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During your Diploma in Digital Marketing, you will learn to:

  • Plan the introduction of digital technologies and techniques for marketing that support business objectives
  • Apply the key technologies, tools and techniques of digital marketing to improve marketing effectiveness
  • Identify the potential application of online marketing tools within the marketing communications mix
  • Continuously improve the contribution of digital technologies to your organisation

Online courses can be booked up to one month after the cohort start date, for details please contact book@theidm.com.

Want to specialise in B2B? Take a look at our Professional Diploma in Digital Marketing with B2B.

Course availability 

start study mode location member non-member exam fee
Online Online £2190.00 £2190.00 £150.00
more info
book until 30 Jun 2018
exam dates March 2019
Intensive Central London (W1W 8SS) £2575.00 £2575.00 £150.00
more info
book until 27 Jun 2018
venue DMA House, 70 Margaret Street
study periods 27 - 29 June
12- 14 September
exam dates 28 - 29 November 2018
Online Online £2190.00 £2190.00 £150.00
more info
book until 30 Jul 2018
exam dates March 2019
Intensive Central London (W1W 8SS) £2575.00 £2575.00 £150.00
more info
book until 26 Sep 2018
venue DMA House, 70 Margaret Street
study periods 26 - 28 September
14 - 16 January 2019
exam dates 17 - 18 June 2019
Day release Central London (W1W 8SS) £2575.00 £2575.00 £150.00
more info
book until 18 Oct 2018
venue DMA House, 70 Margaret Street
study periods 18 Oct, 1 Nov, 15 Nov, 24 Jan, 7 Feb, 21 Feb
exam dates 17 - 18 June 2019

NB: Prices above subject to VAT.

Course information

syllabus

This programme is the equivalent to a level 6 qualification or to bachelor’s degree level and is made up of 16 modules. You will also be required to complete 2 individual assignments and sit 2 exams.

Module 1: The digital marketing landscape

Learning objective: To assess the relevance of digital marketing to an organisation and its markets.

  • Understand the role of digital in relation to brand and direct marketing contexts
  • Appreciate the forces that continue to influence the development of digital marketing
  • Develop a basic understanding of how key digital channels work

Module 2: Understanding the digital customer

Learning objective: Understand research approaches to determine the characteristics and buyer behaviour of consumers.

  • Learn about the various sources of data and information
  • Assess the different ways and approaches to carrying out customer research including quantitative and qualitative surveys
  • Review the data available from third-party information suppliers
  • Site-centric data: principles of web analytics and other methods of evaluating online customers

Module 3: Data and database applications

Learning objective: Data drives digital marketing. The outcome is to appreciate the major issues in collecting, managing, storing and using customer data within digital marketing.

  • Understand the complexities of customer contact and behavioural data and data quality management
  • Databases and channel integration
  • Profiling, segmentation and targeting
  • Data mining and data modelling

Module 4: Planning and integrating digital marketing campaigns

Learning objective: To define a structured approach to planning for digital marketing and to understand the key planning differences between acquisition and retention marketing.

  • To 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
  • Budgeting and Lifetime Value (LTV) modelling

Module 5: Principles of website design: Customer experience and usability

Learning objective: Understand the technologies and user-centred design processes needed for successful websites.

  • Principles of the customer experience (UX)
  • What is user-centred design?
  • Best practice methodologies
  • Sitemaps and wireframes
  • User testing

Module 6: Social media

Learning objective: Develop an understanding of how social media channels can be used to engage and influence customer conversations and interactions.

  • Understanding social media in context
  • Developing a social media communications strategy
  • Using social media listening to understand customer preferences and competitor activities
  • Understanding and using influence
  • Which social media platforms to use and why (and how)
  • Choosing and using monitoring tools and dashboards to optimise social media marketing

Module 7: Search engine marketing

Learning objective: Explain best practice for the search engine marketing channel including techniques for implementing natural and paid SEM.

