DMI Specialist Diploma in Digital Strategy and Planning

Course Overview

If you are interested in consolidating the essential skills needed to manage a digital marketing strategy for your organization, consider the Professional Diploma in Digital Strategy and Planning. This course will help you to refine planning capabilities in key areas from social customer service and digital communications, to budget and personnel.

The Diploma in Digital Strategy and Planning introduces you to digital communications, and helps you to develop a measured and well-considered strategy and coherent plan for your organisation, that will stand up to the rigor and scrutiny of board-level decision making.

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

T:07734 222 254 E:


£1950 + VAT | Exam fees paid directly to Pearson Vue £160

Course Level

Level 5 Diploma

Course Duration

5 weeks

Course Locations

Newcastle | Carlisle | Edinburgh | Glasgow

Next Start Date

Please contact us for details.

Course Modules

Introduction to Strategy and Planning

Learn how to successfully drive your organization’s digital marketing activity. You will be introduced to the key considerations underpinning strategy and planning, and the evolution of traditional marketing into a practice that incorporates digital tools and technologies. You will be able to implement these tools and technologies to execute strategic plans and achieve high level objectives.

The module will also introduce and contextualize key digital specialisms including SEO, PPC, Digital Display Advertising, Email Marketing, Mobile Marketing, and Social Media Marketing, as well as Analytics.

Traditional Communications

In this module, you will learn about the characteristics and features of traditional communication channels, and how their one-to-many “broadcast” approach has evolved into a more socially-orientated and supportive communications approach. The module will illustrate how you can use traditional communications to develop messaging for products or services, to elaborate on brand or service value, and to encourage customers to develop their awareness before purchasing.

You will also become aware of potential restrictions associated with traditional communications channels, including difficulty when it comes to measuring their effectiveness, and customer targeting.

Digital Communications

You will learn about a digital communications approach, which is highly customer-focused and customer-driven, within a one-to-one or many-to-many communications model. You will understand the benefits of digital communications, including their flexibility and ability to be personalized, as content can be developed to accommodate customer interests and expectations.

The module will explore the idea that, with digital communications, it is the customer who is empowered, as the engagement is interactive, and needs to evolve based on their needs. You will learn how to incorporate digital communications into a highly targeted, effective and accountable digital marketing campaign, and use analytics to measure the impact of these communications.

Digital Channels

There are several channels available to any person looking at developing a digital marketing campaign. The Digital Channels module looks at each of these channels and the advantages and disadvantages to each, and their suitability to your digital marketing efforts. You will learn about search engine optimisation (SEO) and pay-per-click advertising (PPC). Other key digital channels that you will examine include email marketing and digital display advertising. You will also learn about social media marketing and the various avenues within this, including Facebook, Twitter and LinkedIn. This module will develop your understanding of these concepts so you will have the know-how to implement them in your digital marketing strategies.

Social Customer Service


This module looks at social customer service, peer-to-peer communities and how what is happening online is critically important to businesses. You will learn about the challenges you may encounter when using social media; from both an organisational and cultural perspective. You will be taught about implementing social networks into your digital marketing strategy and planning and how to sustain customer engagement with your online presence. You will be taught about Facebook and Twitter for business purposes and how to integrate these methods with traditional communications for your digital marketing needs.


This module looks at the crucial aspects of planning and maintaining a budget in your digital marketing strategy. Budget allocation is the formal indicator from the organisation that it is invested in digital communications, and sees the opportunity of digital as a significant potential contributor to the success and ongoing viability of the business. You will examine some easy to implement digital marketing techniques that are budget-friendly, such as social media. You will be taught about paid channels that you can implement in your digital marketing strategy in order to boost your profile and how they will benefit your strategies and should be considered in your budget. You will also learn that digital communications are supported by strong analytics.


Hiring the right personnel is crucial, as these will be the employees implementing your digital marketing strategies. The Personnel module looks at the new roles and responsibilities that have emerged in digital marketing and the challenges this creates for the human resources department. The challenges that you may face will include implementing and integrating digital communications into your organisation. In this module, you will learn about the range of standards necessary to operate safely and securely in digital communications. You will also be taught about routine monitoring digital communications and social media usage within the organisation, in order to mitigate any potential risks, and will understand that it will be necessary to make this known to employees.

Risk and Reputations

In this module, you will be taught the very latest statistics on local, national and global internet penetration, as well as key digital communication trends in the fields of social media, mobile marketing and search marketing. You will learn all about the most important risks, such as identity theft, social engineering, fraud, stalking, sexual harassment, defamation, as well as some computing security risks which include malware and hacking. On completion of this module, you will be acutely aware of the importance of reputation in digital marketing; both for the company and its brand. You will also become aware of tools and facilities to monitor reputation.


This module looks at the opportunity for measurement and analysis within digital communications. Your lecturers will look at the key terms and concepts associated with analytics, ensuring you have a deep understanding of its terminology. On completion of this module, you will walk away with the knowledge of how analytics can be used to monitor online traffic, customer engagement and satisfaction levels. You will also understand the rationale and business benefits of adopting a formal analytics programme. Importantly, you will recognise the Key Performance Indicators (KPIs) associated with the various digital channels and use these KPIs in your analytics.

Strategy and Formulation Planning

The Strategy Formulation and Plan module brings all of the strands of the Professional Diploma in Strategy and Planning together and teaches you the best practice for implementing a successful digital marketing strategy. You will take what you have already learned and you will learn how to put a coherent and well-considered plan together for your organisation. The module is based on the Digital Marketing Institute Methodology, which has three components. Part 1 includes a situation analysis based on a formal information gathering process of current digital communications activities. Part 2 expands on what you learn in Part 1 to develop a set of clear and meaningful objectives for various areas, including analytics and Part 3 emphasises the importance of ongoing analysis and monitoring of the performance.

Assessment Method

The 3 hour exam consists of a range of question formats including multiple choice and hot spot questions. There are no text based/written answers.

DMI partner with the Pearson Vue global network of test centres to deliver our exams in a quality examination environment. Pearson Vue have over 5,200 test centres in 180 countries making the DMI exams internationally accessible.

Entry Requirements

The Professional Diploma in Strategy and Planning is aimed at anyone involved with planning a digital strategy for their organisation, or who is likely to be involved in this area in the future and would like a comprehensive understanding of the field

Course Dates

5 Mondays over 5 weeks – 9:30am-4:30pm 

Newcastle/ Carlisle/ Edinburgh/ Glasgow

Please email to register your interest and put your name on the reserve list. We will then email you with a date when your specified course has been confirmed.

If you have a specific month in which you would like to participate on this course then please note this in your email.

All DMI courses can be delivered in-house to a minimum of 5 delegates.