Close

We use cookies to help enhance your experience and improve the functionality of our website.
For more details and help to manage your cookie options read our Privacy & Cookies information.

During your Postgraduate Diploma in Data-Driven Marketing with B2B, you will learn to:

  • Plan, implement and evaluate effective, integrated direct and digital marketing programmes and strategies
  • Plan and implement effective customer acquisition strategies along with engaging and rewarding customer retention strategies
  • Identify, obtain, analyse and apply customer insight to improve your marketing communications mix
  • Map, measure and influence the B2B customer experience and journey
  • Apply integrated marketing strategy and techniques to a B2B context
  • Test, measure and refine marketing programmes to achieve your business objectives and improve ROI

To download our IDM Prospectus for Professional Diplomas and Postgraduate Diplomas Click here


This course was previously called the Postgraduate Diploma in Direct & Digital Marketing (with B2B). The syllabus has been updated, and the new title reflects the changes and updates made. There have been no changes to the level or core learnings of this course.

Course availability 

start study mode location member non-member exam fee
Intensive Central London (W1W 8SS) £4125.00 £4125.00 £275.00
more info
book until 29 Oct 2018
venue DMA House, 70 Margaret Street
study periods 29 - 31 Oct
21 - 23 Jan
13 - 15 May
B2B dates: 14 - 15 Feb
exam dates June 2019
Part-time Central London (W1W 8SS) £4125.00 £4125.00 £275.00
more info
book until 8 Nov 2018
venue DMA House, 70 Margaret Street
study periods 8 Nov, 22 Nov, 6 Dec, 20 Dec, 17 Jan, 31 Jan, 12 Feb, 28 Feb, 14 March, 4 April, 25 April, 8 May
B2B dates: 14 - 15 Feb 2019
exam dates November 2019
Intensive Central London (W1W 8SS) £4125.00 £4125.00 £275.00
more info
book until 4 Feb 2019
venue DMA House, 70 Margaret Street
study periods 4 - 6 February
B2B dates: 14 - 15 Feb 2019
23 - 25 April
9 - 11 September
exam dates November 2019

NB: Prices above subject to VAT.

Course information

syllabus

This programme is the equivalent to a level 7 qualification or to master’s degree level and is made up of 10 modules.

Module 1: The contemporary data-driven marketing landscape
 
Learning objective: Understanding key drivers in the strategic planning and delivery of value through data-driven marketing

  • Marketing in the contemporary organisation, proving value
  • Key trends in data-driven marketing
  • The drive to accountable, real time marketing
  • Understanding and managing customer lifecycles and journeys
  • The pivotal role of insight from research, data and the database
  • Marketing the source of value delivering sales building brands 
  • The three main applications: acquiring new customers, customer development and retention
  • Forecasting techniques - how to anticipate consumer needs
  • Scenario planning, agent modelling, Delphi, quantitative techniques
 
 
Module 2: Building brand value
 
Learning objective: Understanding the role of marketing in building and sustaining long term brand value and how to reconcile the demands of short and long term value creation.
  • Building successful brand strategies
  • Brand development and evolution
  • From brand to position to proposition
  • How to build brand equity
  • Measuring brand performance
  • Brand engagement across touch points
  • Managing the brand in a multichannel environment
  • Brand activation
 
Module 3: Responsible marketing - trust, data, privacy, compliance and the law


Learning objective: Understanding the legal framework in which data-driven marketing operates and the relevant codes of practice
  • Overview of marketers’ legal obligations and customer rights
  • Responsible marketing
  • Vulnerable customers
  • Growing concerns about privacy and data protection
  • Creating effective privacy statements
  • The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code)
  • The GDPR and e - privacy
  • The UK Preference Services
 
 
Module 4: Managing and making sense of data and creating customer insight

Learning objective: The role and applications of marketing research, and the concept and practice of profiling, segmentation and targeting.
  • Building and maintaining your business’s intelligence assets
  • Turning data into insight, Big data, data-mining, analytics and modelling
  • Principal data analysis techniques: cluster analysis, regression analysis, CHAID, neural networks and social network analysis
  • The role and analysis of qualitative data
  • Profiling and segmentation – what your data is telling you
  • How marketing research integrates with big data
  • Customer insight – gaining a deep understanding of customer attitudes and motivation
  • Six types of research: market scaling, customer profiling, brand insights, channel profiling, customer preferences, performance management
  • Measuring customer engagement across channels
 
