IDM Prospectus Finland 2020 IDM Professional Diploma in Digital Marketing - IAB Finland
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
IDM
Prospectus
Finland 2020
IDM Professional Diploma
in Digital Marketing
1 theidm.com/training-and-qualifications | ask@theidm.com | +44 20 8614 0227Your Stories
are our Story
theidm.com
ask@theidm.com
+44 20 8614 0227
“This course has delivered by
the bucket load. I am involved
in a far greater depth with my
clients than ever before.”
Matthew Hollingsworth,
Client Partner at Merkle
2 theidm.com/training-and-qualifications | ask@theidm.com | +44 20 8614 0227Prospectus
Content Guide
Everything you need to know to
make an informed decision
The IDM Professional Diploma 4 Tutors that Inform and Inspire Confidence25
in Digital Marketing
Our Rigorous and Representative27
Study dates 22 Assessment Process
Subject Specialist with the23 How the IDM Works to Support Your Studies29
Insights You Need Start Transforming Your Career Today31
© 2020
© 2020 The
The Institute
Institute of
of Data
Data && Marketing.
Marketing. All
All rights
rights reserved.
reserved. 3The IDM Professional Diploma in Digital Marketing The IDM Professional Diploma in Digital Marketing Course Information This course will give you the skills to plan, manage and evaluate digital marketing campaigns in social media, search marketing, email, affiliate and more. Get qualified and learn how to confidently integrate them with your wider marketing strategy. Equivalent to Level 6 qualification (Bachelor’s Degree) and is made up of 16 modules. © 2020 The Institute of Data & Marketing. All rights reserved. 4
The IDM Professional Diploma in Digital Marketing
Everything you need to
know about digital channels
and campaign planning
The IDM Professional Diploma in
Digital Marketing qualification will
help you transform the way you:
lan the introduction of digital
P Identify the potential
technologies and techniques for application of online marketing
marketing that support business tools within the marketing
objectives communications mix
pply the key technologies,
A ontinuously improve
C
“I feel I now have the tools to
tools and techniques of
digital marketing to improve
the contribution of digital
technologies to
engage in digital marketing
marketing effectiveness your organisation
from strategy and planning to
execution and optimisation.”
Hans Broman,
Head of E-Commerce, VR Group
© 2020 The Institute of Data & Marketing. All rights reserved. 5The IDM Professional Diploma in Digital Marketing
Module 01
How digital continues to transform
the role of marketing in business
Learning objective: How digital marketing Uncovering the essential - Mobile
marketing that
continues to redefine attributes of core supports contextual
Understanding the key factors our ability to target and digital channels: and personal
that drive the growth and connect with customers
- S
EO that supports
engagement
impact of digital marketing Why developing real- brand activation - A
ffiliate Networks
on customer experience. time engagement is that extend reach
changing the role of - P
PC that optimises through individual
marketing and marketers conversion intermediaries and
opportunities comparison websites
The importance of
building mutually - S
ocial channels - E
mail that maximises
beneficial relationships that engage every the lifetime value
with customers moment of the of customers
customer journey
How digital
transformation will - D
isplay advertising
shape the business that builds brand
of the future awareness and drives
conversions
© 2020 The Institute of Data & Marketing. All rights reserved. 6The IDM Professional Diploma in Digital Marketing
Module 02
How understanding consumer
preference and behaviour helps us
to be better digital marketers
Learning objective: How different sources How and when to To use analytics
of primary and use quantitative and reports to improve
Understanding how secondary data help qualitative customer targeting options
consumers make purchasing us to understand research to deepen and identify the key
decisions is the key to the characteristics prospecting and drivers of response
of consumers in the targeting insights
optimal targeting and digital marketplace How developing
proposition development. Personas helps
digital marketers
generate actionable
insights that improve
the planning process
© 2020 The Institute of Data & Marketing. All rights reserved. 7The IDM Professional Diploma in Digital Marketing
Module 03
How efficient and practical
planning processes build optimal
digital marketing campaigns
Learning objective: How conducting a How a wide range of How practical
12-point situation customer and business budgeting, benchmark
Understand how successful analysis helps us build variables drive tactical analysis and
digital marketing campaigns a solid foundation for channel selection forecasting processes
digital marketing plans help you assess the
are driven by tried and tested How inspirational potential of your digital
planning frameworks that help Why SMART objectives creative and marketing plans prior
are tested against informative content
us explore market conditions, allowable marketing improve campaign
to delivery
develop actionable cost performance
responses to surfaced How strategy helps Why every successful
insights and define success. us to improve the digital marketing
quality of targeting and campaign is built
customer engagement around a detailed
on the increasingly timing and action plan
complex pathway to
