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During your Postgraduate in Direct and Digital, you will learn to:

  • Define business and marketing objectives that are realistic in today’s challenging environment
  • Develop the strategy, plan, implement and evaluate effective, integrated direct and digital marketing programmes
  • Plan and implement effective, profitable customer acquisition strategies along with engaging and rewarding retention strategies
  • Identify, obtain, analyse and apply customer insight to improve your marketing communications mix
  • Test, measure and refine marketing programmes to achieve your business objectives and improve ROI
Want to specialise in B2B?  Take a look at our IDM Postgraduate Diploma in Direct and Digital Marketing with B2B 

Course availability 

start study mode location member non-member exam fee
Intensive Central London (W1W 8SS) £3475.00 £3475.00 £225.00
more info
book until 29 Oct 2018
venue DMA House, 70 Margaret Street
study periods 29 - 31 Oct 2018
21 - 23 Jan 2019
13 - 15 May 2019
exam dates June 2019
Part-time Central London (W1W 8SS) £3475.00 £3475.00 £225.00
more info
book until 8 Nov 2018
venue DMA House, 70 Margaret Street
study periods 8 Nov, 22 Nov, 6 Dec, 20 Dec, 17 Jan, 31 Jan, 12 Feb, 28 Feb, 14 March, 4 April, 25 April, 8 May
exam dates November 2019

NB: Prices above subject to VAT.

Course information


This programme is the equivalent to a level 7 qualification or to master’s degree level and is made up of 11 modules. You will also be required to complete two individual assignments and sit three exams.

This qualification is aimed at experienced marketers looking to gain a more strategic understanding of the scope of both on and offline marketing. You should already have a sound working knowledge of the skills associated with implementing campaigns and the topics covered in the Professional Diploma in Direct and Digital Marketing (previously the certificate) syllabus.

Module 1: The New Discipline of Direct and Digital Marketing

Learning objective: Understanding how and why direct and digital is at the heart of modern marketing strategy and the underpinning principles and concepts.

  • The three main applications: acquiring new customers, customer development and retention
  • Why not all digital marketing is direct
  • Pareto’s Principle - the importance of focusing on the right customers
  • The four key principles of direct and digital - targeting, interaction, control and continuity (TICC)
  • The impact of direct and digital marketing - how it leads to fully accountable, real time marketing
  • Understanding customer behaviour online, offline and in multi-channel situations
  • Key trends in marketing strategy and implementation, new ideas new opportunities
  • From relationship marketing to CRM and beyond
  • Understanding and managing customer lifecycles and journeys
  • Managing customer touchpoints in a multi-channel environment
  • The pivotal role of data and the database - why data underpins all successful direct and digital marketing strategies
  • Developing a sound data strategy - importance of data quality and maintenance
  • Understanding ‘Big Data’ and its main applications
  • Customer segmentation, customer value management and eCRM, real time segmentation and marketing automation

Module 2: Creating Customer Insight

Learning objective: The role and applications of marketing research, and the concept and practice of profiling, segmentation and targeting.

  • Building and maintaining your business’s intelligence assets
  • The resources required for effective data management and analysis
  • Turning data into insight: Data-mining, analysis and modelling
  • Principal data analysis techniques: Cluster analysis, regression analysis, CHAID, neural networks and social network analysis
  • Volunteered versus behavioural data
  • Profiling and segmentation - what your data is telling you
  • The main segmentation systems in B2C and B2B
  • Using external geodemographic, lifestyle and B2B databases and their use in targeting
  • Why B2B targeting is more complex
  • New directions in marketing research and insight
  • How marketing research integrates with big data
  • Using research to understand brand perception, brand identity and values
  • Customer insight - gaining a deep understanding of customer attitudes and motivation
  • Six types of research: market scaling, customer profiling, brand insights, channel profiling, customer preferences, performance management
  • Identifying and understanding the value of secondary data (internal and external) before gathering primary data
  • The role of panel data
  • Measuring customer engagement across channels
  • Designing and implementing online and offline research programmes

Module 3: Customer-Centric Strategic Planning

Learning objective: Setting realistic business and marketing objectives that flow into effective marketing strategies and plans.

