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
Module 9: The B2B Customer Experience: Understanding online and multichannel behaviour
- 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
- 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