• You will learn to
  • Details
  • Course availability

During the Diploma in Intelligent 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.

Download a sample exercise taken from this course:

Omnichannel Planning Framework

Trial a free lesson from this course:

The Power of Omnichannel Marketing



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  
01/11/21 Online Online £2,045.00 £2,410.00 £345.00 More info
Book Until
30 Nov 21
Exam Dates
  • 6 October 2022
02/12/21 Day release Virtual classroom £2,410.00 £2,830.00 £345.00 More info
Book Until
1 Dec 21
Study Periods
  • 2 December 2021
  • 16 December 2021
  • 13 January 2022
  • 21 April 2022
  • 5 May 2022
  • 19 May 2022
Exam Dates
  • 6 October 2022
03/01/22 Online Online £2,045.00 £2,410.00 £345.00 More info
Book Until
31 Jan 22
Exam Dates
  • 6 October 2022
10/02/22 Day release Virtual classroom £2,410.00 £2,830.00 £345.00 More info
Book Until
31 Jan 22
Study Periods
  • 10 February 2022
  • 24 February 2022
  • 10 March 2022
  • 26 May 2022
  • 9 June 2022
  • 23 June 2022
Exam Dates
  • 6 October 2022

NB: Prices above subject to VAT

Qualification Information

An introduction to intelligent marketing

  • What is intelligent marketing?

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
  • Accountability
  • 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
  • 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 Intelligent 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

6 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
  • 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 some DMA research and reports.

Exams and assessments

In order to attain the Professional Diploma in Intelligent 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 April and October

Pass marks and grades

To pass you will need a minimum of 45% in each assignment and the exam.

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.

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.

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.

Nick Crawford, Owner and Principle Consultant, Twist Consultancy

Nick is the owner of Twist Consultancy, however his career began heading up call centreteams, developed into customer experience measurement & then moved to data led online campaigns, Nick helps businesses win & retain customers with relevant & engaging marketing.

Nick works with B2C & B2B clients and has an excellent understanding of data-driven marketing & strategic planning. With over 15 years across CRM, database marketing, campaign management, email customer insights & customer journey planning.

With a proven strategic experience of senior client & stakeholder management & a strong commercial experience & acumen, Nick prides himself on making things happen.

He is an industry speaker & written contributor including the 2017 ‘Econsultancy Email Marketing Best Practice Guide’ and an elected member of the DMA Email Council & Legal Hub. Championing email as an essential part of the greater marketing mix with a focus on compliance (inc. GDPR delivery) and best practice.

Get in touch...

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