He worked for the whole client portfolio of the group including National Bank of Greece, HP Hellas, Sony Electronics Hellas, Sony Mobile Hellas, PepsiCo Hellas, Canon, Tasty Foods, Mars- Wrigley Hellas, Starbucks, Geniki Bank, Swatch Group Greece, Forthnet- Nova, FAGE Dairy Products S.A., Imperial Tobacco Hellas.

George Tsiakas earned his Bachelor of Science in Business Administration (with a focus on Management) from Deree College of the American College of Greece, followed by his MSc in Strategic Marketing from Cardiff University, and received his Master in Management (MiM) from IE University and his Master in Digital Marketing degree from the IE Business School. In 2012, George received word-class training in Silicon Valley, CA, USA from accredited leaders of the Digital Industry within Digital organizations such as Google, Facebook, Evernote, Paypal & Symantec.

George teaches the Digital Marketing Planning & the “How To” modules at Altium Training.

See more at: https://www.linkedin.com/in/georgetsiakas



How to courses: Google Ads How to courses: Social Media (Linkedin, B2B, etc.) How to courses: Google analytics & webmaster tools Lecture: Mobile – Best practices

Maria Skounta Practicioner at CIM/CAM, Online Marketing & Digital Media Strategist MSc, Master, Master

Digital Marketing professional with background in a diversity of sectors.

Maria is an experienced Digital Marketeer having worked for clients like AB Vassilopoulos, Friesland Campina, Elbisco, Interamerican, Pireaus Bank, OTEAcademy etc.

In 2011 Maria received word-class training in Silicon Valley, CA, USA from accredited leaders of the Digital Industry within Digital organizations such as Google, Facebook, Zynga, EA Games & Symantec.

Since 2013 she has partnered up with George Tsiakas and launched ADDO Digital, where she serves as Managing Director and Digital Advertising Executive.

Maria’s fields of practice include SEM, Display, E-Commerce, Mobile Marketing, Email Marketing, Media Planning, Advergaming, E-Research and Ad Serving among all existing digital media platforms and vendors.

She is a Google certified advertiser in Search, Display, Video & Analytics.

Since 2015 Maria teaches the “How To” modules at Altium Training, covering the technical part/platforms.



Altium Training Course Timetable

CIM/CAM Diploma in Digital Marketing Date Time Course

Friday, 06 November, 2015 18:00-21:30 Marketing and Consumer Behaviour

Saturday, 07 November, 2015 09:00-17:00 Marketing and Consumer Behaviour

Friday, 20 November, 2015 18:00-21:30 Marketing and Consumer Behaviour

Saturday, 21 November, 2015 09:00-17:00 Marketing and Consumer Behaviour

Tuesday, 08 December, 2015 18:00-21:15 How to courses: SEO (Search Engine Optimization)

Thursday, 10 December, 2015 18:00-21:15 How to courses: SEO (Search Engine Optimization)

Friday, 18 December, 2015 18:00-21:30 Marketing and Consumer Behaviour

Saturday, 19 December, 2015 09:00-17:00 Marketing and Consumer Behaviour

Friday, 15 January, 2016 18:00-21:30 Marketing and Consumer Behaviour

Saturday, 16 January, 2016 09:00-17:00 Marketing and Consumer Behaviour

Tuesday, 19 January, 2016 18:00-21:15 How to courses: How to create a successful website

Thursday, 21 January, 2016 18:00-21:15 How to courses: How to create a successful website

Friday, 29 January, 2016 18:00-21:30 Marketing and Consumer Behaviour

Saturday, 30 January, 2016 09:00-17:00 Marketing and Consumer Behaviour

Tuesday, 09 February, 2016 18:00-21:15 How to courses: Google Ads

Thursday, 11 February, 2016 18:00-21:15 How to courses: Google Ads

Friday, 19 February, 2016 18:00-21:30 Digital Marketing Essentials

Saturday, 20 February, 2016 09:00-17:00 Digital Marketing Essentials

Friday, 04 March, 2016 18:00-21:30 Digital Marketing Essentials

Saturday, 05 March, 2016 09:00-17:00 Digital Marketing Essentials

Tuesday, 15 March, 2016 18:00-21:15 How to courses: Social Media (Linkedin, B2B, etc.)

