The IDM Diploma in Direct and Digital Marketing (Dip IDM)
Graduates share their experience
A new vision is emerging of a new type of marketing, one which is capable of engaging millions of prospects and customers in one-to-one relationships. But this vision is only made possible by the fusion of direct and digital marketing.
Syllabus
The programme is taught in ten modules outlined below.
Module 1: The new discipline of direct and digital marketing
- Topic 1: What is direct and digital marketing?
- Topic 2: Value-driven customer relationships and management
- Topic 3: Applying digital and multi-channel marketing to business strategy
- Topic 4: Data-driven marketing
Module 2: Creating customer insight
- Topic 1: Understanding the customer marketplace and researching customer insight
- Topic 2: What your customer data is telling you: data mining, analysis and modelling
- Topic 3: Profiling, segmentation and targeting
Module 3: Customer-centric strategic planning
- Topic 1: What makes a successful strategic plan
- Topic 2: Setting realistic customer objectives
- Topic 3: Turning objectives into strategies
- Topic 4: Financial analysis and the business case
- Topic 5: Customer lifetime value analysis
Module 4: Integrated multi-channel marketing communications
- Topic 1: Customer behaviour, brands and integrated marketing communications
- Topic 2: Digital media opportunities
- Topic 3: Offline media opportunities
- Topic 4: Website: the communications’ hub
- Topic 5: Integrated media planning
Module 5: Winning new customers
- Topic 1: ROI-driven customer acquisition
- Topic 2: Success factors for customer acquisition online and offline
- Topic 3: Measuring and analysing the results
Module 6: Engaging and developing customers
- Topic 1: What is customer loyalty?
- Topic 2: Customer Relationship Management (CRM) in practice
Module 7: Online and offline creative strategies
- Topic 1: Creativity in practice
- Topic 2: Briefing in a multi-channel communications world
- Topic 3: Producing creative for online and offline media
- Topic 4: Website design
Module 8: Planning and implementing campaigns
- Topic 1: Developing winning customer propositions
- Topic 2: Testing – the continuous improvement process
- Topic 3: Planning and implementing integrated marketing communications campaigns
- Topic 4: Contact centres and customer service
Module 9: Measurement, evaluation and metrics
- Topic 1: Channel metrics – what can we measure on and offline?
- Topic 2: Combining multi-channel metrics
- Topic 3: Key Performance Indicators – building scorecards
Module 10: Compliance and the law/ Best practice case histories
- Topic 1: The law and codes of practice
- Topic 2: Best practice case histories
- Topic 3: The future
Study options
Intensive study
Ten days of intensive (non-residential) study takes place at the IDM's training centre in Teddington, Middlesex. This is split into 2x3 day sessions and 1x4 day sessions. Exams take place in June or December.
Part-time - central London
The part-time option is an afternoon/evening (16:30-21:00) once a fortnight for 15 weeks. As well as being a very convenient way to study, the format ensures progressive learning with assignments, directed reading and research set between sessions. Throughout the course you will be guided by your personal tutor as well as supported by practitioner-authored online reading.
Online
The Diploma in Direct and Digital 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 exercise and assignments. There will be tutorial support to ensure your progress during the course and prepare you for the final exams.
View all of the online courses available »
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.
Diploma students will also get of a copy of:
Internet Marketing: Strategy, Implementation and Practice; Dave 
Chaffey, Richard Mayer, Kevin Johnston and Fiona Ellis-Chadwick
Internet Marketing is a comprehensive guide to how organisations can use the Internet to support their marketing activities and covers all aspects of Internet marketing – environment analysis, strategy development and implementation.
Integrated Marketing Communications; David Pickton and Amanda Broderick
Building on the successful first edition, the text provides comprehensive coverage of material based on recent seminal research and applied examples delivering a 'must have' text on integrated marketing communications.
Direct and Digital Marketing in Practice; Brian Thomas, Matthew Housden and Professor Derek Holder
This fully updated edition reflects the impact of the Internet, covering vital issues such as: the new marketing landscape; gaining customer insight; integrating traditional and digital media; and campaign planning and budgeting.
