The IDM Certificate in Direct and Digital Marketing (Cert DDM)

A unique applied marketing qualification to complement undergraduate studies

Studying for the IDM Certificate in Direct and Digital Marketing will open up real opportunities for you. Certificate holders are seen as attractive new recruits for the marketing profession as a whole and for the direct marketing sector in particular.

What is the IDM Certificate in Direct and Digital Marketing?

This unique qualification has been developed in response to demand from the marketing profession. As a result of its continuous growth, the profession is constantly seeking new recruits with a clear understanding of the basic theory and practice of direct, data and digital disciplines.

You must be studying on an undergraduate course in management, business and marketing qualifications that incorporates a module in each of marketing and direct marketing, which have been approved by the IDM.

Graduates in this IDM certificate are recognised as having knowledge of the following principles:

Direct and digital marketing

Defining direct and digital marketing
Why they are different
Who uses direct and digital marketing?
How companies are using these types of marketing
How the increase of new channels is affecting marketing
What is the customer journey?

Direct marketing planning

What is planning?
What is a situation analysis?
How are objectives formed?
How are strategies formed?
What are action plans?
Measurement, analysis, forecast and control
What should a direct marketing budget contain?

Segmentation, profiling and targeting

How do we target customers and prospects more effectively?
What is customer segmentation?
What do I need know about profiling?
Where is consumer profiling data sourced?
What is targeting?
What is predictive data modelling?

Digital marketing

What is digital marketing?
What is the impact of digital marketing on business?
What are the benefits of digital marketing?
How does digital integrate with overall marketing strategy?
How do I use digital tools to acquire customers?
How do I retain customers with digital tools?
What do I need to know about the Internet?

The UK media market

What should I know about direct marketing media?
What is the media planning process?
How are acquisition media bought and sold?
What should I know about the press and inserts, direct mail, door-to-door, radio and DRTV?
What should I know about digital media; email, SMS, internet and the web?
What should I know about field marketing, telephone marketing and data collection?
What are the factors in planning for response and fulfilment?

Retaining customers

What is customer retention?
How important is customer value?
What is customer loyalty?
What are loyalty programmes?
How do companies plan for retention?
What media are used for retention?

Customer acquistion

What is customer acquisition?
What are the success factors?
How do you structure an acquisition plan?
How do I set objectives?
Who should we be targeting?
What do direct marketing communications achieve?
How do you measure and evaluate a campaign?

Testing, statistics and research

What is lifetime value?
What is testing?
How do you plan a test campaign?
How can we be sure direct marketing is predictable?
Why use market research?

Data and databases

What is the database?
What are the different types of databases?
How do direct marketers use data?
What part does the database play in campaigns?
How is the database managed?
What are the legal requirements for using data in marketing?

Creative strategy

How do general advertising and direct marketing creativity differ?
How important is creativity in direct marketing?
What should direct marketing creativity be?
Why do people respond to direct marketing?
What is a direct marketing proposition?
What do I need to know about offers?
What is AIDCA: a time tested formula?
How does the media work with creativity?
Why should a campaign be integrated?
What is a creative brief?
What is good copywriting?

Study aids

The Certificate offers students free access to a wealth of information to help with revision. The resource includes case studies, research reports and marketing articles, as well as online access to the IDM Marketing Guide, a 3-volume edition covering all aspects of direct, data and digital marketing.

Start date/prices

Online registration starts in December and examinations take place in May and June. The cost to students is just a £76.38 (inc.VAT) examination fee which can be paid online by credit/debit card. The closing date for applications is Friday 30 April 2010.

Educators interested in running the Certificate at their college or university for their
students are invited to call Kate Burnett on +44 (0)20 8614 0293.

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