Thursday, 17 March, 2016 18:00-21:15 How to courses: Social Media (Linkedin, B2B, etc.)

Friday, 01 April, 2016 18:00-21:30 Digital Marketing Planning

Saturday, 02 April, 2016 09:00-17:00 Digital Marketing Planning

Friday, 15 April, 2016 18:00-21:30 Digital Marketing Planning

Saturday, 16 April, 2016 09:00-17:00 Digital Marketing Planning

Wednesday, 20 April, 2016 18:00-21:15 Lecture: Mobile - Best practices

Friday, 06 May, 2016 18:00-21:30 Mobile Marketing in Practice

Saturday, 07 May, 2016 09:00-17:00 Mobile Marketing in Practice

Friday, 13 May, 2016 18:00-21:30 Mobile Marketing in Practice

Saturday, 14 May, 2016 09:00-17:00 Mobile Marketing in Practice

Tuesday, 17 May, 2016 18:00-21:15 How to courses: Google analytics & webmaster tools

Thursday, 19 May, 2016 18:00-21:15 How to courses: Google analytics & webmaster tools

Friday, 27 May, 2016 18:00-21:30 Revision

Saturday, 28 May, 2016 09:00-17:00 Revision

This schedule may be subject to change but we will endeavour to keep the final schedule as close as possible to what appears here.

Seminars may be subsidized by LAEK OAED subsidy



Tuition Fees and Expenses Tuition fees Tuition fees for the Altium Training 2016 program are 2.500 Euro, for the required three units:

Marketing and Consumer Behaviour

Digital Marketing Essentials

Digital Marketing Planning

If the “Mobile Marketing in Practice” specialist unit award is chosen in addition to the three required units the additional cost is 500€. For participants who attend all courses of the Diploma in Digital Marketing the tuition fees include the cost of the “How to courses”. Individually the tuitions fees per unit are:

- Marketing and Consumer Behaviour | 1.400 € - Digital Marketing Essentials | 700 € - Digital Marketing Planning | 700 €

& - Mobile Marketing in Practice (specialist unit award) | 700 €

Our “How to courses” are practical instructive classes that can be attended independent of the Diploma in Digital Marketing at tuition fees of 200€ per module or 775€ for all five modules. The “How to course: Mobile – Best practices – LECTURE” is FREE and open to the public. Material - Books The additional cost for recommended material is approximately £90, plus postage and packaging fees. Registration & exam fees to CIM

To take the assessments (exams) you are required to become a member of CIM Chartered Institute of Marketing. To join as an Affiliate the cost is £144. The assessment fees for the Diploma in Digital Marketing are £85 per unit.

Training Venue

Altium Training - European Center of Professional Studies Ltd. 260 Kifissias Avenue, Halandri 15232, Athens Tel: +30 210 6899000 +30 210 6748620 Website: www.altiumtraining.gr




Syllabus - Diploma in Digital Marketing Syllabus Unit 1 - Marketing and Consumer Behaviour

Aims and Objectives This unit aims to provide candidates 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.

Assessment methodology Assignment Learning outcomes By the end of this module you should 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

Knowledge and skill requirements

Element 1: Marketing Principles (25%) 1.1 Explain the development of marketing as an exchange process, a philosophy of business, and a managerial function, recognising the contribution of marketing as a means of creating customer value and as a form of competition

1.2 Explain the importance of the marketing planning process and where it fits into the corporate or organisational planning framework, including the role of marketing research and information in developing marketing plans

1.3 Describe the structure of an outline marketing plan and identify its various components

1.4 Contribute to a basic internal and external marketing audit

1.5 Explain the importance of objectives and the influences on, and processes for, setting objectives

1.6 Describe the wide range of tools and techniques available to marketers to satisfy customer requirements and compete effectively

