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During your Diploma in Digital Marketing with B2B, you will learn to:

  • Plan the introduction of digital technologies and techniques for marketing that support business objectives
  • Apply the key technologies, tools and techniques of digital marketing to improve marketing effectiveness
  • Identify the potential application of online marketing tools within the marketing communications mix
  • Continuously improve the contribution of digital technologies to your organisation

Course availability 

start study mode location member non-member exam fee
Online Online £3225.00 £3225.00 £150.00
more info
book until 31 Jul 2017
study periods B2B course dates: 28 - 29 September 2017
exam dates 18 - 19 June 2018
Intensive DMA House (W1W 8SS) £3225.00 £3225.00 £150.00
more info
book until 5 Jul 2017
venue 70 Margaret Street, London
study periods 5 - 7 July 2017
25 - 27 September 2017
B2B course dates: 28 - 29 September 2017
exam dates 4 - 5 December 2017
Part-time DMA House (W1W 8SS) £3225.00 £3225.00 £150.00
more info
book until 29 Aug 2017
venue 70 Margaret Street, London
study periods 29 August, 12 September, 26 September, 10 October, 24 October, 7 November, 21 November, 5 December, 16 January, 30 January
B2B course dates: 28 - 29 September 2018
exam dates 18 - 19 June 2018
Intensive DMA House (W1W 8SS) £3225.00 £3225.00 £150.00
more info
book until 18 Sep 2017
venue 70 Margaret Street, London
study periods 18 - 20 September 2017
11 - 13 December 2017
B2B course dates: 28 - 29 September 2017
exam dates 18 - 19 June 2018
Day release DMA House (W1W 8SS) £3225.00 £3225.00 £150.00
more info
book until 19 Oct 2017
venue 70 Margaret Street, London
study periods 19 October, 23 November, 7 December, 25 January, 8 February, 22 March
B2B course dates 16 - 17 November 2017
exam dates 18 - 19 June 2018
Online Online £3225.00 £3225.00 £150.00
more info
book until 30 Oct 2017
study periods B2B course dates: 16 - 17 November 2017
exam dates 3 - 4 December 2018
Intensive DMA House (W1W 8SS) £3225.00 £3225.00 £150.00
more info
book until 1 Nov 2017
venue 70 Margaret Street, London
study periods 01 - 03 November 2017
12 - 14 February 2018
B2B course dates: 16 - 17 November 2017
exam dates 18 - 19 June 2018
Day release DMA House (W1W 8SS) £3225.00 £3225.00 £150.00
more info
book until 6 Dec 2017
venue 70 Margaret Street, London
study periods 6 December, 17 January, 14 February, 14 March, 11 April, 9 May
B2B course dates: 18 - 19 January 2018
exam dates 18 - 19 June 2018
Online Online £3225.00 £3225.00 £150.00
more info
book until 28 Feb 2018
study periods B2B course dates: 22 - 23 March 2018
exam dates 3 - 4 December 2018

NB: Prices above subject to VAT.

Course information

syllabus

This programme is the equivalent to a level 6 qualification or to bachelor’s degree level and is made up of 16 modules. You will also be required to complete 2 individual assignments and sit 2 exams.

Module 1: The digital marketing landscape

Learning objective: To assess the relevance of digital marketing to an organisation and its markets.

  • Understand the role of digital in relation to brand and direct marketing contexts
  • Appreciate the forces that continue to influence the development of digital marketing
  • Develop a basic understanding of how key digital channels work

Module 2: Understanding the digital customer

Learning objective: Understand research approaches to determine the characteristics and buyer behaviour of consumers.

  • Learn about the various sources of data and information
  • Assess the different ways and approaches to carrying out customer research including quantitative and qualitative surveys
  • Review the data available from third-party information suppliers
  • Site-centric data: principles of web analytics and other methods of evaluating online customers

Module 3: Data and database applications

Learning objective: Data drives digital marketing. The outcome is to appreciate the major issues in collecting, managing, storing and using customer data within digital marketing.

  • Understand the complexities of customer contact and behavioural data and data quality management
  • Databases and channel integration
  • Profiling, segmentation and targeting
  • Data mining and data modelling

Module 4: Planning and integrating digital marketing campaigns

Learning objective: To define a structured approach to planning for digital marketing and to understand the key planning differences between acquisition and retention marketing.

