DMI Professional Diploma in Digital Marketing – Level 5

Course Overview

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

By taking this course you will learn how to engage with your customers online in a more practical way and improve lead generation. You will understand how to use the internet as an effective marketing channel.

DMI Diagnostic online test

Not sure if this is the right course for you? Talk to us!

T: 07734 222 254 E:


Cost Examination Fee £140, payable to Pearson VUE | Tuition Fees £1,495 + VAT

Course Level

Level 5 Diploma

Course Duration

June 2018 for 5 days over 5 weeks | September 2018 for 1 week bootcamp/10 evenings

Course Locations

Newcastle | Carlisle | Edinburgh | Glasgow

Next Start Date

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

Course Modules

Introduction to Digital Marketing

This module 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 module will also introduce you to the Digital Marketing Institute Methodology, an iterative framework that outlines the foundation tenets of digital marketing and the visual scheme that provides the basis for implementation of the different channels.

Topics covered:

  • Definition of the DMI Methodology
  • Principles
  • The DMI Framework
  • The DMI Quality Score
  • Key concepts of digital marketing
  • Traditional v digital marketing
  • The opportunity of digital marketing
  • Characteristics of digital marketing
  • Implications of digital marketing
  • Market research v market reality

Search Engine Optimisation (SEO)

The SEO module examines the various tactics for enhancing your websites position and ranking with search engines. The module covers the key concepts and terminology used within the field of SEO and equips marketing professionals with the technical know-how, understanding and insight to build and maintain an effective SEO strategy. You will learn about the range of specialist tools that are available to help common search engines find, view and rate websites.

Topics covered:

  • Key SEO concepts
  • Search results and positioning
  • Benefits of search position
  • Mechanics of search
  • On-page optimisation
  • The SEO process
  • Customer insights
  • Analysis and review
  • Keyword research and selection
  • Meta tags
  • SEO site map
  • SEO webmaster tools
  • Off-page optimisation
  • Inbound links and link building
  • Ranking

Pay Per Click (PPC) Marketing

The Pay Per Click (PPC) module demonstrates how to implement and manage search advertising campaigns. Lectures will cover the key concepts and terminology used within the field of PPC and will equip you with the technical understanding and skills to build and maintain an effective PPC strategy. You will understand the fundamentals of search engine marketing and appreciate the mechanics of how PPC systems function. Students will develop advance keyword research and selection skills and learn how to apply these to Adwords campaigns.

Topics covered:

  • Key PPC concepts
  • Strengths of PPC
  • Keyword research
  • Google PPC
  • Research tools
  • Search campaign process
  • Ad copy
  • Landing pages
  • Targeting
  • Budgets
  • Scheduling
  • Display networks
  • Ad centre
  • Campaign management
  • Conversion tracking
  • Conversion metrics: CPA, CTR
  • Bidding
  • Analytics

Email Marketing

The Email Marketing module covers industry best practices for creating and delivering effective email marketing campaigns. The module covers the four foundational aspects of email marketing: subscriber management, email design, delivery and reporting. You will learn how to develop and manage a subscriber database, and become familiar with the features within third party email systems and solutions.

Topics covered:

  • Key email marketing concepts
  • Campaign process
  • Online and offline data capture
  • Segmentation
  • Email design
  • User behaviour and characteristics
  • Email copy, structure, delivery and systems
  • Scheduling
  • Measurement
  • Key terms and metrics
  • Split testing

Digital Display Advertising

The Digital Display Advertising module equips you with the skills and knowledge to implement and manage effective digital display campaigns. The module covers the core concepts and terminology associated with digital display advertising, and explores what is involved in developing and managing effective ad campaigns. You will develop a comprehensive understanding of the creation and deployment of digital display advertising, learning about the wide range of ad display formats and how to select the most appropriate ad format for your campaign target audience.

Topics covered:

  • Key digital display concepts
  • Benefits and challenges of digital display
  • Running effective ads
  • Ad formats and features
  • Campaign planning
  • Creative formats
  • Targeting and tracking your campaign
  • Optimising the campaign
  • Campaign budget

Web Analytics

The Analytics module enables you to fully measure, monitor and optimise your digital marketing activities. You will learn how to build an online reporting structure for your business, and learn about the specific range of specialist tools that are available to help you understand how to measure and monitor online traffic. You will understand the rationale and business benefits of adopting a formal analytics programme, and learn how to set up accounts, profiles and permissions to apply analytics tracking across your website.

Topics covered:

  • What is web analytics?
  • Google Analytics explained
  • Understanding your KPIs
  • Measuring website traffic
  • Setting up goal and event tracking
  • Increasing traffic to your website
  • eCommerce
  • Real time reporting
  • Intelligence reporting

Social Media Marketing – 2 parts

The Social Media Marketing module is broken into two modules. The first module enables you to effectively engage with customers across a diverse range of social media platforms. You will appreciate the emerging trends in the social media space and the opportunity afforded by the always connected social consumer. You will recognise the suitability of different social platforms for your aims and objectives, and appreciate the challenges of social media. The second Social Media Marketing module explores how to implement social advertising features to build and sustain relationships with customers. You will appreciate the challenges of implementing an effective social media strategy for your business.

Topics covered:

  • Key social media concepts
  • Social media goals
  • Setting goals and priorities
  • Facebook
  • Twitter
  • LinkedIn
  • Google+
  • New social challenges
  • Apps and plug-ins
  • KPI measures
  • Reporting

Strategy and Planning

The strategy and planning module provides a structured approach for bringing together all the strands of the Professional Diploma in Digital Marketing, to create a coherent digital marketing plan. This module is based on the DMI Methodology, which incorporates a nine step process based on three distinct parts. The module provides you with the skills to create a formal digital marketing plan for your organisation, which will allow you to implement a successful and effective digital marketing strategy.

Topics covered:

  • Key strategy and planning concepts
  • Planning
  • Situation analysis
  • Information gathering
  • Target audience
  • Setting objectives
  • Appropriate tools
  • Action plan
  • Setting the budget
  • Measurement
  • Iteration and enhancement
  • Examples of integrated marketing plans

Mobile Marketing

The mobile marketing module focuses on utilising the power of mobile technologies as a way to access increasingly mobile consumers. You will understand emergent trends within the mobile space, and recognise the new opportunity afforded by always on mobile devices when interacting with specific audiences based on context and location. This module covers the key concepts and terminology used within the field of mobile marketing and will equip you with the technical knowledge and skills to build and maintain an effective mobile marketing strategy.

Topics covered:

  • Key mobile marketing concepts
  • Trends in mobile
  • Opportunities and risks
  • Mobile devices
  • SMS content
  • SMS strategy
  • Mobile advertisising
  • Mobile apps
  • Proximity marketing
  • Bluetooth
  • QR codes
  • Implementation
  • Examples and case studies

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 two ways to study:

5 days over 5 weeks – 10am – 5pm

Newcastle / Edinburgh /  Glasgow
6 June – 11 July 2018


September 2018

1 week bootcamp – Monday to Friday – 10am – 5pm

Newcastle / Edinburgh / Carlisle / Glasgow
New 2018 dates to be confirmed

10 evenings over 10 weeks – 6pm – 9pm

Newcastle / Edinburgh / Carlisle / Glasgow
New 2018 dates to be confirmed

If you are travelling and need accommodation our hotel partner is the Newcastle Marriott Hotel Gosforth Park. Special room rate of £82 per night.