Module 5: Customer-centric strategic data-driven marketing planning

Learning objective: Setting realistic business and marketing objectives that flow into effective marketing strategies.
  • Internal barriers to planning and how to overcome them
  • Getting to C- suite -  linking corporate and marketing strategies
  • Creating a long-term customer-centric vision and mission
  • Using strategy to develop sustainable revenue and profit streams for the organisation
  • The main qualities and benefits of a sound strategic plan
  • Competitor benchmarking and positioning
  • Understanding the financial out-turn from strategic planning
  • Building an effective data-driven marketing strategy
  • Designing relevant value propositions for different customer segments
  • Key performance metrics and useful tools for building the budget
  • Measuring and improving your ROMI (return on marketing investment)
 
Module 6: Integrating data-driven marketing communications
 
Learning objective: Understanding multichannel marketing
Competencies developed:
  • Setting business objectives by value, volume and revenue
  • Balancing acquisition and retention objectives
  • The ten key elements of an effective acquisition campaign
  • The vital importance of testing
  • Concurrent and post campaign tracking and analysis
  • How to measure the business value of loyalty and customer values
  • CRM and eCRM applications and the role of data and technology
  • Developing customer engagement strategies
  • Marketing dashboards and scorecards
  • Net promoter scores and similar measures
  • Costing and budgeting customer retention programmes
 
Module 7: Managing innovation
 
Learning objective: Gaining a thorough understanding of the innovation process from briefing to delivery.
  • Idea generation
  • Managing innovation as a source of advantage
  • Working with and managing innovative and creative people
  • Creating experiences  - live events
  • Using customer insight to create compelling propositions
  • The role of planning and insight in innovation and creative strategy
  • Briefing and evaluation in data-driven communications
  • Developing powerful, relevant propositions
  • How to judge and evaluate creative work
  • Working with creative agencies
 
Module 8: Planning and implementing projects

Learning objective: Successful project management, the project planning process and the importance of risk assessment and management
  • Project management principles
  • Planning and implementing projects
  • Operational project  management
  • How to build, implement and measure a data-driven test programme
  • Integrated project planning tools
  • Risk assessment
  • Campaign management tools – project files, schedules, critical path analysis
  • Selecting, briefing and managing specialist suppliers
  • Testing and execution
  • The statistical basis of effective test strategies
  • What to test and testing methodologies
 
Module 9: Measurement, financial evaluation and metrics

Learning objective: Understanding the processes of data-driven communications metrics, KPIs and scorecards.
  • Understanding company accounts
  • Creating and presenting budgets
  • Cash flow, P and L and balance sheets
  • Key ratios and how to create them
  • Channel metrics – what you can measure
  • Efficiency and effectiveness metrics
  • Acquisition, conversion and retention KPIs
  • Building dashboards for different levels of management
  • Frequency and depth of reporting
  • Multichannel tracking and attribution
  
Module 10: Managing and leading the marketing function

Learning objective: Building personal skills and competencies to enable a move from management to leadership roles
 
Competencies developed:
  • From management to leadership
  • Negotiation persuasion and influence
  • Attracting and nurturing talent
  • Building a personal brand
  • Building a case though effective presentation
  • Creating a powerful pitch
  • Personal effectiveness and career planning, the role of mentoring and coaching
  • Managing crises
  • Working with agencies
  • Managing clients and suppliers
  • Performance drivers in diverse sectors
  • International issues

B2B Specialism Additional Modules
The syllabus for your new B2B specialism consists of two extra days of face-to-face tuition with industry experts: a masterclass in business marketing. Over the course of nine comprehensive modules you will be immersed in B2B theory and industry case-studies, with a strong emphasis on applying what you’ve learned from your existing Diploma studies to a B2B-specific context.

Programme: Day 1
Module 1: The B2B marketing landscape – now and the future
  • The B2B landscape: markets, media and buying behaviour
  • Our changing world: political, economic, societal, technology, environmental and legislative shifts impacting on b2b marketing; understanding disruptive forces from consumer demand to innovation in the world of work
  • New competitors and business transformation, what do you need to prepare for?
  • Business Brands that are leading the way
  • Data driven strategic thinking to ensure your tactics work

Module 2: Measurable marketing - learning from the best on and offline business campaigns
  • Using award winning b2b case studies, you will learn what leading companies are doing to increase their success in acquiring new customers and how you can focus on what will make a difference to your business
  • Focus on Measurable marketing – how and what to track off and online

Module 3: Marketing Operations
  • What do you need? Looking at the different resources required to support the different b2b routes to market and changing customer needs
  • E commerce, Self-serve, digital channels
  • Partner, reseller, distributor marketing
  • Multichannel v Integrated approach, why practice lags the theory
  • Benchmarking your business, measuring marketing impact and where to focus
  • Briefing and using suppliers, applying best practice

