Enrolment closes 15th March 2013
Course runs 8th April – 1st October 2013
Immersion Day 16th May 2013

A PDF of the course details can be downloaded here.

“With such a large proportion of below the line budgets now being spent on experiential, training for brand owners and agencies is long overdue. It’s fantastic that the IPM have recognised this and put in place a course that will become a trusted source of best practice guidelines for anyone managing an experiential campaign.” Nick Adams, Sense

“It is fantastic that the IPM have launched this course. It will not only give account managers and execs a broad training platform for their careers but also give the industry a new benchmark to look for when recruiting.” Diana Cawley, Arc (and Lime)

Course Overview

This is the industry training itself. During 2008 and 2009 the IPM drew together a panel of experts from the experiential industry to design and construct the Certificate in Experiential Marketing.

The result is a course and qualification that takes the form of an online distance-learning programme with a series of questions, a set brief and a ‘field experience’ being completed over a six-month period. Candidates will study in the office or at home, but at their own pace, using the study tools and resources provided.

The aim of the course

The course is intended to deliver a good broad understanding of the Experiential Marketing industry and its best practice workings so that each individual’s contribution to it is seen in context. A particular aim of the course is to give candidates a clear perspective of the theory and workings of the industry whatever their particular role in the process.

Who the course is designed for

The course will be appropriate for all junior and new entrants to the industry, both in agency and client companies. The course will be relevant to account executives and managers and those in other support functions. No previous qualifications or experience are needed.

Course Content

In 2012 the IPM launched an ‘Experiential Code of Conduct’ for the experiential industry and this is featured extensively in Module 4 of the Study Notes.

Module 1 – EM and its place in the marketing mix What is marketing? What is a brand? How do we communicate brands? Where did experiential Marketing come from? What is Experiential Marketing? How does Experiential Marketing work? What do we use Experiential Marketing for?
Module 2 – Campaign Planning Setting objectives Targeting Choosing the right venues/site locations The project cycle The briefing process Strategy development
Module 3 – Implementation How to brief suppliers Managing production Recruiting & managing staff
Module 4 – Due Diligence & Best Practice Protecting staff Protecting consumers Protecting everyone On site management – pre/during/post Overall project management Financial management Code of Conduct
Module 5 – Promotions The Promotion techniques Promotional law and code of practice Promotional redemptions & risk management
Module 6 – Campaign Measurement A short glossary The basics of experiential measurement Chasing the elusive ROI

Course format

Candidates will be required to:

• Read the Study Notes and then take a series of online tests to gauge their assimilation of the content. The Study Notes are core to the course, comprising over 80 pages of detailed notes, checklists and proformas covering the course modules in detail.
• Carry out two field exercises – one involving working as a brand ambassador for a day and producing a ‘Field Experience’ report; the other involving visits to a number of campaigns in the field and writing an evaluation report.
• Respond to a brief - of the sort typically received by an experiential agency.

The course extras

The Immersion Day
This is an optional extra to the course and will be an opportunity for candidates to meet and network with other candidates and to be involved in a number of sessions on each of the main subjects covered by the course. Candidates do not have to attend the Immersion to pass the Certificate, but it will help them to get deep under the skin of the course in the first few weeks of studying.

Key Dates

• All enrolments must be received by 15th March 2013
• Course runs 8th April – 1st October 2013 
• Immersion day – 16th May 2013
• All submissions must be returned by 1st October 2013
• Results will be announced on 5th December 2013
• Graduation – date tbc

How to enrol

Click here for an enrolment form.

For any further information please call the Commercial Manager - Education Jody Bratley on 020 7291 7742 (jodyb@theipm.org.uk).

Costs

1. Course Fee
£550 (+ VAT) for members
£720 (+ VAT) for non-members

2. Immersion Day
£135 (+ VAT) for members
£165 (+ VAT) for non-members

Companies that have benefited from the course in the last two years:
Ambient X
BD Network
Billington Cartmell
Blue Chip Marketing (Manchester)
Closer
CPMS
Cross Marketing Support
Essenden Football Club
HRG (UK)
IdeaWorks
Kreate
Lime
Live Breathe Sleep
RPM
Simply The Best Mobiles & Personalities
Synergy Brand Experience
The Circle Agency
The Clinton Partnership
Tiger Red
Tribe Marketing
Wax Live

Terms and Conditions

Fees are payable in full at the time of enrolment. No candidate will be deemed to be enrolled unless payment has been received. The cost of enrolment is fully refundable up to the point at which enrolment packs are dispatched to candidates. After that it is neither transferable nor refundable. The IPM reserves the right to vary the content of the course, change the venue of the seminars, amend the dates and change the tutors and seminar speakers at any time and without prior notice.