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Qualification: IDM Postgraduate Diploma in Direct and Digital Marketing - London

Qualification: IDM Postgraduate Diploma in Direct and Digital Marketing - London

Become a professionally qualified expert in both of today’s most important marketing disciplines. The strategic-level skills you gain will both improve business performance and advance your career.

You will learn to:

  • Define business and marketing objectives that are realistic in today’s challenging environment
  • Develop the strategy, plan, implement and evaluate effective, integrated direct and digital marketing programmes
  • Plan and implement effective, profitable customer acquisition strategies along with engaging and rewarding retention strategies
  • Identify, obtain, analyse and apply customer insight to improve your marketing communications mix
  • Test, measure and refine marketing programmes to achieve your business objectives and improve ROI

Matthew Housden F IDM, Principal Lecturer, University of Greenwich

Matthew lectures on a number of courses including the International Marketing BA, MA and MBA, the Marketing Research MA and the Direct Marketing BA, MA and MBA. Matthew’s academic research covers Marketing Research, Digital Marketing and Interactive and Relationship Marketing. His output includes 8 publications and regular contributions to specialist publications.

Outside of the university, Matthew has worked as a moderator for the Chartered Institute of Marketing in International Marketing Strategy and has been involved with The IDM as a course tutor for a number of years.

Matthew is also the Director of Face Value Consulting and Professionals in Ltd., and has over 25 years of professional experience in marketing. His consultancy and training clients include GUS, Barclays, Royal Mail, Swiss Reinsurance, Miller Freeman, PepsiCo, United Biscuits and Guinness.

Lesley Tadgell-Foster F IDM, Managing Director, Shelfline Promotional Consultancy

Lesley works with a range of clients who need to find a bridge between the marketing department and legal. Her campaign planning experience has proved invaluable with clients who are seeking to maximise customer response and interaction.

For recent clients as diverse as ‘The Telegraph Group’ and AXA PPP Healthcare, she works with staff at all levels who need to re-think how they deliver communications programmes.

For a number of years she was an independent trainer for News International, The Daily Mail and Express Group.  She still has a soft spot for ‘ink on paper’, but is well familiar with the opportunities and constraints of maximising income and reader engagement online too.

Her speciality is helping clients deal with the challenges of creating marketing preferences that are brand relevant and develop customer trust, so that marketing messages are welcomed.  With her background in sales promotion, she also offers guidance on how best to deal with the ‘small print’ that helps the ‘Big Idea’ work in practice.

Lesley’s style is both informal and incisive, using real life 'best and worst' examples to help delegates think through the options for producing both digital and traditional media campaigns that win over customers, whilst staying on the right side of the law.

This programme is the equivalent to a level 7 qualification or to master’s degree level and is made up of 11 modules. You will also be required to complete two individual assignments and sit three exams.

This qualification is aimed at experienced marketers looking to gain a more strategic understanding of the scope of both on and offline marketing. You should already have a sound working knowledge of the skills associated with implementing campaigns and the topics covered in the Professional Diploma in Direct and Digital Marketing (previously the certificate) syllabus.

Module 1: The New Discipline of Direct and Digital Marketing

Learning objecticve: Understanding how and why direct and digital is at the heart of modern marketing strategy and the underpinning principles and concepts.

  • The three main applications: acquiring new customers, customer development and retention
  • Why not all digital marketing is direct
  • Pareto’s Principle - the importance of focusing on the right customers
  • The four key principles of direct and digital - targeting, interaction, control and continuity (TICC)
  • The impact of direct and digital marketing - how it leads to fully accountable, real time marketing
  • Understanding customer behaviour online, offline and in multi-channel situations
  • Key trends in marketing strategy and implementation, new ideas new opportunities
  • From relationship marketing to CRM and beyond
  • Understanding and managing customer lifecycles and journeys
  • Managing customer touchpoints in a multi-channel environment
  • The pivotal role of data and the database - why data underpins all successful direct and digital marketing strategies
  • Developing a sound data strategy - importance of data quality and maintenance
  • Understanding ‘Big Data’ and its main applications
  • Customer segmentation, customer value management and eCRM, real time segmentation and marketing automation

Module 2: Creating Customer Insight

Learning objective: The role and applications of marketing research, and the concept and practice of profiling, segmentation and targeting.

