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Old December 27th, 2013, 05:00 PM
Super Moderator
Join Date: Jun 2013
Default Re: Institute of Direct Marketing Certificate In Digital Marketing

IDM stands for institute of direct marketing and it is the UK s only government approved Institute for the professional development of direct and digital marketers which provide the wide range of the programs for the trainers

As you want the syllabus of that here I am providing you the same for your help

This qualification is made up of 16 modules. You will also be required to complete 2 individual assignments and sit 2 exams.

Module 1: The digital marketing landscape
Learning objective: To assess the relevance of digital marketing to an organisation and its markets.

Competencies developed:
Working with digital communication tools
The impact of digital marketing on business
Similarities and differences between digital and traditional marketing communications
Building customer relationships online
Digital marketing planning
Goal setting and budgeting for digital marketing

Module 2: Understanding the digital customer
Learning objective: Understand research approaches to determine the characteristics and buyer behaviour of consumers.

Competencies developed:
Learn about the various sources of data and information
Assess the different ways and approaches to carrying out customer research including quantitative and qualitative surveys
Review the data available from third-party information suppliers
Site-centric data: principles of web analytics and other methods of evaluating online customers

Module 3: Data and database applications
Learning objective: Data drives digital marketing. The outcome is to appreciate the major issues in collecting, managing, storing and using customer data within digitalmarketing.

Competencies developed:
Understand the complexities of customer contact and behavioural data and data quality management
Databases and channel integration
Profiling, segmentation and targeting
Data mining and data modelling

Module 4: Planning and integrating digital marketing campaigns
Learning objective: To define a structured approach to planning for digital marketing and to understand the key planning differences between acquisition and retention marketing.

Competencies developed:
Campaign objective setting
Campaign targeting strategy
Campaign creative, offer and messaging
Campaign timing and integration issues
Media planning and selection
Other key campaign issues
Campaign budgeting and lifetime value modelling
Managing your digital agencies

Module 5: Principles of website design: customer experience and usability
Learning objective: Understand the different facets of web design needed to create an effective customer experience and business returns.

Competencies developed:
The principles of effective website design for marketing
Briefs for website creation and enhancement
Reviewing agency creative for sites or microsites
Alternative approaches to website design
Usability and accessibility
Information architecture
Principles of effective website design
Persuasion design principles

Module 6: Planning and managing website development
Learning objective: Understand the technologies and usercentred design processes needed for successful websites.

Competencies developed:
Relevance of new web design innovations and standards
Web project management frameworks
Implementing website design
To review contracts for website creation and enhancement
Select and effectively manage a web design agency

Module 7: Search engine marketing
Learning objective: Explain best practice for the search engine marketing channel including techniques for implementing natural and paid SEM.

Competencies developed:
An introduction to search engine marketing (SEM)
Search engine optimisation (SEO)
Paid search or pay-per-click marketing (PPC)
Keyphrase analysis and selection
Submission and index inclusion
On-page optimisation
External link-building and internal linking
Planning and management

Module 8: Email marketing
Learning objective: Understanding the relevant technologies, marketing application and regulatory controls needed to deliver results.

Competencies developed:
Basic components of email marketing
Permission in email marketing
Acquiring names and email lists
Key issues for email communications strategy
Testing email for continuous improvement
E-newsletters in your email plan
Viral email marketing campaigns

Module 9: Display advertising
Learning objective: Understanding online advertising, formats, technologies, ad-servers and media buying models together with controls needed to effectively deliver results.

Competencies developed:
An introduction to online digital display advertising
Setting online ad campaign objectives
Targeting options for online advertising
Creating a display advertising media schedule
Developing display ad creative
Optimising your online display ad campaign
Engagement and integration
Campaign management issues and best practise

Module 10: Social media, online PR & content marketing
Learning objective: Develop an understanding of how social media channels can be used to engage and influence customer conversations and interactions.

Competencies developed:
Social media in context
Which social media platforms to use and why
Online reputation management
Online PR and degrees of influence
How to create PR opportunities in digital social spaces
Monitoring tools and dashboards
Developing a content framework

Module 11: Affiliate marketing
Learning objective: Develop an understanding of the affiliate channel, technologies, remuneration models and controls needed.

Competencies developed:
An introduction to affiliate marketing
Affiliate programme network service options
Affiliate programme performance indicators and costs
Planning issues for your affiliate marketing programme
Affiliate selection, recruitment and relationship building
Managing your affiliate marketing programme

Module 12: Mobile marketing
Learning objective: Understanding the mobile landscape marketing applications and regulatory controls needed.

Competencies developed:
Consumer mobile behaviour - trends and usage
Developing a mobile strategy
SMS campaigns, QR codes, mobile internet and mobile apps
Mobile advertising and search
Mobile campaign metrics - measurement and ROI
Regulations and codes of practice controlling mobile marketing

Module 13: Producing great digital creative
Learning objective: To understand approaches to digital creative that are relevant, original and impactful.

Competencies developed:
Characteristics of great online creative
Generating and producing digital creative
The different formats of digital advertising
Brand building and integration
Evaluating great digital creative

Module 14: Regulation, permission and codes of practice
Learning objective: To understand all aspects of law and codes governing digital marketers and digital marketing campaigns.

