• You will learn to
  • Details
  • Course availability

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

  • Understand how strategic digital planning reduces campaign costs while increasing return on investment
  • Confidently develop strategic recommendations that improve customer experiences
  • Understand how actionable and accountable integrated communications plans drive results
  • Systematically analyse and optimise campaigns to develop efficient attribution models

You will also have access to:

  • A Resources Library with industry case studies and DMA Guides and reports
  • IDM Membership

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


9 days (35 CPD hours)

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  
02/11/20 Online Online £2,505.00 £2,950.00 £275.00 More info
Book Until
30 Nov 20
DMA House, DMA House
Exam Dates
  • 29 September 2021
05/11/20 Day release Virtual classroom £2,950.00 £3,475.00 £275.00 More info
Book Until
4 Nov 20
Study Periods
  • 5 November 2020
  • 19 November 2020
  • 3 December 2020
  • 25 February 2021
  • 11 March 2021
  • 25 March 2021
  • 16 June 2021
  • 30 June 2021
  • 14 July 2021
Exam Dates
  • 29 September 2021

NB: Prices above subject to VAT

Qualification Information

Module 1 – 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

Module 2 – 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

Module 3 – 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
  • SMART objectives shape strategy
  • Customer targeting provides focus
  • Using research, data & insight to inform your marketing strategy
  • Propositions connect audiences
  • The important role of customer journey mapping

Module 4 – 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 of your customers

Module 5 – 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 digital
  • Developing online value
  • Building communities
  • Measuring brand effectiveness
  • Developing effective propositions

Module 6 – Customer Insight

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

  • Customer data
  • Customer data strategy
  • Data integration
  • Multi-channel attribution
  • Profiling
  • Segmentation
  • Targeting
  • Profiling and segmentation strategies

Module 7 – Customer relationship management (CRM)

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

  • What is CRM?
  • Permission marketing and customer communication preferences
  • Making the business case for improved contact and personalisation strategies
  • Conducting a CRM technology and customer data audit
  • Creating an integrated contact strategy for customer development
  • Analysing the value of customer interactions

Module 8 – Developing integrated communications

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.

  • Setting up for integrated campaigns
  • Approaches to targeting
  • How to select the right digital media channels
  • Reviewing the creative and messaging approaches
  • Methods for tracking the effectiveness of digital campaigns
  • The shift to customer metrics
  • Data Management Platforms (DMP)
  • The importance of technology for tracking campaigns
  • Leveraging the benefits of cloud technology
  • Testing in campaign optimisation
  • Using multivariate techniques within campaign optimisation

Module 9 - Managing integrated communications

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

  • Introduction to integrated marketing
  • Integrated communication and customer experience
  • Integrated campaign management
  • Media-neutral communications planning
  • Case-study: Amazon – Integrated Marketing Communication (IMC)

Module 10 – Using digital transformation to enhance customer experience through automation and programmatic workflows

Embrace digital transformation and marketing automation techniques, processes and technology to deliver excellent customer experience.

  • The digital journey – understanding your organisation on the path to integrated digital marketing
  • Change management – what it is, and how to utilise it to integrate digital marketing into your organisation
  • Managing change for digital integration – organisational structure
  • Managing change for digital integration – people, skills, leadership and culture
  • Managing change for digital integration – processes
  • Managing change for digital integration – technology
  • Managing external agencies and partners


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.

Intensive – Central London

2 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

6 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

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

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.
  • 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.

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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