  • Building and maintaining your business’s intelligence assets
  • The resources required for effective data management and analysis
  • Turning data into insight: Data-mining, analysis and modelling
  • Principal data analysis techniques: Cluster analysis, regression analysis, CHAID, neural networks and social network analysis
  • Volunteered versus behavioural data
  • Profiling and segmentation - what your data is telling you
  • The main segmentation systems in B2C and B2B
  • Using external geodemographic, lifestyle and B2B databases and their use in targeting
  • Why B2B targeting is more complex
  • New directions in marketing research and insight
  • How marketing research integrates with big data
  • Using research to understand brand perception, brand identity and values
  • Customer insight - gaining a deep understanding of customer attitudes and motivation
  • Six types of research: market scaling, customer profiling, brand insights, channel profiling, customer preferences, performance management
  • Identifying and understanding the value of secondary data (internal and external) before gathering primary data
  • The role of panel data
  • Measuring customer engagement across channels
  • Designing and implementing online and offline research programmes

Module 3: Customer-Centric Strategic Planning

Learning objective: Setting realistic business and marketing objectives that flow into effective marketing strategies and plans.

  • Creating a long-term customer-centric vision and mission
  • Using strategy to develop sustainable revenue and profit streams for the organisation
  • Getting to C- suite - linking corporate and marketing strategies
  • Integrating corporate, marketing and direct and digital strategy
  • How to assess accurately a company’s strengths and weaknesses
  • What makes a brilliant direct and digital strategic plan?
  • Key criteria for setting realistic objectives
  • The main qualities and benefits of a sound strategic plan
  • The vital importance of careful situational analysis
  • Competitor benchmarking and positioning
  • Understanding the financial out-turn from strategic planning
  • Objective setting and measurement
  • Strategic choices - identification and selection
  • Implementing and evaluating the strategy
  • Building an effective Integration Communications Strategy (IMC)
  • Designing relevant value propositions for different customer segments
  • Key performance metrics and useful tools for building the budget
  • Creating and managing a marketing budget
  • Customer Lifetime Value Analysis (LTV) and how it aids strategic planning
  • Measuring and improving your ROMI (Return on Marketing Investment)

Module 4: Integrating Multi-channel Marketing Communications

Learning objective: Understanding multichannel marketing – how customer behaviour, brands and integrated marketing communications relate to each other.

  • Delivering the powerful brand proposition through integrated channels
  • Integrating online value propositions
  • Brand response advertising and optimising integration
  • The four C’s of integrated communications
  • IMC in action - developing new communication strategies
  • The role of media neutral planning
  • Establishing integrated communications objectives and media strategies
  • Key considerations in integrating offline and online media
  • Using digital and direct media for customer acquisition, engagement, conversion and retention
  • Integrating key digital applications: SEM (Search Engine Marketing), paid search marketing (PPC or pay-per-click), online PR, blogging, newsfeeds and social networks
  • Integrating partner marketing (intermediaries, affiliates and sponsorship)
  • Online banner advertising
  • Email and word of mouth (WOM)
  • The role of content marketing including video and viral marketing
  • Integrating mobile - text, apps and M-sites
  • Multi-screen marketing - TV, laptops, tablets and smartphones
  • Planning, negotiating and buying offline and online media
  • Evaluating multi-channel media campaigns
  • Developing and managing an integrated marketing communications campaign budget

Module 5: Winning New Customers

Learning objective: Planning ROI driven customer acquisition campaigns and key metrics.

  • Setting business objectives by value, volume and revenue
  • Balancing acquisition and retention objectives
  • Marketing costs and campaign measurement metrics at the strategic level
  • Understanding customer buying cycles
  • Using customer insight to optimise acquisition campaigns
  • The ten key elements of an effective acquisition campaign
  • The vital importance of testing
  • 'Drive to web’ strategies and effective approaches to conversion and data capture
  • How B2B acquisition differs
  • Developing and integrating effective on and offline acquisition contact strategies, including the role of content marketing, social media and remarketing
  • Concurrent and post campaign tracking and analysis

Module 6: Engaging, Developing and Retaining Customers

Learning objective: Organising and implementing customer brand loyalty programmes and setting KPIs to measure effectiveness.

