Upcoming Courses

view-all

Upcoming Events

view-all

IPM Foundation Certificate

Date: Wednesday 19 April 2017 from 9:00 AM to 5:00 PM

 

The all new IPM Foundation Certificate has been designed to give candidates the best possible introduction and grounding in the Promotional Marketing industry. 

Comprising of three essential knowledge units, candidates complete the course online, in just four months.  Units are assessed with either a multiple choice test or a written assessment. 

Course Dates

 

Aim of the IPM Foundation Certificate

To give candidates a thorough, and working understanding of;

  • The Promotional Marketing industry as a whole
  • The Audiences and Channels with which they work on a daily basis in their current roles
  • The Legal and Code aspect of all Promotions and the importance placed on these

Who the IPM Foundation Certificate is designed for

Candidates are welcome from both within, and outside of the Promotional Marketing industry.  The IPM Foundation Certificate is aimed particularly at those at the beginning of their Promotional Marketing careers or those with an active interest in Promotional Marketing. 

Course Content

The IPM Foundation Certificate comprises of three core units.  These are supported by online webinar sessions as well as a 'Meet & Greet' session to start the course.  For more details on what each unit entails please see below;


Promotional Marketing and its Role in IMC

This unit is designed to give you a thorough introduction to promotional marketing and its role in integrated marketing communications, looking first at what marketing in general is and where marketing communications fits into it, before going on to look at what promotions are used for and the various promotional techniques that are in use today.

Once you have completed this unit you will have an understanding of;

  • Marketing, brand marketing and promotional marketing and how they fit together
  • What promotional marketing is used for today
  • The most commonly used promotional techniques

Promotional Marketing is about behaviour change.  Much of the marketing communications industry is concerned with building brands and creating awareness and so is promotional marketing, but the one thing that separates this discipline out from the others is that, at their heart, promotions are transactional - encouraging people to act in return for an incentive or reward.  It is not restricted to any particular medium or channel of communication, and often exists to add impact and engagement to the channel it appears in or on. 

This unit comprises of;

Module 1 - What is brand marketing?

Module 2 - The Marketing Mix

Module 3 - An Introduction to Promotional Marketing

Module 4 - The Promotional Techniques


Understanding Audiences and Channels

This unit is designed to help you​ to understand the most important person in marketing - the customer.  In these modules we will look at how marketers get to know their customers (and other important stakeholders), what that can lead to in terms of the generation of compelling consumer insights, and how that affects the choice of communication channel or media.

Once you have completed this unit you will have an understanding of;

  • The importance for marketers of having a clearly defined target audience
  • How that understanding then helps with the choice of communication channel
  • The other factors that influence that choice

Choosing the most appropriate communication channel for our marketing communication involves understanding:

  • The brand (a concept already covered in Unit 1) and its target audience - including the lifestyle behaviour of that audience both on and off line
  • Channel availability and relevance - with an approach that does not automatically ask 'what media can I buy?' but rather 'where and how would it be most appropriate to communicate to the audience bearing in mind that a response is crucial to the activity'
  • The objectives - what the business need is and what it is that the audience are required to do
  • The nature of the message and offer
  • The budget available

This unit comprises of;

Module 1 - Understanding Target Audiences

Module 2 - Understanding Channels

Module 3 - Other Factors Influencing Choice of Communication Channel


Legal Code Certification (LCC)

This unit is designed as a general introduction to the legal and code regulations that impact on promotions in the UK.  It is aimed at marketers so you don't have to be a lawyer or a law student to understand or complete it. 

Once you have completed this course you will have an understanding of:

  • Why we have regulations
  • What they are - on both a legal and self-regulatory basis
  • What the implications are for constructing compliant promotions, and most importantly, how to write safe and effective terms and conditions

While the aim is not to turn you into lawyers, the LCC arms you with the basic knowledge to conduct your day to day job more effectively, by enabling you to spot legal pitfalls with your proposed campaigns before they arise.

The regulation of promotions in the UK comes from both the law (which is made by the Government and enforced by judges and other public bodies) and self regulatory codes (which is made the Committee of Advertising Practice (known as "CAP") and policed by the Advertising Standards Authority (known as "ASA").

This unit comprises of;

Module 1 - The ASA and the Self Regulatory Code

Module 2 - Promotions Law

Module 3 - Other Law that can affect Promotions

Module 4 - Writing Terms & Conditions

​Questions or Queries? Please call the Education Team on 020 3848 0444 or email training@theipm.org.uk

 

  Member Price Non-Member Price
Enrolment £ 790.00 +VAT £ 1120.00 +VAT
If you are a member, you aren't logged in. Login to take advantage of Member's Rate.
back to view all courses