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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

Course availability 

start study mode location member non-member exam fee
Online Online £2575.00 £2575.00 £150.00
more info
book until 30 Jan 2017
Intensive DMA House, 70 Margaret Street (W1W 8SS) £2575.00 £2575.00 £150.00
more info
book until 13 Feb 2017
venue London
study periods 13 - 15 February 2017
10 - 12 April 2-17
exam dates 19 - 20 June 2017
Day release Central London £2575.00 £2575.00 £150.00
more info
book until 9 Mar 2017
venue tbc
study periods 9 Mar, 6 Apr, 4 May, 14 June, 6 July, 7 Sept
exam dates 4 - 5 December 2017
Intensive DMA House,70 Margaret Street (W1W 8SS) £2575.00 £2575.00 £150.00
more info
book until 30 May 2017
venue London
study periods 30 May - 1 June 2017
24 - 26 July 2017
exam dates 4 - 5 December 2017
Day release Central London (W1W 8SS) £2575.00 £2575.00 £150.00
more info
book until 19 Oct 2017
venue DMA House, 70 Margaret Street
study periods 19 October, 23 November, 7 December, 25 January, 8 February, 22 March
exam dates 18 - 19 June 2018

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.

  • A holistic approach to optimising web activity
  • Developing a framework for measurement
  • Optimising acquisition, conversion and retention

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.

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

course info

If you would like to discuss your enrolment or have any questions please call us on 020 8614 0277.

Study resources

As part of your studies you will receive complimentary IDM membership which allows 24/7 access to digital and direct marketing resources. In addition to this, you'll receive a comprehensive study package with practitioner-written study notes, carefully selected texts, presentations, reading lists and supporting online documentation.

You will also receive complimantory copies of useful DMA Guides written by the marketing doers covering areas such as data, social media and email marketing.

Exams and assessments

In order to attain the Professional Diploma in Digital Marketing and use the honorifics you must successfully pass 2 assignments and 2 exams.

You will have 5 weeks to complete each assignment and 3 hours to complete each exam.

Exams take place in June and December at regional venues.

Pass marks and grades

  • To pass this programme you will need a minimum mark of 45% in each assignment and exam to pass. In the event that the minimum pass mark is not met for the examinations, you will have the opportunity to re-sit at a later date.  Assignment marks are weighted with Assignment 1 receiving 40% of achieved mark and Assignment 2 receiving 60% of achieved 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 the above applies but you must achieve an overall average of 60% and a DISTINCTION an overall average of 70%. 

View the full list of frequently asked questions about IDM qualifications »

tutors

Mike O’Brien F IDM, Jam Partnership

Mike O’Brien is one of the busiest practitioners in marketing. He is the CEO of Jam Partnership, a digital strategy, innovation and training consultancy. He is the CIO of OSKAV, the leading brand of designer 3D eyewear. He is also CVO of CYBORGg, a group of digital companies dedicated to the development of marketing automation across all communications channels. Mike has worked in the brand, direct and digital sectors for close to 40 years. He has contributed to books on digital marketing by Dave Chaffey and PR Smith. He is a keynote speaker at conferences on a wide range of marketing and business development subjects. He runs a popular digital marketing blog, is a Tutor on IDM courses 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, 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.

 

Aiden Carroll F IDM

Aiden Carroll started out his career intending to be called to the Bar, but fell in love with media along the way.

From early forays into public relations and television, Aiden became an award-winning brand strategist. He believes that brands live and die on their presence and has convinced some very recognisable clients and agencies that this is the case, including Google, Barclays, WPP and Hillary Clinton.

Aiden’s fruitful and periodically globe-trotting career has seen him work with numerous brands in shaping and delivering their digital and advertising strategies.

His work appears in multiple publications from The Independent to The San Francisco Chronicle and he talks and trains constantly, mainly in London & Hong Kong, making a habit of saying yes to interesting opportunities.

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,
Hays Recruitment

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.

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

I would recommend this oneday introduction as a great way to build or refresh knowledge. I found it extremely interesting, relevant and well delivered.

Rachel Ramsden,
Skipton Building Society

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