  • What is customer loyalty?
  • How to measure the business value of loyalty and customer values
  • Understanding customer journeys, loyalty drivers and customer 'DNA’
  • The three types of customer bonds
  • CRM (Customer Relationship Management) and eCRM applications and the role of data and technology
  • Automating contact strategies throughout the customer lifecycle: welcome, cross-sell, up-sell, preventing defection and win-back
  • Developing customer engagement strategies
  • Social CRM
  • Marketing dashboards and scorecards
  • Net promoter scores and similar measures
  • Segmenting by customer value to create differentiated service propositions
  • Permission marketing, personalisation and online self-service
  • Using real time data to personalise website and contact centre interactions
  • Key analytical techniques to measure customer programmes
  • Costing and budgeting customer retention programmes

Module 7: On and Offline Creative Strategies

Learning objective: Gaining a thorough understanding of the creative process from proposition to promotional delivery.

  • How to recognise great creative ideas
  • Using customer insight to create compelling creative propositions
  • Creating and developing a sustainable USP
  • The role of planning and insight in creative strategy
  • Brand response - building brands and getting response simultaneously
  • Understanding positioning
  • How creative works offline and online
  • Briefing in multi-channel contexts
  • Writing and presenting great creative briefs: What makes a great creative brief, and why the brief is so important
  • Briefing and evaluation in multi-channel executions
  • AIDCA - gaining attention, building interest, creating desire, convincing the prospect and encouraging response
  • Developing powerful, relevant propositions
  • Where and how personalisation is effective
  • Producing offline creative (mail, print, broadcast etc.)
  • Producing online creative (banners, PPC, email, mobile, website)
  • How to judge and evaluate creative work
  • Examples of great work
  • Collaboration and co-creation
  • Working with creative agencies

Module 8: Planning and Implementing Campaigns

Learning objective: The campaign planning process and the importance of continuous testing.

  • Planning and implementing integrated marketing communications campaigns
  • Operational campaign management - translating strategies into effective executions
  • How to build, implement and measure a multi-channel test programme
  • Integrated marketing planning tools
  • Campaign management tools - project files; schedules; critical path analysis using PERT and GANTT charts
  • Selecting, briefing and managing specialist suppliers
  • Contact centres - outsourcing, offshoring, technology issues, eservice
  • The contact centre and its crucial role in customer service

Module 9: Measurement, Evaluation and Metrics

Learning objective: Understanding the processes of multichannel metrics, KPIs and scorecards.

  • The big picture - linking campaign performance to business success
  • Understanding company accounts
  • Channel metrics - what you can measure offline and online
  • Multi-channel attribution
  • Offline metrics - print, mail, TV and more
  • Online metrics - SEM, PPC, email, mobile and more
  • Web analytics, including clicks, visits and navigation
  • Social media analysis systems, metrics and measurement
  • Campaign metrics and customer metrics
  • Efficiency and effectiveness metrics
  • Measuring the on/offline media multiplier effect
  • Acquisition, conversion and retention KPIs
  • Building dashboards for different levels of management
  • Frequency and depth of reporting
  • Multi-channel tracking and attribution
  • Testing and measurement, the role of multi-variate techniques

Module 10: Privacy, Compliance and the Law

Learning objective: Understanding the legal framework in which direct and digital marketing operates and the relevant codes of practice.

  • Overview of marketers’ legal obligations and customer rights
  • Growing concerns about privacy and data protection
  • Creating effective privacy statements
  • The UK Code of Non-Broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code)
  • The UK Data Protection Act and EU Directives
  • The EU ‘Cookie Law’ (e-Privacy Directive)
  • The UK Preference Services

Module 11: The Future Landscape

Learning objective: Exploring the direct and digital future and looking at trends shaping how technology will be used.
  • The benefits of taking a longer term view
  • Forecasting - how to anticipate consumer needs
  • Structural and technology forecasts
  • Looking at near technology forecasts

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