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Award in Data Driven Marketing Planning

Institute of Data & Marketing
Course summary
Professional Training
12 months
495 GBP excl. VAT
Flexible
Online courses
Course Dates
Online courses
495 GBP
Start anytime

Course description

Award in Data Driven Marketing Planning

Is your marketing campaign planning done in silos and does it lack concrete data to inform your decision making?

Step up your strategic marketing planning. Understand how to use your campaign and customer data to inform your channel selection and build a communications strategy to create high performing campaign briefs.

This course is for Marketing Managers and Marketing Executives looking to step up their strategic marketing planning, you will work through case studies, practical exercises and processes to support the implementation of what you are learning.

Suitability - Who should attend?

This course is for Marketing Managers and Marketing Executives looking to step up their strategic marketing planning

Training Course Content

The power of Omnichannel Campaigns

Most marketing departments treat omnichannel marketing as a holy-grail ambition. However, despite this reverence, the fundamentals of omnichannel marketing are relatively simple. Using practical exercises and industry case studies, we’ll teach you the principles of omnichannel planning; how it works, why it works, and how you can make it work for you.

Implementing the integrated planning process

In this lesson you'll work through a 13-step tried-and-test implementation frame to help you prepare, implement, and measure your new omnichannel communication strategy. At the end of the lesson, we’ll provide you with a framework to fill in, which will support implementation in your own organisation.

Facilitating change for integrated planning

Omnichannel marketing will require a degree of restructuring, so, as with all change, some resistance is inevitable. We'll show you how to lay the groundwork for your new omnichannel approach. At the end of the lesson, there's a bespoke action plan for you to complete, to help you foresee and overcome any opposition.

Create a customer centric communications plan

Your customers should be at the heart of everything you do; this includes your communications plan. This lesson delves into what it means to be genuinely 'customer-centric'. By the end of this lesson, you’ll be ready to produce a customer-centric communications plan for your own company.

Building a communications strategy

Your communications strategy outlines how you use your marketing channels to reach your target market. Learn how to plan your strategy using segmentation, targeting and positioning. You'll also learn how to create a customer journey based on key activity and next best action.

Analysing your omnichannel campaigns

So you’ve implemented your new omnichannel approach, but how do you know if it’s working? Discover how to monitor the overall performance of your omnichannel marketing campaigns. At the end of the lesson, you'll apply what you've learnt, using our bespoke Omnichannel ROI Analyser to help you keep track of your ROI for each of your channels, highlighting areas for improvement.

Transform data into insights for continuous improvement

Once you have gathered your campaign data, you need to work out what it's actually telling you. We'll walk you through the process of gathering your campaign data and converting it into valuable insights which you can use to improve future marketing performance. Using our bespoke test and learn template, you'll learn how to develop, test, and evaluate your hypotheses.

Strategic campaign briefing

A thorough brief will form the foundations for your marketing campaign. However, despite its importance, the briefing stage is too-often overlooked or rushed. Using practical exercises and industry case studies we’ll take you through the process of writing an in-depth strategic campaign briefing. At the end of the lesson, using our briefing template, you will write your own strategic brief for a campaign you’ve worked on.

Defining SMART objectives

SMART objectives are an essential tool for monitoring your progress and achieving your goals. In this lesson you will learn the different attributes of SMART objectives and how they can help you deliver your campaigns and projects.

Using insights to influence marketing strategy

You've gathered your data, created your insights, and built a plan to optimise your marketing. Now you need to persuade your senior management to adopt your recommendations. Using practical exercises and real-world examples, we’ll take you through the process of created clear, persuasive, and evidence-based proposals.

Managing your budget

Once you’ve completed your budget, you need to start allocating it between your different activities. Using our tried-and-tested budgeting template, you'll learn a range of tips and techniques to make sure your budget is driving actions at every stage of your customer journey.

Course delivery details

Online: Self Study, via an always-on, always open portal, providing an engaging multimedia learning experience.

Enjoy the flexibility of devising your own personalised study routine with our online courses, created by experienced industry practitioners, using content that is unique to the IDM.

Why choose Institute of Data & Marketing

Over 30 years experience as a leading awarding body for qualifications in data & digital marketing

Over 100,000 people have attended our courses

Over 15,000 marketers have earned a professional certification with us

Expenses

Members: £450 + VAT

Non-members: £495 + VAT

About provider

Institute of Data and Marketing

IDM is the trusted training partner for hundreds of leading brands, from over 30 countries. For more than 30 years they’ve trained over 100,000 delegates, helping them improve their marketing performance, from their first steps on the career ladder to...


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Institute of Data & Marketing

DMA House
70 Margaret Street London
W1W 8SS

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