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Syllabus and Modules


What our students say…

"For digital marketing professionals the CAM Diploma in Digital Marketing course is a must. The course is highly relevant to current and future digital marketing disciplines, such as social media and mobile, and provides digital marketers with the right knowledge and skills to excel in their roles."

Lee Noon |  E-Commerce Manager
Aviva Life Services

"I really enjoyed the course. I had a great tutor and it struck the right balance between the theory and its practical application"

Helen McInnes |  PR Manager
NCR Corporation

"The CAM Diploma gave me a strong foundation for my career."

Jonathan Collet |  Director of Communications
Press Complaints Commission

"Studying for this qualification has allowed me to gain an understanding of how new technologies and opportunities can be integrated into our existing marketing plans and strategies."

Vanessa Woodward |  Deputy Marketing Manager
Pennine Healthcare

Why choose CAM?
  • Gain a digital marketing qualification awarded by The Chartered Institute of Marketing (CIM) – the world’s leading professional marketing body.
  • Flexible study options to suit you at one of our CIM accredited study centres - choose from full time, part time, distance/online learning or a combination.
  • Choose from a full diploma and unit award options.
  • Exemptions for previous relevant marketing qualifications.

Qualifications vs training?

If you are looking for more than just a quick-fix solution to understanding online marketing and you want to demonstrate your knowledge and skills, our diplomas cover a wide range of areas from digital campaign planning to mobile marketing, analytics to marketing communications.

By studying for a qualification, not only do you have the chance to up-skill, but you have the opportunity to gain a broader and deeper level of learning. Plus, you also have something to show for it – a Level 4 CAM Diploma awarded by The Chartered Institute of Marketing – a great asset for your CV.

Who is CAM?

The Communication, Advertising and Marketing (CAM) Education Foundation is a registered charity created to assist individuals who wish to develop their education in these specialised areas of marketing. Working with The Chartered Institute of Marketing as the awarding body, CAM offers a range of diplomas on digital marketing and marketing communications.

Flexible study options to suit you

The CAM qualifications are taught through a global network of Accredited Study Centres. You can study full time, part time, intensive, distance learning or a combination/blended learning.


Assessments across all diplomas include assignments and/or examinations depending on the particular qualification. The assessment contexts are designed to reflect real-life work situations to give a sense of practicality in your learning.

Entry requirements

You need to be educated to at least ‘A’ Level standard (or equivalent) and fulfill at least one of these criteria:

  • Have a suitable competence in a marketing role.
  • Hold any recognised UK degree or equivalent Level 5 qualification.
  • Have a relevant Level 3 or above qualification e.g. CIM Professional Certificate in Marketing, CIPR Advanced Certificate in PR etc.

If English isn’t your first language, you will also need to provide us with evidence of at least IELTS 6.5 proficiency or Trinity ISE III/IV.

How much does it cost?

Costs vary per study centre and depend on your chosen mode of learning. Please contact the study centres directly to compare costs.To see a list of study centres please visit

As a member of The Chartered Institute of Marketing, the qualifications awarding body, you have access to a wide range of benefits including access to marketing resources, studying and professional support, plus career enhancing opportunities such as the Chartered CPD Programme. The simplest way to join is as an Affiliate which costs £140.

Assessment fees are £65 per examination and £85 per assignment.

CAM digital diplomas

Most of the digital marketing diplomas offer the same modular pathway, whereby you take Marketing and Consumer Behaviour and Digital Marketing Essentials units and then add on a final specialist unit to tailor your learning.

Units can also be studied as standalone and so are available as additional award qualifications once you have completed your diploma.

Core marketing unit – Marketing and Consumer Behaviour (20 credits)

This core unit gives a good grounding in the fundamental principles of marketing and consumer behaviour. You’ll learn the knowledge and skills you need to effectively manage marketing communications and brand support activities within organisations. Exemptions are available for relevant qualifications.

Core digital unit – Digital Marketing Essentials (10 credits)

This unit aims to provide you with the skills and knowledge necessary in planning digital marketing campaigns within organisations. The three sections of the unit cover campaign tools and their application as well as monitoring digital marketing.

The unit covers Search Engine Optimisation (SEO), Pay-per-click (PPC), new and emerging advertising media, e-mail marketing, viral marketing, online PR, affiliate marketing and social media. It also looks at digital metrics in the form of Voice of the Customer (VOC), A/B tests and usability studies. Legislation, regulations and codes of practice are assessed.

Plus one digital/mobile unit to define your diploma - Digital Marketing Planning (10 credits)

Whether you are developing digital marketing plans or managing an online marketing team, this unit will provide you with the skills and knowledge to understand the fundamental digital marketing planning concepts. You’ll learn key factors involved with the implementation, measurement and evaluation of successful campaigns.This unit will consider the influences that shape the digital planning process and address issues such as relationship marketing, permission and consumer concerns around privacy, trust and security.

Additional CAM Diplomas

CAM Diploma in Marketing Communications

Ideal for anyone who wants to deepen their knowledge and be able to practically implement marketing communications to meet business objectives. This course includes Marketing and Consumer Behaviour, Advertising, PR, Direct Marketing, Sales Promotion, Digital and how to effectively integrate the mix.

  • Marketing & Consumer Behaviour.
  • Public Relations.
  • Direct Marketing & Sales Promotion.
  • Advertising.
  • Integrated Media.

CAM Diploma in Managing Digital Media

This diploma is ideal for individuals who want to understand how online marketing integrates with traditional offline marketing communications and branding,with a particular focus on Advertising and PR. Implementing digital campaigns is also covered within this diploma.

  • Advertising.
  • Public Relations.
  • Integrated Digital Media and Branding.
  • Implementing Digital Campaigns.

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