IDM Award in GDPR (Online)

The Award in GDPR will give you a clear understanding of the main legal requirements and information to make sure your marketing activities involving personal data are compliant to the GDPR and DPA18. The course will take you through the key concepts of the Regulation, highlighting the actions you can take to be compliant.

During your qualification in the GDPR, you will learn to:

• Process personal data under the GDPR
• Obtain marketing permission
• Select the most appropriate lawful basis to process personal data
• Be compliant to the principles of data protection
• Notify individuals about the use of profiling
• Upholding the rights of individuals to control their personal data
• Store the personal data you collect
• Be compliant during cross-borders marketing campaigns
• Minimise the impact of a personal data breach and communicate it to the relevant authority as well as to the individuals affected by it.

Introduction to the GDPR

• GDPR: a bit of context
• How does the GDPR affect the processing of personal data?
• How does GDPR apply to cross-border campaigns?

Consumer trust

• Data protection: the importance for marketers
• Are consumers happy to share their contact data?
• Case Study – The Guardian

GDPR concepts

• GDPR concepts
• GDPR key-terms
• Have the principles of data protection changed?
• How is the GDPR implemented?
• Penalties under the GDPR - Examples

Personal data

• What are the definitions of personal data and data subject?
• Identifiers
• What are special categories of data?

Lawful processing - Consent

• Which lawful basis can I use for marketing?
• The six lawful bases
• Consent
• Can consent be conditional?

Lawful processing – Alternatives to consent

• Alternative to consent – Legitimate interest
• Factors to consider when deciding between consent and legitimate interests
• How do you communicate legitimate interests?

Profiling under the GDPR

• Profiling under the GDPR
• Does profiling have legal effects?
• What are the legal effects?
• What are the rules for direct marketing profiling?

Individuals’ rights

• The right to be informed
• The right of access
• The right to rectification
• The right to erasure
• The right to restrict processing
• The right to data portability
• The right to object
• Rights relating to automated decision-making including profiling

Processors’ obligations

• What obligations do processors have?
• Processors’ responsibilities
• Contracts with processors
• Non-compliant processors

Accountability

• What is accountability?
• What does accountability mean for marketers?
• Data protection for new products or services
• What does the GDPR say about data security?
• Mitigating risk to data privacy
• Do you need to appoint a Data Protection Officer (DPO)?

Record keeping

• Data mapping
• Database requirements
• What other records of processing must you keep?

Data breach notification

• What is a personal data breach?
• Personal data breach notification process
• Communicating with data subjects following a breach

International issues

• Brexit’s impact

• Transfers of personal data from the UK to other EU countries

• Transfers of personal data into the UK from EEA countries

While we make every reasonable effort to make the course as up-to-date and relevant as possible, it should not be used as a substitute for legal advice. If you have any questions on how the GDPR affects your business you should seek independent legal advice. All views expressed are the opinion of the tutor or speaker and may not represent the view of The IDM.

Is this the right course for me?

The online GDPR award is ideal for professionals currently employed in commercial and public sector companies across all sectors, including professional services and not for profit. Equally agencies, consultancies and suppliers servicing their data management needs will benefit by enrolling staff.

Data professionals

Data professionals within client organisations, including database and data managers, data stewards, data analysts, data planners, data protection officers, data quality managers, data processing managers - all of whom advise, influence, co-ordinate, manage or direct data policies and processes.

Marketing professionals

Marketing professionals - client, agency or supplier side - who wholly or partly have responsibility for data collection, storage and use, and whose effectiveness is dependent on best practice data management. This includes managers and executives in marketing, direct marketing, digital marketing, CRM, e-commerce and customer insight.

This course has been designed to provide you with the knowledge and skills you need to ensure you are developing your marketing strategies and activities in compliance with the GDPR and the other legal requirements. Throughout the course you will receive the theoretical foundation you need, together with useful templates and additional resources that you can implement in your day-to-day work.

This course is designed for the following people:

• You are new to good practices around personal data
• You use customer or stakeholder data to carry out marketing activities

Assumed knowledge

• There is no assumed knowledge for this course

What this course is not:

• This course does not constitute legal advice
• It is an introduction to good practices around data for marketers
• This course is not designed to train Data Protection Officers or replace legal advice

This is a practical course which is designed to take you through the main concepts of the GDPR, supporting you in developing your marketing campaigns in compliancy to the Regulation.

Each lesson will provide a practical demonstration of what actions you should take and which tools you could use.

Throughout the course, you will find exercises and templates which will help you in putting your learning into practice straight away. The course's aim is to make sure you do not only know the theory but also develop a practical understanding of which actions you have to put in place to make sure you are compliant to the Regulation.