This programme is the equivalent to a level 7 qualification or to Master’s Degree level and is made up of 11 modules
Module 1: Digital Enterprise
Learning objective: To understand the transformative role of digital marketing to organisations and its markets and be able to develop a customer-centric planning framework.
- Understanding the need for a digitally transformed, customer-centric and media-neutral planning process that delivers outstanding CX and ROMI:
- A comprehensive analysis and evaluation of recent, current and developing market conditions
- Objectives that are clearly and realistically defined both in terms of business goals and marketing capabilities
- A strategy that identifies relevant target audiences and potential interactions on different pathways to purchase
- Tactical channel and content planning proposals together with details of actions and timings
- Integrated budgeting and forecasting proposals that evaluate campaign potential
Module 2: Understanding the complex consumer, company and competitor contexts
Learning objective: To be proficient at developing an objective and realistic view of the market context prior to developing an inspirational digital marketing strategy.
- Assessing and evaluating the Micro environmental factors that connect a company to its target markets
- Assessing the Macro factors that connect target markets to external contexts
- Using third-party research sources to help redefine continuously evolving marketing contexts and trends
- Evaluating the customer characteristics, behaviours and preferences that influence purchasing decisions
- Exploring how social channels support the development of customer relationships and build trust
- Developing a competitor benchmarking process
Module 3: Developing a compelling digital marketing strategy that drives audience selection, proposition development and customer engagement
Learning objective: To be able to identify and target different target audiences, create relevant and powerful propositions and build detailed models of segmented customer journeys on the pathway to purchase.
- Exploring the complex relationship between market insights, objective setting and strategy development
- Using data-driven segmentation and targeting techniques to help identify core characteristics and the channel preferences
- Developing powerful propositions that connect with specific target audience segments
- Developing segmented customer journey models that define the pathway to purchase
Module 4: Constructing and managing campaign finance
Learning objective: To help you develop a process for evaluating the cost-effectiveness of digital marketing campaigns and their performance in relation to business and marketing objectives.
- Understanding the principle processes involved in developing multi-channel digital marketing campaign budgets
- Exploring financial models and accounting definitions that support return on investment calculations
- Developing a performance management system that supports the continuous assessment of digital campaigns
- Building a comprehensive annual digital budgeting process that accounts for all continuous and campaign-related investment
- Identifying specific digital marketing KPIs and the importance of establishing ROI as the principle campaign control parameter
- Modeling customer lifetime value to establish how much you can afford to invest in recruiting new customers
Module 5: Using digital channels to build brands
Learning objective: To enable you to take advantage of the opportunities offered by digital marketing to redefine brand value and experience in the hearts and minds of prospects and customers
- Understanding the value of establishing and defending a differentiating position in the market place
- Transitioning from customer engagement funnels to mutually beneficial customer experiences (CX)
- Developing a powerful online value proposition that improves acquisition, conversion and retention performance
- Building and engaging with customer communities using social platforms and content marketing techniques
- Understanding the impact of behavioural economics, social sharing and influencers on customer experience
- Monitoring, measuring and improving brand experience through the development of an engagement framework
Module 6: Increasing customer insight and optimising campaign performance
Learning objective: To improve your ability to persistently find and make use of customer insights that improve the performance of digital marketing campaigns.
- Developing a customer-centric data strategy that integrates data silos, analytics, tag management and DMPs
- Combining different data sources and analysis techniques to develop a deeper understanding of prospects and customers
- Using web analytics to improve knowledge of customer motivations, behaviour and preferences
- Using data to develop a Single Customer View that improves your understanding of past behaviour, past purchase and past preferences, to predict future purchasing intentions
- Developing customer value modelling and management systems base on lifetime value analysis to establish how much you can afford to invest in recruiting new customers
Module 7: Using CRM systems to develop increasingly relevant customer communications
Learning Objective: To develop your ability to evaluate and improve the management and relevance of customer communications through CRM systems.
- Evaluating and understanding the objectives and performance of existing customer relationship programmes and platforms
- How GDPR and PECR/ePrivacy regulations influence CRM decisions regarding the use personal data and their potential effects on CX
- Making the business case for improving customer retention and profitability through data-driven contact
- Specifying and developing an integrated CRM strategy that improves customer experience and drives operational productivity
- Analysing the value of customer retention and loyalty using RFM (Recency, Frequency, Monetary) and CRR (Customer Repeat and Redemption Rates), NPS
Module 8: Developing an integrated digital strategy
Learning objective: To help you take advantage of digital channel planning techniques, digital channel assessment processes and the means of developing a digitally-integrated approach
- The advantages of a digitally-integrated approach that uses the media-multiplier effect to improve overall campaign performance
- Developing an efficient customer and device-centric digitally-integrated strategy that aligns customer experience and business objectives
- Evaluating the potential of digital channel contribution to IMC sequencing and touchpoint optimisation
- Using digitally-integrated frameworks to define the role of digital channels within the marketing mix
- How digitally-integrated strategy, business systems, employees and suppliers combine to better serve the needs of customers, intensify relationships
Module 9: Developing a digital marketing testing strategy
Learning objective: To help you research and implement different options for the continuous optimisation of marketing activities.
