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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

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 May 2018
exam dates 17 - 18 June 2019
Online Online £2190.00 £2190.00 £150.00
more info
book until 30 Jun 2018
exam dates 17 - 18 June 2019
Day release Central London (W1W 8SS) £2575.00 £2575.00 £150.00
more info
book until 14 Jun 2018
venue DMA House, 70 Margaret Street
study periods 14 June, 28 June, 12 July, 20 Sept, 3 Oct, 19 Oct
exam dates 28 - 29 November 2018
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 17 - 18 June 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

NB: Prices above subject to VAT.

Course information


This Diploma is the equivalent to a level 6 qualification or to bachelor’s degree and comprises 16 modules. You must also complete two individual assignments and sit two exams.
Module 1: How digital continues to transform the role of marketing in business
Learning objective: Understanding the key factors that drive the growth and impact of digital marketing on customers’ experiences

  • How digital marketing continues to redefine our ability to target and connect with customers in a world of unlimited content
  • Why developing real-time engagement and conversion opportunities changes the role of marketing and marketers
  • The importance of building ever-closer and mutually beneficial relationships with customers
  • How digital transformation will shape businesses into the future
  • Uncovering the essential attributes of core digital channels:
    • SEO that supports brand activation
    • PPC that improves conversions
    • Social channels that engage every moment of the customer journey
    • Display advertising that builds brand awareness and drives conversions
    • Contextual mobile advertising that supports one-to-one engagement
    • Affiliate Networks that extend reach through individual intermediaries and comparison websites
    • Email that maximises customers’ lifetime value
Module 2: How understanding consumers’ preferences and behaviours helps you produce better digital marketing   
Learning objective: Understanding how consumers decide what to buy is the key to targeting and developing a proposition
  • How different sources of primary and secondary data help us to understand the characteristics of consumers in the digital marketplace
  • How and when to use quantitative and qualitative customer research to deepen prospecting and targeting insights
  • To use analytics reports to improve targeting options and identify the key drivers of response
  • How developing Personas helps digital marketers generate useful insights that improve of the planning process
Module 3: Developing a data acquisition and management strategy that is an integral part of campaign planning and delivery  
Learning objective: Understand how technology helps us collect, evaluate and report on the quantitative and qualitative data that supports our digital marketing decisions
  • How data-driven decisions improve the way we reach, engage, convert, retain and grow our customer base
  • The four Vs of Big Data 
  • How to map customer contact and data points
  • And evaluate the four types of customer data
  • Data for customer profiles
  • How Data Management Platforms work
  • Databases, data modelling and data mining to uncover RFV segmentation and Lifetime Value insights
  • How a Single Customer View supports the Customer’s experience
Module 4: How efficient and practical planning processes build optimal digital marketing campaigns
Learning objective: Understand how successful digital marketing campaigns are driven by tried and tested planning frameworks that help us explore market conditions, develop actionable responses to surfaced insights and define success  
  • How conducting a 12-point situation analysis helps you build a solid foundation for digital marketing plans
  • Why SMART objectives are tested against allowable marketing cost
  • How strategy helps us to improve the quality of targeting and customer engagement on the increasingly complex pathway to purchase
  • How a wide range of customer and business variables drive tactical channel selection
  • How inspirational creative and informative content improve campaign performance  
  • Why every successful marketing campaign is built around a detailed timing and action plan
  • How practical budgeting, benchmark analysis and forecasting processes help you assess the potential of your digital marketing plans prior to delivery
Module 5: Building user-centric websites that support customer and digital marketing objectives
Learning objective: Understand how user-centered design processes and digital technologies help us to develop websites that enhance customer experiences.
  • How to define the purpose of a website from customer, business and ecommerce points of view
  • How user-centered design helps us explore the needs, tasks and digital environments that define user experience (UX)
  • Using waterfall and agile site development approaches to scope and manage the development of web projects
  • Improvements to UX through sitemaps, wireframes and user testing
  • Developing criteria for choosing design, developer and tech partners that support customisation, reliable web hosting and maintenance programmes
  • The ongoing relationship between web developers and digital marketers
Module 6: Exploring the use of Social Media channels to build acquire, convert and retain target audiences and customers
Learning objective: Understand how social media channels can be used to support all aspects of your customer acquisition, conversion and retention plans
  • Why analysing social network preferences and influencer analysis helps us define the best role for social media in our digital marketing campaigns
  • How social media helps to build awareness of and preference for brands
  • Why social media offers opportunities to engage with communities and identify customer preferences
  • How paid social media can drive sales
  • To monitor sentiment and competitor activity by analysing social media
  • To exploit the power of influencers to extend campaign reach and enhance cross channel performance
  • To use social media channels as customer service tools
  • To use monitoring and analytics dashboards to improve the media-multiplier effect of social campaigns
Module 7: Understanding the fundamental importance of Search Engine Marketing to digital marketing
Learning objective: Understand how SEM (SEO and PPC) plays a vital role in building brand engagement and sales opportunities at all points on the pathway to purchase.
  • How search engine marketing (SEM) works across the customer journey
  • How to build keyword strategies that drive the maximum organic search results on a landing page by landing page basis
  • The importance of indexing content and developing comprehensive and link partnerships to improve rankings
  • Using the keyword optimising power of Pay Per Click (PPC) to drive sales
  • How to set up and manage PPC accounts to refine campaign performance
  • Using analytics to continually improve SEM performance
Module 8: How Display Advertising builds awareness and generates efficient conversion opportunities for digital marketers
