IDM looks to bridge digital skills gap with MSc

The Institute of Direct Marketing (IDM) is looking to bridge what it believes is a digital skills gap among senior marketers with the launch of an MSc in digital marketing.

The qualification has been developed with London’s South Bank University and is aimed at experienced marketers that started their careers before digital channels were introduced.

The move follows recently appointed IDM president and EHS 4D chairman, Terry Hunt’s promise to focus on increasing awareness of digital media among direct marketers.

IDM managing director, Professor Derek Holder, says companies have recognised “the need” to ensure their marketing teams have the skills to implement their digital strategies.

“A senior marketer with a Masters level qualification in Digital Marketing will have a deep understanding of the wide ranging applications of digital marketing and how they fit the overall marketing strategy”.

The MSc in digital marketing will run at South Bank University from January 2011. The IDM claims the MSc is the first of its kind offered by a London University.

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