COURSE OVERVIEW

Recent times have driven us to go online even more, so if brands want to reach their audiences their marketing has to cut through the digital noise. From streaming platforms and social media to search engines and email campaigns, in the digital space there are so many ways to find and speak to an audience — and they’re changing all the time. So, what’s right for your brand? Where can you find your target audience? And how will you grab their attention when you do?

You’ll explore all that and more on our one-year CertHE Digital Marketing. Over the course of a year, through six engaging modules, you’ll explore advertising, content, social, and market research through a mixture of traditional lectures and seminars, hands-on experience, and immersive workshops. Designed to teach you the foundations of digital marketing, it’ll give you the tools and understanding you need to make your CV — or your brand — stand out.

In your first semester, you'll start with an Introduction to Digital Marketing: an overview of the key principles, practices and platforms of both digital and general marketing. You’ll also take a peep behind the curtain of Advertising: A Dynamic Industry, which shows how advertising has evolved since the 50s and explores where it might go next. We’ll then introduce you to the world of Content Creation & Social Media, teaching you how to use different platforms and tools to reach (and retain) an audience, and exploring the technical, data-driven side of social.

Once you have a grasp of digital marketing as a whole, during your second semester we’ll dive into the details. You’ll study a module on Exploring Entrepreneurship, looking into what it means to have an entrepreneurial mindset and how that applies to the professional world — whether you’re starting a business or not. In Market Research Methodologies, you’ll explore different ways of collecting data and learn how research can make or break a campaign. Last of all, you’ll put everything you’ve learned into practice in Creative Content Marketing, devising your own social media content plan filled with high-quality, purposeful digital content.

By the end of your CertHE Digital Marketing, you’ll have a solid understanding of the principles of digital marketing and why it’s so important. If you’re interested in a career in the industry or want to promote your own brand or product, this is the perfect place to start. Or, if you’d like to deepen your knowledge and continue your education, this programme will lead you straight into the second year of our BA (Hons) Digital Marketing degree course.

Apply to study at ICMP via UCAS

UK Students - Apply via UCAS

If you’d like to study with us this year, then you’ll need to start thinking about submitting your UCAS application. The deadline for degree applications is 6pm, Wednesday 26th January 2022.

UCAS codes for this programme are: Course Code: CHDM • Institution Code: i25
UCAS Application Information



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Successful completion of the Cert HE Digital Marketing course leads to the award of Certificate of Higher Education by The Institute of Contemporary Music Performance.

Following the granting of Degree Awarding Powers, our programmes are going through a rigorous quality approval process to transfer responsibility for the award to ICMP. Applicants registering onto a programme from September 2022, on successful completion, will receive their award from ICMP. 

Please note, this programme is currently subject to validation.

UCAS CODES

Key facts

  • Build digital marketing skills and knowledge in this cutting-edge course, designed for modern digital platforms.
  • Realise practical, creative and entrepreneurial potential through workshops, hands-on experience and traditional seminars and lectures.
  • Discover how to find, reach and connect with a virtual audience across social media, streaming platforms and websites.
  • See how to successfully advertise your brand, product or service through idea generation, planning, data and analytics, and market insights.
  • Network with digital marketing professionals and get a unique insight into the industry with real, lived experience.
  • Collaborate with like-minded peers from ICMP's rich talent pool.
  • Grow your skills in London — a global city with never-ending creative opportunities.
  • Apply Now

COURSE DETAILS

MODULE OVERVIEW

During this year-long digital marketing course, you'll learn how to use content, campaign strategies and data analysis to reach audiences and build brands. Get an introduction to the fundamentals of marketing and advertising, find out how to create content that gets results, and explore the role of market research in successful campaigns. Blending hands-on experience with traditional lectures and seminars, you’ll learn from the experts — and at the end, put everything into practice by planning a campaign of your own.

INTRODUCTION TO DIGITAL MARKETING

This comprehensive introduction to digital marketing covers everything you need to know about the purpose of marketing, best practice techniques for attracting your target audience, managing your reputation, working with influencers, and analysing your online performance through data.

We’ll also touch on wider principles of general marketing, teaching you about its role in building relationships with customers, and explain how to understand — and satisfy — those customers’ needs. You’ll discover the power of customer insights, and learn how market research can help you to plan a more effective and targeted strategy. And towards the end, we’ll show you how to apply all that knowledge to a digital context, using product, service, pricing, distribution, and promotion strategies to attract attention and drive action.

ADVERTISING: A DYNAMIC INDUSTRY

Advertising has been around for centuries, but it was in the mid-20th century, with the advent of television, when it truly boomed. Since then, it’s continued to evolve, adapting to every leap in technology and shift in public attitudes. In this module, that’s just what we’ll explore: how has advertising changed, and where will it go next?

