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The IDM Postgraduate Diploma in Digital Marketing (PG Dip DigM)

This qualification gives senior marketers a thorough grasp of the strategic applications of digital marketing. The programme is designed for those responsible for determining marketing strategy and the introduction of digital tools and practices.

You will also learn how to closely align digital marketing strategy with business objectives and how to achieve the optimum return on your organisation's investment in digital marketing activities.

Start date Delivery Location Price Exam fee Book
Jan 2016 (12 months)
Online Online £3,175 £225
  • Starting:
  • 11 Jan 2016
  • Bookable until:
  • 29 Feb 2016
  • Exam date:
  • 05-07 Dec 2016
Mar 2016 (15 sessions (16:30-21:00))
Part-time London £3,175 £225
  • Starting:
  • 01 Mar 2016
  • Venue:
  • etc. Venues, Garfield House, 86-88 Edgware Road, London
  • Study periods:
  • 01 Mar, 15 Mar, 05 Apr, 19 Apr, 03 May, 17 May, 07 Jun, 21 Jun, 05 Jul, 19 Jul, 06 Sep, 20 Sep, 11 Oct, 25 Oct, 08 Nov
  • Exam date:
  • 05-07 Dec 2016
Apr 2016 (12 months)
Online Online £3,175 £225
  • Starting:
  • 25 Apr 2016
  • Exam date:
  • 19- 21 June 2017
May 2016 (2x3 days + 1x4 days)
Intensive Teddington £3,175 £225
  • Starting:
  • 18 May 2016
  • Venue:
  • The IDM, 1 Park Road, Teddington
  • Study periods:
  • 18-20 May 2016
    27-29 Jul 2016
    17-20 Oct 2016
  • Exam date:
  • 05-07 Dec 2016
Oct 2016 (12 months)
Online Online £3,175 £225
  • Starting:
  • 25 Oct 2016
  • Exam date:
  • 04-06 Dec 2017
Oct 2016 (12 months)
Day release London £3,175 £225
  • Starting:
  • 26 Oct 2016
  • Venue:
  • etc Venues, Garfield House, 86 Edgware Road, London
  • Study periods:
  • 26 Oct, 16 Nov, 07 Dec, 18 Jan, 01 Feb, 22 Feb, 22 Mar, 05 Apr, 26 Apr, 17 May
  • Exam date:
  • 19-21June 2017
see all study options and dates
Nov 2016 (2x3 days + 1x4 days)
Intensive Teddington £3,175 £225
  • Starting:
  • 14 Nov 2016
  • Venue:
  • The IDM, 1 Park Road, Teddington
  • Study periods:
  • 14-16 Nov 2016
    06-08 Feb 2017
    08-11 May 2017
  • Exam date:
  • 19-21 June 2017

* All prices exclude VAT

Upon completion of your studies, you will be able to effectively plan and apply digital technologies and techniques - and to continuously improve the value that digital media and channels contribute to your marketing success.

You will be qualified to:

  • Review the effectiveness of digital marketing for a business
  • Set goals and define a vision for how integrating digital technologies will align with business goals
  • Make strategic recommendations to grow the business
  • Create a budget, roadmap and integrated communications plans to implement the strategy
  • Define approaches to test and optimise digital marketing

Who is it for?

Senior marketers who already have a sound working knowledge of planning and managing digital projects and the topics covered within the Professional Diploma syllabus (previously the Certificate). It's also relevant to managers responsible for integrating digital channels, direct marketing, CRM, ecommerce and digital marketing recruitment within their organisation.


This programme is the equivalent to a level 7 qualification or to master’s degree level and is made up of 11 modules. You will also be required to complete two individual assignments and sit three exams.

This diploma gives marketers a comprehensive understanding of the strategic applications of digital marketing using the very latest digital tools and practices available. You should already have a sound working knowledge of the skills associated with implementing digital campaigns and the topics covered within the Professional Diploma in Digital Marketing (previously known as the Certificate in Digital Marketing) syllabus before embarking on this programme.

Module 1: The opportunities of digital marketing
Learning objective: Learning objective: To assess the relevance of digital marketing to an organisation and its markets.