  • Creating a long-term customer-centric vision and mission
  • Using strategy to develop sustainable revenue and profit streams for the organisation
  • Getting to C- suite - linking corporate and marketing strategies
  • Integrating corporate, marketing and direct and digital strategy
  • How to assess accurately a company’s strengths and weaknesses
  • What makes a brilliant direct and digital strategic plan?
  • Key criteria for setting realistic objectives
  • The main qualities and benefits of a sound strategic plan
  • The vital importance of careful situational analysis
  • Competitor benchmarking and positioning
  • Understanding the financial out-turn from strategic planning
  • Objective setting and measurement
  • Strategic choices - identification and selection
  • Implementing and evaluating the strategy
  • Building an effective Integration Communications Strategy (IMC)
  • Designing relevant value propositions for different customer segments
  • Key performance metrics and useful tools for building the budget
  • Creating and managing a marketing budget
  • Customer Lifetime Value Analysis (LTV) and how it aids strategic planning
  • Measuring and improving your ROMI (Return on Marketing Investment)

Module 4: Integrating Multi-channel Marketing Communications

Learning objective: Understanding multichannel marketing – how customer behaviour, brands and integrated marketing communications relate to each other.

  • Delivering the powerful brand proposition through integrated channels
  • Integrating online value propositions
  • Brand response advertising and optimising integration
  • The four C’s of integrated communications
  • IMC in action - developing new communication strategies
  • The role of media neutral planning
  • Establishing integrated communications objectives and media strategies
  • Key considerations in integrating offline and online media
  • Using digital and direct media for customer acquisition, engagement, conversion and retention
  • Integrating key digital applications: SEM (Search Engine Marketing), paid search marketing (PPC or pay-per-click), online PR, blogging, newsfeeds and social networks
  • Integrating partner marketing (intermediaries, affiliates and sponsorship)
  • Online banner advertising
  • Email and word of mouth (WOM)
  • The role of content marketing including video and viral marketing
  • Integrating mobile - text, apps and M-sites
  • Multi-screen marketing - TV, laptops, tablets and smartphones
  • Planning, negotiating and buying offline and online media
  • Evaluating multi-channel media campaigns
  • Developing and managing an integrated marketing communications campaign budget

Module 5: Winning New Customers

Learning objective: Planning ROI driven customer acquisition campaigns and key metrics.

  • Setting business objectives by value, volume and revenue
  • Balancing acquisition and retention objectives
  • Marketing costs and campaign measurement metrics at the strategic level
  • Understanding customer buying cycles
  • Using customer insight to optimise acquisition campaigns
  • The ten key elements of an effective acquisition campaign
  • The vital importance of testing
  • 'Drive to web’ strategies and effective approaches to conversion and data capture
  • How B2B acquisition differs
  • Developing and integrating effective on and offline acquisition contact strategies, including the role of content marketing, social media and remarketing
  • Concurrent and post campaign tracking and analysis

Module 6: Engaging, Developing and Retaining Customers

Learning objective: Organising and implementing customer brand loyalty programmes and setting KPIs to measure effectiveness.

  • What is customer loyalty?
  • How to measure the business value of loyalty and customer values
  • Understanding customer journeys, loyalty drivers and customer 'DNA’
  • The three types of customer bonds
  • CRM (Customer Relationship Management) and eCRM applications and the role of data and technology
  • Automating contact strategies throughout the customer lifecycle: welcome, cross-sell, up-sell, preventing defection and win-back
  • Developing customer engagement strategies
  • Social CRM
  • Marketing dashboards and scorecards
  • Net promoter scores and similar measures
  • Segmenting by customer value to create differentiated service propositions
  • Permission marketing, personalisation and online self-service
  • Using real time data to personalise website and contact centre interactions
  • Key analytical techniques to measure customer programmes
  • Costing and budgeting customer retention programmes

Module 7: On and Offline Creative Strategies

Learning objective: Gaining a thorough understanding of the creative process from proposition to promotional delivery.

  • How to recognise great creative ideas
  • Using customer insight to create compelling creative propositions
  • Creating and developing a sustainable USP
  • The role of planning and insight in creative strategy
  • Brand response - building brands and getting response simultaneously
  • Understanding positioning
  • How creative works offline and online
  • Briefing in multi-channel contexts
  • Writing and presenting great creative briefs: What makes a great creative brief, and why the brief is so important
  • Briefing and evaluation in multi-channel executions
  • AIDCA - gaining attention, building interest, creating desire, convincing the prospect and encouraging response
  • Developing powerful, relevant propositions
  • Where and how personalisation is effective
  • Producing offline creative (mail, print, broadcast etc.)
  • Producing online creative (banners, PPC, email, mobile, website)
  • How to judge and evaluate creative work
  • Examples of great work
  • Collaboration and co-creation
  • Working with creative agencies

Module 8: Planning and Implementing Campaigns

Learning objective: The campaign planning process and the importance of continuous testing.

