The IDM Certificate in Direct and Digital Marketing Principles (Cert DMP)
Studying for the IDM Certificate in Direct and Digital Marketing Principles 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 Principles?
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?
Employer Feedback
The Certificate will give you an edge on your CV if you are looking for work in the direct and digital profession. It demonstrates you have a Marketing degree but also have some specialist knowledge as well. IDM qualifications are respected in the industry and well recognised by employers. You will be able to add the honorific Cert IDMP to your name and when you start work you will be able to backdate the hours studied on your course for your CPD programme.
"The Certificate in Direct and Digital Marketing enables employers to see that a student is committed to a career in Direct and Digital Marketing and has reached a standard set by our professional body. It stands out to us on a CV as someone who is serious about their marketing career".
Phil Andrew, Chief Exec, Partners Andrews Aldridge.
Student Feedback
Our Certificate graduates find that the certificate helps them when moving into their job role. Tim Connor is a Marketing Masters graduate from the University of Leeds.
“I found the IDM certificate to be the perfect stepping stone between academic study and starting out in the marketing industry. Whilst preparing for the qualification I was also completing a Marketing Masters. Though the MA provided a great introduction to all aspects of the marketing toolbox – advertising, sales promotion, public relations etc. – it was during study for the IDM Certificate that these elements really began to gel. It is almost second nature now but, at the time, I had not appreciated that direct marketing is not just another tool but a whole philosophy of doing business. It is a way of thinking that binds together the worlds of brand and response. Understanding that fact proved a significant milestone in my appreciation of marketing’s potential to be both affective and effective.
Philosophy aside, at its heart the Certificate is an extremely practical, hands-on assessment of your understanding. You tackle all the key strategy stages you’ll encounter agency or client-side - except that you have to do everything single-handed (and under exam conditions!). It is pressured but rewarding. And you’re well supported by the IDM’s course materials which are in-depth, illuminating and always rooted in experience: case studies of what worked and what didn’t; Tips and tricks from those armed with decades-worth of knowledge. Whether on the page or in person, you are learning from people who have done it and can expertly convey tricky concepts in a language that is accessible but doesn’t shy away from giving you the detail you need. There isn’t a day when I do not draw on the wealth of knowledge I have gained from the IDM. I am deeply grateful to the Institute for such an invaluable grounding in all things ‘direct’.”
Tim Connor (IDM Dip), Data Account Manager, Quant Presky Maves
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. You will also have access to an online revision tool provided by the IDM to Certificate students which will help you with your studies throughout the year.
Start date/prices
Online registration starts in December and examinations take place in May and June at your university. The cost to students is just a £78 (inc.VAT) examination fee which can be paid online by credit/debit card.
As soon as you register you will be given IDM membership until you have taken your exam, this gives you access to all the member only areas of the IDM website including our journal and online newsletter.
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.