Module 4: How to align marketing to the business strategy and collaborate across the company for success
  • Getting buy in from the board
  • From stakeholder management to internal communications and marketing – what is it and how to do it
  • Understanding key areas for alignment: Sales/IT/Customer service and more
  • Talking the same language – applying key marketing definitions through the funnel
  • Who owns the lead? Setting Service Level Agreements with internal and external partners
  • Doing what matters to drive revenue: How to deliver sales ready leads

Module 5: Data - Customer, marketing and campaign insight in B2B
  • B2B data getting the basics right from quality to benchmarking
  • Understanding the data, you have, what you need and how to get it. From rapid addressing to progressive sign up
  • Using data to gain competitive advantage: the role B2B Customer Analytics: and data driven marketing to acquire profitable customers, upsell and cross and increase lifetime value
  • Account based marketing: what is it, why do it, where’s the value and why must it be data driven?

Programme Day 2
Module 6: Content marketing for engagement and driving successful results
  • What is it and why is it so important for B2B?
  • What is the proposition and have you got one?
  • From developing a content strategy to learning how to use macro themes
  • Content planning by segment, market, and product with templates to embed best practice through the funnel
  • Compelling content v Spam - Understand which media works best, for which messages, from video to direct mail, from copy for chatbots to the website new essentials whether mobile or voice search
  • Advocacy and word of mouth in b2b - Case studies to inspire
  • The role of the Brand, credibility and thought leadership, guide to key principles
  • Testing – the what, when and how to improve your campaigns

Module 7: Modern Marketing Tools from CRM to AI
  • Understanding the backbone tools of CRM and Marketing Automation and how to use them to improve the customer journey from lead to sale and beyond
  • Applying segmentation and targeting through the channel
  • Using tools and analytics to help you understand digital and offline touchpoints
  • Case studies of what works, when; from engagement to nurturing onto conversion using integrated marketing tools
  • What do customers want? Why it is more than just technology at the heart of driving amazing customer experience
  • What can go wrong? Taking the external view to fix what’s broken and understanding your compliance risks

Module 8: Advanced B2B email marketing
  • Planning the customer journey and using behavioural triggers to maximise response
  • Using email as a stepping stone to full marketing automation
  • Best practice and innovation from remarketing to increasing your open rates
  • Using dynamic content to improve your engagement
  • Joining the dots: ensuring your email marketing works with your other media
  • Applying an agile approach to improving results (test/learn/do)

Module 9: The B2B customer experience: Understanding online and multichannel behaviour to drive engagement
  • Where do you start? – setting the right KPIs
  • Enterprise, SMEs, understanding the decision making unit and leaving your assumptions behind to take the right approach
  • Human to Human, understand individual stakeholder needs and the power of emotion
  • How to use social media to listen. learn, engage and influence b2b buyers
  • Marketing to existing customers; what do you need to do differently to drive upsell/cross sell and retention?
study mode
Intensive – Central London
Part 1: 3 x 3 day face-to-face sessions which take place at the IDM offices in Central London. 

Part 2: 1 x 2 days of face-to-face tuition at the IDM offices in Central London.The exact location of our courses vary, so please make sure you check before attending.

 
 
 
Part-time - Central London
Part 1: 11 x 1 face-to-face evening classes (17.30-21.00) run once a fortnight for 11 weeks. The exact location of our courses vary, so please make sure you check before attending.  

Part 2: 1 x 2 days of face-to-face tuition at the IDM offices in Central London.The exact location of our courses vary, so please make sure you check before attending.  
Online
Part 1: 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.

Part 2: 1 x 2 days of face-to-face tuition at the IDM offices in Central London.The exact location of our courses vary, so please make sure you check before attending. 

Corporate training
This programme can be fully customised and delivered to your staff in-house. For more information visit theidm.com/corporate.

course info

To support your studies
 

Monthly live expert webinars covering hot topics such as Blockchain, AI, GDPR, Behavioural Economics and Predictive Analytics. Recordings will be available in your online learning account.
 
Every delegate has an online learning account which includes:

  • Modules on the key digital channels (Mobile, SEM, Social, Content, Affiliate, Display Advertising, Email Marketing)
  • Financial Analysis Module
  • World class DMA research, including the latest Consumer Attitudes to Privacy paper and annual email studies reflecting the attitudes of marketers and consumers.
  • Best practice guides from DMA councils on topics like social media, data, etc.
  • Case studies from DMA Awards winners going back to 2011.
  • Links to industry leading blogs, whitepapers and websites.
  • Access to the DMA Awards case studies, showcasing industry leading campaigns including IKEA, Honda and Paypal

Delegates are automatically enrolled as IDM members, giving access to events and a free Euromonitor subscription for the latest consumer research (worth £170 pa).
 

