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.
Module 2: Understanding the complex consumer, company and competitor contexts
- 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
To be proficient at developing an objective and realistic view of the market context prior to developing an inspirational digital marketing strategy.
Module 3: Developing a compelling digital marketing strategy that drives audience selection, proposition development and customer engagement
- 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
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.
Module 4: Constructing and managing campaign finance
- 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
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.
Module 5: Using digital channels to build brands
- 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.
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
Module 6: Increasing customer insight and optimising campaign performance
- 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
To improve your ability to persistently find and make use of customer insights that improve the performance of digital marketing campaigns.
Module 7: Using CRM systems to develop increasingly relevant customer communications
- 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
To develop your ability to evaluate and improve the management and relevance of customer communications through CRM systems.
Module 8: Developing an integrated digital strategy
- 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
To help you take advantage of digital channel planning techniques, digital channel assessment processes and the means of developing a digitally-integrated approach
Module 9: Developing a digital marketing testing strategy
- 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
To help you research and implement different options for the continuous optimisation of marketing activities.
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
- 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
To help you understand the extent to which digital transformation and marketing automation changes the way people, processes and technology deliver customer experience.
Module 11: Exploring the near-future of digital marketing
- 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
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
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