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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
Oct 2014 (Up to 12 months)
Day release central London £2,950 £225
  • Starting:
  • 14 Oct 2014
  • Venue:
  • 55 Bryanston Street, central London
  • Study periods:
  • 14 October, 11 November, 09 December, 06 January, 27 January, 24 February. 17 March, 14 April, 28 April, 19 May
  • Exam date:
  • 15-17 June 2015
Oct 2014 (12 months)
Online Online £2,950 £225
  • Starting:
  • 27 Oct 2014
  • Exam date:
  • 30 November - 02 December 2015
Oct 2014 (2x3 days + 1x4 days)
Intensive Teddington £2,950 £225
  • Starting:
  • 27 Oct 2014
  • Venue:
  • The IDM, Teddington
  • Study periods:
  • 27-29 October 2014
    19-21 January 2015
    23-26 March 2015
  • Exam date:
  • 15-17 June 2015
Feb 2015 (15 sessions (16:30-21:00))
Part-time central London £2,950 £225
  • Starting:
  • 24 Feb 2015
  • Venue:
  • 55 Bryanston Street, central London
  • Study periods:
  • 24 February, 10 March, 24 March, 21 April, 12 May, 26 May, 09 June, 23 June, 07 July, 21 July, 01 September, 15 September, 29 September, 13 October, 27 October
  • Exam date:
  • 30 November - 02 December 2015
May 2015 (2x3 days + 1x4 days)
Intensive Teddington £2,950 £225
  • Starting:
  • 11 May 2015
  • Venue:
  • The IDM, Teddington
  • Study periods:
  • 11-13 May 2015
    27-29 July 2015
    19-22 October 2015
  • Exam date:
  • 30 November - 02 December 2015

* 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 organisationt
  • 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
55 Bryanston Street, 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 55 Bryanston Street, Marble Arch, London.




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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.



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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 MarketingUnderstanding 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 Digital Marketing: Strategy, Implementation and Practice (Dave Chaffey and Fiona Ellis-Chadwick)
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 »



Mike BerryMike Berry Dip DM, F IDM is an independent consultant and trainer, who draws on his extensive experience of online and offline marketing to work with a range of clients in B2B, B2C, Public and Charity sectors. He is also Partner at Aprais, a global agency/client relationship management consultancy and Adjunct Professor of Marketing at Hult International Business School.

Mike is the author of 'The New Integrated Direct Marketing', published by Gower, and writes a popular blog on marketing and technology. He is both passionate and knowledgeable about digital marketing and his classical marketing training and integrated background makes him ideally qualified to train marketers in digital skills.


Beverly Barker F IDM is an entirely over qualified communications planner having started in the business as a broadcast buyer with Ogilvy & Mather in 1984 and, after moving through a succession of agencies that were assortedly acquired and merged to make the large conglomerates of today, spent from 1992-2002 as Head of Direct and Interactive at Carat Direct.

She now combines academia with practical commercial operations, working as a senior lecturer in Marketing at London SouthBank University and a regular tutor for the IDM, and provides a strategic customer insight consultancy to both UK and International clients in customer management, customer insight, proposition development and integrated communications planning.

Beverly was recently awarded the prestigious IDM Educator of the Year Award for her exceptional contribution to direct and digital marketing education.


Mike O'Brien is your Essentials of B2B Marketing training course tutorMike O’Brien F IDM 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.

Online dedicated tutor:

Matthew HousdenMatthew Housden F IDM is a B2B marketing consultant, author, academic and trainer. He has worked in marketing for 20 years, in a range of senior positions.

He is an experienced and successful consultant, mentor and trainer of B2B marketing personnel and has worked with companies such as Miller Freeman, IBM, Philip Morris, Anheuser Busch, Tarmac, NCET, Fiat, Barclays, Barclaycard, Swiss Reinsurance, the London Business School, the Royal Mail, Microsoft, The DTI, GUS, Wella, Avvio, Olive 360, Serco and Sense. He is a director of Face Value Consulting and principal lecturer in the marketing group at the University of Greenwich.

Why ambitious marketers choose the IDM Diploma

Andy James"The IDM’s Diploma in Digital Marketing is a must-do course for every marketing professional with responsibility for anything digital. It’s so packed full of insights, case studies and down-to-earth, pragmatic advice from leading practitioners, that I’d restructured my team even before I’d completed my studies! I’m now acutely aware of the enormous potential of digital, both solus and in a multi-channel environment – and know how to benefit."

Andy James Dip DigM, Head of Customer Marketing Direct, Allianz Retail

Duncan Muller "Enrolling in the IDM's Diploma in Digital Marketing started me off on a new learning curve. The lectures were interesting and informative and the assignments helped me dig even deeper into the material. And, with the stimulation of regular informal meetings with a small group of students, I have slain the dinosaur and emerged confident in digital marketing. I was thoroughly impressed with the course and highly recommend it."

Duncan Muller, Dip DigM, Previously Brand Director at Publicis

Claire Baumforth"The IDM qualification in digital marketing has boosted not only my marketing skills in this area but also my career. An IDM qualification in digital or direct marketing which will ensure that you are kept up-to-date with the ever evolving marketing landscape and continually developing technologies - I would have no hesitation in recommending the IDM courses, whatever someone's level of marketing experience."

 Claire Baumforth Dip IDM, Dip DigM, Director of Marketing, Hammicks Legal Information Services

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