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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

Course availability 

start study mode location member non-member exam fee
Intensive DMA House (W1W 8SS) £4125.00 £4125.00 £225.00
more info
book until 10 May 2017
venue 70 Margaret Street, London
study periods 10 - 12 May 2017 B2B course dates: 28 - 29 September 2017
17 - 19 July 2017
13 - 15 November 2017
exam dates 4 - 6 December 2017
Part-time DMA House (W1W 8SS) £4125.00 £4125.00 £225.00
more info
book until 13 Jul 2017
venue 70 Margaret Street, London
study periods 13 July, 7 September, 21 September, 5 October, 19 October, 2 November, 16 November, 30 November, 14 December, 18 January, 1 February, 15 February B2B course dates: 28-29 September 2017
exam dates 18 - 20 June 2018
Intensive DMA House (W1W 8SS) £4125.00 £4125.00 £225.00
more info
book until 18 Sep 2017
venue 70 Margaret Street, London
study periods 18 - 20 September 2017 B2B course dates: 22 - 23 March 2018
15 - 17 January 2018
16 - 18 April 2018
exam dates 18 - 20 June 2018
Intensive DMA House (W1W 8SS) £4125.00 £4125.00 £225.00
more info
book until 5 Mar 2018
venue 70 Margaret Street, London
study periods 5 - 7 March 2018 B2B course dates: tbc September 2018
18 - 20 June 2018
8 - 10 October 2018
exam dates 3 - 5 December 2018

NB: Prices above subject to VAT.

Course information


The first part of your qualification is made up of 10 modules covering every important aspect of direct and digital marketing. You probably already have a sound appreciation of the principles and are now looking to gain a more strategic understanding of the scope and potential of integrated on and offline marketing.

The second part of the syllabus consists of two extra days of face-to-face tuition in B2B specific marketing taking place as an intensive course in Teddington.

As well as the classroom based learning, you will also be required to complete two individual assignments and sit three exams, one of which will be B2B focused.

Module 1: The New Discipline of Direct and Digital Marketing

Learning objective: Understanding how and why direct and digital is at the heart of modern marketing strategy and the underpinning principles and concepts.

  • The three main applications - acquiring new customers, customer development and customer retention
  • The ten key differences in digital marketing
  • Pareto’s Principle – the importance of focusing on the right customers
  • The four key principles of direct and digital: Targeting, interaction, control and continuity (TICC)
  • The impact of digital marketing - how it leads to fully accountable, real time marketing
  • Understanding customer behaviour - in online, offline and multi-channel situations
  • From relationship marketing to Customer Relationship Management (CRM) and beyond
  • Understanding and managing customer lifecycles and journeys
  • Managing customer touchpoints in a multi-channel environment
  • The pivotal role of data and the database – why data underpins all successful direct and digital marketing strategies
  • Developing a sound data strategy – importance of data quality and maintenance
  • Understanding ‘Big Data’ and its main applications
  • Customer segmentation, customer value management and eCRM

Module 2: Creating Customer Insight

Learning objective: The role and applications of marketing research, and the concept and practice of profiling, segmentation and targeting.

  • How market research helps us understand brand perception, brand identity and values
  • Building and maintaining your business’s intelligence assets
  • 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
  • Identifying and understanding the value of secondary data (internal and external) before gathering primary data
  • Designing and implementing online and offline research programmes
  • Data-mining, analysis and modelling
  • Principal data analysis techniques - cluster analysis, regression analysis, CHAID, neural networks and social network analysis
  • Volunteered versus behavioural data
  • Profiling and segmentation - what your data is telling you
  • The main segmentation systems in B2C and B2B
  • Using external geodemographic, lifestyle and B2B targeting methods
  • Why B2B targeting is more complex

Module 3: Customer-Centric Strategic Planning

Learning objective: Setting realistic business and marketing objectives that flow into effective marketing strategies.

  • Creating a long-term customer-centric vision and mission
  • What makes a brilliant direct and digital strategic plan?
  • Key criteria for setting realistic objectives
  • The main qualities and benefits of a sound strategic plan
  • The vital importance of careful situational analysis
  • Strategic choices: Identification and selection
  • Implementing and evaluating your strategy
  • Building an effective Integration Communications Strategy (IMC)
  • Designing relevant value propositions for different customer segments
  • Key performance metrics and useful tools for building the budget
  • Customer Lifetime Value Analysis (LTV) and how it aids strategic planning
  • Measuring and improving your ROMI (Return on Marketing Investment)

Module 4: Integrating Multichannel Marketing Communications

Learning objective: Understanding multichannel marketing – how customer behaviour, brands and integrated marketing communications relate to each other.

