• You will learn to
  • Details
  • Course availability

During the Diploma in Digital Marketing, you will learn to:

  • Understand how data underpins the effectiveness of your campaigns and the experience you give your customers.
  • Implement effective customer relationship management techniques like journey planning, personas and segmentation.
  • Learn to juggle the big campaign moments and your year round activity.
  • Understand all the channels available to you, and how non digital channels can work alongside digital channels.
  • Select the right channels for the right audiences and campaigns.
  • Develop a top level campaign strategy, and the channel strategies which feed into it.
  • Analyse which channels you should continue to invest in and those you should re-consider.
  • Plan your budget to make the most of 'always on' channel activity and your big campaigns.

All of the learnings in the lesson are underpinned with activities and processes you can implement in your role.

Want to specialise in B2B? Take a look at our Professional Diploma in Digital Marketing with B2B

Learn From Home

Our offices are now temporarily closed, but we've expanded our e-learning and virtual classroom offerings. To hear more about these options, please email ask@theidm.com and we'll be happy to help.


6 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  
03/08/20 Online Online £2,045.00 £2,410.00 £245.00 More info
Book Until
31 Aug 20
DMA House
Exam Dates
  • 14 April 2021
20/08/20 Day release Virtual classroom £2,410.00 £2,830.00 £245.00 More info
Book Until
19 Aug 20
Study Periods
  • 20 August 2020
  • 3 September 2020
  • 17 September 2020
  • 6 January 2021
  • 20 January 2021
  • 2 February 2021
Exam Dates
  • 14 April 2021
01/10/20 Day release Virtual classroom £2,410.00 £2,830.00 £245.00 More info
Book Until
30 Sep 20
Study Periods
  • 1 October 2020
  • 15 October 2020
  • 29 October 2020
  • 14 January 2021
  • 28 January 2021
  • 11 February 2021
Exam Dates
  • 14 April 2021
02/11/20 Online Online £2,045.00 £2,410.00 £245.00 More info
Book Until
30 Nov 20
DMA House
Exam Dates
  • 29 September 2021

NB: Prices above subject to VAT

Qualification Information

Integrated planning for omnichannel campaigns

The power of omnichannel campaigns
Implementing the integrated planning process
Facilitating change for integrated planning

Profitable CRM techniques to meet your customer's needs

Create a customer centric communications plan
Know your customers
Building a communications strategy

Measuring and optimising your omnichannel marketing

Analysing your omnichannel campaign
Transform data into insights for continuous improvement
Using insights to influence marketing strategy

Building a comprehensive budget

Setting the budget
Managing the budget
Measuring the ROI

GDPR: understanding campaign compliance

GDPR & Consumer trust
GDPR & lawful processing – consent
GDPR & lawful processing – alternatives to consent
Profiling under GDPR

Creating briefs that instruct and inspire

Strategic campaign briefing
Developing a proposition
Evaluating creativity

Harmonising your omnichannel marketing mix

An introduction to the marketing channel mix
Online marketing
Offline marketing

Supercharging your content marketing

Developing a content strategy
Delivering a content strategy
Amplify, measure and optimise your content

Getting strategic on social media

Developing a social media channel strategy
Developing a social media campaign strategy
Choose the right metrics to measure social success

Putting your customers at the heart of your website design

Customer centric website strategy
Website and campaign strategy
Measuring the effectiveness of websites

Amplifying your emails

Developing your email channel strategy
Developing your email campaign strategy
Measuring email success

Making the most of mobile marketing

An introduction to mobile marketing strategy
Developing a mobile marketing strategy
Measure and test your mobile marketing activity

How to scale your search engine opportunities

Affiliate marketing strategy
Display marketing strategy
Search engine marketing strategy

Mastering print mail

Why use direct mail and how to plan it
Why use door drop and how to plan it
Creating your mail campaign

The Professional Diploma in Digital Marketing is designed for:

