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

  • Plan, integrate and implement online and offline digital direct marketing campaigns
  • Use advanced techniques to identify key target audiences
  • Brief and evaluate creative work that works
  • Understand the strengths of different digital and offline media, including social and mobile
  • Maximise your campaigns by using measurement tools and analysis techniques

Course availability 

start study mode location member non-member exam fee
Day release DMA House (W1W 8SS) £3375.00 £3375.00 £0.00
more info
book until 5 Jul 2017
venue 70 Margaret Street, London
study periods 5 July, 27 September, 11 October, 15 November, 6 December, 17 January
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 4 Sep 2017
venue 70 Margaret Street, London
study periods 4 - 7 September 2017
27 - 29 November 2017
B2B course dates: 28-29 September 2017
exam dates 18 - 19 June 2018
Part-time DMA House (W1W 8SS) £3225.00 £3225.00 £150.00
more info
book until 4 Oct 2017
venue 70 Margaret Street, London
study periods 4 October, 18 October, 1 November, 15 November, 29 November, 13 December, 17 January, 31 January, 14 February, 28 February
B2B course dates: 16 - 17 November 2017
exam dates 18 - 19 June 2018
Intensive DMA House (W1W 8SS) £3225.00 £3225.00 £150.00
more info
book until 20 Nov 2017
venue 70 Margaret Street, London
study periods 20 - 22 November 2017
26 - 28 February 2018
B2B course dates: 18-19 January 2018
exam dates 18 - 19 June 2018
Intensive DMA House (W1W 8SS) £3225.00 £3225.00 £150.00
more info
book until 22 Jan 2018
venue 70 Margaret Street, London
study periods 22 - 24 January 2018
9 - 11 April 2018
B2B course dates: 22 - 23 March 2018
exam dates 18 - 19 June 2018
Part-time DMA House (W1W 8SS) £3225.00 £3225.00 £150.00
more info
book until 27 Mar 2018
venue 70 Margaret Street, London
study periods 27 March, 10 April, 24 April, 8 May, 22 May, 5 June, 19 June, 3 July, 11 September, 25 September
B2B dates September 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 10 modules. You will also be required to complete two individual assignments and sit two exams.

Module 1: What is Direct and Digital Marketing?

Learning objective: Understanding the key reasons why companies use direct and digital marketing, introducing some key principles and models.

  • The key differences and benefits of direct and digital marketing
  • Changing and converging channels to market - online and offline
  • Focusing on the individual
  • The growth of the internet and multichannel communications
  • Targeting prospects and customers by status, potential value and interest
  • Accountability through measurability
  • Increasing customer loyalty and lifetime value
  • The TICC formula
  • Key differences of eCommerce

Module 2: Planning, Forecasting and Measurement

Learning objective: Understanding how companies plan and evaluate direct and digital marketing effectively.

  • How to develop strategies and direct and digital communication plans
  • What to measure to evaluate your online and offline campaigns
  • Key performance indicators on and offline and how to calculate them
  • Calculating how much to spend on acquiring a new customer
  • Customer Lifetime Value and how to calculate it
  • Using results to optimise your campaign

Module 3: Gaining Customer Insight and Personalisation

Learning objective: Data drives direct and digital marketing. The outcome of this module is to appreciate how data is collected, stored and managed by marketers to enhance their understanding of, and communications with customers and prospects.

  • How data can help you understand customers and prospects on and offline
  • Name and address processing, data enhancement and screening
  • Deduplication and its issues
  • Database functions and requirements
  • Creating a single customer view
  • Why B2B is different to B2C – corporate to sole traders
  • Profiling and geodemographic profiling systems
  • Primary sources of profiling data
  • The principles of segmentation
  • Propensity modelling and trigger communications

Module 4: Offline Acquisition and Integrated Marketing Communications

Learning objective: Understanding the process of using direct marketing to acquire new customers.

  • The stages in planning an acquisition campaign
  • Identifying your target audience and their buying process
  • Roles of different media
  • The advantages and disadvantages of the major offline media, including: direct response and interactive TV; press and magazines; direct mail; radio and door-drops
  • Buying media – how costs compare
  • How channels fit together
  • What is media and channel-neutral planning
  • How to get the most out of your campaign budget
  • Combining media in multimedia campaigns for maximum effect
  • Difference between brand advertising and direct response planning and buying

Module 5: Understanding Digital Media

Learning objective: Understanding how digital marketing is different and appreciating the range of digital tools available to marketers.

