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.

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

Click here to find out about our IDM Postgraduate Diploma in Digital Marketing with B2B 

Course availability

start study mode location member non-member exam fee
Day release London (W2 2EA) £3175.00 £3175.00 £225.00
more info
book until 26 Oct 2016
venue etc Venues, Garfield House, 86 Edgware Road
study periods 26 Oct, 16 Nov, 07 Dec, 18 Jan, 01 Feb, 22 Feb, 22 Mar, 05 Apr, 26 Apr, 17 May
exam dates 19-21June 2017
Online Online £3175.00 £3175.00 £225.00
more info
book until 25 Oct 2016
exam dates 04-06 December 2017
Intensive DMA House (W1W 8SS) £3175.00 £3175.00 £225.00
more info
book until 14 Nov 2016
venue 70 Margaret Street
study periods 14-16 Nov 2016
06-08 Feb 2017
08-11 May 2017
exam dates 19-21 June 2017
Day release Central London £3175.00 £3175.00 £225.00
more info
book until 8 Feb 2017
venue tbc
study periods 8 Feb, 8 Mar, 29 Mar, 19 Apr, 10 May, 7 June, 5 July, 13 Sept, 4 Oct, 1 Nov
exam dates 4, 5 & 6 December 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, 11 Oct, 25 Oct, 08 Nov
exam dates 04 - 06 Dec 2017

NB: Prices above subject to VAT.

Course information


This programme is the equivalent to a level 7 qualification or to master’s degree level and is made up of 11 modules. You will also be required to complete two individual assignments and sit three exams.

This diploma gives marketers a comprehensive understanding of the strategic applications of digital marketing using the very latest digital tools and practices available. You should already have a sound working knowledge of the skills associated with implementing digital campaigns and the topics covered within the Professional Diploma in Digital Marketing (previously known as the Certificate in Digital Marketing) syllabus before embarking on this programme.

Module 1: The Opportunities of Digital Marketing

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

  • Definition of the purpose and scope of digital marketing
  • Leveraging the differences and similarities between digital marketing and traditional marketing communications
  • The importance of developing a strategic approach to digital channels
  • Reviewing the effectiveness of digital direct response channels including search engine marketing (SEM), affiliate marketing, email marketing and landing pages
  • Reviewing the effectiveness of managing brand-led communications (display advertising, online PR and social media)
  • Techniques for achieving online customer engagement
  • Assessing the relevance of new technologies and marketing approaches
  • Privacy, compliance and the law

Module 2: Understanding the Online Marketplace

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

  • The micro and macro-environment components of the online marketplace
  • 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
  • Assessing organisational effectiveness
  • Digital channel-specific SWOT analysis

Module 3: Digital Marketing Strategy Development

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 AB and multi-variate testing

Module 5: Using Digital Channels To Add Value To Brands

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
  • Options for refining the marketing mix via digital channels
  • Developing a powerful online value proposition
  • Extended product options and online pricing strategies
  • Delivering customer service online
  • 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
  • Managing customer research through surveys and focus groups
  • Online profiling and segmentation options in consumer and business marketing
  • Using 'Big Data’ to discover repeatable business patterns
  • Devising a customer data strategy for digital marketing
  • Options for integrating different data sources
  • Understanding the effect of customer behaviour and interactivity on digital marketing
  • 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
  • Integrate mobile marketing into contact strategies
  • Examples of applying social CRM principles

Module 8: Managing Integrated Marketing Communications

Learning objective: Integration of digital marketing objectives into the overall marketing communications plan.

  • What integrated marketing communications are
  • Definition of channels and media
  • The media neutral approach to planning
  • Integrated marketing planning tools
  • Creating an integrated communications plan and budget
  • Integrating digital with traditional communications
  • 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
  • Managing digital agencies
  • In-depth case histories of outstanding digital marketing campaign from B2B and B2C industries

Module 9: Campaign Control and Coordination

Learning objective: Review success factors for managing digital components of integrated marketing campaigns and continuous digital communications.

  • 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
  • Optimising digital campaigns

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
  • Structuring for digital marketing within an organisation
  • Supplier selection and outsourcing for digital marketing
  • Adopting eBusiness practices for marketing
  • Managing change associated with digital marketing
  • Reviewing and prioritising the relevance of innovations in 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.

  • The benefits of taking a longer term view
  • How to anticipate consumer needs
  • Structural and technology forecasts
  • Looking at near technology forecasts



study mode

Intensive – Central London
2 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
6 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
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.  

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  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 (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.

Digital Marketing: Strategy, Implementation and Practice (Dave Chaffey and Fiona Ellis-Chadwick)

Digital Marketing (previously Internet Marketing) provides comprehensive, practical guidance on how companies can get the most out of digital media to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies and interviews from cutting edge companies such as eBay and Facebook, to help students understand digital marketing in the real world.

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 »


Mike Berry Dip DM, F IDM

Mike is an independent consultant and trainer, who draws on his extensive experience of online and offline marketing to work with a range of clients in B2B, B2C, Public and Charity sectors. He is also Partner at Aprais, a global agency/client relationship management consultancy and Adjunct Professor of Marketing at Hult International Business School.

Mike is the author of 'The New Integrated Direct Marketing', published by Gower, and writes a popular blog on marketing and technology. He is both passionate and knowledgeable about digital marketing and his classical marketing training and integrated background makes him ideally qualified to train marketers in digital skills.

Mike O’Brien F IDM

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.

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 competition enabled us to work on a direct and digital marketing campaign project from concept to pitch and then present to the actual client, which was a great experience. Each of the teams had really strong campaign ideas; we’re over the moon that we...

Danielle Brown,
Newcastle Business School University of Northumbria

Train Your Team

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

share on