- Location: 12 Clanwilliam Square, Grand Canal Quay, Dublin 2, Ireland
- Duration: 12 Months
Course details
The course is designed to provide individuals with a greater understanding of the increasingly complex media world they operate in.
Format
- Online programme culminating in a 3 hour offline exam
- The qualification is aimed at individuals with at least
- Three years experience in an advertising, marketing or communications role. Whilst the qualification will appeal most immediately to media practitioners,
- It is also designed to provide valuable insight for practitioners across all disciplines who recognise the need for greater integration.
Content
- Developed by the IPA’s Media Futures Group and written
- by top agency practitioners, the qualification offers a solid grounding in media communications and channel planning through practical and recent case studies.
- The qualification is made up of two sections, commencing with a series of modules exploring the media landscape and concluding with an exploration of specific media channels.
- Each module consists of a number of e-lessons, key readers, assignments, walkthroughs, videos, discussions and quizzes.
The areas covered are:
Media Business Context:
- An introduction to the Media Business World, the rise and rise of the active consumer, the impact of change and the trends that are shaping our future.
Metrics for Success:
- Why is measurement important? Tracking ad hoc research, econometrics, direct response, digital measurement and the future of evaluation and measurement.
Brand Behaviour through Media:
- Explores the power of brand behaviour, the importance of media selection and how media can be used to influence brand values.
Planning for Integration:
- Investigates current thinking on integration using a range of recent case studies and examples.
- This is followed by a series of modules exploring specific media channels including Cinema, TV, Radio, Sponsorship and Out of Home. Each module interrogates the role of the channel in the communications mix, how it can be used to plan an effective campaign, measurement and evaluation and the future.
Exam
To gain the official qualification there is a 3 hour offline examination. A certificate of completion is awarded to all delegates who successfully pass the exam.
Updated on 08 November, 2015About Institute of Advertising Practitioners in Ireland
IAPI is the leading representative and advocacy organisation for the Irish marketing and communications sector. they members include all the full service creative ad agencies, media agencies and digital specialists. they give advertising a voice.
What they do
- they are the public voice for they industry.
- they develop talent and skills
- they uphold standards of professionalism that deliver value for members, consumers and business.
they work covers different types of lobbying and negotiations, guidance notes, industry-specific publications, award schemes and events.
IAPI is driven by its members. The board is elected by the members. Members decide the priorities and drive they agenda. The staff listen and respond to members concerns.
Thank you for trusting us to be ythey collective voice.
You can find out all about what they achieved in 2013 from they annual review below.
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