Foundation Certificate

Foundation Certificate

Start Date: TBC

Tutors: Nic Sanders and Mani Roberts

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

The IPM Foundation Certificate is now supported by three complementary lectures, designed to immerse the candidate in each unit.


Start Date
Unit 1 Breakfast Lecture
Unit 1 Submission
Unit 2 Breakfast Lecture
Unit 2 Submission
Unit 3 Breakfast Lecture
Unit 3 Submission


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’s it 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.

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 "the 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

Nic Sanders

Nic is an experienced and successful marketer who has worked on multiple award winning campaigns for some of the worlds leading brands and retailers. Nic is currently working with major brands, retailers, agencies and suppliers offering collaborative cost effective marketing and business solutions

Mani Roberts

Mani grew up in West London and studied at the University of Westminster. After graduating and working in film and television production at the BBC Mani moved to the British Film Institute to work in rights and contracts. The negotiating experience he gained there led him into a career in compliance and regulatory affairs beginning at Clearcast, before moving in-house at a leading retail brand as Compliance Manager. The skills developed both there and at Clearcast led to Mani accepting the position of Regulatory Affairs Manager at the IPM where he will continue to develop his career.

Enrolment – Member Price - £790.00 + VAT

Enrolment – Non-Member Price - £1,110.00 + VAT

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The Institute of Promotional Marketing Ltd.
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London, W1W 8SS

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