IAA Diploma in Marketing Communications

Transcription

1 IAA Diploma in Marketing Communications Background The International Advertising Association's (IAA) professional development mission is to develop state of the art education programs for individuals for the marketing communications industry of the 21st century. The program is carried out by 54 accredited institutes worldwide - leading universities, colleges, and professional schools located throughout the world. To date more than 35,000 have been awarded the Diploma in Marketing Communications Target participants The program is targeted to advertising and communication professionals and aims at giving deep insight in models, methods and tools to facilitate effective planning and execution of advertising and communication activities nationally and globally. Content The content of the diploma consists of the following areas. In some countries the self-study modules are also offered as confrontation hours. (The Danish programme does not comprise this, but often practical experience and previous studies at Business Schools will cover the self-study areas and enable us to award completion of the program with the International Diploma.) The subjects covered are: SUBJECTS Hours Selfstudy Basic Marketing Consumer Behaviour/planning 25 Selfstudy Communication Theory Marketing/Advertising Research 15 Selfstudy Principles of Advertising/Promotion Advertising/Promotion: 25 Strategy and Management (Cases) The Creative Process 30 Media and economy - Planning and Buying 20 Advertising and Society - legal, CSR, regulations 15 International Marketing/Advertising 25 Integrated Marketing Communications - interactive, new media 35 Credentials Regardless of where the IAA Diploma in Marketing Communications is earned, it's a credential that proves skills in global marketing communications - to cross borders and succeed in a worldwide market.

2 Quality of program The IAA accreditation program ensures that all IAA accredited institutes continually deliver state-of-the-art educational programs adhering to international standards. It involves reassessment of the institute's mission and vision, its marketing communications curriculum - structure and content - and instructional staff. The scope of professional development The IAA diploma provides much more than academic training it gives a well-rounded, global perspective and a hands-on learning experience. Because of our involvement in all aspects of the marketing communications industry, as well as our close contact to the advertising and marketing professionals all over the world, we are able to reach and tap into a widespread and diverse audience. The IAA Diploma in Marketing Communications provides the missing link between the theoretical world of schools and universities to best practice within international marketing communications. Contact The program is supervised by John H Holmes, Professor and Director Educational Programs and Alliances, IAA World Service Centre New York, Telephone +(212) The Danish program is run by Donald Nekman Director and headmaster DNCC Rådhuspladsen 45,5 DK 1550 Copenhagen V Telephone iaauddannelserne@dncc.dk

3 Outline of contents of IAA Diploma Denmark Planning How to ensure that a marketing objective is correctly changed to a communication objective. How to build the bridge between the product and the customer - between producers criteria and customer s criteria. How to ensure a communication platform which is durable and relevant throughout time. And how to establish concepts which can be steering and generating for the creative work and the coming evolution of the market and the product. A practical and case oriented presentation of the strategic planning process. Make the students open-minded and creative in viewing marketing opportunities - and feeling also the more qualitative aspects of the consumers. How to turn factual knowledge into customer insight. Lecture and discussion. Combined with workshop Briefing and branding The art of establishing a competitive branding proposition and turning it into reality through the communications. We cover different types of briefings to be worked out before the creative work on a campaign. As the central document to control the processes at all stages. We also touch briefings on specific materials for special activities, as well as overall briefings for branding strategies. The lessons are based on practical examples and group work for the students. Give an insight in the importance of the contents and scope of a briefing and the crucial points of making choices. Lecture, examples. s See workshop. Workshop briefing and branding A full day workshop with a practical example of writing a briefing for an advertising agency and doing the necessary background research and considerations about the communication strategy. Operationalise the learnings from the other subjects in this module.

4 Integrated communication These sessions describe the objectives or goals of communication and discuss how far it is possible through communication to change attitudes and behaviour with target groups. The programme is a combination of theoretical background and several minor cases as examples. Give the students knowledge on the market communication as an integrated part of the overall marketing management. Cases, lecture. s Groups. Research and evaluation These lessons have a practical approach to give the students an overall knowledge of the different research tools available and in what connections they can be useful in solving marketing problems. Practical examples are presented, and group work on the use of research results is carried out. The lessons also include evaluation of realistic levels of objectives and how to measure these during the duration of a campaign. The lessons give good advise regarding the choice of research institutes. Make the students understand the possibilities and limitations of research and enable them to use the correct methods on practical issues. Lecture, cases. s Groups.

5 Media Strategic and tactical media planning. The distribution of budget on above- and below-the-line activities and the criteria for setting suitable budget levels for the different media. About synergy and timing in the media planning. The tactical process where the students themselves try using existing media data to calculate and determine the optimal media solutions for different selected projects. Thorough presentation and discussion of all main media models and evaluation criteria. New media: Social media, licensing, product placement, press coverage, events The comparison between the may channels, on-line and off-line, and the ways of weighing them against each other. International media planning including market to market overspill. Give a holistic view on media in a total broad sense - and estrablish the importance of the strategic and tactical media decisions. Lectures and practical work. Groups. Electronic media Presentation and demonstration of the interactive communication channels of today. Comprises internet, mobile phones, SMS, and the use of these channels in the total communication process and in the integration with other media. Practical examples and cases are presented and projects are discussed. Create knowledge and understanding of the world of new communication channels and place them in a total context. Lecture-examples. Fact finding on the internet.

