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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

Course availability 

start study mode location member non-member exam fee
Intensive Central London (W1W8SS) £4125.00 £4125.00 £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
B2B course Dates: 27-28 September 2018
exam dates 17-18 June 2019
Online Online £3605.00 £3605.00 £225.00
more info
book until 2 Jul 2018
study periods 2 Additional B2B Face-to-Face Course Date: 27-28 September 2018
exam dates 17-18 June 2019
Online Online £3605.00 £3605.00 £225.00
more info
book until 7 Jan 2019
study periods 2 additional B2B Face to Face Dates: 14 - 15 February 2019
exam dates TBC

NB: Prices above subject to VAT.

Course information

syllabus

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: 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.

  • 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

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. 

 

Day-release - Central London
Part 1: 9 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
Afternoon/evening classes (16.30-21.00) run once a fortnight for 15 weeks at the IDM offices in Central London. The exact location of our courses vary, so please make sure you check before attending.  
Online
Part 1: 11 modules delivered via a stream of online content run over 18 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 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.

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.

testimonials
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

Very interesting course, giving me some good insight into the theory of data analysis and how it can be applied with some good case studies

Grant Baillie,
Multi-channel CRM Manager, Argos

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