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During your Postgraduate Diploma in Digital Marketing with B2B, 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 test and optimise digital marketing

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

Course availability 

start study mode location member non-member exam fee
Online Online £3605.00 £3605.00 £275.00
more info
book until 1 Oct 2018
study periods Face to face B2B dates: 14 - 15 Feb 2019
exam dates June 2019
Intensive Central London (W1W8SS) £4125.00 £4125.00 £275.00
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 2018
B2B Course Dates: 14-15 Feb 2019
exam dates June 2019
Part-time Central London (W1W 8SS) £4125.00 £4125.00 £275.00
more info
book until 12 Nov 2018
venue DMA House, 70 Margaret Street
study periods 12 Nov, 26 Nov, 10 Dec, 7 Jan, 21 Jan, 4 Feb, 18 Feb, 4 Mar, 18 Mar, 15 Apr, 29 Apr, 29 Apr, 13 May
B2B course dates: 14 - 15 Feb 2019
exam dates June 2019
Online Online £3605.00 £3605.00 £275.00
more info
book until 7 Jan 2019
study periods 2 additional B2B Face to Face Dates: 14 - 15 February 2019
exam dates November 2019
Intensive Central London (W1W 8SS) £4125.00 £4125.00 £275.00
more info
book until 28 Jan 2019
venue DMA House, 70 Margaret Street
study periods 28 - 30 January 2019
B2B course dates: 14 - 15 February 2019
24 - 26 April 2019
29 - 31 July 2019
exam dates November 2019

NB: Prices above subject to VAT.

Course information


This qualification gives marketers a comprehensive understanding of the strategic applications of digital marketing in both B2C and B2B, using the very latest and most effective digital tools and practices. The diploma is suitable for those who already have a sound working knowledge of the skills associated with implementing digital marketing campaigns and who are now looking to gain a more strategic understanding of the scope and potential of digital marketing techniques.

The first part of your qualification is made up of the 11 modules from the IDM’s Postgraduate Diploma in Digital Marketing. The second part of the syllabus consists of two extra days of face-to-face tuition that represents a masterclass in business marketing. Its extra nine modules will totally immerse you in B2B with a strong emphasis on applying what you learned on the first part of the programme to a B2B-specific context.

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: Digital Enterprise
Learning objective: To understand the transformative role of digital marketing to organisations and its markets and be able to develop a customer-centric planning framework.