  • To define a structured approach to planning for digital marketing
  • Creating a digital marketing plan
  • Objective setting
  • Targeting strategy
  • Creative offer and messaging
  • Timing and integration issues
  • Media planning and selection
  • Budgeting and Lifetime Value (LTV) modelling

Module 5: Principles of website design: Customer experience and usability

Learning objective: Understand the technologies and user-centred design processes needed for successful websites.

  • Principles of the customer experience (UX)
  • What is user-centred design?
  • Best practice methodologies
  • Sitemaps and wireframes
  • User testing

Module 6: Social media

Learning objective: Develop an understanding of how social media channels can be used to engage and influence customer conversations and interactions.

  • Understanding social media in context
  • Developing a social media communications strategy
  • Using social media listening to understand customer preferences and competitor activities
  • Understanding and using influence
  • Which social media platforms to use and why (and how)
  • Choosing and using monitoring tools and dashboards to optimise social media marketing

Module 7: Search engine marketing

Learning objective: Explain best practice for the search engine marketing channel including techniques for implementing natural and paid SEM.

  • An introduction to Search Engine Marketing (SEM)
  • Importance of integrated SEM
  • Search Engine Optimisation (SEO)
  • Keyword analysis
  • Indexing content
  • Improving rankings
  • Developing link partnerships
  • Pay Per Click marketing (PPC)
  • Campaign setup
  • Ongoing management
  • Performance monitoring

Module 8: Display advertising

Learning objective: Understanding online advertising, formats, technologies, ad-servers and media buying models together with controls needed to effectively deliver results.

  • An introduction to online digital display advertising
  • Setting online ad campaign objectives
  • Targeting options for online advertising
  • Creating a display advertising media schedule
  • Developing display ad creative
  • Optimising your online display ad campaign
  • Engagement and integration
  • Campaign management issues and best practice

Module 9: Content marketing

Learning objective: Understanding the role of content marketing and how to develop a successful content strategy.

  • Principles behind content marketing
  • Elements of a successful content marketing strategy
  • Creating valuable content
  • Content planning
  • Measuring and demonstrating the success of your content marketing activities

Module 10: Mobile marketing

Learning objective: Understanding the mobile landscape marketing applications and regulatory controls needed.

  • Understand what mobile marketing is 
  • Understand how to develop a mobile marketing strategy
  • Assess the influence of mobile marketing on customer behaviour
  • Understand the role of mobile marketing across the customer journey
  • Assess the importance of immediacy
  • Understand how to plan for cross-channel and multi-device engagement
  • Identify the types of ROI models
  • Assess how to measure and demonstrate the success of mobile marketing activities

Module 11: Affiliate marketing

Learning objective: Develop an understanding of the affiliate channel, technologies, remuneration models and controls needed.

  • An introduction to affiliate marketing
  • Affiliate programme network service options
  • Affiliate programme performance indicators and costs
  • Planning issues for your affiliate marketing programme
  • Affiliate selection, recruitment and relationship building
  • Managing your affiliate marketing programme
  • Assessing affiliate performance

Module 12: Email marketing

Learning objective: Understanding the relevant technologies, marketing application and regulatory controls needed to deliver results.

  • Basic components of email marketing
  • Permissions in email marketing
  • Acquiring names and email lists
  • Key issues for email communications strategy
  • Testing email for continuous improvement

Module 13: Producing great digital creative

Learning objective: To understand approaches to digital creative that are relevant, original and impactful.

  • Characteristics of great online creative
  • Generating and producing digital creative
  • The different formats of digital advertising
  • Brand building and integration
  • Evaluating great digital creative

Module 14: Regulation, permission and codes of practice

Learning objective: To understand all aspects of law and codes governing digital marketers and digital marketing campaigns.

  • How legal frameworks affect digital marketing practice
  • Data protection and privacy legislation (including PECR and GDPR)
  • ASA codes and preference services

Module 15: Controlling and optimising digital marketing campaigns

Learning objective: Approaches for measuring and improving web marketing performance onsite acquisition, conversion and retention.

  • Understand what digital marketing optimisation is
  • Learn how to optimise your digital marketing strategy
  • Assess the marketing competencies you can optimise (and how)
  • Identify what customer insights are required to inform your optimisation activities
  • Manage the process for optimising your marketing activities with clear responsibilities, governance and tools

Module 16: Emerging digital media

Learning objective: Develop an understanding of the opportunities for deploying emerging digital marketing media and techniques.

