The IDM Certificate in Digital Marketing

Syllabus

The aim of the Certificate in Digital Marketing is to provide practitioners with knowledge about digital marketing technologies and their applications. The 16 modules are structured in a logical order and their content addresses everything that’s happening in the fast-moving world of digital marketing. Because of this, the final content may change to reflect developments. Students will gain an applied understanding of:

• How digital marketing supports achievement of marketing objectives
• How, in practice, to apply the key technologies, tools and techniques of digital marketing to improve their marketing effectiveness
• The potential application of online marketing tools within the marketing communications mix.

Upon completion of the course, students will be able to:

• Plan and implement the introduction of digital technologies and techniques for marketing
• Continuously improve the contribution of digital technologies to their organisation.

Modules

Module 1: The digital marketing landscape

Learning outcome

To assess the relevance of digital marketing to an organisation and its markets.

Competencies developed

• Distinguish between different applications of digital marketing from the many digital channels that are available
• Evaluate the impact and opportunities of online communications including new developments such as Web 2.0 and social media
• Assess the risks of implementing digital marketing programmes

Module 2: Understanding the digital customer

Learning outcome

To understand research approaches to determine the characteristics and buyer behaviour of consumers using digital media.

Competencies developed

• Learn about the various sources of data and information on the digital customer
• Assess the different ways and approaches to carrying out customer research including quantitative and qualitative surveys
• Review the data available from third-party information suppliers
• Describe the principles of web analytics and other methods of evaluating online customers

Module 3: Data and database applications

Learning outcome

Data drives digital marketing. The outcome is to appreciate the major issues in collecting, managing, storing and using customer data within digital marketing.

Competencies developed

• Understand the complexities of customer contact and behavioural data
• Understand how that data should be stored and the implications when it is not integrated
• Understand how that data can drive more customised communications through segmentation and profiling

Module 4: Planning and integrating digital campaigns

Learning outcome

To define a structured approach to planning for digital marketing and to understand the key planning differences between acquisition and retention marketing.

Competencies developed

• Define the benefits of an annual digital marketing plan
• Assess the relevance of different forms of digital marketing planning
• Create an annual digital marketing plan
• Create a plan for the digital elements of a specific marketing campaign

Module 5: Principles of website design: customer experience and usability

Learning outcome

Understand the different facets of web design needed to create an effective customer experience and business returns for different types of organisation.

Competencies developed

• To apply the principles of effective website design for marketing
• To develop a brief for website creation and enhancement
• Review agency creative for a company site or campaign microsites

Module 6: Planning and managing website development

Learning outcome

Understand the technologies and user-centred design processes needed for successful websites.

Competencies developed

• To review the relevance of new web design innovations and standards
• To review contracts for website creation and enhancement
• Select and effectively manage a web design agency

Module 7: Search engine marketing

Learning outcome

To explain best practice for the search engine marketing (SEM) channel including techniques for implementing natural and paid SEM.

Competencies developed

• Ability to plan, execute, measure and budget for SEM
• Evaluate the advantages and disadvantages of the different forms of SEM

Module 8: Email marketing

Learning outcome

An understanding of the relevant technologies, marketing applications and regulatory controls needed to deliver results from email marketing.

Competencies developed

• Ability to plan, execute, measure and budget for effective email marketing campaigns
• Awareness of the commercial and marketing applications of email
• Evaluate the advantages and disadvantages of the different forms of email marketing for customer acquisition and retention

Module 9: Display advertising

Learning outcome

An understanding of the online advertising, formats, technologies, ad-servers and media buying models together with controls needed to effectively deliver results from the display ad channel.

Competencies developed

• Ability to plan, execute, measure and budget for effective online advertising activity

Module 10: Online PR and social media

Learning outcome

Develop an understanding of how the digital environment changes the nature of traditional PR practices and why Online PR should become part of your digital communications strategy.

Competencies developed

• How to plan, integrate and execute online PR activities within your digital marketing and traditional PR plans

Module 11: Affiliate marketing

Learning outcome

Develop an understanding of the affiliate channel, technologies, remuneration models and controls needed to effectively deliver results from an affiliate marketing programme.

Competencies developed

• Ability to plan, execute, measure and budget for effective affiliate marketing activity
• Evaluate the advantages and disadvantages of affiliate marketing

Module 12: Mobile marketing

Learning outcome

An understanding of the relevant technologies, marketing applications and regulatory controls needed for effective mobile marketing.

Competencies developed

• Ability to plan, execute, measure and budget for effective mobile marketing campaigns

Module 13: Producing great digital creative

Learning outcome

To understand approaches to creativity and design needed to produce effective creative.