purchase
© 2020 The Institute of Data & Marketing. All rights reserved. 8The IDM Professional Diploma in Digital Marketing
Module 04
Building user-centric websites
that support customer and digital
marketing objectives
Learning objective: How to define Using waterfall and Developing criteria
the purpose of agile site development for choosing design,
Understand how user- a website from approaches to developer and tech
centered design processes customer, business scope and manage partners that support
and ecommerce the development customisation,
and digital technologies points of view of web projects reliable web hosting
help us to develop and maintenance
How user-centered Improvements to UX
websites that enhance design helps us explore through sitemaps,
programmes
customer experiences. the needs, tasks and wireframes and The ongoing
digital environments user testing relationship between
that define user web developers and
experience (UX) digital marketers
© 2020 The Institute of Data & Marketing. All rights reserved. 9The IDM Professional Diploma in Digital Marketing
Module 05
Understanding the fundamental
importance of Search Engine Marketing
to digital marketing
Learning objective: How search engine marketing Using the keyword optimising
(SEM) works across the power of Pay Per Click
Understand how SEM (SEO customer journey (PPC) to drive sales
and PPC) plays a vital role in How to build keyword strategies How to set up and manage
building brand engagement and that drive optimised organic PPC accounts to optimise
sales opportunities at all points search results on a landing campaign performance
page by landing page basis
on the pathway to purchase. Using analytics to continually
The importance of indexing improve SEM performance
content and developing
comprehensive and link
partnerships to improve rankings
© 2020 The Institute of Data & Marketing. All rights reserved. 10The IDM Professional Diploma in Digital Marketing
Module 06
How Display Advertising builds awareness and
generates efficient conversion opportunities
for digital marketers
Learning objective: How real-time bidding and To evaluate best practice
programmatic technology inventory investment and
Understanding how channel platforms help advertisers, bidding strategies
preference, media research, publishers and consumers
connect in real-time Developing contextually
targeting systems and relevant, original and
ad-serving technology The importance of a focused impactful display ad creative
combine to build brands display advertising strategy
How to ensure your
and drive sales efficiency. To explore the wide range advertising campaign
of targeting options across management is efficient and
different display networks accountable
© 2020 The Institute of Data & Marketing. All rights reserved. 11The IDM Professional Diploma in Digital Marketing
Module 07
Using email marketing to build high-value
digital relationships with prospects
and customers
Learning objective: How email campaigns can deliver a Why ESP technology and data
higher return on marketing investment insight are important to subscriber-
Understanding the relevant than any other digital channel centric email marketing plans
strategies, targeting
To develop a permission-based How automation, personalisation,
methods, technologies and email strategy that recognises the dynamic content optimization and
permissions needed to long-term value of customers testing improve every aspect of
deliver customer-centric email marketing, including: nurture,
How segmentation, targeting, onboarding and lifecycle campaigns
email marketing campaigns. timing, testing and behavioural
triggers optimise email campaigns Exploring the metrics that
define core key performance
indicators for email campaigns
© 2020 The Institute of Data & Marketing. All rights reserved. 12The IDM Professional Diploma in Digital Marketing
Module 08
How Content Marketing helps
consumers make more informed
purchasing decisions
Learning objective: How content marketing Developing and Developing and
supports the consumer working with different optimising content for
Understanding the practical decision making content models text, image and video-
role content marketing plays process from brand based delivery
awareness to advocacy
in digital marketing How to build a
flexible approach to The process of useful
campaigns. The qualities of ad content planning and content creation,
formats on different development UGC and the value of
social networks storytelling
Developing and
executing content
planning frameworks
© 2020 The Institute of Data & Marketing. All rights reserved. 13The IDM Professional Diploma in Digital Marketing
Module 09
Exploring the use of Social Media channels
to build, acquire, convert and retain target
audiences and customers
Learning objective: Why analysing social How paid social media To use monitoring and
platform preferences and can drive sales analytics dashboards
Understand how social influencer analysis helps to improve the media-
How to analyse
media channels can be used us define the best role for
social channels to
multiplier effect of
social media in our digital social campaigns
to support all aspects of marketing campaigns monitor sentiment and
your customer acquisition, competitor activity
How social media helps
conversion and retention plans. build brand awareness To exploit the power of
and preference influencers to extend
campaign reach and
Why social media offers enhance cross channel
opportunities to engage performance
