This programme is the equivalent to a level 6 qualification or to bachelor’s degree level and is made up of 10 modules. You will also be required to complete two individual assignments and sit two exams.
Module 1: What is Direct and Digital Marketing?
Learning objective: Understanding the key reasons why companies use direct and digital marketing, introducing some key principles and models.
- The key differences and benefits of direct and digital marketing
- Changing and converging channels to market - online and offline
- Focusing on the individual
- The growth of the internet and multichannel communications
- Targeting prospects and customers by status, potential value and interest
- Accountability through measurability
- Increasing customer loyalty and lifetime value
- The TICC formula
- Key differences of eCommerce
Module 2: Planning, Forecasting and Measurement
Learning objective: Understanding how companies plan and evaluate direct and digital marketing effectively.
- How to develop strategies and direct and digital communication plans
- What to measure to evaluate your online and offline campaigns
- Key performance indicators on and offline and how to calculate them
- Calculating how much to spend on acquiring a new customer
- Customer Lifetime Value and how to calculate it
- Using results to optimise your campaign
Module 3: Gaining Customer Insight and Personalisation
Learning objective: Data drives direct and digital marketing. The outcome of this module is to appreciate how data is collected, stored and managed by marketers to enhance their understanding of, and communications with customers and prospects.
- How data can help you understand customers and prospects on and offline
- Name and address processing, data enhancement and screening
- Deduplication and its issues
- Database functions and requirements
- Creating a single customer view
- Why B2B is different to B2C – corporate to sole traders
- Profiling and geodemographic profiling systems
- Primary sources of profiling data
- The principles of segmentation
- Propensity modelling and trigger communications
Module 4: Offline Acquisition and Integrated Marketing Communications
Learning objective: Understanding the process of using direct marketing to acquire new customers.
- The stages in planning an acquisition campaign
- Identifying your target audience and their buying process
- Roles of different media
- The advantages and disadvantages of the major offline media, including: direct response and interactive TV; press and magazines; direct mail; radio and door-drops
- Buying media – how costs compare
- How channels fit together
- What is media and channel-neutral planning
- How to get the most out of your campaign budget
- Combining media in multimedia campaigns for maximum effect
- Difference between brand advertising and direct response planning and buying
Module 5: Understanding Digital Media
Learning objective: Understanding how digital marketing is different and appreciating the range of digital tools available to marketers.
- The digital landscape and the differences between online and offline
- Different customer expectations
- Generating traffic to your website
- Search engine optimisation (SEO)
- Search and PPC advertising (SEM)
- Affiliate marketing and how to use it
- Viral and advertising
- Social media marketing, user generated content and online PR
- Email marketing
- Mobile and SMS communications
- Measuring success – what to measure
Module 6: Customer Engagement, Activation and Retention
Learning objective: Understand the technologies and usercentred design processes needed for successful websites.
- From transactions to relationships
- Building customer value through up-selling and cross-selling
- Enhancing the customer journey - online and offline
- Customer Relationship Management (CRM) - what it is, and making it work
- Degrees and types of loyalty and bonding
- Why do customers defect?
- The roles and differences between sales promotion, loyalty programmes and relationship marketing
- The importance of staff, training and integration
- The stages in planning a customer campaign
- Nine ways to analyse customers’ value
- Managing contact centres and the role of telemarketing
Module 7: Creative Strategy and On- and Offline Implementation
Learning objective: Developing and implementing a successful creative strategy on and offline.
- Differences between general advertising and direct and digital creativity
- How and why people respond
- What is a direct marketing proposition and how to develop a strong proposition?
- Creating a great creative brief
- How to evaluate creative work – AIDCA in action
- The strategy behind direct headlines and copy
- The function and nature of offers
- Difference between on and offline creative
- Creating and organising integrated, multi-channel campaigns
- Creating the ‘organising’ idea
Module 8: Testing and Research
Learning objective: Understanding how to plan a testing campaign.
- Testing - what to test
- Building test matrices
- Testing in offline and online media
- Understanding the statistical principles to create a valid test
- Representative samples
- Level of Confidence and Limit of Error
- The roles for market research in direct and digital marketing
Module 9: Privacy
Learning objective: Understanding the implications and principles of privacy laws.
- The increasing concern about privacy and data protection
- The Code of Advertising Practice
- The principles and implications of the Data Protection Act and EU Directives
- Cookie Law
- Preference services - telephone and mail preference services
Module 10: Campaign Planning and Implementation
Learning objective: How to choose and brief suppliers, and plan the campaign development timing.
- Planning and managing the process from start to finish
- Choosing and briefing suppliers
- Planning campaign development timing
- Coordinating suppliers