Competencies developed:
How legal frameworks affect digital marketing practice
Data protection and privacy legislation
Disability and discrimination law
Intellectual property rights, contract and online advertising law
New risks and challenges in social media
Current legal and regulatory issues

Module 15: Controlling and optimizing digital marketing campaigns
Learning objective: Approaches for measuring and improving web marketing performance onsite acquisition, conversion and retention.

Competencies developed:
A holistic approach to optimising web activity
Developing a framework for measurement
Optimising acquisition, conversion and retention

Module 16: Emerging digital media
Learning objective: Develop an understanding of the opportunities for deploying emerging digital marketing media and techniques including digital marketing and media techniques.

Competencies developed:

Predicting the future of digital marketing
Identifying the significant trends
Your part in the future

Contact detail
The Institute Of Direct and Digital Marketing
Park Rd, Teddington, Middlesex TW11 0AR, United Kingdom ‎
+44 20 8977 5705 ‎


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Old January 27th, 2015, 01:30 PM
Super Moderator
Join Date: Nov 2011
Default Re: Institute of Direct Marketing Certificate In Digital Marketing

The Institute of Direct and Digital Marketing is the UK’s only government-approved Institute for the professional development of direct and digital marketers.

Digital Marketing program is the equivalent to a level 7 qualification or to master’s degree level and is made up of 11 modules.

Module 1: The discipline of direct and digital marketing
Learning outcome: Understanding how and why direct and digital is at the heart of modern marketing strategy and the underpinning principles and concepts.

Competencies developed:

The three main applications: acquiring new customers, customer development and retention
Why not all digital marketing is direct
Pareto’s Principle - the importance of focusing on the right customers
The four key principles of direct and digital - targeting, interaction, control and continuity (TICC)
The impact of direct and digital marketing - how it leads to fully accountable, real time marketing
Understanding customer behaviour - in online, offline and multichannel situations
Key trends in marketing strategy and implementation, new ideas new opportunities
From relationship marketing to CRM and beyond
Understanding and managing customer lifecycles and journeys
Managing customer touchpoints in a multichannel environment
The pivotal role of data and the database - why data underpins all successful direct and digital marketing strategies
Developing a sound data strategy - importance of data quality and maintenance
Understanding ‘Big Data’ and its main applications
Customer segmentation, customer value management and eCRM, real time segmentation and marketing automation

Module 2: Creating customer insight
Learning outcome: The role and applications of marketing research, and the concept and practice of profiling, segmentation and targeting.

Competencies developed:

Building and maintaining your business’s intelligence assets
The resources required for effective data management and analysis
Turning data into insight, Data-mining, analysis and modelling
Principal data analysis techniques: cluster analysis, regression analysis, CHAID, neural networks and social network analysis
Volunteered versus behavioural data
Profiling and segmentation - what your data is telling you
The main segmentation systems in B2C and B2B
Using external geodemographic, lifestyle and B2B databases and their use in targeting
Why B2B targeting is more complex
New directions in marketing research and insight
How marketing research integrates with big data
Using research to understand brand perception, brand identity and values
Customer insight - gaining a deep understanding of customer attitudes and motivation
Six types of research: market scaling, customer profiling, brand insights, channel profiling, customer preferences, performance management
Identifying and understanding the value of secondary data (internal and external) before gathering primary data
The role of panel data
Measuring customer engagement across channels
Designing and implementing online and offline research programmes

Module 3: Customer-centric strategic planning
Learning outcome: Setting realistic business and marketing objectives that flow into effective marketing strategies and plans.

Competencies developed:

Creating a long-term customer-centric vision and mission
Using strategy to develop sustainable revenue and profit streams for the organisation
Getting to C- suite - linking corporate and marketing strategies
Integrating corporate, marketing and direct and digital strategy
How to assess accurately company strengths and weaknesses
What makes a brilliant direct and digital strategic plan?
Key criteria for setting realistic objectives
The main qualities and benefits of a sound strategic plan
The vital importance of careful situational analysis
Competitor benchmarking and positioning
Understanding the financial out-turn from strategic planning
Objective setting and measurement
Strategic choices - identification and selection
Implementing and evaluating the strategy
Building an effective integration communications strategy (IMC)
Designing relevant value propositions for different customer segments
Key performance metrics and useful tools for building the budget
Creating and managing a marketing budget
Customer Lifetime Value Analysis (LTV) and how it aids strategic planning
Measuring and improving your ROMI (return on marketing investment)

Module 4: Integrating multichannel marketing communications
Learning outcome: Understanding multichannel marketing – how customer behaviour, brands and integrated marketing communications relate to each other.