- Setting goals for digital marketing campaigns in a complex market environment where understanding consumer goals and decision making processes is key to success
- How past campaign analysis helps optimse the way we assign digital marketing budgets to channels and devices
- Evaluating the tracking methods and full range of metrics that verify the effectiveness of digital campaigns in terms of clicks and customers
- How technology stacks, including: DMPs, cloud technology, AI, attribution modelling and CRO tools, improve the process of ad buying, selling, optimisation, reporting, analytics, measurement, content management and product inventory
- Why digital marketing is the perfect environment for developing AB/n, Multivariate and LPO (Landing Page Optimisation) testing programmes that systematically improve campaign performance
Module 10: Developing a digital transformation strategy to improve efficiency and customer experience and using marketing automation and programmatic workflows to engage with customer in real-time
Learning objective: To help you understand the extent to which digital transformation and marketing automation changes the way people, processes and technology deliver customer experience.
- How digital transformation changes the way we think about customers, competition, data, innovation, and value as parts of a combinatorial network
- Exploring different approaches to digital transformation and the factors that will shape the evolution of your digital transformation playbook
- Developing a roadmap to success that keeps the focus on customer experience
- How marketing automation systems (MAS) act as force multipliers for digital marketing campaigns
- Why AI gives marketing automation the power to identify and engage with infinitely variable customer journeys in real-time
- How data standards and quality drive marketing automation that is scalable, predictable, reproducible and sustainable
- Developing a centralised lead life-cycle model, engagement engine, and dynamic creative optimisation systems that trigger an automated response for every customer action or inactivity scenario
Module 11: Exploring the near-future of digital marketing
Learning objective: Develop personal insights into how digital marketing will continue to constantly change the way marketing and marketers work.
- How brands, agencies, journalists and researchers see the future of digital marketing from different perspectives that are useful to marketers
- Exploring which brand, agency and technology investment trends are most likely to signal significant changes in digital marketing enterprise culture
- How agency/client work practices are evolving as we move to data-driven, real-time consumer engagement mode
- How technologies such as AI, AR, NFC IoT and Blockchain will change customer experiences in ways that are hard to imagine
- How combining the best of marketing automation with human inspiration is the key to increased personal and business productivity in digital marketing
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.
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 Digital 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
- 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%.
Mike Berry Dip DM, F IDM , Consultant
Mike stared his career at Procter & Gamble. He then went agency-side with roles at EHS Brann (Havas Helia), Wunderman (Director), Bozell/ FCB Inferno (Senior VP) and Head of Digital for EMEA at Jack Morton (Interpublic’s experiential agency network). He has worked with many of the world’s leading brands including Coca-Cola, Google, Ford, McDonald’s, GSK, Allianz, British Airways, Honda, Xerox and Marriott.
These days he’s a digital consultant, trainer and academic (Adjunct Professor at Hult Business School, Digital Course Leader at Imperial College London and Visiting Lecturer at Kingston University). He is the author/ co-author of 3 books including The Best Of Global Digital Marketing Storybook 1 and 2. Mike is a Fellow of the IDM and Course Tutor on the IDM Postgraduate and Professional Diplomas.
Beverly Barker F IDM, FHEA, Partner, Business Solutions
Beverly Barker, F IDM, FHEA, is a leading trainer and consultant is digital and direct marketing, with extensive experience in communications and media planning. Beverly’s industry background extends over 30 years, including 10 years at Carat as a Board Director and Head of Direct and Digital.
Beverly is now a partner in Business Solutions, Lecturer with Bournmouth University’s prestigious Media School and Tutor for the IDM. She combines academia with her role as a Digital Consultant, providing strategic insight to both UK and International clients in customer journey analysis in planning media, content and proposition development and all aspects of integrated communications planning.
Her particular interests include planning, delivering and measuring campaign effectiveness, including attribution modelling, which is the subject of her ongoing PhD. Beverly was recently awarded the prestigious IDM Educator of the Year Award for her exceptional contribution to direct and digital marketing education. She is widely published on media planning and digital marketing and a regular speaker on matters digital at academic marketing conferences.
The IDM has truly stolen a march on the CIM in terms of delivering relevant, accessible and career enhancing digital marketing qualifications. This won’t be the last time I invest in one of their courses
Andy Richardson PG Dip DigM,
Client Director, Dunnhumby
The IDM Diploma in digital marketing offers the perfect blend of strategic and tactical elements of digital marketing. I would recommend this course highly
Bill Wilson PG Dip DigM,
Group eCommerce Manager, Bristan Group
Even though I have worked in digital for several years, the IDM Digital Diploma helped me put a strategic framework behind my thinking and look more holistically about the full marketing mix and not just my area of expertise
Rebecca Heptinstall PG Dip DigM,
Community Manager, Financial Times