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
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
Module 2: Measurable marketing - learning from the best on and offline business campaigns
- 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 3: Marketing Operations
- 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 4: How to align marketing to the business strategy and collaborate across the company for success
- 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 5: Data - Customer, marketing and campaign insight in B2B
- 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
Programme Day 2
Module 6: Content marketing for engagement and driving successful results
- 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?
Module 7: Modern Marketing Tools from CRM to AI
- 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 8: Advanced B2B email marketing
- 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 9: The B2B customer experience: Understanding online and multichannel behaviour to drive engagement
- 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)
Exam preparation and revision tips (webinar)
- 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?
- Briefing on the examination and how to approach self-study and revision