This programme is the equivalent to a level 7 qualification or to master’s degree level and is made up of 10 modules.
Module 1: The contemporary data-driven marketing landscape
Learning objective: Understanding key drivers in the strategic planning and delivery of value through data-driven marketing
- Marketing in the contemporary organisation, proving value
- Key trends in data-driven marketing
- The drive to accountable, real time marketing
- Understanding and managing customer lifecycles and journeys
- The pivotal role of insight from research, data and the database
- Marketing the source of value delivering sales building brands
- The three main applications: acquiring new customers, customer development and retention
- Forecasting techniques - how to anticipate consumer needs
- Scenario planning, agent modelling, Delphi, quantitative techniques
Module 2: Building brand value
Learning objective: Understanding the role of marketing in building and sustaining long term brand value and how to reconcile the demands of short and long term value creation.
- Building successful brand strategies
- Brand development and evolution
- From brand to position to proposition
- How to build brand equity
- Measuring brand performance
- Brand engagement across touch points
- Managing the brand in a multichannel environment
- Brand activation
Module 3: Responsible marketing - trust, data, privacy, compliance and the law
Learning objective: Understanding the legal framework in which data-driven marketing operates and the relevant codes of practice
- Overview of marketers’ legal obligations and customer rights
- Responsible marketing
- Vulnerable customers
- Growing concerns about privacy and data protection
- Creating effective privacy statements
- The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code)
- The GDPR and e-privacy
- The UK Preference Services
Module 4: Managing and making sense of data and creating customer insight
Learning objective: The role and applications of marketing research, and the concept and practice of profiling, segmentation and targeting.
- Building and maintaining your business’s intelligence assets
- Turning data into insight, Big data, data-mining, analytics and modelling
- Principal data analysis techniques: cluster analysis, regression analysis, CHAID, neural networks and social network analysis
- The role and analysis of qualitative data
- Profiling and segmentation – what your data is telling you
- How marketing research integrates with big data
- Customer insight – gaining a deep understanding of customer attitudes and motivation
- Six types of research: market scaling, customer profiling, brand insights, channel profiling, customer preferences, performance management
- Measuring customer engagement across channels
Module 5: Customer-centric strategic data-driven marketing planning
Learning objective: Setting realistic business and marketing objectives that flow into effective marketing strategies.
- Internal barriers to planning and how to overcome them
- Getting to C- suite - linking corporate and marketing strategies
- Creating a long-term customer-centric vision and mission
- Using strategy to develop sustainable revenue and profit streams for the organisation
- The main qualities and benefits of a sound strategic plan
- Competitor benchmarking and positioning
- Understanding the financial out-turn from strategic planning
- Building an effective data-driven marketing strategy
- Designing relevant value propositions for different customer segments
- Key performance metrics and useful tools for building the budget
- Measuring and improving your ROMI (return on marketing investment)
Module 6: Integrating data-driven marketing communications
Learning objective: Understanding multichannel marketing
- Setting business objectives by value, volume and revenue
- Balancing acquisition and retention objectives
- The ten key elements of an effective acquisition campaign
- The vital importance of testing
- Concurrent and post campaign tracking and analysis
- How to measure the business value of loyalty and customer values
- CRM and eCRM applications and the role of data and technology
- Developing customer engagement strategies
- Marketing dashboards and scorecards
- Net promoter scores and similar measures
- Costing and budgeting customer retention programmes
Module 7: Managing innovation
Learning objective: Gaining a thorough understanding of the innovation process from briefing to delivery.
- Idea generation
- Managing innovation as a source of advantage
- Working with and managing innovative and creative people
- Creating experiences - live events
- Using customer insight to create compelling propositions
- The role of planning and insight in innovation and creative strategy
- Briefing and evaluation in data-driven communications
- Developing powerful, relevant propositions
- How to judge and evaluate creative work
- Working with creative agencies
Module 8: Planning and implementing projects
Learning objective: Successful project management, the project planning process and the importance of risk assessment and management
- Project management principles
- Planning and implementing projects
- Operational project management
- How to build, implement and measure a data-driven test programme
- Integrated project planning tools
- Risk assessment
- Campaign management tools – project files, schedules, critical path analysis
- Selecting, briefing and managing specialist suppliers
- Testing and execution
- The statistical basis of effective test strategies
- What to test and testing methodologies
Module 9: Measurement, financial evaluation and metrics
Learning objective: Understanding the processes of data-driven communications metrics, KPIs and scorecards.
