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During your qualification in digital marketing, you will learn to:

  • Understand the roles and benefits of each digital marketing channel, and how they combine to deliver a successful integrated campaign
  • Research, plan, implement, test and measure digital marketing campaigns
  • Confidently plan an integrated marketing strategy for both B2C and B2B marketing 
  • Brief and evaluate the work of external suppliers
  • Identify and analyse critical success factors for digital marketing 

Course availability 

start study mode location member non-member exam fee
Online Online £595.00 £595.00 £0.00
more info
book until 31 Jul 2017
Online Online £595.00 £595.00 £0.00
more info
book until 31 Aug 2017
Online Online £595.00 £595.00 £0.00
more info
book until 30 Sep 2017

NB: Prices above subject to VAT.

Course information


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

Module 1: Overview of digital marketing

  • The origins of digital marketing, and how it has evolved in response to economic, commercial and technological change
  • The principal digital channels available to marketers, and how they are used today
  • The role of digital marketing and the Online Value Proposition (OVP)

Module 2: Digital marketing channels – outbound

  • The difference between inbound and outbound marketing channels
  • Maximising reach with outbound
  • An understanding of the key digital channels; cold email, display advertising, paid search, affiliate marketing and social advertising

Module 3: Digital marketing channels – inbound

  • How to prioritise your inbound channels
  • Maximising engagement with inbound channels
  • An understanding of the key inbound channels; blogs, podcasts, social media, content marketing and natural search

Module 4: The role of the website

  • What is User-Centred Design (UCD)?
  • Key website design principles and guidelines
  • Key website metrics

Module 5: The role of data in digital marketing

  • Identify what data you need
  • Recognise the different types of data (internal and external)
  • Understanding and using profiling
  • Targeting through the use of segmentation and personas

Module 6: Digital marketing planning

  • Understanding the key stages of developing a digital marketing plan
  • Setting SMART objectives
  • Digital campaign management and evaluation

Module 7: Testing in digital

  • Understanding what elements of a campaign can be tested
  • Understanding the basic statistics of testing
  • Developing a test programme for your digital marketing campaign

Module 8: Digital creative

  • Understanding the importance of a good digital creative brief
  • How to write a good digital creative brief
  • Understanding how to evaluate digital creative work

Module 9: Data protection, permission and regulation (relating to digital marketing)

  • How legal frameworks affect digital marketing practice
  • Data protection and privacy legislation (including PECR and GDPR)
  • ASA codes and preference services
study mode

Enjoy the flexibility of devising your own personalised study routine with your programme deadlines via a stream of online content run over 3 months. You will receive email support and 24/7 access to course materials. For more information call 020 8614 0277

I was so impressed and got so much out of my first IDM diploma that straight away I signed up for the digital qualification. I've found that the programmes offered by the IDM have stretched my thinking, grown my knowledge and given me confidence to make...

Graham Smith PG Dip IDM B2B,
Account Manager, Rainey Kelly Campbell Roalfe / Y&R

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