DMI Professional Diploma in Digital Marketing

Course Overview

A course for digital marketing practitioners, led by leading digital marketing professionals.

This DMI Professional Diploma in Digital Marketing – Level 5 provides an in-depth and comprehensive introduction to the core essentials of digital marketing. Validated by the Digital Marketing Institutes Industry Advisory Council, the learning content is informed and designed by experts and offers learners the opportunity to gain a globally recognised professional certification.

Why should I earn this certification?

Future-proof your career by gaining the latest and most up-to-date digital marketing skills needed to thrive in today’s ever-evolving digital economy. By becoming a Certified Digital Marketing Professional, you will be prepared to take up a more evolved role in the overall marketing field and ensure you are equipped with the tools and skills needed to create a cohesive, effective online strategy.

Through dynamic video presentations and practical learning activities including tutorials and exercises, you will acquire a hands-on learning experience that will enable you to demonstrate a strong foundation in digital marketing, covering the main concepts, techniques and skills required in order to develop, plan and implement an effective digital marketing strategy. By earning this certification you will be able to conduct digital research, set business objectives for campaigns, establish, develop and optimize digital strategies. You will learn to create and curate content, manage paid and organic campaigns via various social channels, design effective emails and understand how analytics can be used to illustrate a variety of factors.

This certification is ideal for a wide range of professionals including Marketing Executives, Managers, IT Managers and Senior Management. It is also ideal for small business owners or anyone involved in the planning, implementation or measurement of digital strategies, along with anyone keen to pursue a career in digital marketing. Becoming a Certified Digital Marketing Professional will benefit you regardless of your skills or experience and will empower you to maximize the impact of your marketing through powerful digital tools.

What will I accomplish?

Upon successful completion of a 3-hour computer-based examination, candidates will be awarded the world’s most widely recognised digital marketing certification. Certified professionals will gain the confidence needed to create and steer a revenue-generating digital marketing strategy for companies of any size. An internationally recognised certified professional badge will also be available for you to display upon on your LinkedIn profile.

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Examination Fee £140, payable to Pearson VUE | Tuition Fees £1,785 + VAT | Examination Fee £140, payable to Pearson VUE | Tuition Fees £2,25 + VAT

Course Level

Level 5 | Degree | 8/9 SQA

Course Duration

Cohorts due to start March 2020 for 5 days over 5 weeks |March 2020 for 10 days over 10 weeks

Course Locations

Newcastle | Carlisle | Edinburgh

Next Start Date

Please contact us for details or see bottom of the course dates for exact dates.

Course Modules

 Professional Diploma in Digital Marketing 

This qualification enables you to harness the power of digital marketing as a core driver of the marketing strategy for your organisation. You will understand the foundation principles of digital marketing, and be able to distinguish how it differs from traditional marketing. This qualification will also introduce you to the Digital Marketing Institute Methodology, an interactive framework that outlines the foundation tenets of digital marketing and the visual scheme that provides the basis for the implementation of the different channels.

There are ten modules in this program:

1. Introduction to Digital Marketing

2. Content Marketing

3. Social Media Marketing

4. SEO (Search Engine Optimization)

5. Paid Search (PPC) with Google Ads

6. Display and Video Advertising

7. Email Marketing

8. Website Optimization

9. Analytics with Google Analytics

10. Digital Marketing Strategy

Introduction to Digital Marketing

This module introduces the core principles and purpose of digital marketing. It will enable you to develop clear and actionable business objectives for a digital marketing plan, gain audience and industry insight by conducting digital research, and prepare the foundations for a fully integrated 360 digital marketing campaign by connecting effectively with your customers and targets.

You will gain an understanding of the core principles of digital marketing, explore the buyer’s journey process, and identify digital channels, the benefits of combining traditional and digital marketing alongside recognising how to develop SMART objectives for a digital marketing plan.

Website Optimization

This module introduces key concepts underpinning effective website design and the purpose of website optimization. It will enable you to build and publish a simple, well-designed, and optimized website using WordPress that is aligned to specified business goals. The module also covers how to use metrics to capture, track, and measure website activity to develop deeper insights.

This module will help you to understand how to use your website for insight, tracking,
measurement and data capture using various metrics and tools. To identify the principles of good web design and to attract potential customers using effective website content and copy

Content Marketing

This module begins by introducing the fundamental principles of content marketing to enable you to align content effectively with the Buyer’s Journey. It explores the knowledge and skills required to plan and execute a content marketing strategy in a persona-oriented, data-driven way. It also covers content creation, content curation, and how to extend the value of content using scheduling tools and promotion methods. The module concludes by examining the key metrics and tools for measuring the performance of a content marketing strategy.