1.7 Explain the concept of market segmentation and distinguish effective bases for segmenting consumer and

business-to-business markets

1.8 Develop an extended marketing mix to include additional components in appropriate contextual settings: product, price, place (distribution), promotion (communications), people, processes, physical evidence and customer service

1.9 Demonstrate an appreciation of the need to monitor and control marketing activities, measuring the effectiveness of the selected marketing effort and instituting appropriate changes where necessary



Element 2: Communication, Advertising and Media – the relationship with marketing (30%) 2.1 Define and explain the roles of marketing communications to differentiate, remind or reassure, inform and persuade (DRIP)

2.2 Explain the meaning of the terms above-, through- and below-the-line

2.3 Evaluate the effectiveness of each of the promotional tools using appropriate criteria such as cost, communication effectiveness, credibility, and control

2.4 Explain the role of each of the promotional tools within a coordinated marketing communications mix

2.5 Outline the key characteristics associated with push, pull and profile strategies

2.6 Develop a co-ordinated marketing communications mix to launch new products, support brands, maintain market share, develop retention levels encourage customer loyalty, and support internal marketing within the organisation

2.7 Develop a marketing communications plan using an appropriate framework and explain the principal linkages between the various elements of the plan

2.8 Explain the main methods used to determine a marketing communications budget

2.9 Discuss the main issues concerning the use of marketing communications in an international and global context, such as media availability, culture, religion, education and literacy

2.10 Explain how marketing communications activities, media and campaigns can be evaluated

2.11 Describe methods for maintaining and managing the brand

2.12 Explain how marketing communications can be used to support brands

2.13 Explain how brands can be used to develop customer loyalty

2.14 Identify the different classifications of brands and explain how brand strategy can be developed

2.15 Summarise the importance for organisations of ethics and corporate responsibility, and their impact on brand reputation

Element 3: Consumer behaviour (30%)

3.1 Demonstrate the fundamental importance of ‘customers’ to all forms of organisations, including services and the need to clearly identify them

3.2 Explain how individuals can influence the effectiveness of marketing communications through word-of-mouth communications, as opinion leaders, as opinion formers or in multi-step models

3.3 Describe the main concepts associated with the purchase decision process, including source credibility, involvement, perceived risk, and how they influence marketing communications

3.4 Describe the main concepts associated with buyer information processing

3.5 Use marketing communications to change or reinforce attitudes, alter perceptions and develop knowledge and understanding about a brand

3.6 Explain the difference between consumer buyer behaviour and organisational buyer behaviour

3.7 Explain the Decision Making Unit (DMU) and the roles of its constituents, and the Decision Making Process (DMP) for consumers and organisations

3.8 Demonstrate the impact and effect of the DMU and the DMP on the communications mix

3.9 Appreciate the need for effective internal communications and their link to and role in maintaining and sustaining good customer relations

3.10 Explain the factors that cause change in customers and the subsequent impact on marketing communications programmes



Element 4: Channel Behaviour (15%)

4.1 Identify and explain how the communications mix (including electronic) can be suitably configured for use in a range of marketing channels and business-to-business situations

4.2 Explain the role of trust, commitment and satisfaction when developing marketing communication activities for use in the marketing channel and business-to-business contexts

4.3 Identify the causes of conflict in trade channels and explain how marketing communications can be used to resolve such disagreements

Syllabus Unit 2 - Digital Marketing Essentials Aims and Objectives This unit aims to provide candidates 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.

Assessment Methodology Practical assignment Learning Outcomes On successful completion of this unit candidates will be able to:

• Explain the importance of digital campaign tools, planning, implementing and monitoring digital marketing

• Explain the role of the essential elements of digital campaigns and describe the links between each technique

• Explain how each tool of the digital communications mix can be coordinated effectively • Evaluate a current digital communications campaign • Recommend improvements to a specified digital communications campaign • Explain how the digital communications mix can be measured and monitored effectively

Knowledge and Skill Requirements

Element 1: Campaign Tools (30%) 1.1 Explain the role of digital marketing communications within the marketing mix:

