A new qualification – for a new way of thinking, about a new way of marketing, to a new breed of customer

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The IDM launches the UK's first Integrated Marketing Communications Diploma

In a recent survey, top marketers in the US named IMC as their biggest issue, ahead of accountability, innovation and building strong brands. In the UK, the Institute of Practitioners in Advertising has said: "Over 80% of both clients and agencies agree they need more learning in the area."

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Radical transformation of the media landscape and consumer behaviour arising from the internet, customer databases and other digital developments are not only changing budgets but also how we think about marketing communications.

Marketers now have to learn to balance and integrate across traditional media, online/digital media and 'real-world' offline contacts. Marketers are also learning to balance the ying and yang of communications, as they move from the classic 'push' oriented advertising model to an increasingly 'pull', or consumer led model. The challenge is to create persuasion, buzz and fame with permission-based interactivity, rich emotional experiences and loyal relationships. This means the customer must be at the heart of the communications.

Don Schultz, Professor of Integrated Marketing Communications at Northwestern University in Chicago and the globally-acknowledged founding father of IMC, endorses the new IDM Diploma:

"The customer can now seek out a myriad of products, services and suppliers via a multitude of communication channels. As a result, every marketer, every agency now faces the 'integration challenge'. They must learn a new approach that aligns, combines and integrates every form of communication."

Complimentary online IDM Membership

All students will be enrolled as complimentary members of the IDM and therefore the study hours gained throughout the IDM Integrated Marketing Communications Diploma programme will qualify for the IDM CPD programme. CPD registration is free of charge for IDM members.