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During your Postgraduate Qualification in Digital, you will learn to:

  • Review the effectiveness of digital marketing for a business
  • Set goals and define a vision for how integrating digital technologies will align with business goals
  • Make strategic recommendations to grow the business
  • Create a budget, roadmap and integrated communications plans to implement the strategy
  • Define approaches to testing and optimising digital marketing

Want to specialise in B2B? Take a look at our Postgraduate Diploma in Digital Marketing with B2B.

Course availability

start study mode location member non-member exam fee
Online Online £3175.00 £3175.00 £225.00
more info
book until 30 Jan 2017
Intensive London (W1W 8SS) £3175.00 £3175.00 £225.00
more info
book until 1 Feb 2017
venue DMA House, 70 Margaret Street
study periods 1 - 3 February 2017
22 - 24 May 2017
11 - 14 September 2017
exam dates 4 - 6 December 2017
Day release Central London £3175.00 £3175.00 £225.00
more info
book until 8 Feb 2017
venue tbc
study periods 15 Feb, 8 Mar, 29 Mar, 19 Apr, 10 May, 7 June, 5 July, 13 Sept, 4 Oct
exam dates 4 - 6 Dec 2017
Part-time DMA House (W1W 8SS) £3175.00 £3175.00 £225.00
more info
book until 1 Mar 2017
venue 70 Margaret Street
study periods 01 Mar, 15 Mar, 06 Apr, 19 Apr, 03 May, 18 May, 07 June, 21 June, 05 July, 19 July, 06 Sept, 20 Sept
exam dates 04 - 06 Dec 2017
Online Online £3175.00 £3175.00 £225.00
more info
book until 31 Oct 2017

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. You will also be required to complete two individual assignments and sit three exams.

Module 1: The digital enterprise and planning

Learning objective: To assess the relevance of digital marketing to an organisation and its markets.

  • Understand the business challenges digital marketing will create
  • Define a structured approach to planning for digital marketing
  • Creating a digital marketing plan
  • Objective setting
  • Targeting strategy
  • Creative offer and messaging
  • Timing and integration issues
  • Media planning and selection
  • Budgeting

Module 2: Understanding the online marketplace

Learning objective: Understand approaches for evaluating an organisation's online marketplace to help develop digital marketing strategy.

  • Tools and metrics for assessing the online marketplace
  • Evaluating customer characteristics, behaviour and preferences
  • Engaging customers through social networks and communities
  • Intermediary assessment and partner management
  • Introduction to competitor benchmarking

Module 3: Digital marketing strategy

Learning objective: To review different types of objectives, strategies and tactics related to digital marketing planning.

  • Introduction to objectives and digital marketing planning activities
  • Goal-setting for digital marketing plans
  • Strategy formulation for customer acquisition, conversion and development
  • Applying segmentation, targeting and positioning in an online context
  • Implementation, monitoring and control
  • Business and revenue models for digital channels

Module 4: Financial analysis and performance development

Learning objective: To evaluate the cost-effectiveness of digital marketing initiatives and their performance in relation to other marketing channels.

  • Principles of budgeting for digital marketing
  • Accounting definitions made easy
  • Performance measurement systems for digital marketing
  • Annual budgeting for digital marketing
  • Campaign budgeting for digital marketing
  • Modelling customer lifetime value
  • Metrics frameworks for assessing the effectiveness of digital marketing
  • Reviewing the contribution of web analytics
  • Structured improvement through A/B and multivariate testing

Module 5: Digital and brand experience

Learning objective: Assess opportunities for digital marketing to redefine brand value.

  • Measuring and improving online customer engagement
  • Voice of customer and Net Promoter Score evaluation
  • Engaging customers using social networks and communities
  • Developing a powerful online value proposition
  • Extended product options and online pricing strategies
  • Evaluating and improving online customer experiences
  • Developing immersive brand experiences and branded utilities

Module 6: Gaining customer knowledge and insight

Learning objective: To enhance customer insights to improve digital marketing effectiveness.

  • Using information sources and tools to understand the digital customer
  • Using web analytics to improve customer knowledge
  • Online profiling and segmentation options in B2C and B2B marketing
  • Devising a customer data strategy for digital marketing
  • Options for integrating different data sources
  • Evaluating the attribution of multi-touchpoint journeys in acquisition and retention
  • Principles of customer value management and maximising customer equity

Module 7: Developing relevant customer communications using CRM

Learning Objective: To evaluate and improve the relevance of customer communications through CRM systems.

  • Assessing current outbound customer communications
  • Permission marketing and customer communication preferences
  • Making the business case for improved contact and personalisation strategies
  • Conducting a CRM technology and customer data audit
  • Creating an integrated contact strategy for customer development
  • Analysing a RFM (Recency, Frequency, Monetary) value of customer interaction
  • Reviewing targeting options for web and email based personalisation
  • Integrating mobile marketing into contact strategies

Module 8: Managing integrated marketing communications

Learning objective: To understand how to integrate digital marketing objectives into the overall marketing communications plan.

  • An introduction to integrated marketing communications
  • Definition of channels and media
  • The media-neutral approach to planning
  • Integrated marketing planning tools
  • Creating an integrated communications plan and budget
  • Exploiting the ‘halo effect’ of display advertising
  • Integrating search marketing (SEO and SEM) and affiliate marketing into campaigns
  • Leveraging word-of-mouth, viral and social media marketing
  • Reviewing options using mobile marketing for brand engagement
  • Evaluating individual channel performance within the communications mix

Module 9: Digital marketing optimisation

Learning objective: Assess the options for optimising marketing activities.

