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You will learn:

  • How the new law defines personal data (Consumer and B2B)
  • What constitutes “profiling”
  • What individuals need to be told about processing for marketing purposes
  • How consent will need to be obtained
  • When data processors can be liable 
  • About the new individual right to be forgotten and how to handle it
  • What the database will have to store

Course availability 

start location member non-member places left
Edinburgh (EH1 2EU) £549.00 £599.00 10+

NB: Prices above subject to VAT.

Course information

programme

After taking this course, we offer delegates a complimentary online qualification in General Data Protection Regulation (Award GDPR). Your tutor will let you know how to sign up on the day of the course. Learn more about getting qualified with the Award in General Data Protection Regulation.

How we got a new General Data Protection Regulation
  • What were the drivers for the new Regulation and who had a say in how it turned out
  • How the transition from the current regime into life under the GDPR will be managed 
  • Did the final compromises help marketers?
  • Will the old laws be replaced and when?
  • How will electronic communications be affected?
  • How will the new law be enforced?
Key Definitions and scope
  • What the new terms, such as personal data, consent and profiling mean
  • The global scope of the new legislation 
  • Who is affected by the Regulation and what are the responsibilities?
  • Is offshore marketing covered?
Changes for marketers
  • What consent will look like
  • Will the “soft opt-in” for email survive
  • How “Legitimate Interests” can help
  • What profiling is covered
  • The use of data will have to be much more transparent – So what do individuals need to be told and how?
Database impacts
  • What will you need to record to support legal processing?
  • Can your current database cope with significant detail about consents and objections?
  • What are Privacy Impact Assessments and when will you have to undertake them?
Using processors
  • Who has liability if there is a breach?
  • What do contracts need to cover to ensure that processors have protected themselves?
  • What if the Data Controller is overseas or ceases to trade?
Individuals’ rights
  • New right to be forgotten and to have data erased. How to honour objections and complex suppressions
  • Enhanced rights of access to personal data
  • User experience and customer service implications
Getting ready for the Regulation
  • What does the Regulation mean for your business?
  • How to undertake a GDPR impact assessment
  • Preparing an action plan for pre-implementation 
who should attend?
This course is designed for delegates with marketing or compliance responsibilities at all levels.

Enrol on the General Data Protection Regulation course and receive the ‘DMA Data Guide’. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.
tutors

Rosemary Smith Hon F IDM , Director, Opt-4

Rosemary began her career in publishing and then worked in the data business for Mardev and Acxiom going on to start her first business, RSA Direct in 2003.

In 2004, with partner Jenny Moseley, she set up Opt-4 which advises organisations on UK and international data protection compliance and the maximization of marketing permissions. In 2014 she became co-founder of the Data Protection Network which offers advice and events for anyone involved in data compliance.

Rosemary has helped to shape the regulatory framework for marketing through extensive trade association involvement including chairmanship of the Direct Marketing Association’s Board. She is currently Chair of the DM Trust. She has been an IDM tutor since 2004 and was made an Honorary Life Fellow of the IDM in 2009. 

 

Gilbert Hill, Privacy Technologist and Entrepreneur

After a career in Finance, Gilbert ran a London digital agency which led the adoption of new marketing and mobile technologies by corporate clients including Microsoft, Linkedin & BNP Paribas. 
Gilbert grew fascinated by the relationship between data, digital marketing and regulation, founding Optanon, a pioneering software product in the ‘PrivTech’ sector, and Cookiepedia, pre-eminent source of knowledge around consumer tracking on the Web.

Gilbert now advises and helps businesses, investors and non-profits understand and leverage the risks and opportunities around E-Privacy, GDPR, Ethical Marketing and Web Governance on a consultancy basis. 

Gilbert sits on the Responsible Marketing Committee of the DMA, and is a Fellow and Tutor at the Institute of Direct and Digital Marketing.
 

Simon Morrissey, Partner - Media, Brands and Technology Lewis Silkin, Opt-4

Simon leads Lewis Silkin’s Data Privacy legal practice group and is a member of the Brands and IP and Commercial practice groups. Simon is also a member of the Advertising and Marketing and Technology sector focus groups.
venue

IDM Head Office

The IDM have created an inspiring training area with two state-of-the-art training suites. There is a café dining area and relaxation zone to help you network and gain knowledge during your visit.

Rob was the speaker at a Mobile Marketing course my colleagues and I attended at the Institute of Direct and Digital Marketing. This course was extremely useful: it broadened my knowledge of mobile marketing and of all the opportunities it can provide. I...

Flavia Trifogli,
European CRM Manager at Carphone Warehouse

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