6 Jurisdiction A presentation of the important laws and regulations regarding advertising including the International Codex. Presenting examples of campaigns, legal and illegal, the students evaluating their suitability on the market. Special emphasis on the Danish consumer Parliamentary Commissioner s (ombudsman) work and possibilities in stopping/changing campaigns. Special emphasis on comparatives advertising, dealer promotions and other promotion activities. Make the students understand the ethic and concrete rules - and respect the role of advertising in the modern society. Lecture, cases. s Individual. International marketing/advertising Pro s and con s for working with international advertising campaigns. Special focus on the problems, when advertising crosses borders. Examples are presented and possible solutions to avoid these problems are discussed with the students. About the practical work and organising of international campaigns. About social and cultural differences including models to evaluate these factors. How do we evaluate a campaign s suitability on different markets? Practical examples and discussions to put focus on these subjects. Create an understanding of international communication. Lecture and practical cases. Groups on international concepts. Workshop - Integrated marketing communications A full day session in groups on a practical case involving the integrated use of all communication parameters - above- and below-the-line. Give the students an experience of working with a turbulent product on an active market (the market changes dynamically throughout the process of the workshop).

7 Trade promotion Focus on the total delievry chain and the necessity to market also to the intermediates (agents, wholesalers, retailers etc.). A mix of theory and practical examples of tools to show and prove the importance of the total process of activities. The lessons also include knowledge on space management and other relevant tools in connection with the retailing side and gives examples of tools to measure the effectiveness of active sales promotion. Teach the importance of co-ordination of above- and below-the-line activities. And present the intermediate importance. Lectures and cases. Groups. PR We focus on presenting PR on a both strategic and tactical level. It is important to see PR as part of the total picture of the company on the market. The tutoring covers corporate PR, marketing PR, lobbying, crisis communication, investor relation, press contacts, etc. Give a total picture of PR as a management and marketing tool. Explain the opportunities and restraints. Lecture, discussions, cases. Group (+ workshop).

8 Direct marketing The importance of targeted communication on different types of markets covering both business-to-business and consumer markets. Including presentation of loyalty programmes, programmes for customer efficiency and the evaluation of the customer levels. The use of both mail and electronic communication in direct marketing, the synergy between direct marketing and other parameters in the marketing programme. Make the students understand how to work with individual communication - and to utilise the possibilities of one-to-one marketing. Combination of theory, cases and special assignments. Group (+ workshop). Sponsoring, licensing, product placement Practical knowledge on emthods of involving brands and products in other contexts. Discussion of the special conditions and possibilities, examples of activities and their efficiency and use. Sponsoring, licensing and product placement as an overall activity or part of the specific marketing of specific products. How to evaluate the return on investments in sponsoring. Position sponsoring and explain the many options and approaches to create visibility for the advertiser and/or the product. Lecture, cases. Group (+ workshop).

9 Advanced International Marketing Communication Topic Study trip (this year to London) preparing a special assignment, studying retail shops, agency visit, etc. Special assignments given to the students for studying and reporting after the visits so the information gathered is discussed in following sessions. Face-to-face experience about professionals in other countries. Practical, cases. Individual report of findings during the study trip. Collaboration between agencies and clients These lessons focus on the relationship between the advertiser and the advertising agency. We cover the different types of co-operation contracts and remuneration as well as the more legal points regarding copyright and financial issues. The day-to-day co-operation is also discussed and practical examples are presented to illustrate the importance of good working relationship. Establish a respect for the expertise and qualities of agencies and advertisers and create a basis for fruitful synergy in the practical co-operation. Lecture, assignment. Individual.

10 Creativity The information society and the communication society. The companies, the products or the services. What is a concept as opposed to just an idea? What characterises good advertising? Why is a film not a visualised ad? Why is it important to have a through-going creative idea? How much information is necessary to reach the correct solutions? About creating new and astonishing solutions and having the courage to carry them through. What characterises creativity? From words to pictures and visa versa. A suitable idea and its execution in all media. The mental and visual evolution of human beings. From icons to symbols. The language, its use and function in advertising. The students ability to visualise and find the essence in different problems is discussed and learned through cases and projects. To give an understanding of the creative process and to give guidelines to establish a creative environment to fertilise the creation of ideas and to ensure the personal contribution in the creation and evaluation. Cases, examples, discussions. s Groups Concept What is the background for conceptual thinking? And what is the reason for it? What are the elements of working out a successful concept? The brain, the heart, the perception, the selection, the mental levels? How is a concept created? Projects and examples demonstrate techniques. How and where is a concept developed? By the client or the agency? How to evaluate possible concepts and how to keep a concept also over time? Open the minds to view a concept from the helicopter and make them understand the importance of concentrating on the correct conceptual approach and how to evaluate different options. Lecture. See workshop.

11 Interactive and audiovisual creativity Facts about film and interactive production. The planning and preparation process, the cooperation between client, agency and production companies, choice of production company, choice of techniques and level for the production, setting up production plans and budgets, preproduction, post-production, testing and evaluating the films. To create an understanding of the possibilities and processes in getting full value of the new media - and have the knowledge to plan and execute interactive and audio-visual productions. Lecture. See workshop. Workshop creative Through a process of approx. 1½ months the students work on a specific real case given by a Danish advertiser. The advertiser briefs the IAA students who work out the agency briefing and the communication strategy and co-operate with the creatives of Den Danske Reklameskole in working out a communication strategy, a creative concept and solutions. Several presentations during the process with feed-back and comments from faculty. Final presentation in plenum for everybody with evaluation and calculation of grades. All campaigns afterwards presented to the management of the sponsoring advertiser. Give a total experience of all stages in a campaign development process. Practical with help and guidance from faculty. Group and individual.