  • Planning and implementing integrated marketing communications campaigns
  • Operational campaign management - translating strategies into effective executions
  • How to build, implement and measure a multi-channel test programme
  • Integrated marketing planning tools
  • Campaign management tools - project files; schedules; critical path analysis using PERT and GANTT charts
  • Selecting, briefing and managing specialist suppliers
  • Contact centres - outsourcing, offshoring, technology issues, eservice
  • The contact centre and its crucial role in customer service

Module 9: Measurement, Evaluation and Metrics

Learning objective: Understanding the processes of multichannel metrics, KPIs and scorecards.

  • The big picture - linking campaign performance to business success
  • Understanding company accounts
  • Channel metrics - what you can measure offline and online
  • Multi-channel attribution
  • Offline metrics - print, mail, TV and more
  • Online metrics - SEM, PPC, email, mobile and more
  • Web analytics, including clicks, visits and navigation
  • Social media analysis systems, metrics and measurement
  • Campaign metrics and customer metrics
  • Efficiency and effectiveness metrics
  • Measuring the on/offline media multiplier effect
  • Acquisition, conversion and retention KPIs
  • Building dashboards for different levels of management
  • Frequency and depth of reporting
  • Multi-channel tracking and attribution
  • Testing and measurement, the role of multi-variate techniques

Module 10: Privacy, Compliance and the Law

Learning objective: Understanding the legal framework in which direct and digital marketing operates and the relevant codes of practice.

  • Overview of marketers’ legal obligations and customer rights
  • Growing concerns about privacy and data protection
  • Creating effective privacy statements
  • The UK Code of Non-Broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code)
  • The UK Data Protection Act and EU Directives
  • The EU ‘Cookie Law’ (e-Privacy Directive)
  • The UK Preference Services

Module 11: The Future Landscape

Learning objective: Exploring the direct and digital future and looking at trends shaping how technology will be used.
  • The benefits of taking a longer term view
  • Forecasting - how to anticipate consumer needs
  • Structural and technology forecasts
  • Looking at near technology forecasts
study mode
Intensive – Central London
3 x 3 day face-to-face sessions 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
9 x 1 day face-to-face sessions which take place in Central London. The exact location of our courses vary, so please make sure you check before attending. 
Part-time - Central London
12 x 1 face-to-face sessions. Afternoon/evening classes (16.30-21.00) run once a fortnight for 15 weeks. The exact location of our courses vary, so please make sure you check before attending.  

Corporate training
This programme can be fully customised and delivered to your staff in-house. For more information visit

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 Direct and 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%.


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


Lesley Tadgell-Foster F IDM, Managing Director, Shelfline Promotional Consultancy

Lesley works with a range of clients who need to find a bridge between the marketing department and legal. Her campaign planning experience has proved invaluable with clients who are seeking to maximise customer response and interaction.

For recent clients as diverse as ‘The Telegraph Group’ and AXA PPP Healthcare, she works with staff at all levels who need to re-think how they deliver communications programmes.

For a number of years she was an independent trainer for News International, The Daily Mail and Express Group.  She still has a soft spot for ‘ink on paper’, but is well familiar with the opportunities and constraints of maximising income and reader engagement online too.

Her speciality is helping clients deal with the challenges of creating marketing preferences that are brand relevant and develop customer trust, so that marketing messages are welcomed.  With her background in sales promotion, she also offers guidance on how best to deal with the ‘small print’ that helps the ‘Big Idea’ work in practice.

Lesley’s style is both informal and incisive, using real life 'best and worst' examples to help delegates think through the options for producing both digital and traditional media campaigns that win over customers, whilst staying on the right side of the law.

Solid, practical and varied training. All sessions were delivered to a really high standard. I feel much more equipped with the necessary skills within the marketplace. I would definitely recommend!

Claire Robinson PG Dip IDM,
Digital Marketing and Insights Manager, Vodafone

I feel so much more capable to not only complete my job but to move forwards in my career more quickly. I feel I can work harder for my clients and be more profitable for my agency

Samanatha Burt PG Dip IDM,
Account Manager, The House

Wished I done this years ago! Great course, rooted in real world case study scenarios. I chose the intensive one year study option as it suited my learning style and work commitments. It’s demanding, but you get out what you put in. The modules and lectures are very relevant to the knowledge needed & challenges todays marketers face – in addition they are delivered by some of the leading experts in the field. My tutor & cohort were great – we quickly bonded, shared experiences and helped each other through. Can’t wait to celebrate at the formal Graduation!

Chris Bottle PG Dip IDM,
Marketing Director, Hyundai Capital UK Ltd

Very thorough run through of the legislation and its application using lots of examples. I've come away with lots of questions and useful information to go back to my organisation with. Could have been a long day but Rosemary brought the subject to life

Jo Fulford,
CRM, DP and FOI Executive, ASA

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