• You will learn to
  • Details
  • Course availability

During your Postgraduate Qualification in Digital, you will learn to:

Be an intelligent marketing leader:

  • Use the data you have to understand your customers and put them at the heart of your business
  • Improve the effectiveness of your marketing communications
  • Develop effective marketing strategies
  • Build the marketing team you need now and for the future

You will also have access to:

  • A Resources Library with the latest award winning campaigns
  • Industry best practice guides
  • IDM Membership
  • Industry research
  • A graduation ceremony with your peers

Home Learning

All learning products and services are currently being delivered digitally using the following engaging formats:

Virtual Classroom: Tutor led, live, online classroom environments, find out more here: Virtual Classroom

Online: Self Study, via an always-on, always open portal, providing an engaging multimedia learning experience, find out more here: Online Learning

IDM Membership Subsidy

Details

Level
7
Duration
9 days (35 CPD hours)
Rating

Get in touch...

To discuss your options, please get in touch with one of our learning and development team:

Course availability

Start Study Mode Location Member Non-Member Exam Fee  
07/12/20 Online Online £2,505.00 £2,950.00 £275.00 More info
Book Until
22 Dec 20
Exam Dates
  • 29 September 2021
13/01/21 Day release Virtual classroom £2,950.00 £3,475.00 £275.00 More info
Book Until
12 Jan 21
Study Periods
  • 13 January 2021
  • 27 January 2021
  • 10 February 2021
  • 5 May 2021
  • 19 May 2021
  • 2 June 2021
  • 16 June 2021
  • 18 August 2021
  • 1 September 2021
Exam Dates
  • 29 September 2021
01/02/21 Online Online £2,505.00 £2,950.00 £275.00 More info
Book Until
26 Feb 21
Venue
DMA House, DMA House
Exam Dates
  • 29 September 2021

NB: Prices above subject to VAT

Qualification Information

An introduction to intelligent marketing

Understand the drivers for effective marketing in a demanding, data-rich, overly saturated marketing environment.

  • What is digital marketing?
  • What is a strategic approach?
  • The omnichannel approach
  • The importance of customer-first marketing
  • The importance of data in marketing

Understanding the marketing landscape

Gain an informed, objective and realistic perception of the marketing environment, in preparation for developing a forward-looking digital marketing strategy.

  • Assessing the marketplace
  • Assessing the macro environment
  • Knowing your customers and prospects
  • Competitor benchmarking
  • Intermediary assessment and partner management
  • Internal Analysis
  • Performing a digital audit
  • Completing the SWOT analysis

Marketing strategy

Create an effective strategy by using data to identify and target different audiences, using relevant and powerful propositions and building detailed models of segmented customer journeys on the pathway to purchase.

  • Developing a compelling digital marketing strategy
  • Defining SMART objectives to shape strategy
  • Understanding the importance of customer targeting
  • Using research, data & insight to inform your marketing strategy
  • Designing propositions to connect with audiences
  • Mapping the customer journey to improve effectiveness

Financial analysis

Develop a process for evaluating the cost-effectiveness of your digital marketing campaigns and their performance in relation to your business and marketing objectives.

  • Develop an effective budget
  • Developing financial models
  • Creating and managing annual budgets
  • Creating and managing campaign budgets
  • Calculating the Lifetime Value (LTV) of your customers

Brand building

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.

  • Branding in the digital environment
  • Developing your online value
  • Building communities
  • Measuring engagement
  • Developing effective propositions

Customer insight

Enhance your ability to consistently find and make use of customer insights that improve the performance of your marketing activity.

  • Understanding customer data
  • Developing a customer data strategy
  • Creating a Single Customer View
  • Developing your approach to profiling, segmentation and targeting
  • Profiling your data
  • Segmenting your customers
  • Improving your targeting strategies

Managing integrated communications

Take advantage of campaign planning techniques and channel assessment processes to develop an integrated approach to your marketing activity.

  • Developing an integrated approach to planning
  • Advancing your communications and customer experience
  • Managing integrated campaigns
  • Creating a media neutral consumer centric approach
  • Exploring Amazons approach to Integrated Communications Planning (IMC)

Optimising channel effectiveness

From targeting and measuring and reviewing creative, to understanding how to embrace the technological opportunities, learn everything you need to know to set up your team to deliver effective marketing campaigns.

  • Developing your approach to campaign planning
  • Advancing your campaign targeting
  • Establishing the media strategy
  • Improving approaches to creative messaging
  • Optimising intra-media scheduling
  • Amplifying your test and learn strategies
  • Measuring multi-channel marketing and media attribution

Customer Relationship management (CRM)

Incorporate CRM activities into your practices to drive customer first communication strategies, including integrated communications, personalisation and permission marketing.

  • Developing your approach to CRM
  • Creating an integrated CRM strategy
  • The principles of permission marketing
  • Developing personalised contact strategies
  • Managing customer preferences
  • Analysing the value of customer interactions

Leading innovation and successful transformation

From digital transformation to organisational design and leadership, learn to operate your marketing function for success.

  • Identifying digital transformation priorities
  • Leading organisational change
  • Designing agile organisational structures
  • Leading people through transformation
  • Managing external agencies and partners
  • Developing processes to drive success
  • Technology transformation planning

Online

Enjoy the flexibility of accessing the Postgraduate Diploma in Digital Marketing, devising your own personalised study routine with your programme deadlines via a stream of online content run over 12 months.

Registration opens on the 1st of the month but you can register and start up to 4 weeks after this date.

Virtual Classroom - Day-release

9 x 1 day face-to-face instructor-led sessions via Zoom.

Corporate training

This programme can be fully customised and delivered to your staff in-house. For more information visit theidm.com/corporate-training.

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.

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 April and September at over 3,500 venues around the world

Pass marks and grades

To pass you will need a minimum of 45% in each assignment and the exam. You will also need to pass the professional practice report.

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 exam with a grade of 70%.

Assignment marks are weighted.

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.

London (W1W 8SS)

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

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To discuss your options, please get in touch with one of our learning and development team:

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