Professional Marketing Diploma | IDM
  • You will learn to
  • Details
  • Course availability

During the Professional Marketing Diploma, you will learn to:

  • Understand how data underpins the effectiveness of your campaigns and the experience you give your customers.
  • Implement effective customer relationship management techniques like journey planning, personas and segmentation.
  • Learn to juggle the big campaign moments and your year round activity.
  • Understand all the channels available to you, and how non-digital channels can work alongside digital marketing.
  • Select the right channels for the right audiences and campaigns.
  • Develop a top level campaign strategy, and the channel strategies which feed into it.
  • Analyse which channels you should continue to invest in and those you should re-consider.
  • Plan your budget to make the most of 'always on' channel activity and your big campaigns.

Click here to get the brochure for further course details and full programme information.

Contact our Learning Advisors for details on structured payments.

Ready to upskill your team with the IDM? Explore our Corporate Training option, here


Online ( CPD hours)

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To discuss your options, please get in touch with one of our learning and development team:

Course availability

Start Study Mode Location Member Non-Member Exam Fee  
06/11/23 Online Online £1,360.00 £1,600.00 £0.00 More info
Book Until
30 Nov 23
Exam Dates
  • 9 October 2024

NB: Prices above subject to VAT

Qualification Information

An introduction to intelligent marketing

  • What is intelligent marketing?

Integrated planning for omnichannel campaigns

  • The power of omnichannel campaigns
  • Implementing the integrated planning process
  • Facilitating change for integrated planning

Profitable CRM techniques to meet your customer's needs

  • Create a customer centric communications plan
  • Know your customers
  • Building a communications strategy

Measuring and optimising your omnichannel marketing

  • Analysing your omnichannel campaign
  • Transform data into insights for continuous improvement
  • Using insights to influence marketing strategy

Building a comprehensive budget

  • Setting the budget
  • Managing the budget
  • Measuring the ROI

GDPR: understanding campaign compliance

  • GDPR & Consumer trust
  • Accountability
  • GDPR & lawful processing - consent
  • GDPR & lawful processing - alternatives to consent
  • Profiling under GDPR

Creating briefs that instruct and inspire

  • Strategic campaign briefing
  • Developing a proposition
  • Evaluating creativity

Harmonising your omnichannel marketing mix

  • An introduction to the marketing channel mix
  • Online marketing
  • Offline marketing

Supercharging your content marketing

  • Developing a content strategy
  • Delivering a content strategy
  • Amplify, measure and optimise your content

Getting strategic on social media

  • Developing a social media channel strategy
  • Developing a social media campaign strategy
  • Choose the right metrics to measure social success

Putting your customers at the heart of your website design

  • Customer centric website strategy
  • Website and campaign strategy
  • Measuring the effectiveness of websites

Amplifying your emails

  • Developing your email channel strategy
  • Developing your email campaign strategy
  • Measuring email success

Making the most of mobile marketing

  • An introduction to mobile marketing strategy
  • Developing a mobile marketing strategy
  • Measure and test your mobile marketing activity

How to scale your search engine opportunities

  • Affiliate marketing strategy
  • Display marketing strategy
  • Search engine marketing strategy

Mastering print mail

  • Why use direct mail and how to plan it
  • Why use door drop and how to plan it
  • Creating your mail campaign
  • Marketing managers and aspiring marketing managers, who want to improve their results
  • Professionals who want to advance their career and create an impact on their organisation's marketing performance
  • Goal oriented people who want to master omnichannel marketing
  • Professionals who want to feel confident when planning the next marketing campaign and need to achieve broad marketing planning skills
  • Professionals who want to master a broader range of both non-digital and digital marketing channels
  • People who want to revamp their approach to campaign planning and marketing strategy
  • Managers who want to harness the power of CRM to build and deliver marketing more effectively
  • Marketing professionals who want to craft a potent digital marketing mix with expert advice on search engine marketing, display and social media, email, content and mobile marketing


Enjoy the flexibility of accessing the Professional Marketing Diploma, devising your own personalised study routine with your programme deadlines via a stream of online content run over 12 months.

Registration opens on the 1st of the month but you can register and start up to 4 weeks after this date.

Virtual Classroom - Day-release

6 x 1 day face-to-face instructor-led sessions via Zoom.

Corporate training

This programme can be fully customised and delivered to your staff in-house. For more information visit

To support your studies

Every delegate has an online learning account which includes:

  • eLearning modules on the key digital channels
  • Online course materials
  • Best practice guides from DMA councils on topics like social media, data, etc.
  • Case studies from DMA Awards winners
  • Links to industry leading blogs, whitepapers and websites.​

For online delegates - Industry expert David Hearn will run each of the live webinars scheduled throughout the online programme, and will be there to answer any questions you may have about the course / assessments.