  • Brand response advertising and optimising integration
  • The four C’s of integrated communications
  • Integrated Marketing Communications (IMC) in action - developing new communication strategies
  • Establishing integrated communications objectives and media strategies
  • Key considerations in integrating offline and online media
  • Using digital media for customer acquisition, engagement, conversion and retention
  • Key digital applications: SEM (Search Engine Marketing); paid search (PPC or pay-per-click); online PR; blogging; newsfeeds, and social networks
  • Partner marketing (affiliate marketing and sponsorship)
  • Online banner advertising
  • Email and word of mouth (WOM)
  • Content, video and viral marketing
  • The mobile web - text, apps and M-sites
  • Multi-screen marketing: TV, laptops, tablets and smartphones
  • Planning, negotiating and buying offline and online media
  • Media neutral planning
  • Evaluating multi-channel media campaigns

Module 5: Winning New Customers

Learning objective: Planning ROI driven customer acquisition campaigns and key metrics.

  • Setting business objectives by value, volume and revenue
  • Balancing acquisition and retention objectives
  • Marketing costs and campaign measurement metrics at the strategic level
  • Understanding customer buying cycles
  • Using customer insight to optimise acquisition campaigns
  • The ten key elements of an effective acquisition campaign
  • The vital importance of testing
  • 'Drive to web’ strategies and effective approaches to conversion and data capture
  • How B2B acquisition differs
  • Concurrent and post campaign tracking and analysis

Module 6: Engaging and Developing Customers

Learning objective: Organising and implementing customer loyalty programmes and setting KPIs to measure effectiveness.

  • What is customer loyalty?
  • The business value of loyalty and customer values
  • Understanding customer journeys, loyalty drivers and customer 'DNA’
  • The three types of customer bonds
  • CRM applications and the role of data and technology
  • Automating contact strategies throughout the customer lifecycle: welcome, cross-sell, up-sell, preventing defection and win-back
  • Marketing dashboards and scorecards
  • Net promoter scores and similar measures
  • Segmenting by customer value to create differentiated service propositions
  • Permission marketing, personalisation and online self-service
  • Using real time data to personalise website and contact centre interactions
  • Key analytical techniques to measure customer programmes

Module 7: On and Offline Creative Strategies

Learning objective: Gaining a thorough understanding of the creative process from proposition to promotional delivery.

  • How to recognise great creative ideas
  • Brand response - building brands and getting response simultaneously
  • Understanding positioning
  • How creative works offline and online
  • Briefing and evaluation in multi-channel executions
  • What makes a great creative brief, and why the brief is so important
  • AIDCA: Gaining attention; building interest; creating desire; convincing the prospect and encouraging response
  • Developing powerful, relevant propositions
  • Where and how personalisation is effective
  • Producing offline creative (mail, print, broadcast etc.)
  • Producing online creative (banners, PPC, email, mobile, website)
  • How to judge and evaluate creative work
  • Examples of great work

Module 8: Planning and Implementing Campaigns

Learning objective: The campaign planning process and the importance of continuous testing.

  • Planning and implementing integrated marketing communications campaigns?
  • Operational campaign management – translating strategies into effective executions
  • How to build, implement and measure a multi-channel test programme
  • Integrated marketing planning tools
  • Campaign management tools - project files; schedules and critical path analysis using PERT and GANTT charts
  • Selecting, briefing and managing specialist suppliers
  • Contact centres – outsourcing, offshoring, technology issues, eService
  • The contact centre and its crucial role in customer service

Module 9: Measurement, Evaluation and Metrics

Learning objective: Understanding the processes of multichannel metrics, KPIs and scorecards.

  • Channel metrics - what you can measure offline and online
  • Offline metrics - print, mail, TV etc.
  • Online metrics - SEM, PPC, email, mobile and more
  • Website analytics - clicks, visits, navigation and more
  • Campaign metrics and customer metrics
  • Efficiency and effectiveness metrics
  • Measuring the on/offline media multiplier effect
  • Acquisition, conversion and retention KPIs
  • Building dashboards for different levels of management
  • Frequency and depth of reporting
  • Multi-channel tracking and attribution

Module 10: Privacy, Compliance and the Law

Learning objective: Understanding the legal framework in which direct and digital marketing operates and the relevant codes of practice.

  • Overview of marketers’ legal obligations and customer rights
  • Growing concerns about privacy and data protection
  • The UK Code of Non-Broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code)
  • The UK Data Protection Act and EU Directives
  • The EU ‘Cookie Law’ (e-Privacy Directive)
  • The UK Preference Services

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 in the future, are you ready?

  • The B2B landscape: markets, media and buying behaviour
  • The blurred world of work and home and why it matters
  • New competitors and disruptive forces in business
  • 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 case studies you will learn what leading companies are doing to increase their success and how you can focus on what will make a difference to your business.

