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Digital Marketing Qualifications Overview
The Course Content
CIM and Assessment
Diploma in Digital Marketing

Diploma in Mobile Marketing

Diploma in Digital Metrics and Analytics
Diploma in Digital Campaign Planning
Diploma in Digital Media and Branding
Exemptions and Course Schedule
Customer Reviews
Prices and start dates

Get in touch with us 
t: +13474801512
e: info@americanschoolofdigitalmarketing.com

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 field of Digital Marketing to succeed online & enjoy the new buzz of
opportunities out there both for your business/products and you as an individual.
At American School Of Digital Marketing 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 world’s largest
organization for professional Marketers.

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 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 World’s largest organization 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 organizational 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 on going success in the digital arena.

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Leading the Way
As the UK’s leading provider of Digital Marketing qualifications, American School Of Digital Marketing 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 world’s largest
corporations and top keynote speakers as well as leading authors and practitioners.

The American School of Digital Marketing Experience

American School Of Digital Marketing continue to push the boundaries fusing knowledge and technology to provide a
compelling and influential learning experience through 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 today’s dynamic digital arena.

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With a team of dedicated experts, entrepreneurs and flexible support staff, American School Of Digital Marketing 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 American School Of Digital
Marketing.

Acting as your guide your Course Manager will keep you on track, sending helpful email reminders and updates where needed.

Today’s organizations need people with the knowledge and sensitivity to operate in the digital world - come and discover
what the American School Of Digital Marketing experience has to offer for you.

t: +13474801512

A Comprehensive Package

The course package you receive will contain everything you need to study and successfully complete the qualification.

12 month CIM membership Learning can be undertaken in two ways:
Assessment fees organized for you 1. 100% Flexible distance e-learning with expert
videos, webinars & advanced support structure
Welcome pack and course guide

Flexible study schedule 2. Blended Learning with e-learning & face to
face Workshops (Selected UK locations).
399 Online learning environment and tracking

Over 500 rich media e-learning tutorials Rich Media Video e-Learning Tutorials
Digital marketing expert videos
We have developed over 500 quality e-learning video modules for
Industry leading online seminars 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
All the course text books pace. All you need to access your course is an Internet connection
Dedicated course and daily support making your learning entirely flexible, allowing you to fit your
study in around your everyday commitments.
Experienced e-Tutors The learning environment is simple to use with a navigation system
that ticks the modules off as you work through them, allowing you
Flexible Start Dates to pick up where you left off when you log back in.

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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 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;

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Qualifications awarded by the World’s Largest Organization of Marketing Professionals
The Digital Marketing Qualifications The Benefits of being a member of the Chartered
are awarded by the Chartered Institute Institute of Marketing
of Marketing (CIM) and accredited by
the CAM Foundation (a specialist The Marketer – brings you innovative thinking and stimulating
awards organization of CIM). To study articles and interviews from leading global experts, cutting- edge
one of these qualifications you will marketers and guest writers. www.cim.co.uk/themarketer
need to become a member of CIM. CIM Direct - Access a huge selection of business and marketing
Being a member of The Chartered books available, from classic textbooks to the latest ‘thought
Institute of Marketing (CIM) will help leadership’ titles. www.cim.co.uk/shop
you stand out from the crowd no matter Tailored research support – Experienced professionals can advise
where you are in your career. With over and direct you to all the information you need, or if you need
100 years of experience, CIM can help specific, targeted results use the fast response bespoke desk
you get the most out of marketing. 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
Whether it’s through sharing Annual Marketing Agenda - provides the Institute’s definitive
knowledge, bringing you together insight into the key themes, trends and drivers affecting marketers
with the right people or providing and their businesses. Offering a ‘go-to’ place for marketers wanting
practical advice, CIM membership to know both what’s current and what’s next, it also underpins a
benefits can help you take the next Chartered CPD Program and
step. resources for members. www.cim-research.com/agenda
More Marketing Resources – also access a collection of Mintel,
Key Note and Snap data reports, plus profiles of the world’s largest
companies. www.cim.co.uk/marketresearch
t: +13474801512

Learn from Experienced e-Course Tutors when
studying with American School of Digital Marketing

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 based on your
organization or an organization 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.

