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.

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

Course Level

Level 5 | Degree | 8/9 SQA

Course Duration

March 2019 for 5 days over 5 weeks or 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 the implementation of the different channels.

There are ten modules in this program:

1. Digital Marketing Foundations
2. Website Optimization
3. Content Marketing
4. Social Media Marketing
5. SEO
6. Paid Search
7. Display & Video Advertising
8. Email Marketing
9. Analytics
10. Digital Strategy

Digital Marketing Foundations

The Digital Marketing Foundations module explores how to harness the power of digital within the context of your organization’s marketing strategy. This module will enable you to conduct digital research, set business objectives for a digital campaign and prepare the foundations for developing a
targeted digital marketing strategy.

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 the principles of the 3i Methodology. Upon completion, you will recognize how teamwork and roles can contribute to your digital marketing strategy and introduce the PROPEL model as a framework for planning.

Website Optimization

The website optimization module will teach you how to build and publish a well-designed, high performing and optimized website that is aligned with your business goals. You will be guided through the key components of web design to design, create and publish an effective website and choose the most suitable hosting option based on your budget and business objectives. Through this module, you will gain insight into the importance of optimization, be able to identify the principles of good web design and realise how to attract potential customers with effective content and copy.

This module will help you to understand how to use your website for insight, tracking,
measurement and data capture using various metrics and tools.

Content Marketing

The content marketing module will enable you to develop the knowledge and skills to plan and execute a content marketing strategy in a persona-orientated, data-driven way informed by your business objectives, aligned with a buyer journey and fits an overall marketing strategy. By the end of this module, you will understand the fundamentals of content marketing, be able to initiate a content marketing strategy, create and curate compelling content and learn how to extend the value of your content through scheduling tools and different promotion methods to distribute content across a variety of platforms.

Social Media Marketing

The social media marketing module will enable you to apply social media concepts and best practices to both organic and paid marketing activities. 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.

Alongside this, you will learn about the value of reporting on advertising campaigns across relevant channels using advanced and paid advertising tools.


The SEO module will enable you to build an organic search marketing strategy that brings the right kind of visitors to your website. You will learn how to boost online conversions, stand out in the fiercely competitive online marketplace and protect a positive ROI. Through the SEO module, you will gain an understanding of the fundamentals of SEO, how it differs from paid search, be able to set SEO objectives, build an SEO content strategy and boost your websites organic search ranking using a range of technical elements.

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

The paid search module will help you understand the fundamentals of paid search, how it differs from organic search methods and the key benefits of both. You will develop the knowledge and skills needed to create and manage a paid search campaign in Google AdWords. Alongside this, you will learn to optimize paid search campaigns by scheduling ads and setting bid adjustments for audiences, locations and devices.

Through the paid search module, you will also explore how to measure the effectiveness of paid search campaigns through conversion tracking and other advanced reporting methods.

Display & Video Advertising

The display and video advertising module will equip you with the technical understanding and skills to build and maintain an effective display and video advertising strategy. As part of this, you will learn how to create a YouTube channel, manage video content and identify ad formats available within the Google Display Network and YouTube.

Furthermore, you will learn how to apply targeting, re-marketing and a bidding strategy to your campaigns before analysing their effectiveness by pulling reports detailing the most important metrics available.

Email Marketing

The Email Marketing module will teach you how to construct and deliver an effective email marketing campaign. You will learn the fundamentals of email including how to strategize a delivery plan to test, optimize and report on the performance of campaigns. This module will also help you understand the impact of permissions, mobile, buyer journey and the marketing lifecycle.

By the end of this module, you will be able to apply the core principles, techniques and actions for developing a high performing email marketing strategy. It will also ensure that you can design effective emails that generate leads, retain customers and inspire evangelists.


This module will teach you the basic concepts of using analytics in digital marketing, from initial set-up to detailed reporting. You will be able to recognise the fundamentals of web analytics to draw actionable conclusions from data and create a Google Analytics account to gain insight into traffic and audiences. With this, you will be able to set goals for a business website and know how analytical tools can measure these goals. By the end of this module, you will be able to conduct analysis and iteration of campaigns by tracking and assessing conversions, reporting technical performance and reviewing KPIs.

Digital Strategy

The digital strategy module uses the PROPEL (Plan, Research, Objectives, Propose, Execute and Learn) planning model to teach you, in a step-by-step fashion, how to design complex, long-term digital marketing strategies that service both marketing and commercial objectives. This module will enable you to set objectives for clear and measurable KPIs and prepare a strategic plan incorporating content, search and creative strategies. You will learn how to develop a media
plan with a structured approach to budgeting, resource allocation and channel selection.


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 – 10am – 5pm

Newcastle/Carlisle / Edinburgh / Glasgow

March 2019

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

Newcastle / Edinburgh / Carlisle / Glasgow
March dates to be confirmed

10 evenings over 10 weeks – 6pm – 9pm

Newcastle / Edinburgh / Carlisle / Glasgow
March 2019 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.