Effectiveness Essentials

Understand the role and the need for effectiveness in your work in ten hours of online learning.

“The sooner those coming into marketing & advertising acquire a grasp of the fundamentals of effectiveness, the more able they will be to add value and to challenge the mistakes that so many make in our world. Effectiveness essentials is a giant leap forward for thinking mankind.” Peter Field

The IPA Effectiveness Essentials Certificate is the IPA's newest qualification, created by the IPA as part of its ongoing development of a suite of advertising effectiveness learning.

At the IPA we believe that the most successful agencies and clients make effectiveness integral to their cultures. So, we aim to encourage the growth of marketing effectiveness by improving decision-making, collaboration and working practices across the advertising and marketing industries.

The IPA Effectiveness Essentials Certificate will launch in 2020, why not sign up to our interest list for updates?

Sign up to our interest list.

 

Who is this qualification for?

We believe that effectiveness is everyone’s business: so although this qualification is intended for entry-level advertising practitioners in agency and client businesses, it is also our intention that more senior practitioners outside of planning or strategy will take the course.

Whilst senior practitioners in effectiveness, planning and strategy should embark on the Eff Test Certificate, and potentially also the Advanced Certificate, anyone at any level from any department (from finance to HR, creative to UX) would benefit from the overview of the key thinking, knowledge and practices of effectiveness that Effectiveness Essentials offers.

What are the benefits?

  • Discover lessons from award-winning effectiveness papers.
  • Understand the principles of effectiveness, why it matters and how you can make the case for commercial creativity.
  • Learn effectiveness best practice and why a culture of effectiveness should be embedded in your workplace.

The ambition is not to give candidates all of the answers, but to provide them with enough basic information to know what questions to ask. It will enable you to make better, more informed, more strategic decisions in your role and empower the industry as a whole to work more collaboratively, efficiently and effectively by building wider understanding and knowledge, ultimately working towards an improved shared culture of marketing effectiveness.

See the Effectiveness Essentials Syllabus

How the learning is delivered and assessed

Effectiveness Essentials consists of 10 hours of online learning delivered across 10 modules, which you can complete at your own pace, in your own time. Candidates can access and download the learning through the IPA website on any device, or via the IPA Learning app.

This qualification is assessed via a multiple-choice online exam. Candidates who pass will be awarded a digital certificate of completion and 1 MIPA star towards personal accreditation.

Price 

  • Members: Free
  • Non-Members: £250 + VAT

For more information, please email learning@ipa.co.uk.


Please note: if you are taking one of our courses or qualifications through your employer or educational establishment, we may need to share your information - including your course or qualification results - with them. For further details about how we treat your personal data, please see our privacy policy.

The sooner those coming into marketing & advertising acquire a grasp of the fundamentals of effectiveness, the more able they will be to add value and to challenge the mistakes that so many make in our world. Effectiveness essentials is a giant leap forward for thinking mankind.