Social Media Marketing

The social media marketing module introduces the key social media platforms for digital marketing and demonstrates how to set up a social media experience for a business. It explains the techniques and best practices for growing and engaging a social media audience and demonstrates how to create effective paid advertising campaigns on the key social platforms. It also covers how to extract and report on data from the platforms’ native analytics tools to derive deeper audience and campaign insights. This will teach you to run campaigns that yield a positive ROI across a variety of platforms including Facebook, Twitter, LinkedIn, Snapchat and Instagram. You will understand the fundamental principles of social media marketing and be able to identify key stages in the buyer’s journey. You will gain an insight into building and maintaining an active community on social media platforms.


This module begins with the fundamentals of SEO and how search engines work. It explains why it is vital to align SEO objectives with overarching business objectives and how to use keyword and competitor research to build an SEO content plan that brings the right kind of visitors to a website. It also covers how to boost online conversions to help stand out in today’s fiercely competitive online marketplace and ensure the best possible ROI.

Alongside this, you will be able to judge the success of your overall SEO efforts by monitoring the sources of traffic to your website and other key metrics.

Paid Search with Google Ads

The paid search module begins with the fundamentals of paid search and demonstrates how to implement and manage paid search campaigns using Google Ads. It explains the key concepts underpinning bid auctions, how to manage paid advertising budgets, and how to optimise paid search campaigns. It also covers conversion tracking and how to measure and report on the performance of paid search campaigns using Google Analytics and Google Search Console.

Display & Video Advertising

This module begins with the fundamentals or Display and Video advertising and demonstrates how to set up and manage a YouTube channel. It covers the ad formats available with the Google Display Network and YouTube and shows how to set up and manage Display and Video campaigns.

Furthermore, you will learn how to apply audience and contextual targeting, exclusions, remarketing, and bid adjustments to target Display and Video ads at the right audience. The module concludes by identifying the key metrics and tools to use to analyze and optimize the effectiveness of Display and Video campaigns.


Email Marketing

This module begins with the fundamentals of email marketing and how the concepts of segmentation, personalization, timing, and engagement and the legislation and regulations surrounding data protection underpin an effective email marketing strategy. The module introduces key email marketing tools and techniques and explores subscriber list and email design best practices. It covers how to create, test, and optimize an email campaign that maximizes email open and click rates and provides an overview of the value provided by marketing automation tools

Analytics with Google Analytics

Analytics with Google Analytics begins with the fundamentals of web analytics and the associated legal responsibilities and best practices concerning data collection, consent, and privacy that enable a digital marketer to draw actionable conclusions from website or marketing channel data. It demonstrates how to set up and configure Google Analytics and install Google Analytics tracking code to glean insights about the website’s traffic and audience. It covers setting campaign goals to analyze performance and analyze customer conversion journeys. It also provides comprehensive detail on how to use Google Analytics reports and features to monitor and analyze digital campaigns.

Digital Marketing Strategy

This module identifies the core components of an effective digital marketing strategy and explains how to develop an effective budget plan and measure the ROI for digital activities. It covers how to set clear and actionable objectives and measurable KPIs as well as the key research activities to undertake to guide channel selection and messaging. It also explains how to develop a creative strategy based on campaign research to engage an audience and deliver on campaign goals. The module concludes by explaining how to execute a digital marketing strategy supported by a channel plan, a paid media plan, a campaign action plan, and succinct strategy documentation.


Assessment Method

Assessment Method

At the end of the programme there will be one 3 hour online examination. All examinations will take place at Pearson VUE examination study centres. Students are required to book their own examinations, and the assessment incurs a fee of £140 which is paid directly to Pearson VUE.

Entry Requirements

Any recognised level 4 qualification

  • UK degree
  • Suitable competence in a marketing role
  • Recognised international qualifications

Course Dates

There are three ways to study:

5 days over 5 weeks – 9:30 am – 4:30 pm

Newcastle/Carlisle / Edinburgh

Cohorts are due to start week commencing March 2020.

10 days over 10 weeks – 9:30 am – 4:30 pm

Newcastle / Carlisle / Edinburgh
Cohorts are due to start week commencing March 2020.

Newcastle from nesma, 19 Lansdowne Terrace, Gosforth, NE3 1HP

Carlisle from The Guild, 5 Abbey St, Carlisle, CA3 8TX

Edinburgh from Jurys Inn Edinburgh, 43 Jeffrey Street, Edinburgh, EH1 1DH

If you are travelling and need accommodation please let us know, and we can help you find a great place to stay!