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Qualification: IDM Postgraduate Diploma in Digital Marketing - London

Gain one of today’s most prestigious marketing qualifications and develop the skills to define a robust digital strategy for your organisation, along with the confidence of professional accreditation.

Qualification: IDM Postgraduate Diploma in Digital Marketing - London

You will learn to:

  • Review the effectiveness of digital marketing for a business
  • Set goals and define a vision for how integrating digital technologies will align with business goals
  • Make strategic recommendations to grow the business
  • Create a budget, roadmap and integrated communications plans to implement the strategy
  • Define approaches to testing and optimising digital marketing

Mike Berry Dip DM, F IDM

Mike is an independent consultant and trainer, who draws on his extensive experience of online and offline marketing to work with a range of clients in B2B, B2C, Public and Charity sectors. He is also Partner at Aprais, a global agency/client relationship management consultancy and Adjunct Professor of Marketing at Hult International Business School.

Mike is the author of 'The New Integrated Direct Marketing', published by Gower, and writes a popular blog on marketing and technology. He is both passionate and knowledgeable about digital marketing and his classical marketing training and integrated background makes him ideally qualified to train marketers in digital skills.

Mike O’Brien F IDM

Mike O’Brien is one of the busiest practitioners in marketing. He is the CEO of Jam Partnership, a digital strategy, innovation and training consultancy. He is the CIO of OSKAV, the leading brand of designer 3D eyewear. He is also CVO of CYBORGg, a group of digital companies dedicated to the development of marketing automation across all communications channels. Mike has worked in the brand, direct and digital sectors for close to 40 years. He has contributed to books on digital marketing by Dave Chaffey and PR Smith. He is a keynote speaker at conferences on a wide range of marketing and business development subjects. He runs a popular digital marketing blog, is a Tutor on IDM courses and proud to be a Fellow of the IDM. 

Beverly Barker F IDM, FHEA, Partner, Business Solutions

Beverly Barker, F IDM, FHEA, is a leading trainer and consultant is digital and direct marketing, with extensive experience in communications and media planning. Beverly’s industry background extends over 30 years, including 10 years at Carat as a Board Director and Head of Direct and Digital.

Beverly is now a partner in Business Solutions, Lecturer with Bournmouth University’s prestigious Media School and Tutor for the IDM. She combines academia with her role as a Digital Consultant, providing  strategic  insight  to both UK and International clients in customer journey analysis in planning media, content and proposition development and all aspects of integrated communications planning.

Her particular interests include planning, delivering and measuring campaign effectiveness, including attribution modelling, which is the subject of her ongoing PhD.  Beverly was recently awarded the prestigious IDM Educator of the Year Award for her exceptional contribution to direct and digital marketing education. She is widely published on media planning and digital marketing and a regular speaker on matters digital at academic marketing conferences.

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 diploma gives marketers a comprehensive understanding of the strategic applications of digital marketing using the very latest digital tools and practices available. You should already have a sound working knowledge of the skills associated with implementing digital campaigns and the topics covered within the Professional Diploma in Digital Marketing (previously known as the Certificate in Digital Marketing) syllabus before embarking on this programme.

Module 1: The Opportunities of Digital Marketing

Learning objective: To assess the relevance of digital marketing to an organisation and its markets.

  • Definition of the purpose and scope of digital marketing
  • Leveraging the differences and similarities between digital marketing and traditional marketing communications
  • The importance of developing a strategic approach to digital channels
  • Reviewing the effectiveness of digital direct response channels including search engine marketing (SEM), affiliate marketing, email marketing and landing pages
  • Reviewing the effectiveness of managing brand-led communications (display advertising, online PR and social media)
  • Techniques for achieving online customer engagement
  • Assessing the relevance of new technologies and marketing approaches
  • Privacy, compliance and the law

Module 2: Understanding the Online Marketplace

Learning objective: Understand approaches for evaluating an organisation's online marketplace to help develop digital marketing strategy.

  • The micro and macro-environment components of the online marketplace
  • Tools and metrics for assessing the online marketplace
  • Evaluating customer characteristics, behaviour and preferences
  • Engaging customers through social networks and communities
  • Intermediary assessment and partner management
  • Introduction to competitor benchmarking
  • Assessing organisational effectiveness
  • Digital channel-specific SWOT analysis

Module 3: Digital Marketing Strategy Development

Learning objective: To review different types of objectives, strategies and tactics related to digital marketing planning.