Customer Relationship Management; V. Kumar and W. Reinartz
This study aid covers the strategic principles of customer-centric marketing that lay at the heart of every successful CRM programme.
Why ambitious marketers choose the IDM Diploma
As well as gaining a very well respected qualification, students receive guidance and advice from leading practitioners which they can use straight away.
"I was so impressed and got so much out of my first IDM diploma that straight away I signed up for the digital qualification. I've found that the programmes offered by the IDM have stretched my thinking, grown my knowledge and given me confidence to make improved decisions in the workplace to the benefit of my company and more so my clients. They are indepth with excellent lecturers so you learn from some of the most experienced around, almost like going to Top Gun. I wouldn't hesitate to recommend this or any of the courses to prospective students - 100% go for it."
Graham Smith Dip IDM, Account Manager, Rainey Kelly Campbell Roalfe / Y&R
"My degree had nothing to do with marketing. After starting out in advertising, studying at the IDM was my formal introduction to all forms of marketing including one-to-one. I still make use of what I learned back then and have even kept my course books. (I’ve been known to refer others to them!) My IDM diploma features proudly on my CV to this day, not least because the IDM’s qualifications are so well recognized and respected here."
Tess Doughty Dip DM, Managing Director, Rapp, Melbourne
"The IDM Diploma really broadened my marketing experience and provided insight to the many different sectors of the industry. It has proved an invaluable part of developing my career and I would thoroughly recommend it to others"
Ed Child Dip IDM, M IDM, Customer Insight Manager, Asda
Tutors
Our expert tutors are respected professionals who have a proven track record in their particular field of marketing. In a short space of time and at a low cost, students will be provided with an invaluable opportunity to share in their tutors' combined experience across a wide variety of organisations and to benefit from their expertise.
Brian Thomas Hon F IDM was formerly Managing Director of Ogilvy & Mather Direct and Chairman of Saatchi & Saatchi Direct, author of the Royal Mail Guide to Direct Mail for Small Businesses and the new textbook Direct Marketing in Practice. He is a highly experienced and enthusiastic direct marketing consultant and trainer. Over the course of 30 years in advertising and marketing, he has planned and controlled more than 700 direct marketing campaigns and held senior positions in the likes of ICI and GUS.
David Cheek F IDM was one of the early movers from a successful career in above-the-line agencies into the direct marketing arena over 20 years ago. He now runs his own Direct and Relationship Marketing consultancy, working with clients and service agencies as varied as Guinness, Unilever, Volvo and Vauxhall to Cornhill Insurance, the Earl Mountbatten Hospice fundraising and EuroDirect. In addition he has been a Senior Consultant and Diploma, Certificate and In-Company tutor for the IDM over the last ten years.
Prior to starting his own consultancy, David was Director of WWAV Rapp Collins, the country’s leading direct marketing agency for over 10 years. His clients included Marks & Spencer FS, Automobile Association FS, Nationwide Building Society, British Airways, Porsche, EMAP magazines, Publishers Clearing House, Somerfield Supermarkets and Cancer Research Campaign.
Frequently asked questions
Here are answers to some of the most frequently asked questions (FAQ) about the IDM Diploma in Direct and Digital Marketing. If you require further assistance, please call the Qualifications team on +44 (0)20 8614 0277 or email qualifications@theidm.com.
What is the starting date for the Diploma?
See Prices/dates opposite
Are there any entry requirements?
There are no prerequisites for IDM qualifications. We’ve designed our programmes to enable you to take up learning at any point in your career and at a level that’s right for you. Below is a rough guide to the level of experience or formal education that we would advise you have prior embarking on our qualification programmes in order to get the most out of your studies.
An IDM Certificate is suitable for those who have a minimum of 2 years marketing work experience or passed an IDM Award or have ‘A’ levels or another marketing qualification (e.g. CIM or CAM)
An IDM Diploma is suitable for those with over 2 years marketing work experience or those who have passed an IDM Certificate, hold a degree or another marketing qualification (e.g. CIM or CAM)
If you would like further guidance on the most suitable qualification for you, call us on
020 86140271.