Competencies developed:

  • Definition of the purpose and scope of digital marketing
  • Leveraging the differences and similarities between digital marketing and traditional marketing communications
  • The importance of developing a strategic approach to digital channels
  • Reviewing the effectiveness of digital direct response channels (search engine marketing, affiliate marketing, email marketing and landing pages)
  • Reviewing the effectiveness of managing brand-led communications (display advertising, online PR and social media)
  • Techniques for achieving online customer engagement
  • Assessing the relevance of new technologies and marketing approaches
  • Privacy, compliance and the law

Module 2: Understanding the online marketplace
Learning objective: Learning objective: Understand approaches for evaluating an organisation’s online marketplace to help develop digital marketing strategy.

Competencies developed:

  • The micro and macro-environment components of the online marketplace
  • Tools and metrics for assessing the online marketplace
  • Evaluating customer characteristics, behaviour and preferences
  • Engaging customers through social networks and communities
  • Intermediary assessment and partner management
  • Introduction to competitor benchmarking
  • Assessing organisational effectiveness
  • Digital channel-specific SWOT analysis

Module 3: Digital marketing strategy development
Learning objective: Learning objective: To review different types of objectives, strategies and tactics related to digital marketing planning.

Competencies developed:

  • Introduction to objectives and digital marketing planning activities
  • Goal-setting for digital marketing plans
  • Strategy formulation for customer acquisition, conversion and development
  • Applying segmentation, targeting and positioning in an online context
  • Implementation, monitoring and control
  • Business and revenue models for digital channels

Module 4: Financial analysis and performance development
Learning objective: To evaluate the cost-effectiveness of digital marketing initiatives and their performance in relation to other marketing channels.

Competencies developed:

  • Principles of budgeting for digital marketing
  • Accounting definitions made easy
  • Performance measurement systems for digital marketing
  • Annual budgeting for digital marketing
  • Campaign budgeting for digital marketing
  • Modelling customer lifetime value
  • Metrics frameworks for assessing the effectiveness of digital marketing
  • Reviewing the contribution of web analytics
  • Structured improvement through AB and multi-variate testing

Module 5: Using digital channels to add value to brands
Learning objective: Learning objective: Assess opportunities for digital marketing to redefine brand value.

Competencies developed:

  • Measuring and improving online customer engagement
  • Voice of customer and Net Promoter Score evaluation
  • Engaging customers using social networks and communities
  • Options for refining the marketing mix via digital channels
  • Developing a powerful online value proposition
  • Extended product options and online pricing strategies
  • Delivering customer service online
  • Evaluating and improving online customer experiences
  • Developing immersive brand experiences and branded utilities

Module 6: Gaining customer knowledge and insight
Learning objective: To enhance customer insights to improve digital marketing effectiveness.

Competencies developed:

  • Using information sources/tools to understand the digital customer
  • Using web analytics to improve customer knowledge
  • Managing customer research through surveys and focus groups
  • Online profiling and segmentation options in consumer and business marketing
  • Using 'Big Data’to discover repeatable business patterns
  • Devising a customer data strategy for digital marketing
  • Options for integrating different data sources
  • Understanding the effect of customer behaviour and interactivity on digital marketing
  • Evaluating the attribution of multi-touchpoint journeys in acquisition and retention
  • Principles of customer value management and maximising customer equity

Module 7: Developing relevant customer communications using CRM
Learning objective: To evaluate and improve the relevance of customer communications through CRM systems.

Competencies developed:

  • Assessing current outbound customer communications
  • Permission marketing and customer communication preferences
  • Making the business case for improved contact and personalisation strategies
  • Conducting a CRM technology and customer data audit
  • Creating an integrated contact strategy for customer development
  • Analysing RFM (Recency, Frequency, Monetary value of customer interaction
  • Reviewing targeting options for web and email based personalisation
  • Integrating mobile marketing into contact strategies
  • Examples of applying social CRM principles

Module 8: Managing integrated marketing communications
Learning objective: Integration of digital marketing objectives into the overall marketing communications plan.

