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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 London (W1W 8SS) £4125.00 £4125.00 £225.00
more info
book until 19 Apr 2017
venue DMA House, 70 Margaret Street
study periods 19 - 21 April 2017
10 - 12 July 2017
9 - 11 October 2017
B2B course dates: 28-29 September 2017
exam dates 18 - 20 June 2018
Intensive London (W1W 8SS) £4125.00 £4125.00 £225.00
more info
book until 12 Jun 2017
venue DMA House, 70 Margaret Street
study periods 12 - 14 June 2017
23 - 25 October 2017
26 - 28 February 2018
B2B course dates: 28 - 29 September 2017
exam dates 18 - 20 June 2018
Intensive DMA House (W1W 8SS) £4125.00 £4125.00 £225.00
more info
book until 16 Oct 2017
venue 70 Margaret Street, London
study periods 16 - 18 October 2017
5 - 7 February 2018
14 - 16 May 2018
B2B course dates: tbc March 2018
exam dates 18 - 20 June 2018
Intensive DMA House (W1W 8SS) £4125.00 £4125.00 £225.00
more info
book until 19 Feb 2018
venue 70 Margaret Street, London
study periods 19 - 21 February 2018
21 - 23 May 2018
3 - 5 September 2018
exam dates 3 - 5 December 2018

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: 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 RFM (Recency, Frequency, Monetary) value of customer interaction
  • Reviewing targeting options for web and email based personalisation
  • Integrating 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 are 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
  • 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

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 in the future, are you ready?

  • The B2B landscape: markets, media and buying behaviour
  • The blurred world of work and home and why it matters
  • New competitors and disruptive forces in business
  • 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 case studies you will learn what leading companies are doing to increase their success and how you can focus on what will make a difference to your business.

  • Plus: measurable marketing – how to track what matters
  • Briefing for success - marketing’s input into a RFP (Request For Proposal)

Module 3: The B2B Journey - what it is and how to map it for successful results

  • The customer journey - what it is, and how to map it for successful results
  • Customer experience: Where do you start?
  • How and what to measure: Setting KPIs and using tools
  • Common problems, understanding where it all goes wrong and how to put it right
  • Top tips for spotting compliance risks
  • Mapping your customer journey

Module 4: How To Align Marketing to the Business Strategy and get the Sales Team onside

  • Getting buy in from the board
  • Use sales and marketing tools to help align your organisation
  • Understand who owns the leads, and setting Service Level Agreements
  • Deliver sales ready leads

Module 5: Customer, Marketing and Campaign Insights in B2B

  • Customer Analytics and data driven marketing
  • Database profiling and segmentation: What is it and how to do it?
  • Advanced B2B customer value segmentation and behavioural targeting metrics through to campaign results, you will learn how to focus on what matters

Module 6: Content Marketing for Engagement and Driving Successful Results

  • What content marketing is and why it is so important for B2B
  • Learn top copy tips for improving your B2B organic search through to writing compelling thought leadership to engage your customers on social media
  • Understand which media works best for which messages, from video to direct mail

Programme Day 2

Module 7: Case study: RBI on Marketing Automation Implementation -  learn from one of the UK's leading B2B organisations
  • Marketing automation from lead to sale, understanding marketing through the channel, understanding what works, when; from engagement to nurturing onto conversion using integrated media and marketing automation
  • What it could look like: planning the customer journey and mapping campaign architecture for improving ROI and implementing marketing automation successfully
Exercise: Apply the learning’s to your own customer journey

Module 8: Advanced B2B Email Marketing

  • Planning the customer journey and using behavioural triggers to maximise response
  • Best practice and innovation from remarketing to increasing your open rates
  • Using conditional content to improve your engagement
  • Joining the dots: ensuring your email marketing works with your other media
Module 9: The B2B Customer Experience: Understanding online and multichannel behaviour
  • Where do you start? - setting KPIs
  • How and what to measure
  • Common problems, understanding where problems occur and how to solve them
  • Top tips for spotting compliance risks

Exam preparation and revision tips
Briefing on the examination and how to approach self-study and revision

study mode

Intensive – Central London
Part 1: 2 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: 10 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.  
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

course info

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.

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 complimentary copies of useful DMA Guides written by the marketing doers covering areas such as data, social media and email marketing.

You will receive the following textbook:

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.

Exams and assessments

In order to attain the Postgraduate Diploma in Digital Marketing with B2B and use the honorifics you must successfully pass 2 assignments and 3 exams (one of which will be B2B specific).

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.

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 achieve the following:

  • 60% or more in 2 out of 3 exams, plus
  • An overall average of grade of 60% or more

For a DISTINCTION, the same applies, but with 70%

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


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 lectures on a number of courses including the International Marketing BA, MA and MBA, the Marketing Research MA and the Direct Marketing BA, MA and MBA. Matthew’s academic research covers Marketing Research, Digital Marketing and Interactive and Relationship Marketing. His output includes 8 publications and regular contributions to specialist publications.

Outside of the university, Matthew has worked as a moderator for the Chartered Institute of Marketing in International Marketing Strategy and has been involved with The IDM as a course tutor for a number of years.

Matthew is also the Director of Face Value Consulting and Professionals in Ltd., and has over 25 years of professional experience in marketing. His consultancy and training clients include GUS, Barclays, Royal Mail, Swiss Reinsurance, Miller Freeman, PepsiCo, United Biscuits and Guinness.

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

Fantastic course with real life ways to apply the theory in my day to day job

Mara Tuca,
Campaign Marketing Executive, Nationwide

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