Exams and assessments
 
In order to attain the Postgraduate Diploma in Data-Driven Marketing with B2B you must successfully pass two assignments and one exam. You will also need to submit a professional practice report.
 
You will have six weeks to complete each assignment and three hours to complete the exam. You will have three weeks to complete the professional practice report.
 
Exams take place in March, June and December at over 3,500 venues around the world.
 

Pass marks and grades
 
Assignment marks are weighted. Assignment 1 is weighted at 40% and Assignment 2 is weighted at 60%.
 
To pass you will need a minimum of 45% in each assignment and exam to pass. You will also need to pass the professional practice report.
 
If one or both assignments don’t meet the minimum pass mark, your tutor will discuss this with you and may be considered by the Board of Examiners in conjunction with your exam results.
 
To obtain a CREDIT you must pass both papers and achieve an overall average of 60%. For a DISTINCTION you must pass both papers and achieve an overall average of 70%.

 

tutors

Matthew Housden F IDM, Principal Lecturer, University of Greenwich

Matthew has worked in marketing for nearly 30 years.

He is principal lecturer in the marketing group at the University of Greenwich, visiting professor at the Grenoble Graduate School of Business and visiting faculty at the University of Leeds Business School and Imperial College London. 

He is an experienced and successful consultant and trainer of marketing personnel and has worked with companies such as ABInbev, Barclays, DAC Beachcroft, Deloitte, DHL, London Business School, Royal Mail, Swiss Reinsurance and Wella.  

He is a director of Face Value Consulting and a trustee of Montage Theatre Arts, a charity supporting disadvantaged children in SE London. In 2015 Matthew was appointed as a trustee of the DM trust, a charity that aims to raise standards in the data driven and digital marketing industry. He is a member of the Institute of Direct and Digital Marketing (IDM) education council and a member of the qualifications advisory board.
His books include ‘Principles of Direct, Database and Digital Marketing’, FT Prentice Hall and ‘Direct and Digital Marketing in Practice’, A and C Black.

He is a senior consultant, tutor, examiner at the IDM. In 2015 was elected Honorary Life Fellow of the Institute of Direct and Digital Marketing. He has been a syllabus advisor to CAM and is a tutor and former examiner at the Chartered Institute of Marketing. He is a full certified member of the Market Research Society and a member of ESOMAR and the CIM. He is a Fellow of the Higher Education Academy and an IDM Lecturer of The Year

 

Lesley Tadgell-Foster F IDM, Managing Director, Shelfline Promotional Consultancy

Lesley works with a range of clients who need to find a bridge between the marketing department and legal. Her campaign planning experience has proved invaluable with clients who are seeking to maximise customer response and interaction.

For recent clients as diverse as ‘The Telegraph Group’ and AXA PPP Healthcare, she works with staff at all levels who need to re-think how they deliver communications programmes.

For a number of years she was an independent trainer for News International, The Daily Mail and Express Group.  She still has a soft spot for ‘ink on paper’, but is well familiar with the opportunities and constraints of maximising income and reader engagement online too.

Her speciality is helping clients deal with the challenges of creating marketing preferences that are brand relevant and develop customer trust, so that marketing messages are welcomed.  With her background in sales promotion, she also offers guidance on how best to deal with the ‘small print’ that helps the ‘Big Idea’ work in practice.

Lesley’s style is both informal and incisive, using real life 'best and worst' examples to help delegates think through the options for producing both digital and traditional media campaigns that win over customers, whilst staying on the right side of the law.

Shane Redding MA Cantab, F IDM, Managing Director, Think Direct

Shane is an independent consultant and runs her own business ‘Think Direct’. She has over 30 years’ international business to business and consumer direct & digital marketing experience and provides strategic advice and training to both end users and marketing suppliers.  Currently Shane is working with a number of companies who are implementing Marketing Automation to transform their businesses. In addition to her consultancy business, Shane also holds a number of non executive directorships and board advisory roles, and in 2015 was named Educator of the Year by the IDM.

testimonials
Excellent coverage of a potentially difficult subject. Tutor was happy to engage on all aspects.

Sean Hawkins,
Marketing Manager, Investment Funds Direct Ltd

Train Your Teams

Upskill your teams marketing capabilities with a tailored IDM training plan that suits your business

Enhance your career with the IDM

Your training partner in filling digital and direct marketing skills gaps, setting you apart as a doer

X
share on