IDM Award in Data-Driven Marketing Planning - Online

Step up your strategic marketing planning. Understand how to use your campaign and customer data to inform your channel selection and build a communications strategy to create high performing campaign briefs.

This course is for Marketing Managers and Marketing Executives looking to step up their strategic marketing planning, you will work through case studies, practical exercises and processes to support the implementation of what you are learning.

Enjoy the flexibility of devising your own personalised study routine with your programme deadlines via a stream of online content run over 12 months. You will receive email support and 24/7 access to course materials.

You can accrue CPD points as you study through this course.

Most marketing departments treat omnichannel marketing as a holy-grail ambition. However, despite this reverence, the fundamentals of omnichannel marketing are relatively simple. Using practical exercises and industry case studies, we'll teach you the principles of omnichannel planning; how it works, why it works, and how you can make it work for you.

In this lesson you'll work through a 13-step tried-and-test implementation frame to help you prepare, implement, and measure your new omnichannel communication strategy. At the end of the lesson, we'll provide you with a framework to fill in, which will support implementation in your own organisation.

Omnichannel marketing will require a degree of restructuring, so, as with all change, some resistance is inevitable. We'll show you how to lay the groundwork for your new omnichannel approach. At the end of the lesson, there's a bespoke action plan for you to complete, to help you foresee and overcome any opposition.

Your customers should be at the heart of everything you do; this includes your communications plan. This lesson delves into what it means to be genuinely 'customer-centric'. By the end of this lesson, you'll be ready to produce a customer-centric communications plan for your own company.

Your communications strategy outlines how you use your marketing channels to reach your target market. Learn how to plan your strategy using segmentation, targeting and positioning. You'll also learn how to create a customer journey based on key activity and next best action.

So you've implemented your new omnichannel approach, but how do you know if it's working? Discover how to monitor the overall performance of your omnichannel marketing campaigns. At the end of the lesson, you'll apply what you've learnt, using our bespoke Omnichannel ROI Analyser to help you keep track of your ROI for each of your channels, highlighting areas for improvement.

Once you have gathered your campaign data, you need to work out what it's actually telling you. We'll walk you through the process of gathering your campaign data and converting it into valuable insights which you can use to improve future marketing performance. Using our bespoke test and learn template, you'll learn how to develop, test, and evaluate your hypotheses.

A thorough brief will form the foundations for your marketing campaign. However, despite its importance, the briefing stage is too-often overlooked or rushed. Using practical exercises and industry case studies we'll take you through the process of writing an in-depth strategic campaign briefing. At the end of the lesson, using our briefing template, you will write your own strategic brief for a campaign you've worked on.

SMART objectives are an essential tool for monitoring your progress and achieving your goals. In this lesson you will learn the different attributes of SMART objectives and how they can help you deliver your campaigns and projects.

You've gathered your data, created your insights, and built a plan to optimise your marketing. Now you need to persuade your senior management to adopt your recommendations. Using practical exercises and real-world examples, we'll take you through the process of created clear, persuasive, and evidence-based proposals.

Once you've completed your budget, you need to start allocating it between your different activities. Using our tried-and-tested budgeting template, you'll learn a range of tips and techniques to make sure your budget is driving actions at every stage of your customer journey.

This course is for Marketing Managers and Marketing Executives looking to step up their strategic marketing planning