  • Understanding the need for a digitally transformed, customer-centric and media-neutral planning process that delivers outstanding CX and ROMI:
    • A comprehensive analysis and evaluation of recent, current and developing market condition
    • Objectives that are clearly and realistically defined both in terms of business goals and marketing capabilities 
    • A strategy that identifies relevant target audiences and potential interactions on different pathways to purchase
    • Tactical channel and content planning proposals together with details of actions and timings
    • Integrated budgeting and forecasting proposals that evaluate campaign potential
Module 2: Understanding the complex consumer, company and competitor contexts
Learning objective: To be proficient at developing an objective and realistic view of the market context prior to developing an inspirational digital marketing strategy.         
  • Assessing and evaluating the Micro environmental factors that connect a company to its target markets
  • Assessing the Macro factors that connect target markets to external contexts
  • Using third-party research sources to help redefine continuously evolving marketing contexts and trends
  • Evaluating the customer characteristics, behaviours and preferences that influence purchasing decisions
  • Exploring how social channels support the development of customer relationships and build trust
  • Developing a competitor benchmarking process
Module 3: Developing a compelling digital marketing strategy that drives audience selection, proposition development and customer engagement   
Learning objective: To be able to identify and target different target audiences, create relevant and powerful propositions and build detailed models of segmented customer journeys on the pathway to purchase.
  • Exploring the complex relationship between market insights, objective setting and strategy development
  • Using data-driven segmentation and targeting techniques to help identify core characteristics and the channel preferences
  • Developing powerful propositions that connect with specific target audience segments
  • Developing segmented customer journey models that define the pathway to purchase
Module 4: Constructing and managing campaign finance
Learning objective: To help you develop a process for evaluating the cost-effectiveness of digital marketing campaigns and their performance in relation to business and marketing objectives.
  • Understanding the principle processes involved in developing multi-channel digital marketing campaign budgets
  • Exploring financial models and accounting definitions that support return on investment calculations
  • Developing a performance management system that supports the continuous assessment of digital campaigns
  • Building a comprehensive annual digital budgeting process that accounts for all continuous and campaign-related investment 
  • Identifying specific digital marketing KPIs and the importance of establishing ROI as the principle campaign control parameter
  • Modeling customer lifetime value to establish how much you can afford to invest in recruiting new customers.
Module 5: Using digital channels to build brands
Learning objective: To enable you to take advantage of the opportunities offered by digital marketing to redefine brand value and experience in the hearts and minds of prospects and customers
  • Understanding the value of establishing and defending a differentiating position in the market place
  • Transitioning from customer engagement funnels to mutually beneficial customer experiences (CX)
  • Developing a powerful online value proposition that improves acquisition, conversion and retention performance
  • Building and engaging with customer communities using social platforms and content marketing techniques
  • Understanding the impact of behavioural economics, social sharing and influencers on customer experience
  • Monitoring, measuring and improving brand experience through the development of an engagement framework
Module 6: Increasing customer insight and optimising campaign performance
Learning objective: To improve your ability to persistently find and make use of customer insights that improve the performance of digital marketing campaigns.
  • Developing a customer-centric data strategy that integrates data silos, analytics, tag management and DMPs
  • Combining different data sources and analysis techniques to develop a deeper understanding of prospects and customers
  • Using web analytics to improve knowledge of customer motivations, behaviour and preferences
  • Using data to develop a Single Customer View that improves your understanding of past behaviour, past purchase and past preferences, to predict future purchasing intentions
  • Developing customer value modelling and management systems base on lifetime value analysis to establish how much you can afford to invest in recruiting new customers 
Module 7: Using CRM systems to develop increasingly relevant customer communications
Learning Objective: To develop your ability to evaluate and improve the management and relevance of customer communications through CRM systems.
  • Evaluating and understanding the objectives and performance of existing customer relationship programmes and platforms
  • How GDPR and PECR/ePrivacy regulations influence CRM decisions regarding the use personal data  and their potential effects on CX
  • Making the business case for improving customer retention and profitability through data-driven contact
  • Specifying and developing an integrated CRM strategy that improves customer experience and drives operational productivity
  • Analysing the value of customer retention and loyalty using RFM (Recency, Frequency, Monetary) and CRR (Customer Repeat and Redemption Rates), NPS
Module 8: Developing an integrated digital strategy
Learning objective: To help you take advantage of digital channel planning techniques, digital channel assessment processes and the means of developing a digitally-integrated approach
  • The advantages of a digitally-integrated approach that uses the media-multiplier effect to improve overall campaign performance
  • Developing an efficient customer and device-centric digitally-integrated strategy that aligns customer experience and business objectives
  • Evaluating the potential of digital channel contribution to IMC sequencing and touchpoint optimisation
  • Using digitally-integrated frameworks to define the role of digital channels within the marketing mix
  • How digitally-integrated strategy, business systems, employees and suppliers combine to better serve the needs of customers, intensify relationships
Module 9: Developing a digital marketing testing strategy
Learning objective: To help you research and implement different options for the continuous optimisation of marketing activities.
  • Setting goals for digital marketing campaigns in a complex market environment where understanding consumer goals and decision making processes is key to success
  • How past campaign analysis helps optimse the way we assign digital marketing budgets to channels and devices
  • Evaluating the tracking methods and full range of metrics that verify the effectiveness of digital campaigns in terms of clicks and customers
  • How technology stacks, including: DMPs, cloud technology, AI, attribution modelling and CRO tools, improve the process of ad buying, selling, optimisation, reporting, analytics, measurement, content management and product inventory
  • Why digital marketing is the perfect environment for developing AB/n, Multivariate and LPO (Landing Page Optimisation) testing programmes that systematically improve campaign performance
Module 10: Developing a digital transformation strategy to improve efficiency and customer experience and using marketing automation and programmatic workflows to engage with customer in real-time
Learning objective: To help you understand the extent to which digital transformation and marketing automation changes the way people, processes and technology deliver customer experience.
  • How digital transformation changes the way we think about customers, competition, data, innovation, and value as parts of a combinatorial network
  • Exploring different approaches to digital transformation and the factors that will shape the evolution of your digital transformation playbook
  • Developing a roadmap to success that keeps the focus on customer experience
  • How marketing automation systems (MAS) act as force multipliers for digital marketing campaigns
  • Why AI gives marketing automation the power to identify and engage with infinitely variable customer journeys in real-time
  • How data standards and quality drive marketing automation that is scalable, predictable, reproducible and sustainable  
  • Developing a centralised lead life-cycle model, engagement engine, and dynamic creative optimisation systems that trigger an automated response for every customer action or inactivity scenario  
Module 11: Exploring the near-future of digital marketing
Learning objective: Develop personal insights into how digital marketing will continue to constantly change the way marketing and marketers work.
  • How brands, agencies, journalists and researchers see the future of digital marketing from different perspectives that are useful to marketers
  • Exploring which brand, agency and technology investment trends are most likely to signal significant changes in digital marketing enterprise culture
  • How agency/client work practices are evolving as we move to data-driven, real-time consumer engagement mode
  • How technologies such as AI, AR, NFC IoT and Blockchain will change customer experiences in ways that are hard to imagine
  • How combining the best of marketing automation with human inspiration is the key to increased personal and business productivity in digital marketing

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?

Exam preparation and revision tips (webinar)
  • Briefing on the examination and how to approach self-study and revision
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 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. 




Part-time - Central London
Part 1: 11 x 1 evening classes (17.30-21.00) run once a fortnight for 11 weeks at the IDM offices in Central London. 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 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. 
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 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. 

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

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 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%.


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.

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.

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


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.

A great way to meet other marketing professionals, digitalise your B2B and increase effectiveness

Simon Thexton PG Dip DigM B2B,
Channel Marketing Manager, Allianz Insurance PLC

The IDM B2B programme is excellent. The quality of the speakers and their delivery was flawless and incomparable to previous courses I have taken. The cluster-style classroom environment harnessed comfortable interactive sessions and made communication between lecturers and peers extremely effective. The format of the event was first-class and very enjoyable. A must attend, I couldn’t regard it higher!

Róisín Hayden PG Dip DigM B2B,
Senior Events Executive, Deloitte & Touche

An informative and exciting course that gives you practical tips for improving your marketing very quickly

Sarah Lespierre PG Dip DigM B2B,
Senior Marketing Executive, Direct - DAS Legal Expenses Insurance

Really good course for someone to get the basics and important data. Would definitely recommend

Kaz Jagdev,
Email Campaign Manager, Wrap Ltd

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