European Advertising Certificate (EAC)

Course details

This course will give you a thorough understanding of the brand communication process from start to finish – and how your job fits into it. The aim isn't just to teach but to inspire.

The course builds on the learning you’ve already acquired – whether from your studies, or in your agency, through on the job training, external training or further education courses. But there is one big difference – the course is conducted entirely online.

There are six modules in the programme:

Advertising & Communication in Context

• An introduction to the advertising world and the part agencies play within it. You’ll cover advertising theories, the different types of advertising agency and self regulation.

Understanding Client Business

• Improve your understanding of a client’s business and the world they live in and explore key marketing fundamentals.

Client, Creative & Media Briefs

• A close look at the three briefs that drive any advertising project. Discover why the client brief is the basis for all that follows and what a good brief should contain.

Creativity and Creative Development

• Learn eight tips that will expand how you think about creative ideas and how you assess them.

Understanding Media Channels

• An exploration of the roles of the different media channels – and an explanation of their benefits, costs and timings.

Implementing creative Ideas

• How to balance having great ideas with the practicalities of implementing them. And there’s a look at who does what throughout the advertising process.

Benefits

The benefits of this online programme are many:

• The EAC has not only been updated to reflect the latest developments in the world of advertising, it is also being delivered using Learning Paths, a blend of online methods that create the optimal conditions for learning. You’ll be able to pace your own progress, connect with other learners through discussions and apply your learning directly to your real work challenges, through assignments.
• It augments the learning already in place for participants at this level; be it agency based on-the-job learning, CPD induction programmes or external training courses.
• It fills participants' knowledge gaps by helping them check that their knowledge covers the brand communications process from start to finish and not just their chosen area.
• It enables practitioners to see the bigger picture, giving them a better understanding of how their job fits into the overall communications process.