Competencies developed:

  • What are integrated marketing communications?
  • Definition of channels and media
  • The media neutral approach to planning
  • Integrated marketing planning tools
  • Creating an integrated communications plan and budget
  • Integrating digital with traditional communications
  • Exploiting the‘halo effect’of display advertising
  • Integrating search and affiliate marketing into campaigns
  • Leveraging word-of-mouth, viral and social media marketing
  • Reviewing options using mobile marketing for brand engagement
  • Evaluating individual channel performance within the communications mix
  • Managing digital agencies
  • In depth case histories of outstanding digital marketing campaign from B2B and B2C industries

Module 9: Campaign control and coordination
Learning objective: Review success factors for managing digital components of integrated marketing campaigns and continuous digital communications.

Competencies developed:

  • Setting goals for digital campaigns
  • Evaluating methods for tracking the effectiveness of digital campaigns
  • Assigning budgets for digital campaigns
  • Selecting relevant digital media channels
  • Reviewing targeting approaches
  • Reviewing creative and messaging approaches
  • Optimising digital campaigns

Module 10: Digital channel management
Learning objective: Understanding approaches to manage change in people, process and technology resources needed for integration of digital marketing within an organisation.

Competencies developed:

  • Challenges of integrating digital marketing into an organisation
  • Reviewing the capability maturity of digital channels
  • Structuring for digital marketing within an organisation
  • Supplier selection and outsourcing for digital marketing
  • Adopting ebusiness practices for marketing
  • Managing change associated with digital marketing
  • Reviewing and prioritising the relevance of innovations in digital marketing
  • The laws and codes covering digital marketing

Module 11: The future landscape
Learning objective: Exploring the digital future and looking at trends shaping how technology will be used.

Competencies developed:

  • The benefits of taking a longer term view
  • How to anticipate consumer needs
  • Structural and technology forecasts
  • Looking at near technology forecasts

Study options and locations

IDM Teddington jpgIntensive – Teddington, SW London
2 x 3 and 1 x 4 day face-to-face sessions which take place at the IDM offices in Teddington, SW London.




Marble Arch Tower

Day-release - central London
10 x 1 day face-to-face sessions which take place at
etc.venues, 86 Edgware Road, Marble Arch, London.




Marble Arch Tower

Part-time - central London
Afternoon/evening classes (16.30-21.00) run once a fortnight for 15 weeks at etc.venues, 86 Edgware Road, Marble Arch, London.




OnlineStudyOption pngOnline
Enjoy the flexibility of devising your own personalised study routine with your programme deadlines via a stream of online content run over 12 months. 7-8 key subject areas will be covered by live webinars. Supported by offline reading, online research and interactive exercises, you’ll receive 24/7 access to course materials, personal tutor email support and engage with fellow students spanning industries, cultures and the globe. For more information, call 020 8614 0277.



ICSStudyOption png

Corporate training
This programme can be fully customised and delivered to your staff in-house. For more information visit



How do I enrol?

You can enrol directly via the IDM website  If you would like to discuss your enrolment or have any questions please call us on 020 8614 0277.

When is the closing date for enrolling on the course?

For all face-to-face courses we will take enrolments up to 1 week before the course comments.  The online programme can be joined up to 1 month after the start date, however it is down to the individual to catch up on the modules already passed.

Study resources

As part of your studies you will receive complimentary 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.

You will also receive a copy of:

Postgradute Diploma students will also receive a copy of:

Understanding Digital Marketing cover of book jpgUnderstanding Digital Marketing: Marketing strategies for engaging the digital generation (3rd Edition) (Damian Ryan)
This authoritative title demonstrates how to harness the power of digital media and use it to achieve the utmost success in business, now and in the future. It looks at the world of digital marketing: how it got started, how it got to where it is today, and where the thought leaders in the industry believe it is headed in the future.

Digital Marketing: Strategy, Implementation and Practice (Dave Chaffey and Fiona Ellis-Chadwick)
Digital Marketing: Strategy, Implementation and Practice Digital Marketing (previously Internet Marketing) provides comprehensive, practical guidance on how companies can get the most out of digital media to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies and interviews from cutting edge companies such as eBay and Facebook, to help students understand digital marketing in the real world.

Exams and assessments

In order to attain the Postgraduate Diploma in Digital Marketing and use the honorifics you must successfully pass 2 assignments and 3 exams.

You will have 7 weeks to complete each assignment and 3 hours to complete each exam.

Exams take place in June and December at regional venues.

Pass marks and grades

To pass this programme you will need a minimum mark of 45% in each assignment and exam to pass. In the event that the minimum pass mark is not met for the examinations, you will have the opportunity to re-sit at a later date.

