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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
  • Ensure your data strategy respects current and forthcoming legislation
  • Build a secure data management culture that enables marketing innovation

Course availability 

Sorry, there are currently no bookable dates. Please check back later.

Course information


This qualification is made up of 10 modules. You will also be required to complete one online assessment.

Module 1: Defining Data and the Principles of Data Management

Learning objective: To introduce the key concepts of data management and the importance it has in facilitating marketing strategy today

  • How a ‘data literate’ culture delivers competitive advantage when it comes to marketing
  • Understand the importance of process in effective data management
  • Reviewing how to move towards a single view of the customer
  • Identifying key types of data
  • Conducting a data audit to establish data standards and limitations
  • Identifying gaps in the organisation’s needs for data

Module 2: Data that is 'Fit for Purpose'

Learning objective: To develop and implement a data quality strategy 

  • Understanding what data quality is
  • Assessing the impact of data quality problems
  • Identifying why poor data quality happens and how it can be improved
  • How a data quality improvement strategy can be developed and implemented

Module 3: Technologies for Managing and Exploiting Data

Learning objective: An introduction to the technologies employed to collect, hold and manage customer-related data, and how to exploit it for marketing

  • Planning a marketing technology project
  • Estimating ROI for new marketing systems
  • Understanding the technical requirements for data models
  • Planning and populating the database
  • Options for database building and management
  • Comparing the options for marketing applications
  • Reviewing the analytical tools available

Module 4: Combining data from different sources - Customer Data Integration (CDI) and Master Data Management (MDM)

Learning objective: To explore the roles and processes involved in CDI and MDM and the significance they hold to your organisation

  • Understand the role that CDI and MDM play in effective data management
  • Understand the processes that drive effective data integration
  • Appreciate why CDI and MDM strategies must be embedded within the organisation
  • Recognise different types of ‘master data’
  • Understand how to manage new data sources
  • Have an appreciation of best practice data integration and management
  • Evaluate the different options for driving effective CDI in your organisation

Module 5: Turning Data into Knowledge

Learning objective: Learning objective: Realising and maximising the value of data to support marketing strategy

  • Recognising different types of data (internal and external) that support analytical processes, including data profiling
  • How to ensure the data analysis projects are well managed
  • Applying the analytical methods, tools and models to understand the value of customers
  • How to communicate the outputs from analysis projects

Module 6: The Impact of Legislation, Regulation and Ethics on Data Management

Learning objective: To understand the legal obligations required of a data manager

  • Appreciate the legal and regulatory regime which governs personal data
  • Understand how international rules affect UK data processing
  • Review trends in consumer attitudes to data collection and the importance of gaining consumer trust in the ‘data value exchange'
  • Learn how to maximise marketing permissions when collecting data and why good permission management matters
  • Understand why respect for privacy affects the bottom line and how to develop effective privacy policies and assess risk
  • Self-regulation of data management and why it makes business sense

Module 7: Keeping data secure

Learning objective: To recognise good data security from bad and provide a sound basis on which to obtain more expert knowledge of data security technologies and practices

  • A grasp of data security and its associated risks
  • What good information security looks like
  • Understand data security standards
  • How to implement a risk assessment methodology
  • Managerial and technical controls for mitigating data security risks
  • What to do in the event of a data security breach

Module 8: Developing a data governance strategy

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

Module 9: Building a Compelling Business Case for Investing in Data

Learning objective: How to persuade your organisation to make the necessary investment into your Data Management Plan (DMP)

  • Identify the financial implications for your business of correct, appropriate and safe utilisation of data as well as the negative consequences of poor practice
  • Begin to construct and plan the dissemination of a persuasive business case promoting investment in your Data Management Plan (DMP)

The Data Management Plan (optional module)

Learning objective: This optional module will help you develop and finalise your own tailored Data Management Plan (DMP)

  • Identifying the key points to be included within a best practice plan for managing data
  • Applying what you have learned to real life business situations
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.


For multiple enrolments we offer the following discounts:

  • 5-9 places: 5% discount
  • 10-19 places: 10% discount
  • 20+ places: 20% discount
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 £445 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 course – I came away with a list of practical things I can implement back in the office.

Fiona Auty,
Head of Communications, National Physical Laboratory

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