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The Diploma in Digital Marketing gives you the core
knowledge and skills on what digital marketing is
about, the buzz words and main trends. It covers Search
Engine Optimization (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. The Learning Outcomes include:
Diploma in Digital Marketing consists of 3 Units:  Importance of digital campaign tools,
planning, implementing and monitoring
Unit 1: Digital Marketing Essentials*
digital marketing
Unit 2: Digital Marketing Planning  Role of the essential elements of digital
campaigns and the links between each
Unit 3: Marketing & Consumer Behaviour* technique
Unit 1 Digital Marketing Essentials  How each tool of the digital
communications mix can be coordinated
Aims & Objectives effectively
 Evaluating a current digital communications
This unit aims to provide you with the skills and knowledge campaign
necessary in planning digital marketing campaigns within  Recommend improvements to a specified
organisations. The unit has three sections - campaign tools, digital communications campaign
their application, and monitoring digital marketing.  How the digital communications mix can be
More specifically, the unit covers Search Engine measured and monitored effectively
Optimisation (SEO), Pay-per-click (PPC), new and
emerging advertising media, email marketing, viral
marketing, online PR, affiliate marketing and social media, *Units 1 and 3 are the Core Units for all the Diplomas.
digital metrics in the form of Voice of the Customer (VOC),
A/B Tests and Usability studies, legislation, regulations and
codes of practice.

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Unit 2 Digital Marketing Planning Unit 3 Marketing & Consumer Behaviour

Aims & Objectives
Aims & Objectives
This unit aims to provide you with the skills and
knowledge to understand the fundamental digital This unit aims to provide you with the skills and knowledge
marketing planning concepts for an organisation together necessary in managing marketing communications and
with key factors involved with the implementation, brand support activities within organisations. The unit
measurement and evaluation of successful campaigns. explains the links between communications and marketing
and provides knowledge of fundamental theories of
consumer behaviour, and their application to marketing
The Learning Outcomes include:
communications.
 Appraise different planning approaches and
marketing environmental factors that influence The Learning Outcomes include:
online marketing activity
 Role of the marketing plan and communications
 Review the similarities and differences between
plan within the context of the organisation’s
online and traditional concepts and applications
strategy and culture
 Key stages in online development using
 The marketing planning process and
relevant business models
the links between each stage of the process
 Analyse the ways in which the Internet has
 Role of marketing communications and how the
changed the marketing mix elements and how
tools of the communications mix can be
organisations employ them creatively in the
coordinated effectively
digital environment
 Develop marketing communication and brand
 Importance of target marketing and the emerging
support activities based on an understanding of
buyer behaviour characteristics of the online
the salient characteristics of the target audience
consumer and how organisations can respond to
 The importance of developing long term
meet changing behaviour and expectations
relationships with customers, channel members,
 Apply relevant tools and concepts from this unit
agencies and other stakeholders
to design, measure and monitor an annual online
marketing plan.

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Mobile is the most widely used media
channel globally, with over one billion
mobile devices sold each year. The The Learning Outcomes
medium is referred to as ‘always on include:
and always connected’ and provides
new ways for organizations and brands
to connect with customers across all  The concept of mobile marketing, and
sectors. its evolution with respect to hardware,
software, service provision, supply and as a
Diploma in Mobile Marketing consists of 3 Units: medium for advertising and communication
 The range of opportunities that a mobile
Unit 1: Digital Marketing Essentials environment provides to marketers
Unit 2: Principles of Mobile Marketing  The reasons why mobile devices are used
and the resulting impact on marketing
Unit 3: Marketing & Consumer Behaviour
communications decisions
 Plan and evaluate mobile marketing
Unit 2 Principles of Mobile Marketing activities
 Design and develop a marketing concept
Aims and objectives using a mobile application
 Describe future developments in mobile
This unit will provide an introduction to good practice in marketing
mobile marketing and explore how it fits within the
communications mix. It will also look at ways in which the
channel can be maximized and how success in mobile *Units 1 and 3 are the Core Units for all the Diplomas.
marketing can be measured.

