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During your Professional 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 channels within the marketing communications mix
  • Continuously improve the contribution of digital technologies to your organisation

To download our IDM Prospectus for Professional Diplomas and Postgraduate Diplomas Click here

Course availability 

start study mode location member non-member exam fee
Intensive Central London (W1W 8SS) £3225.00 £3225.00 £245.00
more info
book until 28 Jan 2019
venue DMA House, 70 Margaret Street
study periods 28 - 30 Jan 2019
8 - 10 April 2019
B2B date: 14 - 15 February 2019
exam dates June 2019
Day release Central London (W1W 8SS) £3225.00 £3225.00 £245.00
more info
book until 6 Feb 2019
venue DMA House, 70 Margaret Street
study periods 6 Feb, 20 Feb, 6 March, 16 May, 30 May, 6 June
B2B course dates: 15 - 16 April 2019
exam dates November 2019
Online Online £2840.00 £2840.00 £245.00
more info
book until 4 Mar 2019
study periods B2B dates: 15 - 16 April 2019
exam dates November 2019
Intensive Central London (W1W 8SS) £3225.00 £3225.00 £245.00
more info
book until 20 Mar 2019
venue DMA House, 70 Margaret Street
study periods 20 - 22 March 2019
10 - 13 June 2019
B2B date: 15 - 16 April 2019
exam dates November 2019
Intensive Central London (W1W 8SS) £3225.00 £3225.00 £245.00
more info
book until 8 May 2019
venue DMA House, 70 Margaret Street
study periods 8 - 10 May 2019
22 - 24 July 2019
B2B dates: 1 - 2 July 2019
exam dates 27 November 2019
Day release Central London (W1W 8SS) £3225.00 £3225.00 £245.00
more info
book until 3 Oct 2019
venue DMA House, 70 Margaret Street
study periods 3 Oct, 17 Oct, 7 Nov, 21 Nov, 16 Jan, 30 Jan
B2B dates: 6 - 7 Feb 2020
exam dates March 2020

NB: Prices above subject to VAT.

Course information

syllabus
In addition to the 16 modules from the IDM Professional Diploma in Digital Marketing, you will also 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.

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?

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 
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 up to 12 months. You will receive email support and 24/7 access to course materials. For more information call 020 8614 0255.
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

To support your studies

Every delegate has an online learning account which includes:

  • eLearning modules on each of the 16 topics, including webinars and learning checks
  • World class DMA research, including the latest Consumer Attitudes to Privacy paper and annual email studies reflecting the attitudes of marketers and consumers.
  • Links to industry leading blogs, whitepapers and websites.
  • Access to the DMA Awards case studies, showcasing industry leading campaigns including IKEA, Honda and Paypal 

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 with B2B 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%.

tutors

Ruth Connor F IDM, Head of Marketing, Earnest

Ruth an independent trainer and a part-time Head of Marketing with over 20 years’ experience in both B2B and B2C Marketing.​

She’s held roles in numerous organisations including: BUPA, Legal & General, Page & Moy, Westfield Health, and Consumer Intelligence during my career.  Ruth has significant experience of brand development, digital and content marketing, and integrated campaign planning and delivery in both B2C and B2B. She’s also developed and launched market-leading products and led award-winning Internal Comms and PR campaigns.
 
Ruth has been a tutor at the IDM for over 4 years, covering topics such as content marketing campaign planning and implementation, development and use of personas and customer journeys. She also runs 1day courses on Content Marketing and Campaign Planning & Delivery.

She’s a Fellow of the Institute of Direct and Digital Marketing and she sits on the IDM B2B Marketing Council.
 
When Ruth’s not busy delivering training she is a part-time Head of Marketing at leading independent B2B agency – Earnest.

As a Marketing tutor she’s focused on actionable learning that workshop attendees can take back to their businesses to implement and drive improvements.
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,
UK&I Marketing Manager, SThree

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

The Award is a really comprehensive course ideal for all level of copywriters. It equips students with the skills to create successful digital campaigns – you’ve just got to get out there and start applying what you have learnt. I feel much more confident...

Victoria Lovegrove Award DC,
Online Editor, Marketing Service RNLI

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