with communities and
identify customer To use social media
preferences channels as customer
service tools
© 2020 The Institute of Data & Marketing. All rights reserved. 14The IDM Professional Diploma in Digital Marketing
Module 10
Extending the reach of
digital marketing campaigns through
Affiliate Marketing
Learning objective: How affiliate marketing How to evaluate key
extends campaign performance indicators
Develop an understanding reach, improves of competing
of the affiliate channel, performance and affiliate networks
delivers transparent
technologies, remuneration campaign attribution The cost and
models and controls needed. commission structures
How individual of affiliates and
affiliates, publishers affiliate networks
and affiliate networks
use technology to How collaborative
deliver measurable work practices and
customer experiences continuous network
assessment helps
maintain affiliate
marketing’s exceptional
ROI levels
© 2020 The Institute of Data & Marketing. All rights reserved. 15The IDM Professional Diploma in Digital Marketing
Module 11
Understanding the personal and
contextual role of Mobile in digital
marketing campaigns
Learning objective: How mobile fits into How to make use of To identify and use
a personalised digital mobile’s contextual different ROI and
Understanding the precision marketing strategy targeting, app attribution models that
targeting opportunities that engagement, video, measure the success of
make mobile marketing To assess the influence livestreaming, instant mobile marketing activities
of mobile on customer messaging, interactive
one of the most effective NFC features and mobile
behaviour across the
digital channels. digital and physical payments capabilities
customer journey, and the
legal implications How to set up tracking
and data-management for
omnichannel and multi-
device engagement
across mobile, desktop, in-
store and print
© 2020 The Institute of Data & Marketing. All rights reserved. 16The IDM Professional Diploma in Digital Marketing
Module 12
Developing a data acquisition and management
strategy that is an integral part of digital
campaign planning and delivery
Learning objective: How data-driven decisions Data for customer profiles
improve the way we reach,
Understand how technology engage, convert, retain How Data Management
helps us collect, evaluate and and grow our customer base Platforms work
report on the quantitative The four Vs of Big Data How to use databases,
and qualitative data that data modelling and data mining
How to map customer contact to surface RFV segmentation
supports our digital and data points and Lifetime Value insights
marketing decisions.
Evaluate the four types How developing Single Customer
of customer data View supports customer
experience
© 2020 The Institute of Data & Marketing. All rights reserved. 17The IDM Professional Diploma in Digital Marketing
Module 13
Developing digital marketing
propositions, ideas and creative
that inspire target audiences
Learning objective: How customer insight can be used The critical importance of in-
to inspire creative that works across depth customer research and
To understand how digital and physical channels segmentation strategies to powerful
customer insights and The factors that define memorable
propositions development
creative ideas combine to digital creative ideas at both the How to develop informative
develop inspirational digital strategic and tactical level and inspirational digital creative
briefs that improve the quality of
marketing campaigns. The way specific objectives work and improve workflow
and targeting options shape
campaign executions How to evaluate and respond to digital
creative ideas and concepts with
impartial and constructive objectivity
© 2020 The Institute of Data & Marketing. All rights reserved. 18The IDM Professional Diploma in Digital Marketing
Module 14
How regulation, permission and
codes of practice inspire efficient
digital marketing
Learning objective: Why compliance defines What Marketers, Data How independent
professional digital Controllers and Data regulators such as
To understand all aspects marketers Processors need to know ASA, CAP and IAB set
of law and codes governing How marketing
about data protection advertising codes and
and privacy legislation enforce accountable
digital marketers and digital permission is a key across the digital standards
marketing campaigns. driver of customer value channels
How legal frameworks Consent, legitimate
relating to personal data interests and individual
and consent (including rights under GDPR
PECR and GDPR)
affect digital marketing How MPS, TPS and DMA
practice best practice guidelines
help improve campaign
performance and protect
the rights of consumers
© 2020 The Institute of Data & Marketing. All rights reserved. 19The IDM Professional Diploma in Digital Marketing
Module 15
Understanding the metrics that
help us control and refine
digital marketing campaigns
Learning objective: Why digital campaign performance Why every landing page should be part
must be linked to clearly defined of a systemic CRO testing strategy
Understanding approaches business objectives and campaign KPIs
How tag management and attribution
for measuring and improving How the performance of different modelling helps assign credit for
web marketing performance, digital channels requires a multi-channel campaigns and identify
onsite acquisition, range of specific metrics to optimisation opportunities
define their contribution
conversion and retention.
