As part of their sponsorship of the course Marketing Week provide us with two pages in the magazine to promote the course. Click here to see the latest ad featuring graduates from the class of 2011 and 2012.

Course runs 4th March 2013 – 16th July 2013

Diploma Tasters – Is it for you?

We are hosting a couple of free taster sessions on the Diploma in Promotional Marketing for prospective candidates or employers who might want a bit more information on what’s involved, what it covers and what the experience will be.

The session will be hosted by Chris Bestley, Director of Education and Richard Pink, Associate Director of Education, who will present the syllabus, explain the structure of the course and the way to approach the study period, as well as giving an insight into the real benefits of the course from the point of view of recent candidates.

There will be a choice of session to attend – either 8.30am on 11th or 14th January, at the offices of the IPM at 70 Margaret Street, London W1W 8SS. The session will conclude by 10am.

To reserve a place please call Eloise Crawley on 020 7291 7730 (eloisec@theipm.org.uk).

Course overview

This qualification is the only accredited Diploma in Promotional Marketing and involves a series of questions and a set brief being completed over a four and a half month period, covering all aspects of planning, implementing and running promotional activity.

The course covers all the media and channels in which, on which or through which, promotions are communicated with particular emphasis on the most interactive channels – web, mobile and experiential.

All candidates will study nine modules with a choice of option on modules 6 & 7. Candidates choose between:

• The Project Management Option – for agency account handlers
• The Promoter Option – for clients

The aim of the course

The Diploma provides a good overall introduction to Promotional Marketing and a qualification that is recognised by the industry at large. It is the aim of  the Diploma to increase standards of professionalism in the industry and  provide a benchmark for employers.

The Diploma will give candidates the basic foundation knowledge necessary to:

• Appreciate the role of Promotional Marketing in the marketing mix
• Plan, instigate and manage effective Promotional Marketing concepts with confidence
• Effectively brief and co-ordinate the various elements and suppliers involved in Promotional Marketing campaigns

Who the course is designed for

The Diploma is designed for agency and promoter personnel involved in devising, developing and running promotional campaigns to provide a solid platform on which to build experience and future learnings.

Course Content

Candidates’ studies will be based around nine modules, all covered in detail in the course Study Notes:

Module 1 – The Role of Promotions in Integrated Marketing

• The marketing environment
• Marketing strategy
• Media-neutral communications plan
• Strategic promotions
• Tactical promotions
• Planning a promotion
• Targeting
• The modern media landscape
• Shopper marketing
• What's next for promotional marketing?

Module 2 – The Techniques

• The promotional techniques
• Loyalty promotions
• Motivation programmes
• Matching techniques to objectives
• Common misunderstandings

Module 3 – Codes & Legalities

• The CAP Code
• The law and its influence on promotions
• Legal and code considerations for digital platforms
• Checklists and guidelines

Module 4 – Briefing, Research and Evaluation

• Working on the brief
• Evaluating promotions
• An introduction to research

Module 5 - Digital & Experiential Channels

• Digital channels – Introduction
• Web-based promotions
• Mobile-based promotions
• Experiential marketing

Module 8 – Harnessing the power of others

• Partnership marketing/third party promotions
• Character merchandising and personality promotions
• Sponsorship
• Product placement
• Affiliate marketing

Module 9 – Creativity

• The role of creativity
• The account manager/ project manager/ creative relationship
• The Creative briefing process
• The Creative development process
• The Creative presentation & Creative Rationale
• Judging creative ideas
• Brainstorming
• Seven habits for highly effective promotions
• Further Reading

Course format

The Study Notes are core to the course, comprising over 150 pages of detailed notes, checklists and proformas, written by industry experts and continuously updated and improved to keep pace with changing data, trends and developments in the industry. As well as covering the nine modules above, the study notes also provide introductions to:

• Door Drop marketing
• Direct marketing
• Field marketing
• Promotional advertising
• Telephone marketing
• Point of purchase

The Course Paper consists of 20 questions relating to the nine modules (The Module Questions) plus a set brief. Candidates have access to all the questions and tasks right from the beginning of the course and have four and a half months in which to complete everything. 

The Online Resource and Tests - The online resource - All candidates will have access to an Online Resource which is the depository for all the course material and also features a feedback facility.

This is where candidates can find:

• The Course Manual
• The Course Paper
• The Study Notes
• Weblinks and Downloads
• Case Studies

Set Book - Each candidate will receive a copy of:

Sales Promotion by Roddy Mullin & Julian Cummins

The course extras

The Immersion Day - will be an opportunity for candidates to meet and network with other candidates and to be involved in a number of sessions on the main subjects covered by the course. The Immersion Day takes place on 18th April in central London and will help candidates get deep under the skin of the course in the first few weeks of studying and discuss with tutors any issues or queries they may have. It should also increase their confidence and maximise the extent to which they make the most of the course..

The Tutorial -  is a one-day session that is the candidate’s opportunity to discuss the detail of their response prior to submitting their paper to ensure that they are approaching the questions in the right way. Candidates choose from either 7th, 10th, 12th, or 14th June. In candidate feedback 96% rated the tutorials as ‘Very useful’ or ‘Essential’.

The Seminars - are a series of 8 two-hour evening seminars, starting on 20th March, covering key elements of the syllabus. The seminars will comprise a presentation from an industry expert and an opportunity to discuss with tutors the questions that relate to the subject covered. The seminars ensure that candidates get the most out of the course – with the added bonus of punctuating the study period and giving them a fortnightly focus to their studies. (Click here for a detailed breakdown of the subjects, speakers and tutors.)

“I benefit from the course every day.” 

“An essential course for anybody who wants a successful career in Promotional Marketing.”

“The course was extremely relevant and up to date with the latest promotions and techniques. The study notes will act as a “bible” for me…”

How to enrol

Click here for an enrolment form.

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

Costs

Companies that have benefited recently from the Diploma in Promotional Marketing:

Bamboo Marketing Communications
BD Network
GFM Holdings
Big Group
Billington Cartmell
Blue Chip Marketing (Manchester)
Bonfire Creative Intelligence
Broccoli Marketing
Communicator
Counterpoint Promotions
CPP Group PLC
Creative Products Enterprises
Dialogue141
DKLW Lowe
Enable (Marketing & Promotions)
Fan Club Communications
Golley Slater Leeds
Grass Roots One Fee
Ground 4D
Haygarth

Inspire Europe Ltd
JPMH
Life Marketing Consultancy
Live and Breathe
Mando
Mesh Marketing
Metro
Momentum Activating Demand
Mosaic Marketing and Promotions
Mworks
Odeon Cinemas
Ogilvy Action
Opia
P&MM
Playprint
PMA Marketing Limited
Promotional Marketing Magazine
Publicis Chemistry
Pulse Group Ltd
Savvy Marketing
SMP
Sony Pictures Entertainment
Tequila Ireland
The Big Kick
The Clinton Partnership
The Marketing Store
The Promotions Factory
TLC Marketing
Toast
Visit Scotland
Winning Moves

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 immersion day, seminars and tutorials, amend the dates and change the tutors and seminar speakers at any time and without prior notice.