  • Introduction to objectives and digital marketing planning activities
  • Goal-setting for digital marketing plans
  • Strategy formulation for customer acquisition, conversion and development
  • Applying segmentation, targeting and positioning in an online context
  • Implementation, monitoring and control
  • Business and revenue models for digital channels

Module 4: Financial Analysis and Performance Development

Learning objective: To evaluate the cost-effectiveness of digital marketing initiatives and their performance in relation to other marketing channels.

  • Principles of budgeting for digital marketing
  • Accounting definitions made easy
  • Performance measurement systems for digital marketing
  • Annual budgeting for digital marketing
  • Campaign budgeting for digital marketing
  • Modelling customer lifetime value
  • Metrics frameworks for assessing the effectiveness of digital marketing
  • Reviewing the contribution of web analytics
  • Structured improvement through AB and multi-variate testing

Module 5: Using Digital Channels To Add Value To Brands

Learning objective: Assess opportunities for digital marketing to redefine brand value.

  • Measuring and improving online customer engagement
  • Voice of customer and Net Promoter Score evaluation
  • Engaging customers using social networks and communities
  • Options for refining the marketing mix via digital channels
  • Developing a powerful online value proposition
  • Extended product options and online pricing strategies
  • Delivering customer service online
  • Evaluating and improving online customer experiences
  • Developing immersive brand experiences and branded utilities

Module 6: Gaining Customer Knowledge and Insight

Learning objective: To enhance customer insights to improve digital marketing effectiveness.

  • Using information sources and tools to understand the digital customer
  • Using web analytics to improve customer knowledge
  • Managing customer research through surveys and focus groups
  • Online profiling and segmentation options in consumer and business marketing
  • Using 'Big Data’ to discover repeatable business patterns
  • Devising a customer data strategy for digital marketing
  • Options for integrating different data sources
  • Understanding the effect of customer behaviour and interactivity on digital marketing
  • Evaluating the attribution of multi-touchpoint journeys in acquisition and retention
  • Principles of customer value management and maximising customer equity

Module 7: Developing Relevant Customer Communications Using CRM

Learning Objective: To evaluate and improve the relevance of customer communications through CRM systems.

  • Assessing current outbound customer communications
  • Permission marketing and customer communication preferences
  • Making the business case for improved contact and personalisation strategies
  • Conducting a CRM technology and customer data audit
  • Creating an integrated contact strategy for customer development
  • Analysing a RFM (Recency, Frequency, Monetary) value of customer interaction
  • Reviewing targeting options for web and email based personalisation
  • Integrate mobile marketing into contact strategies
  • Examples of applying social CRM principles

Module 8: Managing Integrated Marketing Communications

Learning objective: Integration of digital marketing objectives into the overall marketing communications plan.

  • What integrated marketing communications are
  • Definition of channels and media
  • The media neutral approach to planning
  • Integrated marketing planning tools
  • Creating an integrated communications plan and budget
  • Integrating digital with traditional communications
  • Exploiting the ‘halo effect’ of display advertising
  • Integrating search marketing (SEO and SEM) and affiliate marketing into campaigns
  • Leveraging word-of-mouth, viral and social media marketing
  • Reviewing options using mobile marketing for brand engagement
  • Evaluating individual channel performance within the communications mix
  • Managing digital agencies
  • In-depth case histories of outstanding digital marketing campaign from B2B and B2C industries

Module 9: Campaign Control and Coordination

Learning objective: Review success factors for managing digital components of integrated marketing campaigns and continuous digital communications.

  • Setting goals for digital marketing campaigns
  • Evaluating methods for tracking the effectiveness of digital campaigns
  • Assigning budgets for digital campaigns
  • Selecting relevant digital media channels
  • Reviewing targeting approaches
  • Reviewing creative and messaging approaches
  • Optimising digital campaigns

Module 10: Digital Channel Management

Learning objective: Understanding approaches to manage change in people, process and technology resources needed for integration of digital marketing within an organisation.

  • Challenges of integrating digital marketing into an organisation
  • Reviewing the capability maturity of digital channels
  • Structuring for digital marketing within an organisation
  • Supplier selection and outsourcing for digital marketing
  • Adopting eBusiness practices for marketing
  • Managing change associated with digital marketing
  • Reviewing and prioritising the relevance of innovations in digital marketing
  • The laws and codes covering digital marketing

Module 11: The Future Landscape

Learning objective: Exploring the digital future and looking at trends shaping how technology will be used.

  • The benefits of taking a longer term view
  • How to anticipate consumer needs
  • Structural and technology forecasts
  • Looking at near technology forecasts

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