Digital Marketing Qualifications (DMI & CIM)

Take your digital marketing knowledge to the next level with our grant-funded DMI and CIM courses and qualifications, all taught by industry experts and practitioners.

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DMI and CIM courses

The Anicca Academy’s DMI (Digital Marketing Institute) and optional CIM (Chartered Institute of Marketing) Level 4 qualification in digital marketing is a suite of professional training qualifications designed to educate, inform, and inspire digital marketers.


In partnership with the Cambridge Marketing College, this course incorporates online and in-person seminars to educate students on the latest practices in social media, paid media, and organic search.

The DMI and CIM course is suited to anyone looking for a qualification in Digital Marketing. You can take the course through the company you are working for, or for yourself.


The courses consist of a mix of online modules and up to 12 practical 1-day workshops delivered in our training centre in Leicester across 3 months.


It doesn’t matter what level of knowledge you have. Our course will take you through the basics all the way to advanced digital strategy.

What is different about the Anicca Academy Qualification Programme?

Our new Anicca Academy Programme is the only digital marketing qualification delivered by practising agency professionals. It is a premium programme designed to give students the theoretical and practical skills required to set up and manage in-house digital marketing campaigns.


With 15 years’ experience as a digital agency, Anicca Digital has delivered award-winning campaigns, training and DMI courses for leading brands across the UK, from everyone from interns to C-suite.


The Digital Marketing Institute (DMI) course combines theory and practical across the following topics:


  • Social Media
  • SEO and Content Marketing
  • Paid Media and Digital Advertising
  • Measurement and Analytics
  • Email Marketing
  • Video and Display
  • Web Optimisation
  • Developing Your Marketing Strategy

Students will spend one day a week at our training centre, over a period of up to 12 weeks.


This will be supported by an online learning centre with over 300 PowerPoint slides, student handbooks, videos and around 80 practical activities. This allows personal study at home in preparation for each module.


Whether studying for DMI course or adding to your skillset with CIM course qualification, our team is on hand to support your development with resources, advice, and practical exercises.


The Certified Digital Marketing Professional Course also leads to a Level 5 Scottish Qualifications Authority (SQA) accredited qualification with the option to study additional online content and submit a written assessment on the CIM course to achieve a CIM (Chartered Institute of Marketing) Level 4 Award in Digital Marketing.

Practical and theoretical training

The DMI course marries theory and practical skills to provide you with a solid base from which to build your career.

Learn from industry experts

Students also learn the intangibles from industry experts who provide tips on soft skills and personal experiences to better understand the demands of the industry.

Supported learning

We support students with a plethora of slides, exercises, videos, and activities to support development and self-study.

Professional qualifications

The DMI course is a professional qualification that not only strengthens your CV but opens the door to a range of qualifications.

Course options and costs

Our 13-week course are scheduled to take place each quarter, with the additional option of a fast-track summer school starting in June or July. 

We offer several delivery options (and costs) depending on whether you attend the classroom sessions, watch the session live online or just have access to the recordings:


  • FREE access to Anicca training materials and resources
  • DMI online only – £1,500+VAT  
    Access to all online materials, so you can study at home (you will not be able to join the live classroom sessions)
  • DMI online and LIVE lessons – £2,250+VAT 
    Online access to the learning materials and 10-days of live lessons with our technical experts, plus 1 revision day prior to the online exam
  • DMI + CIM online and LIVE lessons – £2,999+VAT 
    This includes the 11-day DMI course (as above), plus access to the CIM learning materials and an extra revision day to prepare for your CIM written assessment

We also offer an early bird discount of 20% off the standard fee, for all courses booked 1 month prior to the start of each course:

Details of the DMI modules

The Introduction to Digital 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 (DMI) 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:

  • Search engine optimisation
  • Web analytic
  • Pay-per-click marketing
  • Email marketing
  • Social media marketing
  • Digital display advertising
  • Online video marketing


This opening module on our professional Anicca Academy 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.

This 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 and YouTube, as well as learning about the new emergent social platforms.


The Social Media Marketing module also 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 and priorities
  • Facebook
  • Twitter
  • LinkedIn
  • New social challenges
  • Apps and plug-ins
  • KPI measures
  • Reporting

The Search Engine Optimisation (SEO) module examines the various tactics for enhancing your website’s position and rankings within 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 on-page optimisation techniques and understand the process of effective keyword research and selection.

The content marketing module will enable you to develop the knowledge and skills to plan and
execute a content marketing strategy in a persona-orientated, data-driven way informed by your
business objectives, aligned with a buyer journey and fits an overall marketing strategy.


By the end of this module, you will understand the fundamentals of content marketing concepts and
strategy. You will be understand how to conduct content research to find opportunities in order to
develop clear and actionable objectives for a digital marketing strategy. You will gain the skills
needed to initiate a content marketing strategy, whilst also exploring the value of both creating and
curating compelling content through a number of different channels.

The website optimisation module will teach you how to build and publish a well-designed, high
performing and optimised website that is aligned to your business goals. You will be guided through
the key components of web design to design, create and publish an effective website and choose the
most suitable hosting option based on your budget and business objectives.


Through this module you will gain insight into the importance of optimisation, be able to identify the
principles of good web design and realise how to attract potential customers with effective content
and copy. This module will help you to understand how to use your website for insight, tracking,
measurement and data capture using various metrics and tools.

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 in 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 and offline data capture
  • Segmentation
  • Email design
  • User behaviour and characteristics
  • Email copy, structure, delivery and systems
  • Scheduling
  • Measurement
  • Key terms and metrics
  • Split testing

The Paid Search, or Pay-Per-Click Marketing, (PPC) 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 Google Ads 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 Google Ads campaigns, and measure and analyse their effectiveness by exporting detailed campaign management reports 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 PPC
  • 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

The Display and Video Advertising module equips you with the skills and knowledge to implement and manage effective digital display campaigns and video 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
  • Video advertising
  • Benefits and challenges of digital display
  • Running effective ads
  • Ad formats and features
  • Campaign planning
  • Creative formats
  • Targeting and tracking your campaign
  • Optimising the campaign
  • Campaign budget


The Web 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
  • E-commerce
  • Real-time reporting
  • Intelligence reporting

The Planning Your Digital Marketing Strategy 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 and planning concepts
  • Planning
  • Situation analysis
  • Information gathering
  • Target audience
  • Setting objectives
  • Appropriate tools
  • Action plan
  • Setting the budget
  • Measurement
  • Iteration and enhancement
  • Examples of integrated marketing plans

Why Anicca?

Anicca Digital provide clients with award-winning, data-driven marketing services. This reputation is one we hold dear and bring to every project, be it one-off consultancy requests or long-term digital marketing retainers.


We work between B2B and B2C clients and offer expertise across a huge variety of sectors with particular specializations in e-commerce marketing for retailers and lead generation for global B2Bs.

With that said we are fortunate to have worked with a diverse range of sectors including manufacturing, health & medical, fashion & retail, home & garden, financial services, transport and logistics.


Besides working in the industry and training future generations of digital experts we also regularly host and speak at several digital conferences including PPC HeroConf, SMX, BrightonSEO and our very own digital marketing conference, Leicester Digital Live.

Anicca are wonderful with a wealth of knowledge in the industry. I highly recommend this course to anyone who is looking to get a digital marketing qualification”

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