• Product • Price • Place • Promotion

1.2 Explain the principles of digital marketing campaigns: • Definition • Objectives (awareness building, attitude change, take action, DRIP) • Actions (to read article, place order, register, request information, make contact) • Offline and online campaigns

1.3 Describe hardware e-tools available: • Mobile or handheld devices: mobile phones, laptops, two-way radios, PDAs, pagers • Fixed Appliances: telephones; desktop computers, TV, radio, kiosks)



1.4 Describe software e-tools available: • Web Pages, Microsites, Blogs, Portals, web rings, links • Search Engine Optimisation (SEO) • Email, SMS, MMS • Word Processing and Presentation software • Promotions: Coupons, Sampling, vouchers

Element 2: Using campaign tools (40%) 2.1 Define and explain the e-marketing communications mix:

• Advertising • Public Relations • Sales Force • Sales Promotion • Viral Marketing • Other specific tools (sponsorship and others)

2.2 Explain the advantages and disadvantages of using different media in relation to digital marketing: • Digital Press • Digital Television • Digital Radio • Digital Outdoor • Interconnected Networks (Internet, telephone networks)

2.3 Demonstrate an understanding of the application of different advertisement types available: • Banners (skyscrapers, lingubots, etc) • Interstitials and superstitials • Pop-ups (daughter windows) • Web page intexts • Mobile texts • PPC Sponsored search engine results • Advertising affiliate and advertising networks

2.4 Demonstrate an understanding of the application of different PR activities available, distinguishing between pro-active and reactive:

• Webpage press room/virtual press kits • Email campaigns • SMS and MMS campaigns • E-zines, Newsletters and alerts • Discussion Groups • Weblogs/Blogs

2.5 Demonstrate an understanding of the application of different automated and non-automated sales and support activities available:

• Automated (Natural Conversation Banners, shopping carts, automated repeat purchase

settings) • Real time online sales and support (by email, instant messaging, phone) • Email sales campaigns • SMS and MMS sales campaigns • Sales affiliate and sales networks

2.6 Demonstrate an understanding of the application of different sales promotion activities available: • Competitions • Incentives • Rewards • Advergaming • E-Coupons • Loyalty schemes

2.7 Demonstrate an understanding of the application of different viral marketing activities available: • Static (email, text) • Dynamic (blogs, videos, games)



2.8 Discuss the impact of legislation, regulations and codes of practice on digital marketing campaigns: • Data Protection Act • Consumer Protection (Distance Selling) Regulations • Electronic Commerce Regulations • The Sale of Goods Act • Trade Descriptions Act

Element 3: Monitoring (30%) 3.1 Explain how the “marketing research mix” is applied to digital marketing and how metrics must match business, marketing and communications objectives:

• Purpose • Population • Procedure • Publication

3.2 Explain the purpose of measurement for digital campaigns:

• To measure marketing productivity • To examine product, promotion, place, price decisions • To examine return on marketing investment (ROMI) • To evaluate customer satisfaction and involvement • To measure market share and forecast demand

3.3 Explain the populations measured in digital campaigns: • Affiliate networks • Social networks • Customers and non-customers • Visitors • Others

3.4 Demonstrate an understanding of the application of the procedures used for measuring digital campaigns: • Primary and Secondary data • Onsite (Logfiles and Tagging) • Offsite (panels, VOC) • Experimentation (A/B Tests, Usability studies) • Tracking studies • Conversion funnels

3.5 Explain publication aspects of digital campaigns measurement: • Reports, presentations and dashboards • Key Performance Indicators (KPIs) • Importance of correct dissemination of data

Syllabus Unit 3 - Digital Marketing Planning

Aims and Objectives This unit aims to provide students 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. Online marketing has evolved from a peripheral element of organisational marketing to one that is at the hub of customercentric communications in an increasingly multi-channel environment (e.g. Mobile). The unit will consider a range of environmental factors both internal and external (e.g. legal) that will shape and influence the e-marketing planning and strategic process. Various e-business models will be explored. In addition, 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 Methodology Assignment Candidates should carry out a marketing audit of an organisation of their choice. Based on the findings, the candidate is required to develop a digital marketing plan that demonstrates relevant and effective planning, implementation and control elements within appropriate timescales. Learning Outcomes On successful completion of this unit, candidates will be able to:

• Appraise different planning approaches and marketing environmental factors that influence online marketing activity

• Review the similarities and differences between online and traditional marketing concepts and applications

• Discuss 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 • Review the importance of target marketing and the emerging buyer 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.