  • Plus: measurable marketing – how to track what matters
  • Briefing for success - marketing’s input into a RFP (Request For Proposal)

Module 3: The B2B Journey - what it is and how to map it for successful results

  • The customer journey: What it is, and how to map it for successful results
  • Customer experience: Where do you start?
  • How and what to measure: Setting KPIs and using tools
  • Common problems, understanding where it all goes wrong and how to put it right
  • Top tips for spotting compliance risks
  • Mapping your customer journey

Module 4: How To Align Marketing to the Business Strategy and get the Sales Team onside

  • Get buy in from the board
  • Use sales and marketing tools to help align your organisation
  • Understand who owns the lead, and setting Service Level Agreements
  • Deliver sales ready leads

Module 5: Customer, Marketing and Campaign Insights in B2B

  • Customer Analytics and data driven marketing
  • Database profiling and segmentation: What is it and how to do it?
  • Advanced B2B customer value segmentation and behavioural targeting metrics through to campaign results, you will learn how to focus on what matters

Module 6: Content Marketing for Engagement and Driving Successful Results

  • What content marketing is and why it is so important for B2B
  • Learn top copy tips for improving your B2B organic search through to writing compelling thought leadership to engage your customers on social media
  • Understand which media works best for which messages, from video to direct mail

Programme Day 2

Module 7: Case study: RBI on Marketing Automation Implementation

  • Marketing automation from lead to sale, understanding marketing through the channel, understanding what works, when; from engagement to nurturing onto conversion using integrated media and marketing automation
  • What it could look like: planning the customer journey and mapping campaign architecture for improving ROI and implementing marketing automation successfully
Exercise: Apply the learning’s to your own customer journey

Module 8: Advanced B2B Email Marketing

  • Planning the customer journey and using behavioural triggers to maximise response
  • Best practice and innovation from remarketing to increasing your open rates
  • Using conditional content to improve your engagement
  • Joining the dots: ensuring your email marketing works with your other media

Module 9: The B2B Customer Experience

  • Where do you start? The art of setting KPIs
  • How and what to measure
  • Common problems, understanding where problems occur and how to solve them
  • Top tips for spotting compliance risks

Exam preparation and revision tips

Briefing on the examination and how to approach self-study and revision

study mode
Intensive – Central London
Part 1: 2 x 3 and 1 x 4 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.

Day-release - Central London
Part 1: 10 x 1 day face-to-face sessions which take place 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: Afternoon/evening classes (16.30-21.00) run once a fortnight for 15 weeks 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 1: 10 modules delivered via a stream of online content run over 12 months. Supported by offline reading, online research and interactive exercises, you’ll receive 24/7 access to course materials, personal tutor email support and engage with fellow students worldwide.

Part 2: 2 days of face-to-face tuition at the IDM offices in Central London. 

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

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.

Study resources

As part of your studies you will receive complimentary IDM membership which allows 24/7 access to digital and direct marketing resources. In addition to this, you'll receive a comprehensive study package with practitioner-written study notes, carefully selected texts, presentations, reading lists and supporting online documentation.

You will also receive complimantory copies of useful DMA Guides written by the marketing doers covering areas such as data, social media and email marketing.

You will receive the following textbook:

Understanding Digital Marketing: Marketing strategies for engaging the digital generation (3rd Edition) (Damian Ryan)

This authoritative title demonstrates how to harness the power of digital media and use it to achieve the utmost success in business, now and in the future. It looks at the world of digital marketing: how it got started, how it got to where it is today, and where the thought leaders in the industry believe it is headed in the future.

Exams and assessments

In order to attain the Postgraduate Diploma in Direct and Digital Marketing with B2B and use the honorifics you must successfully pass 2 assignments and 3 exams (one of which will be B2B specific).

You will have 7 weeks to complete each assignment and 3 hours to complete each exam.

Exams take place in June and December at regional venues.

Pass marks and grades

To pass this programme you will need a minimum mark of 45% in each assignment and exam to pass. In the event that the minimum pass mark is not met for the examinations, you will have the opportunity to re-sit at a later date.

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 to obtain a CREDIT you must achieve the following:

  • 60% or more in 2 out of 3 exams, plus
  • An overall average of grade of 60% or more

For a DISTINCTION, the same applies, but with 70%

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


Matthew Housden F IDM, Principal Lecturer, University of Greenwich

Matthew lectures on a number of courses including the International Marketing BA, MA and MBA, the Marketing Research MA and the Direct Marketing BA, MA and MBA. Matthew’s academic research covers Marketing Research, Digital Marketing and Interactive and Relationship Marketing. His output includes 8 publications and regular contributions to specialist publications.

Outside of the university, Matthew has worked as a moderator for the Chartered Institute of Marketing in International Marketing Strategy and has been involved with The IDM as a course tutor for a number of years.

Matthew is also the Director of Face Value Consulting and Professionals in Ltd., and has over 25 years of professional experience in marketing. His consultancy and training clients include GUS, Barclays, Royal Mail, Swiss Reinsurance, Miller Freeman, PepsiCo, United Biscuits and Guinness.

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.

The course is always of high quality and the presentations and support is great. Thank you so much for this fantastic course - I will recommend it!

Sophie Witteeveen Dip DigM,
Publisher, IFD

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