CAM Diploma In Digital Marketing - Athens University Of Economics And .
training.gr 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
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 www.altiumtraining.gr 30 210 6899000, 30 210 6748620 2
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. Strategy Codes of practice Consumer behavior Pay per Click (PPC) The cornerstones of Marketing Marketing communication Market research combined with and brought into the perspective of the digital world Viral marketing Affiliate marketing Search Engines optimization (SEO) Online Public relationships Email marketing Digital metrics 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. Social Media Legislation & regulations Privacy & security 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. www.altiumtraining.gr 30 210 6899000, 30 210 6748620 3
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 www.altiumtraining.gr 30 210 6899000, 30 210 6748620 4
Units of CIM/CAM Diploma in Digital Marketing 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. You may see detailed syllabus on page 14. 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. www.altiumtraining.gr 30 210 6899000, 30 210 6748620 5
“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. www.altiumtraining.gr 30 210 6899000, 30 210 6748620 6
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/ www.altiumtraining.gr 30 210 6899000, 30 210 6748620 7
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 www.altiumtraining.gr 30 210 6899000, 30 210 6748620 8
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. www.altiumtraining.gr 30 210 6899000, 30 210 6748620 9
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 www.altiumtraining.gr 30 210 6899000, 30 210 6748620 10
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 - Digital Marketing Essentials - Digital Marketing Planning & - Mobile Marketing in Practice (specialist unit award) 1.400 700 700 700 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 www.altiumtraining.gr 30 210 6899000, 30 210 6748620 11
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 www.altiumtraining.gr 30 210 6899000, 30 210 6748620 12
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-ofmouth 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 www.altiumtraining.gr 30 210 6899000, 30 210 6748620 13
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, onli
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,
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