  • An introduction to Search Engine Marketing (SEM)
  • Importance of integrated SEM
  • Search Engine Optimisation (SEO)
  • Keyword analysis
  • Indexing content
  • Improving rankings
  • Developing link partnerships
  • Pay Per Click marketing (PPC)
  • Campaign setup
  • Ongoing management
  • Performance monitoring

Module 8: Display advertising

Learning objective: Understanding online advertising, formats, technologies, ad-servers and media buying models together with controls needed to effectively deliver results.

  • An introduction to online digital display advertising
  • Setting online ad campaign objectives
  • Targeting options for online advertising
  • Creating a display advertising media schedule
  • Developing display ad creative
  • Optimising your online display ad campaign
  • Engagement and integration
  • Campaign management issues and best practice

Module 9: Content marketing

Learning objective: Understanding the role of content marketing and how to develop a successful content strategy.

  • Principles behind content marketing
  • Elements of a successful content marketing strategy
  • Creating valuable content
  • Content planning
  • Measuring and demonstrating the success of your content marketing activities

Module 10: Mobile marketing

Learning objective: Understanding the mobile landscape marketing applications and regulatory controls needed.

  • Understand what mobile marketing is 
  • Understand how to develop a mobile marketing strategy
  • Assess the influence of mobile marketing on customer behaviour
  • Understand the role of mobile marketing across the customer journey
  • Assess the importance of immediacy
  • Understand how to plan for cross-channel and multi-device engagement
  • Identify the types of ROI models
  • Assess how to measure and demonstrate the success of mobile marketing activities

Module 11: Affiliate marketing

Learning objective: Develop an understanding of the affiliate channel, technologies, remuneration models and controls needed.

  • An introduction to affiliate marketing
  • Affiliate programme network service options
  • Affiliate programme performance indicators and costs
  • Planning issues for your affiliate marketing programme
  • Affiliate selection, recruitment and relationship building
  • Managing your affiliate marketing programme
  • Assessing affiliate performance

Module 12: Email marketing

Learning objective: Understanding the relevant technologies, marketing application and regulatory controls needed to deliver results.

  • Basic components of email marketing
  • Permissions in email marketing
  • Acquiring names and email lists
  • Key issues for email communications strategy
  • Testing email for continuous improvement

Module 13: Producing great digital creative

Learning objective: To understand approaches to digital creative that are relevant, original and impactful.

  • Characteristics of great online creative
  • Generating and producing digital creative
  • The different formats of digital advertising
  • Brand building and integration
  • Evaluating great digital creative

Module 14: Regulation, permission and codes of practice

Learning objective: To understand all aspects of law and codes governing digital marketers and digital marketing campaigns.

  • How legal frameworks affect digital marketing practice
  • Data protection and privacy legislation (including PECR and GDPR)
  • ASA codes and preference services

Module 15: Controlling and optimising digital marketing campaigns

Learning objective: Approaches for measuring and improving web marketing performance onsite acquisition, conversion and retention.

  • Understand what digital marketing optimisation is
  • Learn how to optimise your digital marketing strategy
  • Assess the marketing competencies you can optimise (and how)
  • Identify what customer insights are required to inform your optimisation activities
  • Manage the process for optimising your marketing activities with clear responsibilities, governance and tools

Module 16: Emerging digital media

Learning objective: Develop an understanding of the opportunities for deploying emerging digital marketing media and techniques.

