North East Sales and Marketing Academy
Tel (Veronica Swindale): 07590 018205

DMI Professional Diploma in Digital Marketing – Level 5

This is 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.

Module 1: Introduction to Digital Marketing

The Introduction to Digital Marketing (also known as Online Marketing, Internet Marketing or Web Marketing) 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.

Digital Marketing channels include, but are not limited to:

  • Search Engine Optimisation
  • Web Analytics
  • Pay Per Click Marketing
  • Email Marketing
  • Social Media Marketing
  • Affiliate Marketing
  • Digital Display Advertising
  • Mobile Marketing
  • Online Video Marketing
  • Online PR

This opening module on our Professional Diploma programme explains and demonstrates the power of the internet and how to harness these changes as the relationship between organisations and customers define the way we live. We will be showing how you can apply digital concepts across the marketing function in any business.

Topics covered:

  • Definition of the DMI Method
  • 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

Module 2: Search Engine Optimisation

The Search Engine Optimisation module examines the various tactics for enhancing your website’s 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. With this in mind, you will learn about onpage optimisation techniques and understand the process of effective keyword research and selection.

You will understand the importance of content updates and will learn about applying appropriate meta tags in order to drive site optimisation. Students will understand the concept of ranking and be able to perform a range of off-page optimisation activities to improve your site ranking and positioning, such as link building.

At the end of this module, you will be able to monitor and manage your SEO activity by setting a baseline and regularly measuring activity against expectation. You will also be aware of data protection and privacy issues associated with SEO.

Topics include:

  • Key SEO Concepts
  • Search Results & Positioning
  • Benefits of Search Position
  • Mechanics of Search
  • On-Page Optimisation
  • The SEO Process
  • Customer Insights
  • Analysis & Review
  • Keyword Research & Selection
  • Meta Tags
  • SEO Site Map
  • SEO Webmaster Tools
  • Off-Page Optimisation
  • Inbound Links & Link Building
  • Ranking

Module 3: Pay Per Click Marketing

The Pay Per Click 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 advanced keyword research and selection skills and learn how to apply these to Adwords campaigns.

You will be able to analyse current Search Marketing activity and target your campaign to key audience groups in order to enhance and improve click through rates. You will recognise the features of strong ad copy, and develop your skills in writing compelling ads.

Learn how to set and manage budgets for Adwords campaigns, and measure and analyse their effectiveness by exporting detailed campaign management reports in order to see how they align with established baseline expectations. You will also be aware of relevant data protection and privacy issues associated with PPC.

Topics include:

  • Key PPC concepts
  • Strengths of Pay Per Click
  • 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

Module 4: 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.

You will be able to plan a marketing segmentation strategy for your target audience and recognise what makes for good email design in terms of user centric content, coherent layout and an attractive design.

Students will understand what split testing entails, and will be able to use key metrics to report on the effectiveness of your email marketing campaigns, including open rates, click-through rates, unsubscribes and bounces.

You will be able to monitor and evaluate email marketing analytics, and be aware of data protection and privacy issues associated with email marketing.

Topics include:

  • Key Email Marketing Concepts
  • Campaign Process
  • Online & Offline Data Capture
  • Segmentation
  • Email Design
  • User Behaviour & Characteristics
  • Email Copy, Structure, Delivery & Systems
  • Scheduling
  • Measurement
  • Key Terms & Metrics
  • Split Testing

Module 5: 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.

You will be able to develop clear campaign objectives and measure and optimise your campaign based on firm results analysis. Students will be able to research and use a range of campaign publishers, and know what pricing metrics such as CPM, CPC, CPL and CPA entail commercially.

You will also learn how to use the standard Digital Media Planning Process to obtain the best possible return on your digital display advertising efforts.

Topics include:

  • Key Digital Display Concepts
  • Benefits & Challenges of Digital Display
  • Running Effective Ads
  • Ad Formats & Features
  • Campaign Planning
  • Creative Formats
  • Targeting & Tracking your Campaign
  • Optimising the Campaign
  • Campaign Budget

Module 6: 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 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 websites.

Discover how to align business KPIs with your analytics goal configuration, and utilise the features of Google Analytics to develop a detailed profile of your target audience’s location, demographics, technology, devices, interests and more.

Learn how to assess the effectiveness of your website’s technical performance and download speed, and how to measure levels of user engagement and conversion by tracking activities such as downloads, video views, purchases and registrations etc.

Create and schedule customised reports and explore the real time and intelligence reporting capabilities of Google Analytics. As with the other modules, you will also be aware of data protection and privacy issues associated with website analytics.

Topics include:

  • What is Website Analytics?
  • Google Analytics explained
  • Understanding your KPIs
  • Measuring website traffic
  • Setting up goal and event tracking
  • Increasing traffic to your web site
  • eCommerce
  • Real Time Reporting
  • Intelligence Reporting

Modules 7 & 8: Social Media Marketing

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.

This module covers the key concepts and terminology used in social media, and you will be able to configure social media accounts across Facebook, Twitter, LinkedIn, YouTube and Google +, as well as learning about the new emergent social platforms.

