"Successful practitioners plan for effectiveness early in the day. NOT as an afterthought."
Effectiveness has always been what advertising and marketing should be about, but never more so than today. This industry wrestles with short-termism, lack of investment in commercial creativity, the battle for consumer attention, and evolving consumer behaviour. These challenges won’t go away by taking the course, but its 10 modules will allow you to make more informed, more insightful and more strategic decisions.
Who is this qualification for?
For junior to mid-level practitioners entering the industry including marketing, creative agencies and media specialist agencies. Given the pivotal importance of Effectiveness, more senior industry staff, outside of strategy and planning departments, can also complete the qualification to grow their all-round knowledge.
What are the benefits?
- Discover lessons from award-winning effectiveness papers.
- Understand the principles of effectiveness, why it matters and how you can make the case for commercial creativity.
- Learn effectiveness best practice and why a culture of effectiveness should be embedded in your workplace.
- Make better, more informed, more strategic decisions in your role.
How the learning is delivered and assessed
The Effectiveness Essentials Certificate consists of 10 hours of online learning delivered across 10 modules which you can complete at your own pace in your own time. Candidates can access and download the learning through the IPA website on any device, or via the IPA Learning app.
This qualification is assessed via a formal 30-minute multiple choice online exam.
“Successful practitioners plan for effectiveness early in the day. NOT as an afterthought.”
Effectiveness has always been what advertising and marketing should be about, but never more so than today. This industry wrestles with short-termism, lack of investment in commercial creativity, the battle for consumer attention, and evolving consumer behaviour. These challenges won’t go away by taking the course, but its 10 modules will allow you to make more informed, more insightful and more strategic decisions.
Who is this qualification for?
For junior to mid-level practitioners entering the industry including marketing, creative agencies and media specialist agencies. Given the pivotal importance of Effectiveness, more senior industry staff, outside of strategy and planning departments, can also complete the qualification to grow their all-round knowledge.
What are the benefits?
- Discover lessons from award-winning effectiveness papers.
- Understand the principles of effectiveness, why it matters and how you can make the case for commercial creativity.
- Learn effectiveness best practice and why a culture of effectiveness should be embedded in your workplace.
- Make better, more informed, more strategic decisions in your role.
How the learning is delivered and assessed
The Effectiveness Essentials Certificate consists of 10 hours of online learning delivered across 10 modules which you can complete at your own pace in your own time. Candidates can access and download the learning through the IPA website on any device, or via the IPA Learning app.
This qualification is assessed via a formal 30-minute multiple choice online exam.
Module 1: Introduction to Effectiveness
Key definitions and terms; why it matters to brands, businesses and agencies.
Module 2: Understanding “Short Term”
The short-term benefits of effectiveness, introducing relevant metrics and contexts.
Module 3: Understanding “Long Term”
The long-term benefits of effectiveness,introducing relevant metrics and contexts.
Module 4: Understanding “Business Metrics”
The wider business impact of brands, marketing and communications; the key terms.
Module 5: Understanding “Wider Effects”
The wider effects of marketing, including internal metrics (e.g. employee satisfaction), cause-related awareness, and behavioural change.
Module 6: Effectiveness in Context
How effectiveness varies across media, channels and categories.
Module 7: Effectiveness Culture
The key drivers, components and benefits of effectiveness culture.
Module 8: Brands & Behaviour
The fundamentals of human behaviour in relation to brands, marketing and advertising.
Module 9: Measurement Strategy
Core elements of an effectiveness measurement strategy.
Module 10: Commercial Creativity
Making the business case for creativity.
