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You will learn to:

  • Build the case for mobile marketing
  • Understand the mobile customer
  • Plan and buy mobile media
  • Use data and insight to monitor and measure the success of mobile marketing campaigns
  • Adhere to current and proposed UK regulations/laws
  • Create an effective mobile marketing strategy based on the role mobile plays in the path to purchase

Course availability 

Sorry, there are currently no bookable dates online. Please get in touch for more information. Call us on 020 8614 0277 or email on

Course information


In order to successfully qualify with the IDM Award in Mobile Marketing, participants will be required to complete the following 12 modules and to pass one 2 hour exam.

Module 1: Why Mobile Marketing?

  • Building the case for mobile, understanding the key drivers and barriers

Module 2: What Is Mobile Marketing?

  • Definitions and explanations of the key technologies and solutions used in mobile marketing
  • The 10 mobile media paths defined
  • Evolution of mobile devices and the effect on marketing
  • Evolution of marketing and the role that mobile is playing

Module 3: Where Does Mobile Fit?

  • Places mobile in the context of the marketing mix and then shows the role that mobile plays throughout the path to purchase. Explore the role of mobile in each of the following ways: Mobile Search
  • Activating traditional media
  • Mobile advertising
  • Mobile Coupons & vouchers
  • Engagement in and out of the retail environment
  • Purchase
  • Promotional marketing via mobile
  • Service delivery Via mobile
  • Mobile Loyalty & mCRM

Module 4: Who is the Mobile Consumer?

  • An explanation of the different behaviours of consumers using the mobile channel, how to get this data and what to do with the insight
  • Common observable behavioural traits of mobile consumers

Module 5: Big Data

  • Understanding contextual relevance

Module 6: Privacy & Regulation

  • Understanding current and proposed UK regulations other laws affecting mobile marketing

Module 7: How To Make Mobile Marketing Happen Delivering A Messaging Campaign

  • Planning & buying mobile media
  • Launching & promoting an app
  • Designing a mobile website

Module 8: Measurement and analytics

  • How to use data and insight to plan and then monitor and measure the success of mobile marketing campaigns
  • Present ways of measuring success
  • Mobile media attribution

Module 9: Challenges and barriers

  • How to overcome the obstacles in using mobile marketing
  • Common challenges and potential solutions

Module 10: Who to work with

  • An overview of the mobile marketing eco-system and how each part works

Module 11: Mobile Marketing Strategy

  • How do you create a strategy for mobile?
  • Three approaches

Module 12: Additional resources

  • Where to go to get more data, insight and information
study mode
Intensive – Teddington, SW London
1 x 2 day face-to-face sessions which take place at the IDM offices in Teddington, SW London.
course info

You can enrol directly via the IDM website

If you would like to discuss your enrolment or have any questions please call us on 020 8614 0277.

Exams and Assessments

In order to attain the Award in Mobile Marketing and use the honorifics Award MobM you must successfully pass 2 online one hour exams.

Pass marks and Grades

To pass this programme you will need a minimum of 60% in the assignment and exam.  In the event that the minimum pass mark is not met you will have the opportunity to resit at a later date.

View the full list of frequently asked questions about IDM qualifications »


Paul Berney, CEO and Founder, mCordis

Paul Berney is the CEO and Founder of mCordis with almost 10 years of experience in mobile marketing. He has been teaching mobile marketing courses in London for a number of years.

As Chief Marketing Officer & Managing Director of the EMEA branch of the Mobile Marketing Association (MMA), Paul led the MMA’s global marketing efforts and more specifically the activities involving more than 150 member companies in EMEA.

He has over 25 years’ experience in a wide variety of sales, marketing, business development and commercial roles spanning several different industries and market sectors including automotive, printing, internet development and management consultancy.

Paul has been a speaker at over 250 mobile events, in 37 countries to a combined audience of over 40,000 people. In 2012 he was recognised as the leading speaker on mobile marketing worldwide by C-Squared.

He is a Business Leader in The Marketing Society, writing regularly for their blog, a Fellow of the Institute of Direct & Digital Marketing (IDM), a Member of the Chartered Institute of Marketing and a mentor in the Marketing Academy. He is a judge of the annual European Loyalty Awards, the Card & Payments Awards and the Mobile Innovation

He was recently invited to join the editorial Board of the IDM and was voted one of the Top 50 influencers in mobile marketing in the UK by The Drum magazine 2013.

Paul Berney was incredibly knowledgeable and skilled at educating. The course was a perfect combination of high level ideas, case studies and hands-on learning.

Noreen McCaffrey Award MobM,
Head of Marketing, Somo Ltd

This course should be compulsory for anyone involved with digital marketing - brilliant stuff

Sue Harris,
Director, Knowledgebase

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