Competencies developed

• Understanding what makes effective online creative
• Understanding the processes by which creative concepts are produced, amended, approved and produced
• Understanding the principles of creative evaluation

Module 14: Regulation, permission and codes of practice

Learning outcome

To understand all aspects of law and codes governing digital marketers and digital marketing campaigns.

Competencies developed

• Assess the relevance of the range of legislation and codes affecting today's digital marketer
• Apply the law to achieve the best results from compliant digital marketing plans / campaigns

Module 15: Controlling and optimising digital marketing campaigns

Learning outcome

• Develop approaches for measuring and improving web marketing performance onsite acquisition, conversion and retention.

Competencies developed

• Formulate a strategy for website performance measurement
• Develop key performance indicators for your own digital marketing
• Manage and optimise e-acquisition, conversion and retention

Module 16: The future landscape

Learning outcome

Develop an understanding of the opportunities for deploying emerging digital marketing media and techniques including digital and interactive TV, IPTV, digital radio, viral marketing and virtual worlds.

Competencies developed

• Ability to assess the opportunities, plan, execute, measure and budget for tomorrow's digital world
• Evaluate the advantages and disadvantages of emerging digital media

Study options

Intensive study

2x3 days of intensive (non-residential) study takes place at the IDM's training centre in Teddington, Middlesex

Day Release - central London

Six one-day modules at a central London venue.

A new day release option (one day per month) is being introduced in Manchester shortly. Further details will be available soon. Register your interest by emailing qualifications@theidm.com.

Online

The IDM Certificate in Digital Marketing is now available online, which means we can include more interactive exercises and you can link directly to websites for research and assignments. Online learning is a convenient way to study at home or at work at your own pace wherever you are in the UK or overseas. You will have the support of a regional tutor while your self-study kit will include all study aids and textbooks for you to complete each module coupled with practical exercises and assignments. You'll be able to join online discussions with fellow students, perform self-assessment tests and exercises to reinforce and imprint what you have learned.

View online learning demo »

In-company tuition - worldwide

The IDM also offers organisations an in-house option where we can deliver a flexible, bespoke programme on your own premises. The content for all study options is equally comprehensive, practical and highly relevant to today's marketing challenges.

While leading your students through the syllabus, our trainers will understand your marketplace and, where possible, develop individual exercises that link directly to your organisation's marketing programmes. In-company students still undergo our rigorous methods of assessment, including final exams, though we can compress their period of learning to suit. Email our team now for more information.

Study aids

Every qualification student will receive complimentary online IDM membership which allows 24/7 access to digital and direct marketing resources. In addition to this, you'll receive a comprehensive study package with practitioner-written study notes, carefully selected texts, presentations, reading lists and supporting online documentation.

Certificate students will also get of a copy of:

eMarketing eXcellence (by Paul Smith and Dave Chaffey). The authors have written his book to support both marketers who are integrating e-marketing into their existing marketing and communications strategies and experienced e-marketers looking to optimise their e-marketing.

Why ambitions marketers choose the IDM Certificate

"I chose the Digital Marketing Certificate, opting for intensive study which I fitted into and around my extremely busy working life. It’s changed the way I think about marketing – despite having 15 years experience – and totally re-energised my passion for the new 'digital' world. Frankly, it’s not for the work shy. But who’d want a qualification that’s just given away?"

Claire Thatcher Cert DigM, Director, Loud & Clear Marketing

Tutors

Steve Kemish F IDM, Director at data & digital marketing specialists, Cyance, is a multi award-winning marketer and has been passionate about digital marketing since 1997, having worked both client-side and agency. He and his team work with clients to help them realise the potential of digital marketing and to help deliver results.

Passionate about using marketing principles to get the most out of the technology, when not with clients he is to be found speaking on the subject throughout the world on behalf of Cyance and the Institute of Direct Marketing, for whom he has lectured since 2004. Steve has worked with many brands on digital marketing, including: npower, Skype, ITV, IoD, Oracle, Cisco & British Airways.

Steve also chairs the IDM digital marketing council.

Becky Bocchetti is a digital marketing and content strategy consultant, journalist and web editor with a broad and unique cross-media experience.

She specialises in training marketing, commercial and editorial teams on a variety of topics including Writing for Digital, Search Engine Optimisation, Commercial Digital Content, Digital Advertising, Blogging, Community, Cross-Media Content and Social Media.

Mike O’Brien is an award-winning creative director with experience in brand advertising, direct marketing and integrated B2C and B2B marketing. His B2B clients include NatWest Electronic Banking,VW Trucks, HP, Eurotunnel, Shell and Barclaycard. He also lectures at university level and delivers professional training workshops throughout Europe.