Online Education Awards

Online Education Awards

The IPM’s Online Education Awards (OEAs) answer to the current need to learn and qualify quickly and efficiently in specific disciplines, whenever and wherever you are. We understand that time is scarce in a full-time role and a commitment to a long-term qualification is not always realistic. We want to ensure that you have the knowledge you need, now.



The individual OEAs each form part of our overall qualifications, so over an extended period of time you could build up your portfolio of OEAs and gain an IPM Qualification. Candidates can enrol onto an OEA at any time, but please note that where an OEA is assessed with a written assignment, results will not be immediate.

Depending on your levels of experience, the time to complete each OEA will vary. You can access the course over a short or longer period.

When you pass an IPM OEA, you will immediately be able to access a digital copy of your certificate, bearing your name and date of certification.



We currently offer five OEAs, as follows;

  1. Promotional Marketing and its role in IMC
  2. Understanding Audiences and Channels
  3. Legal Code Certification (LCC)
  4. Digital and its role in Promotional Marketing
  5. Shopper and its role in Promotional Marketing
Contact the Learning Team on 020 3848 0444 or at Training@theipm.org.uk to discuss which OEA is right for you.

This course is designed to give you a thorough introduction to promotional marketing and its role in integrated marketing communications, looking first at how Promotional Marketing is defined and where marketing communications fits into it, before going on to look at what activations are used for and the various available techniques.
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
Overview
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.

Content
Module 1 - What is brand marketing?
Module 2 - The Marketing Mix
Module 3 - An Introduction to Promotional Marketing
Module 4 - The Promotional Techniques

Format
Candidates will be given access to our online learning portal where they will find their study notes, case studies and an assessment to be completed to pass the course. Candidates have 8 weeks to complete the course upon starting.

If you have any questions or queries please contact the Learning Team on 020 3848 0444 or at Training@theipm.org.uk

Enrolment - Member Price - £350.00 + VAT

Enrolment - Non-Member Price - £495.00 + VAT

This course 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
Overview
Choosing the most appropriate communication channel for our marketing communication involves understanding:
  • The brand 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
Content
Module 1 - Understanding Target Audiences
Module 2 - Understanding Channels
Module 3 - Other Factors Influencing Choice of Communication Channel
Format
Candidates will be given access to our online learning portal where they will find their study notes, case studies and an assessment to be completed to pass the course. Candidates have 8 weeks to complete the course upon starting.

If you have any questions or queries please contact the Learning Team on 020 3848 0444 or at Training@theipm.org.uk

Enrolment - Member Price - £350.00 + VAT

Enrolment - Non-Member Price - £495.00 + VAT

Aimed at employees within agencies, brands and service provider organisations that create and deliver campaigns, the IPM's Legal Code Certification (LCC) ensures that everyone is fully aware of the legal requirements and advertising codes that underpin the work you do. With text prepared by Lewis Silkin and the IPM Legal and Learning teams, the course provides up to the minute e-learning centred on the CAP Code.

Overview
Whilst the aim is not to turn you all in to lawyers, the IPM's LCC arms you with the basic knowledge to conduct your day to day job more effectively, by enabling you to spot potential legal pitfalls with your proposed campaigns before they arise. Divided into four modules, the certification is entirely self-contained and results in the production of a Certificate of Completion once you have successfully passed the test at the end.

Content
Module 1 - The ASA and Self-Regulatory Code
In this module we look at how the marketing industry regulates itself, via a series of codes of practice and codes of conduct. Most importantly we look in detail at the CAP Code monitored and adjudicated by the Advertising Standards Authority.
Module 2 - Promotions Law
In this module we look at specific laws affecting the most common promotional mechanics.
Module 3 - Other Laws that affect Promotions
In this module we look at the way the law affects promotions more generally - the major issues that marketers find impact on their promotions all the time.
Module 4 - Writing Terms & Conditions
By the time you get to Module 4 you should understand the sorts of controls and constraints on promotions and be able to set about writing promotional copy and T&Cs with confidence. In this module we offer some practical advice on the process of composing terms.

If someone else is writing them but you are responsible overall, by the time you have finished this module you will feel more confident writing and checking them through.

How long is it valid for?
The LCC you earn is valid for 2 years from the date of successful completion. We have designed the course this way as the Code and Laws surrounding the promotional industry change frequently and renewing your LCC will ensure you have the most up to date training available. Costs to renew your LCC are 10% lower than your initial investment.

Authors
The LCC has been co-created with Lewis Silkin and the IPM's Learning and Legal team. With content reviewed and constantly updated by Lewis Silkin and the IPM's Legal Review & Approval team, the LCC provides up to the minute resource and learning for today's promotional marketers.

Format
Candidates will be given access to our online learning portal where they will find their study notes, case studies and an assessment to be completed to pass the course. Candidates have 3 months to complete the course upon starting.

If you have any questions or queries please contact the Learning Team on 020 3848 0444 or at Training@theipm.org.uk

Enrolment - Member Price - £350.00 + VAT

Enrolment - Non-Member Price - £495.00 + VAT

This IPM OEA is designed to give you a thorough introduction to Digital and its Role in Promotional Marketing, looking first at the digital audience, through digital marketing strategy to tech and trends.

Overview
Once you have completed this OEA you will have an understanding of;

  • Digital and its Role in Promotional Marketing as a whole
  • The Digital Audience & Channels
  • Digital Marketing Strategy
  • Various types of Digital Promotions
  • Current and future Tech & Trends
Content
  • Introduction
  • The Digital Audience
  • Digital Marketing Strategy
  • Digital Channels
  • Web Based Promotions
  • Mobile Based Promotions
  • Social Media and Promotions
  • Email Marketing and GDPR
  • Tech and Trends
  • Case Studies
  • Format
    Candidates will be given access to our online learning portal where they will find their study notes, case studies, webinar access, and an assignment to be completed to pass the IPM Education Award.
    Candidates will have 8 weeks to complete upon starting.

    If you have any questions or queries please contact the Learning Team on 020 3848 0444 or at Training@theipm.org.uk

    Enrolment - Member Price - £350.00 + VAT

    Enrolment - Non-Member Price - £495.00 + VAT

    This IPM OEA is designed to give you a thorough introduction to Shopper and its Role in Promotional Marketing, looking first at what shopper marketing is, through understanding the shopper and shopper strategy to shopper marketing in action.

    Overview
    Once you have completed this OEA you will have an understanding of;

    • Shopper and its role in Promotional Marketing as a whole
    • The Shopper
    • Shopper Strategy
    • Path to Purchase
    • Retail Trade
    Content
    • What is Shopper Marketing?
    • Understanding the Shopper
    • The Importance of Shopper Strategy
    • The Path to Purchase
    • Communicating with the Shopper In-Store
    • Understanding the Retail Trade
    • E-Retailers
    • Shopper Marketing in Action
    • Current and Future Trends
    Format
    Candidates will be given access to our online learning portal where they will find their study notes, case studies, webinar access, and an assignment to be completed to pass the IPM Education Award. Candidates will have 8 weeks to complete upon starting.

    If you have any questions or queries please contact the Learning Team on 020 3848 0444 or at Training@theipm.org.uk

    Enrolment - Member Price - £350.00 + VAT

    Enrolment - Non-Member Price - £495.00 + VAT

    Enrolment – Member Price - £350.00 + VAT

    Enrolment – Non-Member Price - £490.00 + VAT
    Contact Us

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

    A company limited by guarantee. Registered in England no. 975635

    ©2019 The Institute of Promotional Marketing Limited