  • Marketing managers and aspiring marketing managers, who want to improve their results
  • Professionals that want to advance their career and create an impact on their organisation’s marketing performance
  • Goal oriented people that want to master omnichannel marketing
  • Professionals that want to feel confident when planning the next marketing campaign and need to achieve broad marketing planning skills
  • Professionals that want to master a broader range of marketing channels
  • People who want to revamp their approach to campaign planning and marketing strategy
  • Managers who want to harness the power of CRM to build and deliver marketing more effectively
  • Marketing professionals who want to craft a potent marketing mix with expert advice on search engine marketing, display and social media, email, content and mobile marketing


Enjoy the flexibility of accessing the Professional 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
  • 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.​

For online delegates - Industry expert David Hearn will run each of the live webinars scheduled throughout the online programme, and will be there to answer any questions you may have about the course / assessments.

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 Professional Diploma in Digital Marketing you must successfully pass two assignments and one exam.

  • You will have five weeks to complete each assignment and three hours to complete the 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.
  • 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%.

Tim Hamill F IDM, Director, Data Ketchup

Tim has over 25 years of marketing experience specialising in helping businesses utilise data to improve their marketing and commercial decision making.

During his career he's held several senior roles at Royal Mail, driving their marketing, market insight product development, and creative services.

He is a founding partner of data-driven creative marketing consultancy Data Ketchup and a Director of Customer Content for 3d Mapping Company.

For the last five years, he's been an IDM tutor teaching qualifications on direct marketing, finance, and data. He was named IDM educator of the year for 2019.

Steve Kemish F IDM, Managing Partner, JunctionAgency

Steve is a multi-award-winning marketer and has worked in digital marketing since 1997. He has worked client-side, helped grow a leading email service provider, consulted to numerous clients on digital strategy, and helped build one of the most respected and awarded B2B marketing agencies in the UK.

His passionate and insightful approach has gained him numerous industry awards. In recent years his work has seen wins at the B2B Marketing awards (five times) Database Marketing awards (twice), New Media Age awards, Revolution Digital Marketing awards, CRN awards, IDM Marketing awards, PPA and DMA awards.

He has worked on digital marketing and strategy with many global brands including Motorola, Cisco, ITV, Lego, Skype, British Airways and Oracle.
A highly regarded speaker, lecturer and writer, Steve has worked with the IDM since 2004 on various courses and events and has been invited to speak throughout the world on the subject of digital marketing. He was appointed a Fellow in 2009, making him one of their youngest ever appointments.

As well as his role at Junction he is an IDM tutor, a member of the IDM Digital Council, a guest lecturer at various British universities and a longstanding Superbrands judge.

David Hearn F IDM, Creative Technology Director Arcstream AV

David Hearn F IDM has been a marketer for 30 years, starting at the Economist, before moving to agency FCB, working for British Airways and The Australian Tourist Commission. He then became co-owner of direct and digital agency AHK, developing successful customer acquisition and retention programmes for, amongst others, Royal Mail, 3M, Canon and Adobe.

David is now working in creative technology for Arcstream AV, delivering interactive marketing solutions for major brands including Ford, GSK, EY and Schroders. Helping bridge digital and face-to-face engagements.

With wide experience in both B2C and B2B markets, he has been sharing his expertise and experience for over 20 years as a trainer and tutor for the IDM. David also lectures at universities and delivers a series of online professional training webinars.

London (W1W 8SS)

The course is always of high quality and the presentations and support is great. Thank you so much for this fantastic course - I will recommend it!

Sophie Witteeveen Dip DigM,
Publisher, IFD

All lectures and tutors were bang up to date, unlike many other courses which can feel stuck in the past.

Jane Cahill Dip DigM,
Online Sportsbook Business Analyst, Paddy Power

Fun and interactive, quite clearly the most up to date and relevant marketing qualification available to marketers. Insightful, relevant and practical – can easily apply the course to the working world.

Elliot Bertram Dip DigM,
UK&I Marketing Manager, SThree

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