Competencies developed:

Delivering the powerful brand proposition through integrated channels
Integrating online value propositions
Brand response advertising and optimising integration
The 4 Cs of integrated communications
IMC in action - developing new communication strategies
The role of media neutral planning
Establishing integrated communications objectives and media strategies
Key considerations in integrating offline and online media
Using digital and direct media for customer acquisition, engagement, conversion and retention
Integrating key digital applications - SEM (search engine marketing), paid search (PPC or pay-per-click), online PR, blogging, newsfeeds and social networks
Integrating partner marketing (intermediaries, affiliates and sponsorship)
Online banner advertising
Email and word of mouth (WOM)
The role of content marketing including , video and viral marketing
Integrating mobile - text, apps and M-sites
Multi-screen marketing - TV, laptops, tablets and smartphones
Planning, negotiating and buying offline and online media
Evaluating multichannel media campaigns
Developing and managing an integrated marketing communications campaign budget

Module 5: Winning new customers
Learning outcome: Planning ROI driven customer acquisition campaigns and key metrics.

Competencies developed:

Setting business objectives by value, volume and revenue
Balancing acquisition and retention objectives
Marketing costs and campaign measurement metrics at the strategic level
Understanding customer buying cycles
Using customer insight to optimise acquisition campaigns
The ten key elements of an effective acquisition campaign
The vital importance of testing
'Drive to web’ strategies and effective approaches to conversion and data capture
How B2B acquisition differs
Developing and integrating effective on and offline acquisition contact strategies, including the role of content marketing, social media and remarketing
Concurrent and post campaign tracking and analysis

Module 6: Engaging, developing and retaining customers
Learning outcome: Organising and implementing customer brand loyalty programmes and setting KPIs to measure effectiveness.

Competencies developed:

What is customer loyalty?
Who to measure the business value of loyalty and customer values
Understanding customer journeys, loyalty drivers and customer 'DNA’
Three types of customer bonds
CRM and eCRM applications and the role of data and technology
Automating contact strategies throughout the customer lifecycle: welcome, cross-sell, up-sell, preventing defection and win-back
Developing customer engagement strategies
Social CRM
Marketing dashboards and scorecards
Net promoter scores and similar measures
Segmenting by customer value to create differentiated service propositions
Permission marketing, personalisation and online self-service
Using real time data to personalise website and contact centre interactions
Key analytical techniques to measure customer programmes
Costing and budgeting customer retention programmes

Module 7: On and offline creative strategies
Learning outcome: Gaining a thorough understanding of the creative process from proposition to promotional delivery.

Competencies developed:

How to recognise great creative ideas
Using customer insight to create compelling creative propositions
Creating and developing a sustainable USP?
The role of planning and insight in creative strategy
Brand response - building brands and getting response simultaneously
Understanding positioning
How creative works offline and online
Briefing in multichannel contexts
Writing and presenting great creative briefs What makes a great creative brief, and why the brief is so important
Briefing and evaluation in multichannel executions
AIDCA - gaining attention, building interest, creating desire, convincing the prospect and encouraging response
Developing powerful, relevant propositions
Where and how personalisation is effective
Producing offline creative (mail, print, broadcast etc.)
Producing online creative (banners, PPC, email, mobile, website)
How to judge and evaluate creative work
Examples of great work
Collaboration and co-creation
Working with creative agencies

Module 8: Planning and implementing campaigns
Learning outcome: The campaign planning process and the importance of continuous testing.

Competencies developed:

Planning and implementing integrated marketing communications campaigns?
Operational campaign management - translating strategies into effective executions
How to build, implement and measure a multichannel test programme
Integrated marketing planning tools
Campaign management tools - project files, schedules, critical path analysis using PERT and GANTT charts
Selecting, briefing and managing specialist suppliers
Contact centres - outsourcing, offshoring, technology issues, eservice
The contact centre and its crucial role in customer service

Module 9: Measurement, evaluation and metrics
Learning outcome: Understanding the processes of multichannel metrics, KPIs and scorecards.

Competencies developed:

The big picture - linking campaign performance to business success
Understanding company accounts
Channel metrics - what you can measure offline and online
Multi- channel attribution
Offline metrics - print, mail, TV etc.
Online metrics - SEM, PPC, email, mobile etc.
Web analytics - clicks, visits, navigation etc.
Social media analysis systems, metrics and measurement
Campaign metrics and customer metrics
Efficiency and effectiveness metrics
Measuring the on/offline media multiplier effect
Acquisition, conversion and retention KPIs
Building dashboards for different levels of management
Frequency and depth of reporting
Multichannel tracking and attribution
Testing and measurement, the role of multi-variate techniques

Module 10: Privacy, compliance and the law
Learning outcome: Understanding the legal framework in which direct and digital marketing operates and the relevant codes of practice.

Competencies developed:

Overview of marketers’ legal obligations and customer rights
Growing concerns about privacy and data protection
Creating effective privacy statements
The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code)
The UK Data Protection Act and EU Directives
The EU ‘Cookie Law’ (e-Privacy Directive)
The UK Preference Services

Module 11: The future landscape
Learning outcome: Exploring the direct and digital future and looking at trends shaping how technology will be used.

Competencies developed:

The benefits of taking a longer term view
Forecasting - how to anticipate consumer needs
Structural and technology forecasts
Looking at near technology forecasts

Contact detail:
The Institute Of Direct and Digital Marketing
Park Road, Teddington,
Middlesex TW11 0AR,
United Kingdom ‎
+44 20 8977 5705

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