  • Setting goals for digital marketing campaigns
  • Evaluating methods for tracking the effectiveness of digital campaigns
  • Assigning budgets for digital campaigns
  • Selecting relevant digital media channels
  • Reviewing targeting approaches
  • Reviewing creative and messaging approaches

Module 10: Digital channel management

Learning objective: Understanding approaches to manage change in people, process, and technology resources needed for integration of digital marketing within an organisation.

  • Challenges of integrating digital marketing into an organisation
  • Reviewing the capability maturity of digital channels
  • Supplier selection and outsourcing for digital marketing
  • The laws and codes covering digital marketing

Module 11: The future landscape

Learning objective: Exploring the digital future and looking at trends shaping how technology will be used.

  • Predicting the future of digital marketing
  • Identifying the significant trends
  • Your part in the future
study mode

Intensive – Central London
3 x 3 day face-to-face sessions which take place 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
9 x 1 day face-to-face sessions which take place in Central London. The exact location of our courses vary, so please make sure you check before attending. 

Part-time - Central London
12 x 1 face-to-face sessions. Afternoon/evening classes (16.30-21.00) run once a fortnight for 15 weeks. The exact location of our courses vary, so please make sure you check before attending.  

Online
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

How do I enrol?

You can enrol directly via the IDM website www.theidm.com.  If you would like to discuss your enrolment or have any questions please call us on 020 8614 0277.

When is the closing date for enrolling on the course?

For all face-to-face courses we will take enrolments up to 1 week before the course comments.  The online programme can be joined up to 1 month after the start date, however it is down to the individual to catch up on the modules already passed.

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.

Postgradute Diploma students will also receive a copy of:

Understanding Digital Marketing: Marketing strategies for engaging the digital generation (4th 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 Digital Marketing and use the honorifics you must successfully pass 2 assignments and 3 exams.

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.  Assignment marks are weighted with Assignment 1 receiving 40% of achieved mark and Assignment 2 receiving 60% of achieved mark. 

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 the above applies but you must achieve an overall average of 60% and a DISTINCTION an overall average of 70%. 

 

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

tutors

Mike Berry Dip DM, F IDM , Consultant

Mike stared his career at Procter & Gamble. He then went agency-side with roles at EHS Brann (Havas Helia), Wunderman (Director), Bozell/ FCB Inferno (Senior VP) and Head of Digital for EMEA at Jack Morton (Interpublic’s experiential agency network). He has worked with many of the world’s leading brands including Coca-Cola, Google, Ford, McDonald’s, GSK, Allianz, British Airways, Honda, Xerox and Marriott.

These days he’s a digital consultant, trainer and academic (Adjunct Professor at Hult Business School, Digital Course Leader at Imperial College London and Visiting Lecturer at Kingston University). He is the author/ co-author of 3 books including The Best Of Global Digital Marketing Storybook 1 and 2. Mike is a Fellow of the IDM and Course Tutor on the IDM Postgraduate and Professional Diplomas.

Mike O’Brien F IDM, Jam Partnership

Mike O’Brien is one of the busiest practitioners in marketing. He is the CEO of Jam Partnership, a digital strategy, innovation and training consultancy. He is the CIO of OSKAV, the leading brand of designer 3D eyewear. He is also CVO of CYBORGg, a group of digital companies dedicated to the development of marketing automation across all communications channels. Mike has worked in the brand, direct and digital sectors for close to 40 years. He has contributed to books on digital marketing by Dave Chaffey and PR Smith. He is a keynote speaker at conferences on a wide range of marketing and business development subjects. He runs a popular digital marketing blog, is a Tutor on IDM courses and proud to be a Fellow of the IDM. 

Beverly Barker F IDM, FHEA, Partner, Business Solutions

Beverly Barker, F IDM, FHEA, is a leading trainer and consultant is digital and direct marketing, with extensive experience in communications and media planning. Beverly’s industry background extends over 30 years, including 10 years at Carat as a Board Director and Head of Direct and Digital.

Beverly is now a partner in Business Solutions, Lecturer with Bournmouth University’s prestigious Media School and Tutor for the IDM. She combines academia with her role as a Digital Consultant, providing  strategic  insight  to both UK and International clients in customer journey analysis in planning media, content and proposition development and all aspects of integrated communications planning.

Her particular interests include planning, delivering and measuring campaign effectiveness, including attribution modelling, which is the subject of her ongoing PhD.  Beverly was recently awarded the prestigious IDM Educator of the Year Award for her exceptional contribution to direct and digital marketing education. She is widely published on media planning and digital marketing and a regular speaker on matters digital at academic marketing conferences.

testimonials
The IDM has truly stolen a march on the CIM in terms of delivering relevant, accessible and career enhancing digital marketing qualifications. This won’t be the last time I invest in one of their courses

Andy Richardson PG Dip DigM,
Client Director, Dunnhumby

The IDM Diploma in digital marketing offers the perfect blend of strategic and tactical elements of digital marketing. I would recommend this course highly

Bill Wilson PG Dip DigM,
Group eCommerce Manager, Bristan Group

Even though I have worked in digital for several years, the IDM Digital Diploma helped me put a strategic framework behind my thinking and look more holistically about the full marketing mix and not just my area of expertise

Rebecca Hepinstall PG Dip DigM,
Community Manager, Financial Times

The trainer’s background knowledge and understanding of the wider concepts of fundraising for a hospice were very useful in this specific piece of direct marketing work. As a result of this assignment we now have a clear plan of action to implement which is...

Chief Executive, Local Charity / Hospice based in Greater London ,

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