IDM Professional Post Graduate Diploma in Intelligent Marketing – Online

An introduction to intelligent marketing

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

Understanding the marketing landscape

Gain an informed, objective and realistic perception of the marketing environment, in preparation for developing a forward-looking omni-channel 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

Marketing strategy

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

Financial analysis

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

Brand building

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

Customer insight

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

Managing integrated communications

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)

Optimising channel effectiveness

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

Customer Relationship management (CRM)

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

Leading innovation and successful transformation

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

Online

Enjoy the flexibility of accessing the Professional Diploma in Digital 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 tutor-led sessions via Zoom Enjoy the flexibility of accessing the Professional

Corporate training

This programme can be fully customised and delivered to your staff in-house. Find out more about our tailored online corporate training courses.

To support your studies

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.​

For online delegates – Industry expert David Hearn will run each of the live webinars scheduled throughout the online programme, and will be there to answer any questions you may have about the course / assessments.

Delegates are automatically enrolled as IDM members, giving access to events and some DMA research and reports.

Exams and assessments

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.

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.

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.