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This qualification gives you essential knowledge, the buzz words The Learning Outcomes include:
and the techniques to gain insight into digital metrics and analytics.
Find out more about how web sites, blogs and social networks are
monitored by marketing managers. Decipher the jargon:
CAWI, netnography, tagging, log files, sentiment, bounce  Assess a range of digital marketing
rates, MROCs and DORCs. Ensure you understand web research methodologies and techniques
analytics, how to design online questionnaires and how to choose and their suitability for improving
commercial tools. marketing performance.
Diploma in Digital Metrics and  Identify appropriate KPIs, reports and
Analytics consists of 3 Units: tools to review and improve digital
marketing effectiveness in large,
Unit 1: Digital Marketing Essentials medium and small sized enterprises.
Unit 2: Web Analytics and Social Media Monitoring  Evaluate and improve results from
investments in digital marketing using
Unit 3: Marketing & Consumer Behaviour web analytics and social media
monitoring techniques.
Unit 2 Web Analytics and Social Media Monitoring
Aims and 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, analyzing reports to improve performance and *Units 1 and 3 are the Core Units for all the Diplomas.
creating tests to improve owned and bought media messages.

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The Diploma in Digital Campaign Planning gives you The Learning Outcomes include:
essential knowledge, the jargon and the techniques to create  The changes that have been brought about by
campaigns using online marketing. Find out more about the advances in digital communication
how web sites, blogs and social networks are monitored by techniques
marketing managers. Decipher the buzz words and  Contemporary digital concepts and identify
abbreviations: SEM, SEO, SMS, affiliates, email marketing how these changes challenge and compliment
and Web 2.0. Ensure you understand how to plan, execute the conventional forms of communication
and evaluate digital campaigns and how to organise for  Apply the tools available to measure the
success. effectiveness of digital campaigns and
Diploma in Digital Campaign recommend appropriate methods to a given
situation
Planning consists of 3 Units:  Plan and execute digital campaigns
Unit 1: Digital Marketing Essentials  How digital communications are controlled
or constrained by social acceptability, the law
Unit 2: Implementing Digital Campaigns
and voluntary constraints
Unit 3: Marketing & Consumer Behaviour  Evaluate the likely developments in the
sphere of digital communications
Unit 2 Implementing Digital Campaigns
Aims and 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
*Units 1 and 3 are the Core Units for all the Diplomas.
subscription-based communications tools.

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The buzz words and the techniques to build brands both offline The Learning Outcomes include:
and online. Find out more about offline and online branding. Get
behind the vocabulary to crack the acronyms:  The importance of integrating diverse media in
ACORN, ROMI, PESTEL and POS. Go beyond the communications
abbreviations: SMS, MMS, SEO and RFP. Ensure you  The challenges of integrating communications
understand conversation banners, consumer psychology and via online and offline media
models of communication. Discover how official web  New role of social media and networks in
sites, adverts and promotional activities can complement communication
consumer generated media to build an organisation’s assets.  Employ an integrated approach to creating,
sustaining and promoting a brand
Diploma in Digital Media and Branding  Appraise the evolving nature of
consists of 3 Units: communications through mobiles devices and
Unit 1: Digital Marketing Essentials converging technologies
 Evaluate the role of key performance indicators
Unit 2: Integrating Digital Media and Branding in Integrated Marketing Communications.
Unit 3: Marketing & Consumer Behavior

Unit 2 Integrating Digital Media & Branding

Aims and objectives
This unit aims to provide you 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
*Units 1 and 3 are the Core Units for all the Diplomas.
including mobile communications; integrated communications and
integrated branding communications, and key performance indicators in
integrated marketing communications (IMC).