We’ll start with a brief history of advertising, looking at different cultural, political, sociological, technological, and economic contexts. You’ll then explore the different ways advertisers have communicated their messages since the 50s, evolving from traditional media like print and television through to the more interactive and ever-present formats of the modern day.

We’ll consider how culture and public opinion influences advertising creative, and vice versa. Finally, you’ll look to the future: in the context of current affairs, public attitudes, and technology, what do you think might happen next?

CONTENT CREATION & SOCIAL MEDIA

Your online presence, and the content you create, are intertwined; in the digital world, making and posting content shows you’re active and helps you to connect with your audience.

In ‘Content Creation & Social Media’, we’ll teach you how to create assets and content that fit your goals and suit your audiences. You’ll consider why a compelling online presence is now such an important part of any business’s marketing plan and explore the various social and digital platforms, considering how content should be tailored to fit. You’ll also learn about the technical side of social — management tools, analytics, social listening, outreach, and more — and learn how SEO (search engine optimisation) and digital and social advertising can help your content to reach a bigger, and more specific, audience.

Finally, you’ll touch on social media governance and reputation management, and look at creative ways to stand out and get noticed online. In the end, you’ll have the tools and understanding you need to attract the attention of your audience and tell them what to do next. And to expand your practical content marketing skills in your second year, there’s the ‘Digital Storytelling’ module, too.

EXPLORING ENTREPRENEURSHIP

Social media, blockchain, 3D printing: behind every brilliant invention and unique idea, there’s an entrepreneur — someone who stepped off the beaten path and created something of their own. It’s not just technology billionaires or maverick inventors; every self-employed person is an entrepreneur, too.

Here, we’ll explore what it means to be an entrepreneur, considering how new ideas are formed; the process of turning those ideas into reality; and what makes some people better entrepreneurs than others. We’ll look at where entrepreneurs fit into commercial, non-commercial, start-up and established organisations, and teach you about the challenges of entrepreneurship at individual, organisational, and societal levels.

We can all learn from the creativity, determination, conduct, and commercial acumen of people who run their own businesses. When you finish the module, you’ll have a better idea of entrepreneurship, from taking risks to managing money, problem-solving and creative thinking.

MARKET RESEARCH METHODOLOGIES

The best digital marketing plans are rooted in thorough and thoughtful research. With the right insights you’ll know where to find your audience, and what to say to them; which customers are worth pursuing; and what they think about your brand, product, or service. Without them? Your content might not get results.

That’s why market research is so important. In this module, we’ll teach you about the steps of market research, including problem formulation, research design, data collection instruments, data analysis methods, and how to present your findings. You’ll learn how to design quantitative and qualitative research, and explore different data collection and analysis techniques. And most importantly, we’ll look at how to use all the insights you collect as the foundation for your marketing plan, turning all the data into information that informs your strategy.

CREATIVE CONTENT MARKETING

Building on your previous modules on content creation and digital marketing, this module will show you how to put creative content to work as part of a campaign. It explores where content fits into your digital marketing strategy; how to develop effective content for social media and other digital platforms; and what makes a successful content plan.

Over the course of the module, you’ll develop valuable skills in producing and managing digital content, building brands, and running digital marketing campaigns. We’ll teach you how to devise a strategy and what factors you should consider, from business goals and budget to how best to reach your target audience.

At the end, you’ll create a social media content plan for a high-quality digital marketing campaign, putting everything you’ve learned into practice. In your second year you’ll move onto the ‘Digital Storytelling’ module to begin creating content of your own.

ENTRY REQUIREMENTS

CertHE Digital Marketing course applicants will typically have A-levels, a BTEC Diploma or Extended Diploma, or an International Baccalaureate equivalent to 48 UCAS points, or an ICMP Higher Diploma. 

In addition, you should hold a GCSE Grade C or 4 or above in English, or suitable equivalent, such as Level 2 Key Skills, Functional Skills or Adult Literacy/Numeracy. 

We also welcome applications from mature applicants who may have no formal qualifications but can demonstrate their suitability for study through appropriate skills and experience. 

International students will typically hold a relevant equivalent qualification – please check your qualification with our Admissions team. In addition, you should hold a relevant English language qualification equivalent to CEFR Level B2. 

All applicants will be invited to attend an audition/interview.  

This course is also available as a three-year BA (Hons) Digital Marketing option. 

UCAS code CHDMUni code i25

HOW TO APPLY

Please apply via  the "APPLY NOW" link  below.

At any time during the application process if you need help or further advice just contact our Admissions team who will be happy to assist you. 

 



By phone:
020 7328 0222

By email:
enquiries@icmp.ac.uk

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