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You will be qualified 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 potential application of online marketing tools within the marketing communications mix
  • Continuously improve the contribution of digital technologies to your organisation
The next intake will be January 2017. Register your interest by emailing us here.
Example Study Timetable

event information

programme

The next intake will be January 2017. Register your interest by emailing us here.
Example Study Timetable

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 strategyCreative offer and messaging
  • Timing and integration issues
  • Media planning and selection
  • Budgeting and lifetime value 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: Email marketing
Learning objective: Understanding the relevant technologies, marketing application and regulatory controls needed to deliver results.

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

Module 9: 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 practise

Module 10: 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 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
  • Disability and discrimination law
  • Intellectual property rights, contract and online advertising law
  • New risks and challenges in social media
  • Current legal and regulatory issues

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 including digital marketing and media techniques.

  • Predicting the future of digital marketing
  • Identifying the significant trends
  • Your part in the future
tutors

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.

course info

To register your interest on the next cohort please email us here.

Overview
Discover how to apply key digital technologies, tools and techniques and successfully integrate them within the overall marketing mix to meet your objectives.

Upon completion of your studies, you will be able to effectively plan and apply digital technologies and techniques - and to continuously improve the value that digital media and channels contribute to your marketing success.

Who is it for?
Marketing communications professionals who implement or are involved with digital or multichannel marketing campaigns and need a grounding in digital tools as part of their job. It would also benefit those who want a broader understanding of what is required of digital channels.

Join our elite group...
“From an employers point of view the Professional Diploma is a very cost effective way to invest in your employees professional development. I would recommend the IDM program for everybody working within digital marketing – if you want to develop your skills.”
Tero Pajunen, Planner and a founder member, Gyllene Skor
These are just some of the select few, forward-thinking organisations represented on this qualification:
  • Dagmar Oy
  • Itella Corporation
  • MediaCom
  • MTV Oy
  • Nokia Corporation
  • Omnicom Media Group
  • Sanoma Media Finland Oy
  • Sanoma News Oy
  • Social Media Fab Oy
  • Stockmann Oyj
  • TeliaSonera Finland Oy
  • Universal Music Finland

Study method

Delivered through a stream of online content, run over 12 months, with personal tutor email support.

PLUS
1x3 day face-to-face sessions held in Finland, which take place in addition to the the online learning.

Study fees

Fees include cost of studies, support resources, tuition and examinations.

IAB members: € 3,360
Non-members: € 3,969

If the payer, individual or company, is VAT registered and can provide a valid EU VAT number they will not be charged VAT. If the payer is not VAT registered, individual or company, they will incur a VAT cost.

How do I enrol?

You can submit your booking via email with the following information:

  • Your title, first and last names
  • Job title/position
  • Company name (please indicate if IAB member)
  • Address, telephone no.
  • Email address (to be used for study correspondence)
  • If a different person or department is paying your invoice then remember to tell us their name and address as well.

If you would like to discuss your application or have any questions please call us on
020 8614 0271.

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 also receive a comprehensive study package with practitioner-written study notes, carefully selected texts, presentations, reading lists and supporting online documentation.

Each delegate is provided with a copy of: eMarketing eXcellence (by Paul Smith and Dave Chaffey). The authors have written this 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.

Complimentary access to copies of the useful DMA Guides written by the marketing doers covering areas such as data, social media and email marketing, are provided to once you have booked your place

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%. 

 

I found this course an absolute asset that I will be able to take away to improve what I do.

Katherine Jacobs,
Integrated Marketing Campaigns Manager, D X Network Services Ltd

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