IDM Professional Diploma in Digital Marketing(Dip DigM)

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 modelling

• 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

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 9: Display Marketing

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

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 11: Mobile Marketing

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

• Consumer mobile behaviour – trends and usage
• Developing a mobile strategy
• SMS campaigns, QR codes, mobile Internet and mobile apps
• Mobile advertising and search
• Mobile campaign metrics – measurement and ROI
• Regulations and codes of practice controlling mobile marketing

Module 12: 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 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

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.

You will also receive a copy of:

eMarketing eXcellence (by Paul Smith and Dave Chaffey). The authors have written his book to support both marketers who are integrating e-marketing into their existing marketing and communications strategies and experienced e-marketers looking to optimise their e-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%. 

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