Learning objective: Understanding how channel preference, media research, targeting systems and ad-serving technology combine to build brands and drive sales efficiency.
  • How real-time bidding and programmatic approaches help advertisers, publishers and consumers connect in real-time
  • The importance of a focused display advertising strategy
  • To explore the wide range of targeting options across different display networks
  • To evaluate best practice inventory investment and bidding strategies
  • Developing contextually relevant, original and impactful display ad creative
  • How to ensure your advertising campaign management is efficient and accountable
Module 9: How Content Marketing helps consumers make more informed purchasing decisions
Learning objective: Understanding the practical role content marketing plays in digital marketing campaigns.
  • How content marketing supports consumer decisions through brand awareness and developing positive sentiment
  • The qualities of ad formats from different social networks
  • Developing and working with different content models
  • How to build a flexible approach to content planning and development
  • Developing and refining content for text, image and video-based delivery  
  • The process of useful content creation, UGC and the value of storytelling
  • Developing and executing content planning frameworks
Module 10: Understanding the personal and contextual role of Mobile in digital marketing campaigns
Learning objective: Understanding the precision targeting opportunities that make mobile marketing one of the most effective digital channels.
  • How mobile fits into a personalised digital marketing strategy
  • To assess the influence of mobile on customer behaviour across the digital and physical customer journey, and the legal implications
  • How to make use of mobile’s contextual targeting, app engagement, video, livestreaming, instant messaging, interactive NFC features and mobile payments capabilities
  • How to set up tracking and data-management for omnichannel and multi-device engagement across mobile, desktop, in-store and print
  • To identify and use different ROI and attribution models that measure the success of mobile marketing activities
Module 11: Extending the reach of digital marketing campaigns through Affiliate Marketing
Learning objective: Develop an understanding of the affiliate channel, technologies, remuneration models and controls needed.
  • How affiliate marketing extends campaign reach, improves performance and delivers transparent campaign attribution
  • How individual affiliates, publishers and affiliate networks use technology to deliver measurable customer experiences
  • How to evaluate key performance indicators of competing affiliate networks
  • The cost and commission structures of affiliates and affiliate networks
  • How collaborative work practices and continuous network assessment helps maintain affiliate marketing’s exceptional ROI levels
Module 12: Using email marketing to build high-value digital relationships with prospects and customers
Learning objective: Understanding the relevant strategies, targeting methods, technologies and permissions needed to deliver customer-centric email marketing campaigns.
  • How email campaigns can deliver a higher return on marketing investment than any other digital channel
  • To develop a permission-based email strategy that recognises the long-term value of customers to your business
  • How segmentation, targeting, timing, testing and behavioural triggers improve email campaigns
  • Why ESP technology and data insight are important to subscriber-centric email marketing plans
  • How automation, personalisation, dynamic content optimization and testing improve every aspect of email marketing, including: nurture, onboarding and lifecycle campaigns
  • Exploring the metrics that define core key performance indicators for email campaigns
Module 13: Developing digital marketing propositions, ideas and creative that inspire target audiences
Learning objective: To understand how customer insights and creative ideas combine to develop inspirational digital marketing campaigns.
  • How customer insight can be used to inspire creative that works across digital and physical channels
  • The factors that define memorable digital creative ideas at both the strategic and tactical level
  • The way specific objectives and targeting options shape campaign executions
  • The critical importance of in-depth customer research and segmentation strategies to powerful propositions development
  • How to develop informative and inspirational digital creative briefs that improve the quality of work and improve workflow  
  • How to evaluate and respond to digital creative ideas and concepts with impartial and constructive objectivity
Module 14: How regulation, permission and codes of practice inspire efficient digital marketing
Learning objective: To understand all aspects of law and codes governing digital marketers and digital marketing campaigns.
  • Why compliance defines professional digital marketers
  • How marketing permission is a key driver of customer value
  • How legal frameworks relating to personal data and consent (including PECR and GDPR) affect digital marketing practice
  • What Marketers, Data Controllers and Data Processors need to know about Data protection and privacy legislation across the digital channels
  • Consent, Legitimate Interests and individual rights under GDPR
  • How MPS, TPS and DMA best practice guidelines help improve campaign performance and protect the rights of consumers
  • How independent regulators such as ASA, CAP and IAB set advertising codes and enforce accountable standards  
Module 15: Understanding the metrics that help us controlling and refine digital marketing campaigns
Learning objective: Understanding approaches for measuring and improving web marketing performance onsite acquisition, conversion and retention.
  • Why digital campaign performance must be linked to clearly defined business objectives and attribution frameworks 
  • How the performance of different digital channels requires a range of specific metrics to define their contribution
  • Why testing across all channels is important to improving digital marketing performance and customer experience
  • Why every landing page should be part of a systemic CRO testing strategy
  • How tag management and attribution modelling helps assign credit for multi-channel campaigns and identify optimisation opportunities
Module 16: Exploring the near-future of data-driven digital marketing
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
  • Which brands, agencies and technology investment trends are most likely to bring significant changes to digital marketing
  • How agency/client work practices evolve 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 productivity in digital marketing
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.
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
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%.


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.
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

Provided useful advice and templates to take back into my workplace, kept it simple and to the point. So much valuable info. Great day.

Jodie Whitter,
Online Marketing Executive, Whitbread Group PLC

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