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Are you Exempt from any of the Units Should a qualification not appear on this
listing, please consult the CAM website page
on these Digital Marketing Qualifications? for guidance concerning exemptions and
There are exemptions available for the how to apply. There is an Exemptions
Marketing & Consumer Behavior unit if you Request Form available to download or
have a previous CIM/CAM Qualification at print. Please follow the process or contact
level 4 or above. CAM for more information.
CIM/CAM qualifications that can provide
these exemptions include: Giving You all the Support You Need to
• Diploma in Marketing Communications Help You Reach and Gain the Qualification
• Professional Certificate in Marketing
• Professional Diploma in Marketing You will be allocated a dedicated Courses Manager to
provide you with all the help and guidance you need.
• Professional Postgraduate Diploma in Marketing
You will also have a professional e-Tutor who will
There are also some UK universities and their have both academic and commercial experience to
degree programs that have been adjudged to allow provide the essential support in webinars and
exemption from the Marketing and Consumer one-to-one support to enable you to successfully
Behavior Unit. This listing is not a CAM complete the assessment required to gain the
judgment on the quality of the UK universities or qualification.
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.

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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.

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Professional Reviews
I just wanted to say thanks for such a professionally run
‘I have switched colleges...and they
course. The structure and approach was first class.
seem an awful lot more professional
Please also forward my thanks to the tutor whose
and on the ball. I would definitely
guidance to approaching the case studies was
recommend them if they do the course
invaluable.
you're after.’
Stuart Reed
Samantha Tonge

‘I just wanted to send you a quick note to let 'I have been shortlisted for my first digital marketing
you and award- use of social media in the hospitality Hr sector
the team know how valuable I have found this and on the basis of the first assignment I was offered a
week's module on Search Marketing. It's so job- so a good ROI all round!’
relevant to what I do at work and it has been Lin Dickens
extremely enjoyable!’
Wendy Hughes

There are a number of benefits to studying
‘The online learning environment is absolutely online…the ability and flexibility of studying in your
great I cannot speak more highly of it! It suits own time, particularity if you have a very demanding
my lifestyle perfectly and is great with the live job. One of the reasons I chose the course was
course tutor. This is an invaluable learning tool, because it was accredited by the CIM and also
it just like being in a classroom (and on a contributed hours towards continued professional
Saturday morning learning feels much better in development, allowing me to use it to become a
your slippers & a cup of tea’ chartered marketer.
Sarah Martin-Tyrrell The impact of the course on my day-to-day work has
been very significant…I 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 to anybody who wants to get a head start in
Get in touch with us  digital marketing.
t: +13474801512 Rene Power

There are 3 main components of the price for each course/qualification
• Course • Assessment • CIM Membership
Fees Fees Fee

Diploma in Digital Marketing Diploma in Digital Campaign Planning
U1: Digital Marketing Essentials $899 U1: Digital Marketing Essentials
U2: Digital Marketing Planning $899 U2: Implementing Digital Campaigns
U3: Marketing & Consumer Behaviour $899 U3: Marketing & Consumer
Behaviour

Diploma in Mobile Marketing Diploma in Digital Media and Branding
U1: Digital Marketing Essentials $899 U1: Digital Marketing Essentials
U2: Principles of Mobile Marketing $899 U2: Integrating Digital Media & Branding
U3: Marketing & Consumer Behaviour $899 U3: Marketing & Consumer
Behaviour

Diploma in Digital Metrics and Analytics Standalone Digital Marketing Awards
U1: Digital Marketing Essentials $899 Individual units can be taken as standalone awards with
U2: Web Analytics & Social Media Monitoring $899 the exemption of Marketing and Consumer Behaviour
U3: Marketing & Consumer Behaviour $899 Course’ Start Dates
January 9th 2012- February 13 2012- March 12th 2012
April 9th 2012-May 14th 2012- June 11th 2012
July 9th 2012-August 13th 2012- September 10th 2012
Get in touch with us  October 8th 2012-November 12th 2012-December 10th 2012
t: +13474801512
e: info@americanschoolofdigitalmarketing.com All units may be paid in 4 instalments of $249.00

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