Enrolment closes 31st March
Course runs 3rd May to 28th October

“This course is a timely new addition to the industry’s toolkit for staying out of trouble and making sure that our clients’ reputations are safeguarded. The Institute of Promotional Marketing has a long and successful track record in education and I am happy to endorse this new endeavor.” Guy Phillipson, Chief Executive, Internet Advertising Bureau

Course Overview

The increasing level of consumer complaints received by the Institute of Promotional Marketing about digital promotions seems to indicate a need for better promotional understanding and this course is the answer. This course is designed for those that are involved in the construction of digital content but who lack a classical training in marketing or promotions and are unaware of the legal, code and best practice principles that will keep them out of trouble.

The IPM Certificate in Digital Promotions is a course and qualification that takes the form of an online distance-learning programme with a series of questions and written assignments to be completed over a six-month period. Candidates will study in the office or at home, but at their own pace, utilising the study tools and resources provided.

The aim of the course

The course is intended to deliver a good broad understanding of how digital promotions work and how they can be put together using the industry standard best practices. The course will explain how to avoid legal and compliance pitfalls and how to maximize the effectiveness of digitally based promotional activity.

Who the course is designed for

The course will be appropriate for anyone involved in specialist digital and mobile agencies as well as people within other marketing agencies who specialise in digital development and execution. It is NOT an alternative to the IPM Diploma in Promotional Marketing which gives account handlers a more in depth and detailed introduction to devising, developing and running promotions whether digital or otherwise.

Course content

The course is broken down into six main modules:

Module 1 – Promotions in the marketing mix Introduction The marketing environment The role of promotions Promotional strategy and targeting Media-neutral channel planning The future of promotional marketing
Module 2 – The promotional techniques Introduction Price promotions SLPs Free item Prize promotion Cause-related Loyalty promotions Common misunderstandings Matching techniques to objectives
Module 3 – Codes, Legalities & Compliance Introduction The CAP Code The law Legal & code restrictions for digital platforms Promotional administration Compliance
Module 4 – Briefing, Costing & Fulfilment The promotional brief Research & evaluation Promotional fulfillment Risk management
Module 5 – Digital Promotions – background & best practice Web promotions User generated content Mobile promotions Social media marketing Branded applications Viral marketing Interactive TV
Module 6 – Procurement & Partnership Introduction Premium buying Buying mobile services Buying web services Partnership marketing Character merchandising and personality promotions

Candidates will be required to:

• Read the course modules in the Study Notes and then take a series of online tests to gauge their assimilation of the content. Candidates must complete and pass each Module Test to complete the course.
• Answer the Case Study and General Question. A set of nine questions on the case studies and four general questions (13 in total) must be answered following a thorough reading of both the study notes and case studies.

All candidates will have access to the IPM Education Online Resource which will be the depository for all the course material and a feedback facility.

The course can be completed at the candidates own pace so long as all elements (the Module Tests and the Case Study and General Questions) are completed and submitted within six months of enrolling.

The course extras

The Tutorial - a half-day session on 7th June which is the candidate’s opportunity to discuss the detail of their response to ensure that they are approaching the course ant he questions in the right way. The tutor is Chris Bestley, Director of Education for the IPM.

Key Dates

• All enrolments must be received by 31st March
• Course runs 3rd May to 28th October
• Tutorial takes place 7th June
• All submissions must be returned by 28th October
• Results will be announced on 6th December
• Graduation will be held on 1st February 2012 at the Royal Society of Medicine.

How to enrol

Click here for an enrolment form.

For any further information please call the IPM Education Manager Stephanie Cooper on 020 7291 7730 (stephaniec@theipm.org.uk) or the Commercial Manager - Education Jody Bratley on 020 7291 7742 (jodyb@theipm.org.uk).

Costs

1. Course Fee
£525 (+ VAT) for members
£630 (+ VAT) for non-members

2. Tutorial
£80 (+ VAT) for members
£95 (+ VAT) for non-members

Terms and Conditions

Fees are payable in full at the time of enrolment. No candidate will be deemed to be enrolled unless payment has been received. The cost of enrolment is fully refundable up to the point at which enrolment packs are dispatched to candidates. After that it is neither transferable nor refundable. The IPM reserves the right to vary the content of the course, change the venue of the seminars, amend the dates and change the tutors and seminar speakers at any time and without prior notice.