IDM Award in Marketing - Online

IDM Award in Marketing

Course Overview

If you are new to marketing, or looking to strengthen your understanding of best-practice marketing fundamentals, this course is for you.

During your Award in Marketing, you will learn to:

• Discover the importance of putting your customer at the heart of everything you do
• Gain a strong understanding of the marketing channels available, both offline and digital
• Learn how to combine your channels to maximise campaign effectiveness.
• Ensure your campaigns are delivered on time, and on budget
• Understand the importance of branding and creative
• Explore how data can optimise your marketing activities, campaign after campaign.

Qualification Information

Programme

Lesson 1: The core principles of marketing

• The fundamentals of good marketing
• How to use the 4 p's framework
• How to ensure your company is customer centric

Lesson 2: Delivering a CRM programme

• What is customer relationship management?
• How can you identify different types of customer and their needs?
• How to deliver an effective CRM programme

Lesson 3: The power of cross-channel marketing

• Learn what the multiplier effect is
• How and why it works
• How to plan and execute it effectively

Lesson 4: Choosing your online channels

• What are the main digital marketing channels?
• Understand the importance of online marketing
• Why and when do we need to use online marketing channels

Lesson 5: Choosing your offline channels

• What the main traditional marketing channels are
• Understand the importance of traditional marketing channels
• Why and when do we need to use traditional marketing channels

Lesson 6: Managing your creative assets

• What are the creative elements of a marketing communication
• How you should approach them
• Great examples of award-winning creative

Lesson 7: An introduction to consumer data

• What customer data is
• Why customer data is so important to the success of a business
• How to use customer data to make your marketing more effective

Lesson 8: How to segment your customer database

• What customer segmentation is and how it is useful for shaping your communications
• What the different types of segmentation are
• How to use your data to influence channel selection

Lesson 9: The fundamentals of communications planning

• What communications planning is
• The common primary objectives and supporting targets for campaigns
• How to develop the appropriate strategy that can be turned into an actionable set of results

Lesson 10: Putting personas into action

• How personas will help you create more effective marketing communications
• How to select the right communications channels to suit your audience
• How to develop creative that will appeal to your audience

Lesson 11: How to write a brief and what to include

• The importance of a good brief
• How to write a good brief and what to include in it
• How to manage agencies

Lesson 12: Testing your marketing activities

• Why testing is so important in marketing
• The key areas to test across your marketing activity
• Things to consider when implementing your testing plan

Lesson 13: Discovering and using campaign insights

• Why and how to analyse your marketing campaigns
• Where analysis and insights should sit in your campaign planning process
• How to develop and use your insights

Lesson 14: Basic marketing maths

• The importance of maths in marketing
• How to calculate a range of metrics
• How to use metrics to optimise your marketing campaigns

Who should attend

This is a practical course which is designed to take you on a step by step journey, to develop your understanding of marketing, the importance of putting the customer at the heart of what you do, with the use of data and developing an understanding of the different ways to communicate with your audience.

At each stage of the strategy you will see practical applications to deepen your understanding and demonstrate how to go about it.

You will be provided with practical templates to take back to your office and share amongst colleagues. We teach marketers how to improve their processes and planning activity through real life applications, processes and templates

This course is designed for the following people

• You want to start a career in marketing OR
• You are have already started working in marketing but have you have no training or qualifications
• You want to be an effective Marketing Executive:Create successful campaigns
• Understand your audience
• Know how to deliver a campaign on time and on budget

Assumed knowledge

• This course assumes that you are working in a marketing environmentYou do not need to have any specialist marketing knowledge
• You may already have been involved in delivering some marketing campaigns

Tutors

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, Managing Director, AHK

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

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.

Martin Chillcott F IDM, Director, Hotchilly Marketing

Martin is acknowledged as an expert in customer retention and has been responsible for the development of successful marketing strategies and customer communications across a range of businesses. He applies a common-sense approach and ability to identify powerful customer insights and opportunity for profit.

He has over 20 years’ client-side marketing experience, including director level roles in UK, Europe, Canada and the USA with American Express, Thomas Cook, M&G, Air Miles, Time Life, Budget Insurance and Page & Moy.

12 years ago he set up his own consultancy ‘Hotchilly’, successfully working as an independent consultant/planner- either working directly with clients or retained to work with clients of leading communications agencies BEC and Together Agency and the Data Practice, Radar.