  • Predicting the future of digital marketing
  • Identifying the significant trends
  • Your part in the future



B2B Specialism Additional Modules

The syllabus for your new B2B specialism consists of two extra days of face-to-face tuition with industry experts: a masterclass in business marketing. Over the course of nine comprehensive modules you will be immersed in B2B theory and industry case-studies, with a strong emphasis on applying what you’ve learned from your existing Diploma studies to a B2B-specific context.
 

Programme: Day 1

Module 1: The B2B marketing landscape – now and the future
  • The B2B landscape: markets, media and buying behaviour
  • Our changing world: political, economic, societal, technology, environmental and legislative shifts impacting on b2b marketing; understanding disruptive forces from consumer demand to innovation in the world of work
  • New competitors and business transformation, what do you need to prepare for?
  • Business Brands that are leading the way
  • Data driven strategic thinking to ensure your tactics work
Module 2: Measurable marketing - learning from the best on and offline business campaigns
  • Using award winning b2b case studies, you will learn what leading companies are doing to increase their success in acquiring new customers and how you can focus on what will make a difference to your business
  • Focus on Measurable marketing – how and what to track off and online
Module 3: Marketing Operations
  • What do you need? Looking at the different resources required to support the different b2b routes to market and changing customer needs
  • E commerce, Self-serve, digital channels
  • Partner, reseller, distributor marketing
  • Multichannel v Integrated approach, why practice lags the theory
  • Benchmarking your business, measuring marketing impact and where to focus
  • Briefing and using suppliers, applying best practice
Module 4: How to align marketing to the business strategy and collaborate across the company for success
  • Getting buy in from the board
  • From stakeholder management to internal communications and marketing – what is it and how to do it
  • Understanding key areas for alignment: Sales/IT/Customer service and more
  • Talking the same language – applying key marketing definitions through the funnel
  • Who owns the lead? Setting Service Level Agreements with internal and external partners
  • Doing what matters to drive revenue: How to deliver sales ready leads
Module 5: Data - Customer, marketing and campaign insight in B2B
  • B2B data getting the basics right from quality to benchmarking
  • Understanding the data, you have, what you need and how to get it. From rapid addressing to progressive sign up
  • Using data to gain competitive advantage: the role B2B Customer Analytics: and data driven marketing to acquire profitable customers, upsell and cross and increase lifetime value
  • Account based marketing: what is it, why do it, where’s the value and why must it be data driven?
Programme Day 2

Module 6: Content marketing for engagement and driving successful results
  • What is it and why is it so important for B2B?
  • What is the proposition and have you got one?
  • From developing a content strategy to learning how to use macro themes
  • Content planning by segment, market, and product with templates to embed best practice through the funnel
  • Compelling content v Spam - Understand which media works best, for which messages, from video to direct mail, from copy for chatbots to the website new essentials whether mobile or voice search
  • Advocacy and word of mouth in b2b - Case studies to inspire
  • The role of the Brand, credibility and thought leadership, guide to key principles
  • Testing – the what, when and how to improve your campaigns
Module 7: Modern Marketing Tools from CRM to AI
  • Understanding the backbone tools of CRM and Marketing Automation and how to use them to improve the customer journey from lead to sale and beyond
  • Applying segmentation and targeting through the channel
  • Using tools and analytics to help you understand digital and offline touchpoints
  • Case studies of what works, when; from engagement to nurturing onto conversion using integrated marketing tools
  • What do customers want? Why it is more than just technology at the heart of driving amazing customer experience
  • What can go wrong? Taking the external view to fix what’s broken and understanding your compliance risks
Module 8: Advanced B2B email marketing
  • Planning the customer journey and using behavioural triggers to maximise response
  • Using email as a stepping stone to full marketing automation
  • Best practice and innovation from remarketing to increasing your open rates
  • Using dynamic content to improve your engagement
  • Joining the dots: ensuring your email marketing works with your other media
  • Applying an agile approach to improving results (test/learn/do)
Module 9: The B2B customer experience: Understanding online and multichannel behaviour to drive engagement
  • Where do you start? – setting the right KPIs
  • Enterprise, SMEs, understanding the decision making unit and leaving your assumptions behind to take the right approach
  • Human to Human, understand individual stakeholder needs and the power of emotion
  • How to use social media to listen. learn, engage and influence b2b buyers
  • Marketing to existing customers; what do you need to do differently to drive upsell/cross sell and retention?
Exam preparation and revision tips (webinar)
  • Briefing on the examination and how to approach self-study and revision
study mode
Intensive – Central London
Part 1: 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. 
Part 2: 1 x 2 days of face-to-face tuition 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
Part 1: 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.
Part 2: 1 x 2 days of face-to-face tuition at the IDM offices in Central London. The exact location of our courses vary, so please make sure you check before attending.  
Online
Part 1: Enjoy the flexibility of devising your own personalised study routine with your programme deadlines via a stream of online content run over 12 months. You will receive email support and 24/7 access to course materials. For more information call 020 8614 0277.
Part-time - Central London
Part 1: 12 x 1 face-to-face sessions. Afternoon/evening classes (16.30-21.00) run once a fortnight for 15 weeks. The exact location of our courses vary, so please make sure you check before attending.
Part 2: 1 x 2 days of face-to-face tuition at the IDM offices 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.
course info

