The Institute of Direct Marketing (IDM) is to launch the UK’s first qualification for integrated marketing communications (IMC). The course will target marketers who admit that understanding how IMC works is their number one worry.
The IDM Diploma in Integrated Marketing Communications aims to help marketers understand and compete effectively in the changing media landscape where customers control the marketing dialogue between themselves and brands.
The IDM says it developed the IMC diploma to “fill a significant gap in the UK market”. The Institute of Practitioners in Advertising says: “More than 80% of clients and agencies agree they need more learning in the area.”
IDM managing director Derek Holder says: “All communications and processes must be designed from the customer’s viewpoint and interwoven to form a coherent whole. For many marketers, this means developing a new mindset and a new set of skills.”