If one or both assignments don’t meet the minimum pass mark, your tutor will discuss this with you, and may be considered by the Board of Examiners in conjunction with your exam results.

To obtain a CREDIT you must achieve the following:

  • 60% or more in 2 out of 3 exams, plus
  • An overall average of grade of 60% or more

For a DISTINCTION, the same applies, but with 70%

View the full list of frequently asked questions about IDM qualifications »



stevekemishnew jpgSteve Kemish - F IDM, Managing Partner, Junction, is a multi award-winning marketer and has worked in digital marketing since 1997. He has worked client-side, helped grow a leading email service provider, consulted to numerous clients on digital strategy, and helped build one of the most respected and awarded B2B marketing agencies in the UK.

He has worked with the likes of npower, Skype, ITV, Motorola, Oracle, Lego & British Airways in both B2C and B2B. He has been sending (and receiving) digital marketing communication since the last century and spends his time teaching, speaking and writing on the subject. As well as his role at marketing agency Junction, he is the email marketing Editor-in-Chief for the IDM and he speaks throughout the world, aiming to enthuse and inspire fellow marketers as he goes. He is a guest lecturer at various universities and sits on both the IDM digital marketing and Superbrands councils.


Mike Berry, Dip DM, F IDM, is an internationally-recognised Digital Marketing lecturer, trainer and consultant. Over a 25-yearMike Berry career in Direct and Digital he has worked for Procter & Gamble, Havas EHS, Wunderman (Y&R), DraftFCB and Jack Morton (Interpublic Group) where he was Head Of Digital (EMEA).

He is currently Course Leader at Imperial College (MSc Strategic Marketing), Adjunct Professor at Hult International Business School, Course Tutor on the IDM Postgraduate Diploma in Digital Marketing and 3-day Digital Marketing course. He also runs his own consultancy.

Mike's brand experience includes Ford, Honda, Hyundai, Xerox, Monsanto, Mobil, Prudential, Legal & General, Marriott, Nestlé, JPMorgan, GSK, Ernst & Young and Deloitte.


Mike O'Brien is your Essentials of B2B Marketing training course tutorMike O’Brien, F IDM, is one of the busiest practitioners in marketing. He is the CEO of Jam Partnership, a digital strategy, innovation and training consultancy. He is the CIO of OSKAV, the leading brand of designer 3D eyewear. He is also CVO of CYBORGg, a group of digital companies dedicated to the development of marketing automation across all communications channels. Mike has worked in the brand, direct and digital sectors for close to 40 years. He has contributed to books on digital marketing by Dave Chaffey and PR Smith. He is a keynote speaker at conferences on a wide range of marketing and business development subjects. He runs a popular digital marketing blog, is a Tutor on IDM courses and proud to be a Fellow of the IDM.

Online dedicated tutor:

Beverly Barker, F IDM, FHEA, is a leading trainer and consultant is digital and direct marketing, with extensive experience in communications and media planning. Beverly’s industry background extends over 30 years, including 10 years at Carat as a Board Director and Head of Direct and Digital.

Beverly is now a partner in Business Solutions, Lecturer with Bournmouth University’s prestigious Media School and Tutor for the IDM. She combines academia with her role as a Digital Consultant, providing  strategic  insight  to both UK and International clients in customer journey analysis in planning media, content and proposition development and all aspects of integrated communications planning.

Her particular interests include planning, delivering and measuring campaign effectiveness, including attribution modelling, which is the subject of her ongoing PhD.  Beverly was recently awarded the prestigious IDM Educator of the Year Award for her exceptional contribution to direct and digital marketing education. She is widely published on media planning and digital marketing and a regular speaker on matters digital at academic marketing conferences.

Why ambitious marketers choose the IDM Diploma

"The IDM Diploma in digital marketing offers the perfect blend of strategic and tactical elements of digital marketing. I would recommend this course highly."

Bill Wilson, Group eCommerce Manager, Bristan Group

"Even though I have worked in digital for several years, the IDM Digital Diploma helped me put a strategic framework behind my thinking and look more holistically about the full marketing mix and not just my area of expertise."

Rebecca Hepinstall, Community Manager, Financial Times

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