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You will learn to:

  • Understand the principles, benefits and pitfalls of affiliate marketing
  • Identify which types of affiliates are best for your business
  • Develop an effective affiliate marketing strategy
  • Measure and evaluate your affiliate marketing programme
  • Integrate affiliate marketing into your wider marketing activity

Course availability 

Please get in touch for more information. Call us on 020 8614 0277 or email on

Course information


What is online affiliate marketing?

  • The mechanics and ecosystem of affiliate marketing
  • Roles of merchants, the affiliate network, and the client
  • The benefits and drawbacks of affiliate marketing
  • What affiliate marketing can/can’t achieve
  • Where the channel derived from
  • Affiliate marketing in the UK vs. other countries

Planning a fully integrated affiliate marketing channel

  • Setting objectives, budgeting and devising an affiliate marketing strategy
  • Deciding how to manage an affiliate channel: an agency, network managed services, self-managed and/or OPMs
  • KPIs to consider
  • Working with one or more networks

Case Study Exercise

  • Looking at two companies’ data and evaluating their affiliate marketing channels

Making affiliate marketing work for you

  • Types of affiliates: technology (display, retargeting, pre-targeting, overlay), loyalty, discount, content, search
  • What affiliates are the best for your business
  • Protecting your brand online
  • Integrating affiliate programmes within your wider marketing strategy
  • What data am I monitoring; going global - what to consider

The latest innovations in affiliate marketing

  • New technologies and trends
who should attend?

The Affiliate Marketing course is designed for those involved in digital marketing who want to get the very best results from their affiliate marketing budget.

Previous delegates include:

  • Marketing Executive (QVC)
  • Brand and Advertising Manager (Canvas Holidays)
  • Partnership Manager (ATOC)
Enrol onto ‘Affiliate Marketing’ course and receive the ‘DMA Social 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.

Greta Paa-Kerner, Marketing Consultant & Senior Lecturer, Ganduxer Consulting

Greta Paa-Kerner is a business practitioner with 20+ years of marketing experience. Her comprehensive career spans all aspects of marketing from strategy to implementation, B2B to B2C, online to offline and start-up to Fortune 100 companies. 

She is a tutor at the Institute of Direct & Digital Marketing (IDM) and specialises in digital strategy, digital marketing communications, and affiliate marketing.

In addition, Greta works as an independent consultant through her company, Ganduxer Ltd. Working with agencies, small companies and multi-nationals, she helps organisations turn their ideas into action. 

Previously, Greta was the Managing Director of European Operations and Global Head of Marketing for an affiliate marketing agency. 



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.

If you want to meet great people from the widest range of industries while learning from industry greats in amazing facilities, the IDM is for you

Katherine Fleet,

Wished I done this years ago! Great course, rooted in real world case study scenarios. I chose the intensive one year study option as it suited my learning style and work commitments. It’s demanding, but you get out what you put in. The modules and...

Chris Bottle PG Dip IDM,
Marketing Director, Hyundai Capital UK Ltd

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