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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
Intensive Central London (W1W 8SS) £3475.00 £3475.00 £225.00
more info
book until 10 Jun 2018
venue DMA House, 70 Margaret Street
study periods 11-13 June 2018
28-30 August 2018
12-14 November 2018
exam dates 17-18 June 2019
Part-time DMA House (W1W8SS) £3475.00 £3475.00 £225.00
more info
book until 1 Jul 2018
venue 70 Margaret Street
study periods 2 July, 16 July, 30 July, 13 August, 28 August, 10 September, 24 September, 8 October, 22 October, 5 November, 19 November, 3 December 2018
exam dates 17-18 June 2019
Online Online £2955.00 £2955.00 £225.00
more info
book until 30 Jul 2018
exam dates 27 - 28 November 2019
Intensive Central London (W1W 8SS) £3475.00 £3475.00 £225.00
more info
book until 22 Oct 2018
venue DMA House, 70 Margaret Street
study periods 22 - 24 October 2018
9 - 11 January 2019
15 - 17 April 2019
exam dates 17 - 19 June 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 11 modules. You will also be required to complete two individual assignments and sit two 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
  • 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.

  • Introduction to communications integration
  • Digital channel integration assessment
  • Media-neutral communications planning
  • Channel integration and the halo effect
  • Optimising integrated campaigns

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.

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

course info

Study resources

IDM students have access to much more than excellent teaching. Every student has an online learning account which includes:

  • Ebooks mirroring the taught modules and covering core subjects including financial planning, integrated marketing communications and brand experience.
  • 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

All IDM students are automatically enrolled as IDM members, giving you access to free events, live monthly webinars on hot topics like Blockchain, Behavioural Economics or Artificial Intelligence, and a Euromonitor subscription for the latest consumer research.
 
Exams and assessments

In order to attain the Postgraduate Diploma in Digital Marketing and use the honorifics you must successfully pass two assignments and two exams.

You will have five weeks to complete each assignment and three hours to complete each exam.
Exams take place in June and December at regional venues.
 
Pass marks and grades

To pass you will need a minimum of 45% in each assignment and exam to pass. If you fail to meet the minimum pass mark in examinations, you will have the chance to re-sit at a later date.  Assignment marks are weighted. Assignment 1 represents 40% of the overall mark and Assignment 2 60% of the overall 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 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

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 a serial entrepreneur and the CEO of Jam Partnership, a channel agnostic digital consultancy specialising in digital transformation, marketing automation and human integration training. He is an IDM Tutor, an established keynote speaker, a contributor to best-selling marketing and digital strategy books, a passionate digital blogger, an award-winning copywriter and creative director, and a channel-agnostic, customer-centric futurologist. He is a founding partner in a Digital Marketing Apprenticeship start-up and one of a small number of marketers with extensive experience in brand, direct and digital marketing. As an IDM tutor, he has won Educator of the Year and has helped thousands of direct and digital marketers to gain professional qualifications. He is passionate about raising professional standards and using technology to enhance personal productivity. His client portfolio includes over 200 of the world’s top brands, including: HSBC, Barclays, Volvo, Jaguar, Sky Sports, VW, Amex, Barclaycard, Cancer Research, British Airways, Old Spice, Sony, Panasonic, Thomas Cook, NatWest, Legal & General, Unison, Royal Mail and the FT. Mike is also a member of the DMA Social Media and Customer Engagement Councils, 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 Heptinstall PG Dip DigM,
Community Manager, Financial Times

Becky is a fantastic and engaging tutor. I feel I have acquired many new skills to help me develop as a copywriter and a marketer. Really interesting content. Could have happily picked Becky’s brain all day ... thanks for having me!

Andy Currums,
Project Manager, Impact Marketing

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