Why testing is important to improving
digital marketing performance
and customer experience
© 2020 The Institute of Data & Marketing. All rights reserved. 20The IDM Professional Diploma in Digital Marketing
Module 16
Exploring the near-future of
data-driven digital marketing
Learning objective: Develop personal insights into
how digital marketing will continue to constantly
change the way marketing and marketers work.
How brands, agencies, How agency/client How combining the Get in touch
journalists and relationships and work best of marketing
researchers see practices are changing automation with human with our Learning
the future of digital to meet the needs of inspiration is the key to & Development
marketing from real-time consumer increased productivity consultants who will
different perspectives engagement in digital marketing
that are useful to help you
marketers How technologies such design your training
as AI, AR, NFC IoT and
Which brand, agency Blockchain will change pathway on
and technology trends
are most likely to bring
customer experiences
in ways that are hard to
+44 20 8614 0227
significant changes to imagine or email us at
digital marketing
ask@theidm.com
© 2020 The Institute of Data & Marketing. All rights reserved. 21Study
The IDM
Dates
study dates
Study Dates
Professional Diploma
Blended – starts 27 January 2020
Three x one day face-to-face sessions which take place in Helsinki.
Plus 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.
Face-to-face study dates
Day 1: March 24th 2020
Day 2: June 9th 2020
Day 3: November 10th 2020
Exam: November 25th 2020
©
© 2020
2020 The
The Institute
Institute of
of Data
Data && Marketing.
Marketing. All
All rights
rights reserved.
reserved. 22Subject specialist
Specialist with
with the
the insights
Insights you
You need
Need
Subject Specialist
with the Insights
You Need
“IDM-koulutus antaa hyvät ja
käytännönläheiset valmiudet
ymmärtää ja toteuttaa
digimarkkinointia.”
Tiina Sirén,
Head of Virtual Customer Centre, TUI Finland
© 2020 The Institute of Data & Marketing. All rights reserved. 23Subject Specialist with the Insights You Need
Steve Kemish F IDM,
Managing Partner, Junction Agency
Steve is a multi-award-winning marketer and has worked in
digital marketing since 1997. He has worked client-side, helped
grow a leading email service provider, consulted to numerous
clients on digital strategy, and helped build one of the most
respected and awarded B2B marketing agencies in the UK
His passionate and insightful He has worked on digital marketing He was appointed a Fellow in 2009,
approach has gained him numerous and strategy with many global brands making him one of their youngest
industry awards. including Motorola, Cisco, ITV, Lego, ever appointments.
Skype, British Airways and Oracle.
In recent years his work has seen wins As well as his role at Junction he is
at the B2B Marketing awards (five A highly regarded speaker, lecturer an IDM tutor, a member of the IDM
times) Database Marketing awards and writer, Steve has worked with the Digital Council, a guest lecturer at
(twice), New Media Age awards, IDM since 2004 on various courses various British universities and a
Revolution Digital Marketing awards, and events and has been invited to longstanding Superbrands judge.
CRN awards, IDM Marketing awards, speak throughout the world on the
PPA and DMA awards. subject of digital marketing.
© 2020 The Institute of Data & Marketing. All rights reserved. 24Tutors that Inform and Inspire Confidence
Tutors that
Inform and Inspire
Confidence
“Olen pystynyt hyödyntämään
IDM-kurssin oppeja päivittäisessä
työssäni jo opiskeluvaiheessa.”
Matti Cornér,
COO, Hasan & Partners
© 2020 The Institute of Data & Marketing. All rights reserved. 25Tutors that Inform and Inspire Confidence Experience is key to being able to contextualise knowledge Our tutors are renowned keynote speakers, have contributed to best-selling books on digital and data-driven marketing and know how to deliver content with passion and energy. They have worked at every level The role of an IDM tutor is to support Our rigorous assessment processes of business and in countless roles delegates throughout the course place constant pressure on our tutors including CEO, Managing Director, by delivering their own specialist to provide the academic and practical CMO, Digital Marketing Director, CRM subjects but also being able to support our delegates need to attain Director, Marketing Director, Creative prepare delegates for tackling their Professional and Postgraduate Director, Planning Director, Agency assignments and exams. IDM qualifications. Our pass rate Director and Founding Partner. currently stands at 94%. © 2020 The Institute of Data & Marketing. All rights reserved. 26
Our Rigorous and Representative Assessment Process
Our Rigorous
and Representative
Assessment Process
“Courses to help digital
marketers keep up with a
constantly changing industry.”
