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IDM Accredited Postgraduate Diploma in Digital Marketing with B2B


Data and Marketing Association UK Ltd

Summary

Price
£4,350 VAT exempt
Finance options

We offer payment plans for those wishing to spread the cost of the qualifications on Professional...

Study method
Classroom
Duration
12 months · Part-time
Qualification
No formal qualification
CPD
35 CPD hours / points
Additional info
  • Tutor is available to students

Location & dates

Location
Address
DMA House
70 Margaret Street
London
London
W1W8SS
United Kingdom

Overview

The IDM Postgraduate Diploma in Digital Marketing with B2B (PG Dip DigM B2B)

In today’s always-on world, it’s crucial to understand how the multiple strands of digital marketing can help you achieve both your marketing objectives and your business goals. The IDM Postgraduate Diploma in Digital Marketing with B2B gives you the skills, the knowledge and the confidence to get the most from digital marketing, whatever the context. It is equivalent to a Level 7, Master's Degree qualification.

Often, the digital requirements of a B2C environment are quite different from the unique complexities of B2B marketing. This qualification is the only one in the UK to give you the expertise, the career flexibility and the recognition for your strategic skills in both.

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 test and optimise digital marketing

CPD

35 CPD hours / points
Accredited by The IDM

Description

This qualification gives marketers a comprehensive understanding of the strategic applications of digital marketing in both B2C and B2B, using the very latest and most effective digital tools and practices. The diploma is suitable for those who already have a sound working knowledge of the skills associated with implementing digital marketing campaigns and who are now looking to gain a more strategic understanding of the scope and potential of digital marketing techniques.

The first part of your qualification is made up of the 11 modules from the IDM’s Postgraduate Diploma in Digital Marketing. The second part of the syllabus consists of two extra days of face-to-face tuition that represents a masterclass in business marketing. Its extra nine modules will totally immerse you in B2B with a strong emphasis on applying what you learned on the first part of the programme to a B2B-specific context.

As well as the classroom based learning, you will also be required to complete two individual assignments and sit three exams, one of which will be B2B focused.

Module 1: The Opportunities of Digital Marketing

  • 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

  • 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

  • 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

  • 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

  • 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

  • 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

  • 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 RFM (Recency, Frequency, Monetary) value of customer interaction
  • Reviewing targeting options for web and email based personalisation
  • Integrating mobile marketing into contact strategies
  • Examples of applying social CRM principles

Module 8: Managing Integrated Marketing Communications

  • What are integrated marketing communications?
  • 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

  • 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

  • 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

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

Module 1: The B2B Marketing Landscape – now and in the future, are you ready?

Module 2: Measurable Marketing - learning from the best on and offline business campaigns

Module 3: The B2B Journey - what it is and how to map it for successful results

Module 4: How To Align Marketing to the Business Strategy and get the Sales Team onside

Module 5: Customer, Marketing and Campaign Insights in B2B

Module 6: Content Marketing for Engagement and Driving Successful Results

Module 7: Case study: RBI on Marketing Automation Implementation - learn from one of the UK's leading B2B organisations

Module 8: Advanced B2B Email Marketing

Module 9: The B2B Customer Experience: Understanding online and multichannel behaviour

Who is this course for?

Senior marketers who already have a sound working knowledge of planning and managing digital projects and the topics covered within the Professional Diploma (previously the certificate) syllabus. It's also relevant to managers responsible for integrating digital channels, direct marketing, CRM, ecommerce and digital marketing recruitment within their organisation.

Career path

This distinguished qualification is aimed at senior marketers who are responsible for developing their companies B2B digital business strategies. Ideal for those who wish to broaden and enhance their current skill set to help drive their organisations digital marketing success within B2B markets. This qualification will instantly strengthen your future career prospects within leadership roles.

Questions and answers

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FAQs

Study method describes the format in which the course will be delivered. At Reed Courses, courses are delivered in a number of ways, including online courses, where the course content can be accessed online remotely, and classroom courses, where courses are delivered in person at a classroom venue.

CPD stands for Continuing Professional Development. If you work in certain professions or for certain companies, your employer may require you to complete a number of CPD hours or points, per year. You can find a range of CPD courses on Reed Courses, many of which can be completed online.

A regulated qualification is delivered by a learning institution which is regulated by a government body. In England, the government body which regulates courses is Ofqual. Ofqual regulated qualifications sit on the Regulated Qualifications Framework (RQF), which can help students understand how different qualifications in different fields compare to each other. The framework also helps students to understand what qualifications they need to progress towards a higher learning goal, such as a university degree or equivalent higher education award.

An endorsed course is a skills based course which has been checked over and approved by an independent awarding body. Endorsed courses are not regulated so do not result in a qualification - however, the student can usually purchase a certificate showing the awarding body's logo if they wish. Certain awarding bodies - such as Quality Licence Scheme and TQUK - have developed endorsement schemes as a way to help students select the best skills based courses for them.