  • Predicting the future of digital marketing
  • Identifying the significant trends
  • Your part in the future
study mode
Intensive – Central London
2 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
6 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.
Online
Enjoy the flexibility of devising your own personalised study routine with your programme deadlines via a stream of online content run over 12 months. You will receive email support and 24/7 access to course materials. For more information call 020 8614 0277.
Part-time - Central London
10 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 theidm.com/corporate.
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 Professional Diploma in 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%.

tutors

Mike O’Brien F IDM, Jam Partnership

Mike O’Brien is a serial entrepreneur and the CEO of Jam Partnership, a channel agnostic digital consultancy specialising in digital transformation, marketing automation and human integration training. He is an IDM Tutor, an established keynote speaker, a contributor to best-selling marketing and digital strategy books, a passionate digital blogger, an award-winning copywriter and creative director, and a channel-agnostic, customer-centric futurologist. He is a founding partner in a Digital Marketing Apprenticeship start-up and one of a small number of marketers with extensive experience in brand, direct and digital marketing. As an IDM tutor, he has won Educator of the Year and has helped thousands of direct and digital marketers to gain professional qualifications. He is passionate about raising professional standards and using technology to enhance personal productivity. His client portfolio includes over 200 of the world’s top brands, including: HSBC, Barclays, Volvo, Jaguar, Sky Sports, VW, Amex, Barclaycard, Cancer Research, British Airways, Old Spice, Sony, Panasonic, Thomas Cook, NatWest, Legal & General, Unison, Royal Mail and the FT. Mike is also a member of the DMA Social Media and Customer Engagement Councils, and proud to be a Fellow of the IDM.

Steve Kemish F IDM, Managing Partner, JunctionAgency

Steve is a multi-award-winning marketer and has worked in digital marketing since 1997. He has worked client-side, helped grow a leading email service provider, consulted to numerous clients on digital strategy, and helped build one of the most respected and awarded B2B marketing agencies in the UK.

His passionate and insightful approach has gained him numerous industry awards. In recent years his work has seen wins at the B2B Marketing awards (five times) Database Marketing awards (twice), New Media Age awards, Revolution Digital Marketing awards, CRN awards, IDM Marketing awards, PPA and DMA awards.

He has worked on digital marketing and strategy with many global brands including Motorola, Cisco, ITV, Lego, Skype, British Airways and Oracle.

A highly regarded speaker, lecturer and writer, Steve has worked with the IDM since 2004 on various courses and events and has been invited to speak throughout the world on the subject of digital marketing. He was appointed a Fellow in 2009, making him one of their youngest ever appointments.

As well as his role at Junction he is an IDM tutor, a member of the IDM Digital Council, a guest lecturer at various British universities and a longstanding Superbrands judge.

David Hearn F IDM, Managing Director, AHK

David Hearn F IDM has been a marketer for 30 years and co-owner of direct and digital agency, AHK, for over 20. AHK plans and executes customer recruitment and development programmes for B2C and B2B companies, including Canon Europe, Adobe, GE Capital, Thomas Miller and The Warranty Group.  The agency’s services include strategic planning, data analysis & insight, marketing technology deployment, creative development and campaign management. David describes himself as a marketing generalist and is responsible for overseeing client activity.

David has shared his marketing experience and knowledge for the last 15 years, lecturing and tutoring for the IDM.

 

Julie Atherton F IDM, Managing Director, Small Wonder

A business and marketing consultant with significant experience in B2B, B2C, commercial and not-for-profit organisations, and a particular specialism in the education sector. A strategist and trainer delivering leadership, business transformation, integrated marketing, and brand development projects, Julie’s expertise includes content marketing, brand engagement, recruitment, fundraising, CRM, digital and data, and social media.
testimonials
Fun and interactive, quite clearly the most up to date and relevant marketing qualification available to marketers. Insightful, relevant and practical – can easily apply the course to the working world.

Elliot Bertram Dip DigM,
UK&I Marketing Manager, SThree

The course is always of high quality and the presentations and support is great. Thank you so much for this fantastic course - I will recommend it!

Sophie Witteeveen Dip DigM,
Publisher, IFD

All lectures and tutors were bang up to date, unlike many other courses which can feel stuck in the past.

Jane Cahill Dip DigM,
Online Sportsbook Business Analyst, Paddy Power

I was very pleased with the high level of teaching on the introduction to copywriting course - I have come away a lot more confident and able to write marketing copy

Sophia Evans,
Suzuki GB

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