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During your Qualification in Data, you will learn to:

  • Identify the drivers of value, risk and cost in data used by the marketing department
  • Plan your organisational strategy for data collection, permissioning and management
  • Understand how data drives marketing and the impact of data quality
  • Create an effective data management strategy
  • Construct a data strategy that adheres to current and forthcoming legislation and regulation
  • Build a secure data management culture that enables marketing innovation

Course availability 

start study mode location member non-member exam fee
Online Online £295.00 £295.00 £0.00
more info
book until 3 Feb 2019
Online Online £395.00 £395.00 £0.00
more info
book until 17 Feb 2019
Online Online £395.00 £395.00 £0.00
more info
book until 3 Mar 2019

NB: Prices above subject to VAT.

Course information


This qualification is made up of 8 modules. You will also be required to complete one online assessment.

Module 1: Defining data

Learning objective: To understand the basics of marketing data and its role and importance within your business

  • Understand what data is and where it comes from
  • Assess the role and importance of data within a business
  • Identify some key techniques for adding value to data
  • Understand how to classify data according to reliability, stability and content
  • Gain awareness of key data types and sources

Module 2: Data quality

Learning objective: To understand the key concepts of data quality

  • Understand why data quality is important in sustaining your business
  • Assess what good data quality loos like
  • Identify the origins of poor quality data
  • Evaluate the impact that poor data quality can have over your business
  • Understand how to move towards a single customer view

Module 3: Data management

Learning objective: To understand how manage data and data quality issues

  • Appreciate the reasons for managing data quality
  • Understand good and bad data management practices
  • Identify the key components of data quality improvement
  • Appreciate the value to the business of data quality improvement
  • Understand practical techniques for cleansing your data
  • Assess the maturity of your organisation in respect of data quality management

Module 4: Database structures

Learning objective: To understand the role of the database and how to plan/build one.

  • Identify the role of a database. 
  • Appreciate the different types of database structures. 
  • Understand how to plan and build a database.

Module 5: Data – preparation and mining

Learning objective: To help you understand the role of technology in managing data

  • Understand the importance of data preparation.
  • Recognise the different types of data (internal and external) that support analytical processes, including data profiling.
  • Identify the role of data mining and how it can be used to generate insight

Module 6: Data – segmentation and predictive modelling

Learning objective: To help you understand segmentation and predictive modelling

  • Appreciate the role of segmentation and predictive modelling when trying to glean insights from your data.
  • Understand the range of statistical techniques you can use to understand your data better

Module 7: Data security

Learning objective: To assess the importance of data security for your business

  • Understand the three core principles of data and information security; confidentiality, integrity, and availability
  • Assess what good data security looks like in practice
  • Manage and measure the risks related to data security
  • Understand how to handle a data security breach
  • Evaluate the cost and damage to your business of getting data security wrong

Module 8: Data governance

Learning objective: To understand why good data governance is essential and how to accurately assess your own organisation’s current data capability on the Data Governance Maturity Model

  • Understand what data governance is and why it’s important to your organisation
  • Review the impact of inadequate data governance
  • Understand your organisation’s current data capability
  • Plot your position on the Data Governance Maturity Model and monitor your progress
  • Organise for successful data governance and data management
  • Develop and implement a successful data governance strategy
  • Appreciate the legal and regulatory regime which governs personal data, particularly the GDPR
study mode
Enjoy the flexibility of devising your own personalised study routine with your programme deadlines via a stream of online content run over 12 months. You will receive email support and 24/7 access to course materials. For more information call 020 8614 0277.
course info
Is this the right course for me?

The online Data Management course is ideal for professionals currently employed in commercial and public sector companies across all sectors, including professional services and not for profit. Equally agencies, consultancies and suppliers servicing their data management needs will benefit by enrolling staff.

Data professionals

Data professionals within client organisations, including database and data managers, data stewards, data analysts, data planners, data protection officers, data quality managers, data processing managers – all of whom advise, influence, co-ordinate, manage or direct data policies and processes.

Marketing professionals

Marketing professionals – client, agency or supplier side - who wholly or partly have responsibility for data collection, storage and use, and whose effectiveness is dependent on best practice data management. This includes managers and executives in marketing, direct marketing, digital marketing, CRM, e-commerce and customer insight.

How do I enrol?

You can submit your booking online, if you would like to discuss your application or have any questions please call us on 020 8614 0277.

Exams and assessments

In order to attain the Award in Data Management and use the honorifics you must successfully pass 1 online exam.

Excellent material and knowledge base. If you work closely with data in your job then this online Award programme is a must-have.

Dana Lapidot Award DM,
CRM Data Manager, Chelsea Football Club plc

why data?
Why the Award in Data Management?
  • Proof of your business’s professionalism: by putting your data management teams and data-driven marketers through the award, you’re proving your commitment to getting these business-critical processes right.
  • Commitment to staff development: in offering this qualification as part of your career development scheme, you can attract and retain key staff, building on your training investment.
  • Benchmark your practices: your staff will have the tools and knowledge to compare your performance against that of other com panies in your industry and learn current best practice.
  • Driving profitability: by formalising their skills, your data practitioners will drive process efficiency and effectiveness, leading to greater profitability.
  • Gaining insights: the Data Management Plan will encourage staff to focus on the key areas of investment which will deliver real benefits for your organisation.
  • Vital protection: ensure your business complies with the privacy, governance and compliance legislation.
  • Affordable training: from £595 this qualification offers great value for the individual, and further discounts for multiple enrolments means your training budget goes even further.
Why this qualification is so important to companies
  • Every business process requires data in some form, most of it personally-identifiable information. Managing that data in the right way delivers better performance, whether in marketing, sales or customer service.
  • However, the collection and use of personal data has increasingly become the focus of legislation, leading to new requirements and complexity in ensuring that organisations stay within the law.
  • Marketers are also increasingly using data from a wider range of sources from within the organisation (e.g. operations, logistics etc.) or from external sources (e.g. Facebook, data vendors etc.) to develop strategy and measure success.
  • Despite the increasing complexity of data management and the importance of data to successful marketing, there is no accepted qualification for those working in this field. The IDM Award in Data management addresses this and is certainly the first qualification of this type in the world.
  • Students with the qualification will not only help ensure your business maximises the return on its data assets but importantly protects it from the burdening legislation affecting data management.
Great inspiration to get into the world of tracking and analytics.

Dominika Dronska,
Digital Marketing, Manager Pure

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