- Understanding company accounts
- Creating and presenting budgets
- Cash flow, P & L and balance sheets
- Key ratios and how to create them
- Channel metrics – what you can measure
- Efficiency and effectiveness metrics
- Acquisition, conversion and retention KPIs
- Building dashboards for different levels of management
- Frequency and depth of reporting
- Multichannel tracking and attribution
Module 10: Managing and leading the marketing function
Learning objective: Building personal skills and competencies to enable a move from management to leadership roles
- From management to leadership
- Negotiation persuasion and influence
- Attracting and nurturing talent
- Building a personal brand
- Building a case through effective presentation
- Creating a powerful pitch
- Personal effectiveness and career planning, the role of mentoring and coaching
- Managing crises
- Working with agencies
- Managing clients and suppliers
- Performance drivers in diverse sectors
- International issues
Intensive - Central London
3 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
9 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.
Part-time - Central London
11 x 1 face-to-face sessions. Afternoon/evening classes (17.30-21.00) run once a fortnight for 11 weeks. The exact location of our courses vary, so please make sure you check before attending.
This programme can be fully customised and delivered to your staff in-house. For more information visit theidm.com/corporate
To support your studies
Every delegate has an online learning account which includes:
- eLearning modules on the key digital channels
- Online course materials
- Monthly expert webinars with industry experts
- Best practice guides from DMA councils on topics like social media, data, etc.
- Case studies from DMA Awards winners
- Links to industry leading blogs, whitepapers and websites.
Delegates are automatically enrolled as IDM members, giving access to events and a free Euromonitor subscription for the latest consumer research (worth £170 pa).
Exams and assessments
In order to attain the Postgraduate Diploma in Data-Driven Marketing you must successfully pass two assignments and one exam. You will also need to submit a professional practice report.
- You will have six weeks to complete each assignment and three hours to complete the exam. You will have three weeks to submit your professional practice report following your exam.
- Exams take place in March, June and November at over 3,500 venues around the world.
Pass marks and grades
Assignment marks are weighted. Assignment 1 is weighted at 40% and Assignment 2 is weighted at 60%.
- To pass you will need a minimum of 45% in each assignment and exam to pass. You will also need to pass the professional practice report.
- 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%.
Matthew Housden F IDM, Principal Lecturer, University of Greenwich
Matthew has worked in marketing for nearly 30 years.
He is principal lecturer in the marketing group at the University of Greenwich, visiting professor at the Grenoble Graduate School of Business and visiting faculty at the University of Leeds Business School and Imperial College London.
He is an experienced and successful consultant and trainer of marketing personnel and has worked with companies such as ABInbev, Barclays, DAC Beachcroft, Deloitte, DHL, London Business School, Royal Mail, Swiss Reinsurance and Wella.
He is a director of Face Value Consulting and a trustee of Montage Theatre Arts, a charity supporting disadvantaged children in SE London. In 2015 Matthew was appointed as a trustee of the DM trust, a charity that aims to raise standards in the data driven and digital marketing industry. He is a member of the Institute of Direct and Digital Marketing (IDM) education council and a member of the qualifications advisory board.
His books include ‘Principles of Direct, Database and Digital Marketing’, FT Prentice Hall and ‘Direct and Digital Marketing in Practice’, A and C Black.
He is a senior consultant, tutor, examiner at the IDM. In 2015 was elected Honorary Life Fellow of the Institute of Direct and Digital Marketing. He has been a syllabus advisor to CAM and is a tutor and former examiner at the Chartered Institute of Marketing. He is a full certified member of the Market Research Society and a member of ESOMAR and the CIM. He is a Fellow of the Higher Education Academy and an IDM Lecturer of The Year
Solid, practical and varied training. All sessions were delivered to a really high standard. I feel much more equipped with the necessary skills within the marketplace. I would definitely recommend!
Claire Robinson PG Dip IDM,
Digital Marketing and Insights Manager, Vodafone
I feel so much more capable to not only complete my job but to move forwards in my career more quickly. I feel I can work harder for my clients and be more profitable for my agency
Samanatha Burt PG Dip IDM,
Account Manager, The House
Wished I done this years ago! Great course, rooted in real world case study scenarios. I chose the intensive one year study option as it suited my learning style and work commitments. It’s demanding, but you get out what you put in. The modules and lectures are very relevant to the knowledge needed & challenges todays marketers face – in addition they are delivered by some of the leading experts in the field. My tutor & cohort were great – we quickly bonded, shared experiences and helped each other through. Can’t wait to celebrate at the formal Graduation!
Chris Bottle PG Dip IDM,
Marketing Director, Hyundai Capital UK Ltd