Knowledge & Skill Requirements

Element 1 – Online and traditional marketing concepts and applications (10%) 1.1Review the importance of customer focus for effective marketing planning:

• The importance of acquisition, retention and loyalty • Importance of ‘word of mouth’ in the world of social networks • Identify target market(s) • Research customer needs • Develop ‘mix’ for target audiences • Select strategies and tactics for the chosen market

1.2 Evaluate the reasons for the shift in online consumer power: • Reduced search costs and effort • Product and price comparisons • Power of customer review • Online consumer choice and convenience • Product choice and availability

1.3 Appraise the key elements that contribute to the online customer experience: • Added value • Interaction • Convenience

1.4 Analyse how online and traditional marketing compare in terms of: • Cost and measurability • Real-time marketing • Market reach and 24/7 operations

1.5 Discuss how online campaigns can offer marketers more creative, flexible and responsive opportunities: • The application of integrated campaigns utlising multiple channels • E-mail marketing campaigns embedding online video that drive website traffic • Viral/Advergaming campaigns • Online tracking of customer behaviour



Element 2 – Online business models (10%) 2.1 Appraise the Internet as a vehicle for revenue generation using different revenue streams such as:

• Online sales revenue • Affiliate Marketing and other forms of commission • Subscriptions and other membership models • Revenue from advertising and pay-per-click • Lead generation • Network marketing

2.2 Evaluate the stages in online adoption from e-mail/static sites to the transformed organisation and how it can focus the online plan:

• Minimal web presence e.g. static pages and basic information • Website with fundamental interactions e.g. e-mail but no sales • Website developed for online transactions and self service capabilities • Fully interactive with transformed business and integrated with customers and business partners

2.3 Appraise different types of online transactions for inclusion in the digital marketing plan: • B2B • B2C • C2C • PA2C • C2B • G2G • G2B • G2C • B2G • C2G

2.4 Evaluate online revenue models for inclusion in the digital marketing plan: • affiliate • advertising • subscription • merchant • infomediaries • value-chain providers • ‘Freemium’

2.5 Assess current website design in respect of its suitability for purpose and audience: • Navigation – site complexity • Usability • Credibility • Brand Image • Customer expectations • Levels of interaction • Site content • Web accessibility e.g. DDA Act



Element 3 – Environmental factors impacting on online activity and plans (30%) 3.1 Analyse the scope, innovation and opportunities associated with digital marketing offered by ‘new technologies’:

• Blogs • Micro-blogs • Video-sharing • Social networks:

o B2C o B2B

• Social bookmarking • Wikis • Podcasts • Groups • Chat • Forums • RSS • Widgets • Photo sites

3.2 Review the benefits of digital marketing and the online vision: • Geographic coverage • Customer reach • Comparative cost • 24/7 availability • Flexibility • Speed of customisation, change of content and message • Interactivity • Measurability • Ease of two-way communication

3.3 Carry out an online marketing audit: • PESTEL • Website and online activity • Competitor • Customer Analysis • Online buyer and search behaviour • Profiling and segmentation for the development of effective contact strategies • Online survey methods to capture data and enrich customer insights • Privacy, personalisation, permission, trust and security. • Loyalty and Lifetime Value (LTV) concepts • SWOT

Element 4 – The digital marketing mix (25%) 4.1 Select appropriate product attributes and consider their implications for online marketing:

• Tangible goods • Digital goods • Services • Branding

4.2 Select appropriate pricing applications in an online context: • Price skimming • Price penetration • Promotional pricing • Dynamic pricing