Valentina Sidore,
Senior Digital Marketing Executive at UBM
© 2020 The Institute of Data & Marketing. All rights reserved. 27Our Rigorous and Representative Assessment Process
Our Qualifications Advisory
Board includes business experts,
academics and professional alumni
All IDM tutors must Our current Diploma assessment
have worked at the
highest levels for major
criteria are as follows:
brands and agencies.
To protect the value our Pass Levels Professional Diploma Examinations
qualifications create for graduates,
chieve an overall pass
A Assignments Complete one 3-hour
the IDM has a fully accredited
assessment process in place that grade of 45% Complete two 3,000 – examination
is overseen by a representative chieve 60% overall
A 4,000 word assignments
Qualifications Advisory Board. for a Credit in a 5-week timeframe Honorifics
This dedicated team of leading chieve 70% overall
A Dip DigM
industry figures, IDM faculty for a Distinction
members and professional alumni
meet regularly to consult on every
aspect of our constructively As more than 100,000 delegates from leading brands and organisations
aligned content, delivery and
assessment processes. The around the world have discovered, an IDM Qualification isn’t easily
maintenance of academic attained, which makes it such a valuable and distinctive achievement.
standards is an important part of
the delegate experience.
© 2020 The Institute of Data & Marketing. All rights reserved. 28How the IDM Works to Support Your Studies
How the IDM Works
to Support Your Studies
“Olen saanut tietää monipuolisesti uusia
asioita ja toisaalta saanut syvällisempää
ymmärrystä jo selviinkin asioihin. Kurssin
sisältö on ollut heti hyödyllinen ja oppeja
voi käyttää, toimipa millä toimialalla tahansa
digimedian parissa.”
Sanna Kaartinaho,
Client Director, Dagmar
© 2020 The Institute of Data & Marketing. All rights reserved. 29How the IDM Works to Support Your Studies
We provide guidance
and access to information
throughout your study journey
Every professional delegate has an individual
online learning account which includes:
eLearning modules on each Best practice guides from Delegates are automatically
topic, including webinars DMA councils on topics enrolled as IDM members,
and learning checks like social media, data, etc. giving access to events
and a free Euromonitor
World class DMA research, Links to industry leading subscription for the latest
including the latest blogs, whitepapers and consumer research (worth
Consumer Attitudes to websites. £170 pa).
Privacy paper and annual
email studies reflecting the Access to the DMA Awards
attitudes of marketers case studies, showcasing
and consumers. industry leading campaigns
including IKEA, Honda
and Paypal
© 2020 The Institute of Data & Marketing. All rights reserved. 30Start Transforming Your Career Today
Start Transforming
Your Career Today
“The IDM has done it again and
brought clarity to complexity.”
Antony Humphreys,
Sales & Marketing Director, 1973 Ltd
©
© 2020
2020 The
The Institute
Institute of
of Data
Data && Marketing.
Marketing. All
All rights
rights reserved.
reserved. 31
31Start Transforming Your Career Today
Our specialist team of advisers
are ready to help you choose
the right qualification
The IDM has a friendly and experienced team of specialist
advisers, who can answer any questions you have on
the IDM Professional and Postgraduate Qualifications.
Our advisers will make sure you and the lists of further reading Please feel free to call
have all the information you need to resources available when you login
make an informed decision about to your learning account. them on +44 20 8614 0227
your course, study mode
|and finance. If you need to make the business
case to your employer to fund
They will also tell you about the fully your studies, IDM advisers can
interactive online materials and our tell you how to make a successful
subject specialists, tutors and in- pitch. In fact, the support team will
house support teams. help you with funding advice and
countless other aspects of your
They can also describe how we career development such as the
support your studies with freely fact that you can also get 50% off
available webinars, DMA case all other IDM training courses during
studies and channel eBooks, free the time you’re studying for your
access to Euromonitor industry qualification.
reports, Affiliate IDM Membership
© 2020 The Institute of Data & Marketing. All rights reserved. 32100,000 professional alumni
33 countries
30 years of success
As an established, constantly evolving professional training Institute with a
unique international reputation for award-winning course development and
delivery we are proud of our achievements. However, our greatest satisfaction
comes from seeing our professional alumni working for companies such as:
HSBC, BMW, The Guardian, Royal Mail, Verizon, Bernardos, Bosch, Aviva,
Allianz, Adobe, Barclays, Screwfix and RBS.
Get in touch with our Learning & Development
consultants who will help you design your
training pathway on +44 20 8614 0227
or email us at ask@theidm.com
33 theidm.com/training-and-qualifications | ask@theidm.com | +44 20 8614 0227You can also read