If you would like to discuss your enrolment or have any questions please call us on 020 8614 0277.

Study resources

As part of your studies you will receive complimentary IDM membership which allows 24/7 access to digital and direct marketing resources. In addition to this, you'll receive a comprehensive study package with practitioner-written study notes, carefully selected texts, presentations, reading lists and supporting online documentation.

You will also receive complimentary copies of useful DMA Guides written by the marketing doers covering areas such as data, social media and email marketing.

Exams and assessments

In order to attain the Professional Diploma in Digital Marketing and use the honorifics you must successfully pass 2 assignments and 2 exams.

You will have 5 weeks to complete each assignment and 3 hours to complete each exam.

Exams take place in June and December at regional venues.

Pass marks and grades

  • To pass this programme you will need a minimum mark of 45% in each assignment and exam to pass. In the event that the minimum pass mark is not met for the examinations, you will have the opportunity to re-sit at a later date.  Assignment marks are weighted with Assignment 1 receiving 40% of achieved mark and Assignment 2 receiving 60% of achieved mark.

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 the above applies but you must achieve an overall average of 60% and a DISTINCTION an overall average of 70%. 

View the full list of frequently asked questions about IDM qualifications »

tutors

Mike O’Brien F IDM, Jam Partnership

Mike O’Brien is one of the busiest practitioners in marketing. He is the CEO of Jam Partnership, a digital strategy, innovation and training consultancy. He is the CIO of OSKAV, the leading brand of designer 3D eyewear. He is also CVO of CYBORGg, a group of digital companies dedicated to the development of marketing automation across all communications channels. Mike has worked in the brand, direct and digital sectors for close to 40 years. He has contributed to books on digital marketing by Dave Chaffey and PR Smith. He is a keynote speaker at conferences on a wide range of marketing and business development subjects. He runs a popular digital marketing blog, is a Tutor on IDM courses and proud to be a Fellow of the IDM. 

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, Managing Director, AHK

David Hearn F IDM has been a marketer for 30 years and co-owner of direct and digital agency, AHK, for over 20. AHK plans and executes customer recruitment and development programmes for B2C and B2B companies, including Canon Europe, Adobe, GE Capital, Thomas Miller and The Warranty Group.  The agency’s services include strategic planning, data analysis & insight, marketing technology deployment, creative development and campaign management. David describes himself as a marketing generalist and is responsible for overseeing client activity.

David has shared his marketing experience and knowledge for the last 15 years, lecturing and tutoring for the IDM.

 

Shane Redding MA Cantab, F IDM, Managing Director, Think Direct

Shane is an independent consultant and runs her own business ‘Think Direct’. She has over 30 years’ international business to business and consumer direct & digital marketing experience and provides strategic advice and training to both end users and marketing suppliers.  Currently Shane is working with a number of companies who are implementing Marketing Automation to transform their businesses. In addition to her consultancy business, Shane also holds a number of non executive directorships and board advisory roles, and in 2015 was named Educator of the Year by the IDM.

testimonials
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,
Hays Recruitment

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.

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

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

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