4.3 Select appropriate place applications to achieve online customer satisfaction: • Changing role of intermediaries • Strategic alliances • Offline fulfillment supporting online business • Disintermediation • Infomediaries



4.4 Select and employ appropriate promotional tools (on and offline) for website success: • Online advertising • SEO • e-mail • SMS marketing • Online PR • Social networking • Grehan’s 4 Ps online promotional model

4.3 Select other appropriate ‘mix elements’ to enhance the online experience: • People • Process • Physical Evidence

Element 5 Develop a digital marketing plan (25%) 5.1 Develop a digital marketing plan:

• Set objectives • Decide on online marketing options – acquisition, retention and/or brand building to enhance

customer relationships (CRM) • Develop an action plan and, if appropriate, set this in the context of an integrated multichannel plan • Appraise various control mechanisms for incorporation in the plan:

o Online resources to set the campaign budget o Online promotional tools to produce a measurable digital communications plan with digital

suppliers o Campaign testing online o Measuring performance with web metrics against objectives (ROI/LTV, response rates etc) o Campaign reviews utilising industry applications e.g. Google Analytics o Key performance indicators for continuous improvement including relationships with other

functions in the value chain



Syllabus Special Digital Unit Award – Mobile Marketing in Practice

CAM SPECIALIST UNIT AWARD Mobile is the most widely used media channel globally, with over one billion mobile devices sold each 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. 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. Overarching learning outcomes Upon successful completion of this unit, candidates will be able to:

Define the concept of mobile marketing, and describe its evolution with respect to hardware,

software, service provision, supply and as a medium for advertising and communication.

Assess the range of opportunities that a mobile environment provides to marketers.

Assess 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 a mobile application.

Describe future developments in mobile marketing.

KNOWLEDGE AND SKILL REQUIREMENTS

Element 1: Definitions and evolution of mobile marketing (weighting 15%) 1.1 Explain the various hardware and handset types that are associated with mobile marketing and differentiate between them on the basis of their suitability for specific marketing communication decisions:

Smartphones.

Tablet computers (eg iPad 2, IPod Touch, Playbook, Galaxy, Motorola, HP).

PDAs.

Hardware features (touchscreen or keyboard, screen size, camera, geolocation, etc).

User experience/interface.

E-readers.

Others.

1.2 Explain the various software and services associated with mobile technology and differentiate between them on the basis of their suitability for specific marketing communication decisions:

Internet connectivity (4G, 3G, Wifi, Cloud).

Mobile internet browsers.

Apps versus mobile browser sites (pros and cons).

Mobile and voice-activated search.

Free or paid apps.

Mobile operating systems/platforms (iOS, Android, Windows, etc).

Appcelerator.

HTML5.

Adobe Flash.

Multi-tasking, sync and software/ app integration.

SMS, MMS.

1.3 Explain the interrelationships between the players in mobile marketing:

Handset suppliers/manufacturers.

Service providers (carriers/ operators).

App designers, developers and publishers.



Operating system owners (Android, Windows, Apple).

Advertisers.

Mobile and advertising agencies.

Media owners and ad networks.

Independent content providers/creators.

Analytic and media monitoring specialists.

Mobile payment providers.

1.4 Explain the advantages and disadvantages to the marketer of using buying networks:

Ad exchanges.

Search advertising buying points.

Public and private app stores.

Social media.

Premium publishers.

MMS/SMS.

1.5 Assess the reasons why mobile devices are used and how these factors influence marketing communication decisions:

Communication (phone calls, texts, e-mail, Skype/VoIP, chat).

Downloading apps.

Games and geo-location.

Portable media player.

Shopping, money transfer.

Travel facilitation.

Social networking.

Sharing video and photos.

Productivity – diary, note taking, calendar and reminders.

Alarm clock.

Reading, news.

Access financial and banking information.

Navigation.

1.6 Evaluate why mobile might be used as a medium over other more traditional forms of advertising, and when it might be integrated with other more traditional forms:

Build awareness.

Start a conversation and continue engagement.

Crowd-sourcing ideas.

