IDM Accredited Postgraduate Diploma in Digital Marketing with B2B
Data and Marketing Association UK Ltd
Summary
We offer payment plans for those wishing to spread the cost of the qualifications on Professional...
- Tutor is available to students
Location & dates
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
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.
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