When is the closing date for applications?
We would advise that you apply as soon as possible, to avoid disappointment.
How many places are available on the programme?
There is a maximum of 32 places available on each face-to-face programme and unlimited places on our online programmes.
Can I reserve a place?
If you would like to apply for the Diploma, but cannot supply an application form with the relevant signature, we will hold a place for you if you return a copy of the application form unsigned and then return the original application when you have completed it. Please note, however, that preference will be given to applicants with authorised applications where places are limited.
When will I receive my free books and other study aids?
Once your place on the course is booked, you will receive a confirmation letter. Full joining instructions will be mailed to you two weeks prior to the start of the course. You will receive your materials on the first day of the course.
Online students receive materials once payment has been received. Modules will be accessible once the course has started.
What assessments and exams will I have to take?
You will undertake two individual assignments that you will have seven weeks to complete each assignment. Written feedback from your tutor is given on each assignment. There are three three-hour exams.
When are the exams?
See Prices/dates opposite
Where are the exams held?
Exams are held at various locations nationwide. You can choose where to sit your exams when the venues are announced.
Can I just attend the course and not take the exams?
You could, but we would advise you to take the exams. The qualification is a unique professional qualification serving the marketing profession, so it would be a great shame not to qualify. Until all modules are complete you will be unable to attain the qualification and therefore the honorifics cannot be used.
What marks must I achieve to obtain a qualification?
To achieve an IDM qualification, you must achieve the following:
- To PASS requires marks of 45% or more in each individual assessment element
- To achieve CREDIT requires marks of 60% or more in each element
- To achieve DISTINCTION requires marks of 70% or more in each element
Failure in an examination will necessitate re-sitting that examination. Failure in one or both assignments will be discussed with you by your tutor, and subsequently considered by the Board of Examiners in conjunction with your examination results.
What is the pass rate on the Diploma?
85%.
How much study will I have to do?
For face to face intensive programmes in total there 450 hours of study - 150 of intensive study, followed by a period of 300 hours of self-directed study, assignments and revision.
For the part-time option it is recommended that in addition to attending the classes you devote approximately 6 hours per week to study.
For the online learning programme, depending on whether you opt for the 12 or 18 month option, the amount of time will vary.
We would recommend on the 12 month course you spend approximately 10-12 hours a week, on the 18 month course 10-12 hours to begin with; once you receive your second assignment this reduces to approximately 6-8 hours.
How much will the course cost and how do I pay?
See Prices/dates for course costs.
Payment is in advance by direct transfer, credit card or cheque, made payable to IDM Training Ltd.
If I have another marketing qualification, am I eligible to be exempt from any other part of the course or does it have CATS points?
No, all students will have to complete the full course, regardless of their qualifications, although CATS points are being considered for the future.
I am interested in doing the Diploma, but I will be paying independently. Are there any grants available or payment schemes that I can apply for?
You may be eligible for a career development loan, information is available on request. Unfortunately, there are no grants available for this course.
Easy payment terms are available please contact Qualifications Department on 020 8614 0277 for further information.
Is it possible to enrol on to the Diploma after the course has started?
This will depend on availability. If there are places available, we will allow students to enrol on the part-time option up to one week after it has started.
With the online programme we will still accept application forms up to a month after the programme commences but the onus is on the student to catch up on the course materials should they wish to enrol.
Is it possible to get a tax redemption for taking the course?
You will have to speak to your company or individual accountant about tax redemptions.
Can I transfer from one intake to another?
If you need to transfer from one intake to another, you will need to contact qualifications@theidm.com. A transferral fee will apply.
If I want to continue my studies and enrol on another IDM Diploma programme will I be eligible for any exemptions having completed an IDM professional Diploma?
If you have completed and passed a professional IDM Diploma you will have an exemption from the first assignment. A 15% discount on the Diploma course price is also available to anyone who has completed any of the Diploma programmes.
Who do I contact if I have any further questions?
Call our Qualifications Department on 020 8614 0277 or email qualifications@theidm.com.
If you have any queries, please contact the team on 020 8614 0277 or email qualifications@theidm.com.
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