Lead generation.

Set up competitions and rewards.

Create personalised brand experience/one to one communication.

Engagement and retention.

Transactions and revenue generation.

Market feedback and service improvements.

Cost savings.

1.7 Describe the impact of Regulatory Bodies and Codes of Practice on mobile marketing including the following bodies:

Legislation and voluntary codes.

Mobile Marketing Association.

The Mobile Data Association.

The Direct Marketing Association.

EU legislation – e-Privacy directive 2011.

CIM, ASA and others.

Internet Advertising Bureau.



Element 2: Marketing opportunities using mobile technology (weighting 40%) 2.1 Describe the features and potential benefits to the marketer of different mobile advertising display formats including:

Banners.

Interstitials.

In app ads.

Mobile ads.

Mobile video ads.

Interactive ads.

2.2 Describe the features and potential benefits to the marketer of different mobile advertising non-display formats including:

Inline and text links.

Search results (text, voice, image input and output).

Affiliates.

Geo-targeting.

E-mail marketing.

SMS and MMS marketing (bulk, opt-in, premium PSMS).

Common short codes.

Social media placements.

2.3 Explain a range of mobile optimisation strategies including:

Landing page for mobile.

Consideration of user capabilities and demographics.

Consideration of device (screen type and size, etc).

Design features.

Content strategy.

Ease of use/experience.

Industry standardisation (operators, manufacturers, service/content).

QA analysis/customer audits.

Click to call.

2.4 Assess the ways that precise targeting can be achieved in mobile marketing:

Local (coupons and vouchers and classified ads).

Behavioural (profiling, preferences, degrees of privacy).

Viral campaigns.

Event management. 2.5 Explain proximity-marketing opportunities in the context of the overall marketing mix:

Augmented reality.

Bluetooth.

QR/2d bar codes.

Surface.

Pattern.

Outline.

Location based targeting (Gowalla, Foursquare).

Geo-fencing.

Hologram. 2.6 Explain how mobile marketing can be integrated with other communication media including:

Multiple media use.

Voting and TV rating (eg, SMS to win).

Multiple mobile feature use.

Sales promotion techniques.

SMS follow-up to e-mail/social campaigns.



Element 3: Plan and evaluate mobile marketing activities (weighting 35%) 3.1 Explain the steps involved in developing a mobile marketing plan:

Discover needs and wants of target audience.

Set KPIs and campaign metrics.

Put delivery team in place.

Design or obtain software to satisfy needs and wants.

Choose context for contact.

Consider use of ad network to drive app download.

Make contact and create a call for action.

Monitor the direct and indirect effect of the activity.

Enhance and improve for the future. 3.2 Explain how the customers’ needs and wants that relate to mobile marketing can be identified:

Customer profiling (gender, age, preferences).

Recency, frequency, reach, transaction history/trends.

Research – secondary sources.

Research – primary.

Data capture. 3.3 Explain what is involved in designing or obtaining software to satisfy customers’ needs and wants and how problems can be solved using creativity:

Streaming content.

Designing apps – single or multiple platforms/operating systems.

Designing mobile-optimised websites.

Outsourcing design.

Criteria for partner selection.

Process definition and development methodology: o Brief and estimate issued. o Full system requirements specification and itemised quote. o Development schedule agreed and contract signed. o System technical specification defined. o Application artwork created. o Development phase. o Testing and user-testing. o Amendments. o Submission to app store/publisher for approval.

Consider impact of top/featured lists in app stores. 3.4 Explain how a context for contact might be selected to meet various communications objectives:

Advertising.

Search.

App.

SMS/MMS.

Designing e-mails for mobile devices. 3.5 Explain how mobile marketing activity can be implemented through the creation of a call for action:

Links.

Touchscreen or traditional.

‘Add to cart’.

Permission based alerts.

Mobile distribution models – light, free, premium, try before you buy.

Click to call. 3.6 Identify ways that the direct and indirect effects of mobile activity can be monitored:

Web analytics (for mobile).

Social media monitoring.

Download counts of apps.

