Course overview
Digital Marketing leadership is fast evolving with a focus on data and customers to drive better performance through digital and broader omnichannel marketing. Sign up for our Postgraduate Diploma to develop your intelligent marketing leadership.
Campus locations
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 Marketing Diploma 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.
Testimonials
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Rebecca HeptinstallIDM Postgraduate Diploma in Digital Marketing"Even though I have worked in digital for several years, the IDM Digital Diploma helped me put a strategic framework behind my thinking and look more holistically about the full marketing mix and not just my area of expertise."
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Andy RichardsonIDM Postgraduate Diploma in Digital Marketing"The IDM has truly stolen a march on the CIM in terms of delivering relevant, accessible and career enhancing digital marketing qualifications. This won’t be the last time I invest in one of their courses."
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Bill WilsonIDM Postgraduate Diploma in Digital Marketing"The IDM Diploma in digital marketing offers the perfect blend of strategic and tactical elements of digital marketing. I would recommend this course highly."
Who's it for?
Virtual Classroom: Tutor-led, live, online classroom environments.
Online: Self Study, via an always-on, always open portal, providing an engaging multimedia learning experience.
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 the 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
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.
