Course overview
Drive your leadership skills forward and become an intelligent marketing leader who can successfully develop and manage an effective marketing division in a digital world.
What you'll learn
- Be an intelligent marketing leader
- Use the data you have to understand your customers and put them at the heart of your business
- Improve the effectiveness of your marketing communications
- Develop effective marketing strategies
- Build the marketing team you need now and for the future
Study method
- Online
- Blended
- In-class
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Duration study load
- 9 days (35 CPD hours)
Course features
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.
Delegates are automatically enrolled as IDM members, giving access to events and some DMA research and reports.
Assessment
In order to attain the Postgraduate Diploma in Intelligent Marketing, you must successfully pass two assignments and one exam. You will also need to submit a professional practice report.
- You will have six weeks to complete each assignment and three hours to complete the exam
- You will have three weeks to submit your professional practice report
- Exams take place in April and September
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.
Delivery
Online
- Enjoy the flexibility of accessing the Postgraduate 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
- 9 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.
Subjects
Understand the drivers for effective marketing in a demanding, data-rich, overly saturated marketing environment.
- What is Intelligent marketing?
- What is a strategic approach?
- The omnichannel approach
- The importance of customer-first marketing
- The importance of data in marketing
Gain an informed, objective and realistic perception of the marketing environment, in preparation for developing a forward-looking omnichannel marketing strategy.
- Assessing the marketplace
- Assessing the macro environment
- Knowing your customers and prospects
- Competitor benchmarking
- Intermediary assessment and partner management
- Internal Analysis
- Performing a digital audit
- Completing the SWOT analysis
Create an effective strategy by using data to identify and target different audiences, using relevant and powerful propositions and building detailed models of segmented customer journeys on the pathway to purchase.
- Developing a compelling marketing strategy
- Defining SMART objectives to shape strategy
- Understanding the importance of customer targeting
- Using research, data & insight to inform your marketing strategy
- Designing propositions to connect with audiences
- Mapping the customer journey to improve effectiveness
Develop a process for evaluating the cost-effectiveness of your digital marketing campaigns and their performance in relation to your business and marketing objectives.
- Develop an effective budget
- Developing financial models
- Creating and managing annual budgets
- Creating and managing campaign budgets
- Calculating the Lifetime Value (LTV) of your customers
To enable you to take advantage of the opportunities offered by digital marketing to redefine brand value and experience in the hearts and minds of prospects and customers.
- Branding in the digital environment
- Developing your online value
- Building communities
- Measuring engagement
- Developing effective propositions
Enhance your ability to consistently find and make use of customer insights that improve the performance of your marketing activity.
- Understanding customer data
- Developing a customer data strategy
- Creating a Single Customer View
- Developing your approach to profiling, segmentation and targeting
- Profiling your data
- Segmenting your customers
- Improving your targeting strategies
Take advantage of campaign planning techniques and channel assessment processes to develop an integrated approach to your marketing activity.
- Developing an integrated approach to planning
- Advancing your communications and customer experience
- Managing integrated campaigns
- Creating a media-neutral consumer-centric approach
- Exploring Amazon’s approach to Integrated Communications Planning (IMC)
From targeting and measuring and reviewing creative, to understanding how to embrace the technological opportunities, learn everything you need to know to set up your team to deliver effective marketing campaigns.
- Developing your approach to campaign planning
- Advancing your campaign targeting
- Establishing the media strategy
- Improving approaches to creative messaging
- Optimising intra-media scheduling
- Amplifying your test and learn strategies
- Measuring multi-channel marketing and media attribution
Incorporate CRM activities into your practices to drive customer-first communication strategies, including integrated communications, personalisation and permission marketing.
- Developing your approach to CRM
- Creating an integrated CRM strategy
- The principles of permission marketing
- Developing personalised contact strategies
- Managing customer preferences
- Analysing the value of customer interactions
From digital transformation to organisational design and leadership, learn to operate your marketing function for success.
- Identifying digital transformation priorities
- Leading organisational change
- Designing agile organisational structures
- Leading people through transformation
- Managing external agencies and partners
- Developing processes to drive success
- Technology transformation planning
About Institute of Data & Marketing
For 30 years, it's been our mission to provide best-in-class training, qualifications, events, resources and membership services to meet the real-world needs of today's digital, direct and data marketers.
Committed to helping every marketer be the best they can be, the Institute of Data & Marketing exists to support, encourage and improve marketing performance from your first steps on the career ladder, right to the very top.
Every Institute of Data & Marketing programme is designed and delivered by practising marketers, who know what it takes to succeed at the job and are dedicated to helping you succeed in yours. The Institute of Data & Marketing advocates lifelong learning. We maintain an up-to-date training and qualifications portfolio designed to meet the needs of marketing practitioners throughout their careers—at every stage, from college student to senior marketing manager.
The Institute of Data & Marketing has a worldwide reputation for the quality and practical nature of its training and qualifications. Our services – for individual marketers and businesses – are in demand worldwide as more and more businesses seek to apply personal, customer-centric, one-to-one marketing.