Use of analytic vendors.

Predictive analytics.

Mobile cookies.

Call centre interactions (click to call, call back requests).



Element 4: Trends in mobile marketing (10% weighting) 4.1 Explain the potential developments in collective/group buying and how this affects the development of mobile marketing activity:

Discounting.

Real-time.

Group auctions.

Yield and inventory control for advertisers.

Targeted sales promotions.

Seasonal offers.

Sector-specific.

Impact on brand positioning. 4.2 Describe developments in payment systems on mobiles:

PayPal.

Google checkout.

Non-mobile checkout options.

Near-field communications (NFC).

Mobile wallet.

Data encryption and security factors (2 step authentication).

Cross-media systems (Zong, etc). 4.3 Describe the potential advances in research and development in relation to mobile marketing:

Research apps and panels.

Consumer generated research output.

Co-created new product development.

RDC centres, knowledge clusters and universities driving innovation. 4.4 Explain the development of the mobile cloud eco-system:

Definition of the mobile cloud.

Players in the cloud eco-system.

Commercial benefits of the mobile cloud.

Mobile cloud 4G. 4.5 Describe the rise of m-commerce:

Definition of m-commerce.

Strategy and setting goals (buy and build).

Device prioritisation.

Re-purposing current technology.

The role of the mobile development officer.



Syllabus – How to courses Syllabus – How to courses: SEO (Search Engine Optimization)

Importance of SEO as a promotional tool

How search engines work

Onsite optimization o Technical improvements o Content improvements

Offsite optimization o Link building o Social signals

Local SEO

International SEO

Syllabus – How to courses: How to create a successful website

Introduction to WordPress

WordPress.com vs WordPress.org

Understanding WordPress dashboard

Preparations for your webpage creation o Finding and booking a domain name o Selecting hosting services o Installing WordPress o Creating content

Selecting the right theme

Creating a child theme

Finding the right plugins

Utilizing the Yoast plugin

WordPress ecommerce

Syllabus – How to Courses: Google Ads

Aims and Objectives This unit aims to provide candidates with the practical aspect of the Google Adwords platform, enabling the students to set up and run their own advertising campaigns.

Knowledge and skills

Explain the basics of the platform and how it operates

Define all Digital Metrics related to the Platform and beyond

Practice on setting up an advertising account

Options on different Ad Formats

Campaign Optimizations

Best Practices



Syllabus – How to Courses: Social Media

Aims and Objectives This unit aims to provide candidates with the skills and knowledge necessary in setting up and running their own Social Media business accounts, across most popular Social Media Channels.

Knowledge and Skills

Explain the basics of the platform(s) and how it operates

Define all Digital Metrics related to the Platform(s) and beyond

Practice on setting up Business Social Media accounts

Options on Boosting channel performance (e.g. Facebook Ads)

Social Media Account & Campaign Optimizations

Best Practices

Syllabus – How to Courses: Mobile

Aims and Objectives This unit aims to provide students with a holistic understanding of Mobile and its’ advertising opportunities. Students will be exposed to Global & Local best practices on Mobile.

Knowledge & Skills

Explain the basics of Mobile platforms and advertising options

Define all Digital Metrics related to the Platform(s) & to Mobile Applications

Illustrate Global & Local Best Practices and Assess results

Speculate on Future Options

Syllabus – How to Courses: Google Analytics

Aims and Objectives This unit aims to provide students with all the necessary skills so as to be able to monitor explain and evaluate website metrics and performance

Knowledge & Skills

Setting up Google Analytics Account(s)

Define all Digital Metrics related to the Platform

Maintain and operate the platform to optimize Website Traffic

Benchmarking Approach



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Copyright © 2015 Altium Training - European Center of Professional Studies Ltd. Altium Training reserves the right to change the courses’ durations, tuition and materials fees reflected thereon any time, without prior notice. Details regarding examinations, registration requirements, examination fees and subscriptions may change from the respective professional body/ institution. The information included in this leaflet is for general information only. Altium Training makes no representation regarding the completeness and/or accuracy of such information.


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