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, with a focus on the importance of listening as the critical starting point.

You will be able to accurately measure the effectiveness of your social media campaigns using analytics, and be able to evaluate information about budgetary spend against baseline expectations.

Lastly, you will be aware of privacy and data protection issues associated with social media marketing.

Topics include:

  • Key Social Media Concepts
  • Social Media Goals
  • Setting Goals & Priorities
  • Facebook
  • Twitter
  • LinkedIn
  • Google+
  • New Social Challenges
  • Apps & Plug-ins
  • KPI Measures
  • Reporting

Module 9: Planning your Digital Marketing Campaign

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 Digital Marketing Institute Methodology, which incorporates a nine step process based on three distinct parts. Part one includes a situation analysis exercise, a formal information gathering process, and an audience definition exercise.

Part two develops a set of clear and meaningful objectives for the Digital Marketing Plan. Appropriate tools are selected on the basis of the anticipated audience(s), and objectives and budget are set based on the channels detailed within the Digital Marketing Institute Framework.

An action plan is developed to provide a coherent project structure, including milestones, deliverables and resources. Part three of the Digital Marketing Institute Methodology emphasises the importance of an iterative process of monitoring, analysis and enhancement based on performance.

The Strategy and Planning 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 include:

  • Key Strategy & Planning Concepts
  • Planning
  • Situation Analysis
  • Information Gathering
  • Target Audience
  • Setting Objectives
  • Appropriate Tools
  • Action Plan
  • Setting the Budget
  • Measurement
  • Iteration & Enhancement
  • Examples of integrated marketing plans

Module 10: 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.

Learn how to run effective SMS campaigns and explore technologies such as NFC, Mobile Sites, Apps and Bluetooth. You will recognise the importance of suitable campaign messaging, and the need to validate marketing activity with campaign trials, review and ongoing analytics measurement.

Apply our six step process for designing and developing effective Mobile Apps and understand how mobile marketing integrates with the latest advances in social media marketing. The module also covers data protection and privacy issues associated with mobile marketing.

Topics include:

  • Key Mobile Marketing Concepts
  • Trends in Mobile
  • Opportunities & Risks
  • Mobile Devices
  • SMS Content
  • SMS Strategy
  • Mobile Advertising
  • Mobile Apps
  • Proximity Marketing
  • Bluetooth
  • QR Codes
  • Implementation
  • Examples and case studies

How will you be assessed?

At the end of the course there will be three one-hour online examinations.

How and where can you study?

2014 Programmes



Date: Monday 12-Friday 16 May, 9.30 am-4.30 pm

Location: Apex City Hotel, Grassmarket, EH1 2HJ, +44 (0)131 441 0440

Accommodation options: 

Edinburgh Central Premier Inn

Edinburgh Central Premier Inn
Lauriston Place
City Centre
Approx 7 minutes walk

£89.75pppn (5 nights bed and breakfast for £448.75pp)

Holiday Inn Express – Edinburgh Royal Mile

Ibis Edinburgh

Newcastle upon-Tyne

Date:  Monday 19-Friday 23 May 2014, 9.30 am-4.30 pm

Location: nesma training rooms, 19 Lansdowne Terrace, Gosforth, NE3 1HP

Accommodation options:


Date: Monday 15-Friday 19 September, 9.30 am-4.30 pm

Location: Park Plaza Hotel, City Centre

Accommodation options:


Newcastle upon-Tyne

Date: 10 Thursday evenings (6pm-9pm) from 8 May

Location: nesma training rooms, 19 Lansdowne Terrace, Gosforth


Date: 1o Wednesday evenings (6-9pm) from 14 May

Location: Apex City Hotel, Grassmarket, City Centre

If you are thinking of studying the DMI Diploma in Digital Marketing, why not come to our DMI open evening on Tuesday 15 April, 7-8.30pm at nesma, Gosforth, Newcastle upon Tyne. The evening will give you the opportunity to speak to the tutors and current students and ask any questions you may have. There will also be free refreshments and a short digital masterclass. To register a place at this evening, please email

What does it cost?

Fee: £1245 + VAT to include all tuition, assessment fees, materials and refreshments.

Individual modules

Individual modules can be studied online.

How do I apply?

Complete the online application form and we will contact you shortly.

To view the full prospectus from the Digital Marketing Institute, please click here.

nesma News

  • The Future: QuantuMDx’s Handheld DNA Lab The Future: QuantuMDx’s Handheld DNA Lab
    Maggie Love, a CIM Professional Certificate in Marketing student tells us about her role as a Business Development and Marketing Executive at biotech company, QuantuMDx. “QuantuMDx...
  • XLVets’ Winning Campaign XLVets’ Winning Campaign
    nesma students Rachel Clarry and Gemma Ayres work in marketing for XLVets, the national  veterinary membership association. They are also working towards studying the CIM Professional Certificate in Marketing with nesma. Rachel tells us...
  • En garde! En garde!
    Sarah Keith, daughter of nesma tutor Sally Keith, and CIM Introductory Certificate in Marketing student, tells us about her love of fencing and the person who fuelled her...

Out and about