Gain an essential overview of all areas of advertising – this course will take you on a journey through the entire brand communication process in just 30 hours
Learn about the creative process, from fostering creativity in your everyday environment to understanding the invaluable role of media
Discover the importance of effectiveness to the industry and the development of theories
Build on your knowledge of the client and agency roles and the marketing tools available to today’s marketers and agencies while understanding how to perform your role with confidence and expertise
Individuals with less than a year's experience in an advertising, marketing or communications role
From recent graduates in their first year to young professionals just starting out or people entering the industry from another profession
This qualification is delivered via 30 hours of online learning, delivered in 7 modules which can be accessed and downloaded when it suits you on any device or via the IPA app
Gwyn March is the dedicated tutor for this qualification, available to answer candidate’s queries right up until their exam date
This qualification is assessed via a formal 2-hour online exam
Candidates will need to answer five short-form essay questions. The pass grade for the final exam is 50%. Candidates who pass will be awarded a digital certificate of completion and 2 MIPA stars towards personal accreditation.
This course is divided into seven modules designed to take candidates on a circular learning journey through the entire brand communications process.
This opening module celebrates the role of creativity in both communications and the wider business community. Exploring the history and evolution of creativity, and its exciting future.
This module highlights the transformation of the communications landscape and how agency models have changed as a result of the increasing fragmentation in the industry. This includes the arrival and influence of newcomers such as Facebook and Twitter and the significance of the communications industry to both culture and the economy.
This module has three parts: the first is client focused, including the dynamic role of the marketing director and considering clients’ work and priorities. The second part centres on agency response and interaction, while the third part outlines some of the necessary paperwork and processes.
The focus of this module is the key theories, techniques and tools at the disposal of today’s marketers and agencies. This includes behavioural economics and the role of memory, the planning cycle and the role of data, and how these theories help brands grow.
This module demonstrates the media’s invaluable role as a source of inspiration and enhancer of the creative process. It is approached from a media neutral standpoint and includes relevant theories to illustrate the relevance of different types of media.
This module focuses on the creative development process. From fostering creativity in your everyday environment through to the creative communications development process: from receipt of the client brief to creation of the internal briefs, and to the art of creative feedback.
This module outlines the importance of effectiveness to our industry. It illustrates the ways in which the IPA has been at the vanguard of this drive with the globally renowned IPA Effectiveness Awards and the development of theories such as those from Les Binet and Peter Field.