Delegates are automatically enrolled as IDM members, giving access to events and some DMA research and reports.

You can accrue CPD points as you study through this course.

Exams and assessments

In order to attain the Professional Marketing Diploma you must successfully pass two assignments and one exam.

  • You will have five weeks to complete each assignment and three hours to complete the exam
  • Exams take place in April and October

*Assessment fees are included in the course price.

Pass marks and grades

To pass you will need a minimum of 45% in each assignment and the exam.

To obtain a CREDIT you must pass both papers and achieve an overall average of 60%.

For a DISTINCTION you must pass both papers and exam with a grade of 70%.

Assignment marks are weighted.

How long is the Professional Marketing Diploma course?

The online cohort takes 12 months to complete. There are 15 modules in total, with approximately 10 hours of learning per module.

How is the Professional Marketing Diploma assessed?

To attain the Professional Marketing Diploma you must successfully pass two assignments and one exam. You will have five weeks to complete each assignment and three hours to complete the exam.

  • For a PASS you need a minimum of 45% in each assignment and the exam
  • For a CREDIT you must pass both assignments and exam and achieve a minimum overall average grade of 60%
  • For a DISTINCTION you must pass both assignments and exam and achieve a minimum overall average grade of 70%

Does the course have payment plans?

We allow students to spread payment over 10 months using our interest-free payment plan. This is available to individuals who are self-funding. Get in touch with our team at to find out more.

Where will my qualification be recognised?

As a UK Government-recognised Institute, the IDM has the authority to award and accredit qualifications at all levels throughout the UK. Our qualifications are further recognised in Europe through FEDMA.

There is no global standard for marketing qualifications; however, through our portfolio of qualifications, short courses and bespoke training programmes for corporate clients, we have trained over 120,000 marketers globally over the past 30+ years which ensures your qualification will be well recognised wherever you go.

What level of study is the Professional Marketing Diploma?

The Professional Marketing Diploma is equivalent to a Level 6 in the UK grading system. It is specifically designed for marketers who are working at manager level or above, or those who are preparing to step into such a role. The ability to put lessons into practice in your day-to-day role is an advantage as it will help further embed the learning.

How will I learn while completing the Professional Marketing Diploma?

The Professional Marketing Diploma is delivered through our online learning platform, The Hub.

On the Learning Hub, you will find a timetable which provides guidelines for module completion.

The Hub also includes a forum where you can ask questions to the course tutor.

Get in Touch

Tim Hamill F IDM, Director, Data Ketchup

Tim has over 25 years of marketing experience specialising in helping businesses utilise data to improve their marketing and commercial decision making.

During his career he's held several senior roles at Royal Mail, driving their marketing, market insight product development, and creative services.

He is a founding partner of data-driven creative marketing consultancy Data Ketchup and a Director of Customer Content for 3d Mapping Company.

For the last five years, he's been an IDM tutor teaching qualifications on direct marketing, finance, and data. He was named IDM educator of the year for 2019.

David Hearn F IDM, Creative Technology Director Arcstream AV

David Hearn F IDM has been a marketer for 30 years, starting at the Economist, before moving to agency FCB, working for British Airways and The Australian Tourist Commission. He then became co-owner of direct and digital agency AHK, developing successful customer acquisition and retention programmes for, amongst others, Royal Mail, 3M, Canon and Adobe.

David is now working in creative technology for Arcstream AV, delivering interactive marketing solutions for major brands including Ford, GSK, EY and Schroders. Helping bridge digital and face-to-face engagements.

With wide experience in both B2C and B2B markets, he has been sharing his expertise and experience for over 20 years as a trainer and tutor for the IDM. David also lectures at universities and delivers a series of online professional training webinars.

Nick Crawford, Owner and Principle Consultant, Twist Consultancy

Nick is the owner of Twist Consultancy, however his career began heading up call centreteams, developed into customer experience measurement & then moved to data led online campaigns, Nick helps businesses win & retain customers with relevant & engaging marketing.

Nick works with B2C & B2B clients and has an excellent understanding of data-driven marketing & strategic planning. With over 15 years across CRM, database marketing, campaign management, email customer insights & customer journey planning.

With a proven strategic experience of senior client & stakeholder management & a strong commercial experience & acumen, Nick prides himself on making things happen.

He is an industry speaker & written contributor including the 2017 'Econsultancy Email Marketing Best Practice Guide' and an elected member of the DMA Email Council & Legal Hub. Championing email as an essential part of the greater marketing mix with a focus on compliance (inc. GDPR delivery) and best practice.

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