  • The digital landscape and the differences between online and offline
  • Different customer expectations
  • Generating traffic to your website
  • Search engine optimisation (SEO)
  • Search and PPC advertising (SEM)
  • Affiliate marketing and how to use it
  • Viral and advertising
  • Social media marketing, user generated content and online PR
  • Email marketing
  • Mobile and SMS communications
  • Measuring success – what to measure

Module 6: Customer Engagement, Activation and Retention

Learning objective: Understand the technologies and usercentred design processes needed for successful websites.

  • From transactions to relationships
  • Building customer value through up-selling and cross-selling
  • Enhancing the customer journey - online and offline
  • Customer Relationship Management (CRM) - what it is, and making it work
  • Degrees and types of loyalty and bonding
  • Why do customers defect?
  • The roles and differences between sales promotion, loyalty programmes and relationship marketing
  • The importance of staff, training and integration
  • The stages in planning a customer campaign
  • Nine ways to analyse customers’ value
  • Managing contact centres and the role of telemarketing

Module 7: Creative Strategy and On- and Offline Implementation

Learning objective: Developing and implementing a successful creative strategy on and offline.

  • Differences between general advertising and direct and digital creativity
  • How and why people respond
  • What is a direct marketing proposition and how to develop a strong proposition?
  • Creating a great creative brief
  • How to evaluate creative work – AIDCA in action
  • The strategy behind direct headlines and copy
  • The function and nature of offers
  • Difference between on and offline creative
  • Creating and organising integrated, multi-channel campaigns
  • Creating the ‘organising’ idea

Module 8: Testing and Research

Learning objective: Understanding how to plan a testing campaign.

  • Testing - what to test
  • Building test matrices
  • Testing in offline and online media
  • Understanding the statistical principles to create a valid test
  • Representative samples
  • Level of Confidence and Limit of Error
  • The roles for market research in direct and digital marketing

Module 9: Privacy

Learning objective: Understanding the implications and principles of privacy laws.

  • The increasing concern about privacy and data protection
  • The Code of Advertising Practice
  • The principles and implications of the Data Protection Act and EU Directives
  • Cookie Law
  • Preference services - telephone and mail preference services

Module 10: Campaign Planning and Implementation

Learning objective: How to choose and brief suppliers, and plan the campaign development timing.

  • Planning and managing the process from start to finish
  • Choosing and briefing suppliers
  • Planning campaign development timing
  • Coordinating suppliers

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.  
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

You can enrol directly via the IDM website www.theidm.com.  If you would like to discuss your enrolment or have any questions please call us on 020 8614 0277.

Study aids

Every diploma qualification student will receive complimentary online 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 Direct and 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 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.

Martin Chillcott F IDM

Martin is acknowledged as an expert in customer retention and has been responsible for the development of successful marketing strategies and customer communications across a range of businesses. He applies a common sense approach and ability to identify powerful customer insights and opportunity for profit.

He has over 20 years’ client-side marketing experience, including director level roles in UK, Europe and Canada/USA with American Express, Thomas Cook, M&G, Air Miles, Time Life, Budget Insurance and Page & Moy.

12 years ago he set up his own consultancy ‘Hotchilly’, successfully working as an independent consultant/planner either working directly with clients or retained to work with clients of leading communications agencies BEC and Together Agency and the Data Practice, Radar.

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
It’s a fantastic experience that leaves you feeling inspired and motivated. If anyone is looking to start a career in marketing, I strongly advise coming to the IDM.

Lucy Brown,
Marketing Assistant, Car Loan 4U

This course is practical rather than just theory based, so you can apply your learnings to your everyday work

Carly Granger Dip IDM,
Marketing Assistant, Simply Health

I would recommend this course to anyone who wants to further their knowledge when it comes to direct and digital marketing. I'm just excited to use what I've learned now! Thank you so much

Pip Evans Dip IDM,
Cash and Gaming Campaigns Officer, Guide Dogs

This course provides a very detailed understanding of how data should be used and assessed, not only in email marketing but in the wider marketing mix.

Ronak Patel,
Digital Strategist, DraftFCB London

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