Global Foundation Certificate syllabus

This course is divided into seven modules designed to take learners on a journey through the entire brand communications process.


Module 1: The Power of Creativity

This opening module celebrates the role of creativity in both communications and the wider business community. Exploring the history and evolution of creativity, and its exciting future.

Module 2: The Communications Landscape

This module highlights the transformation of the communications landscape and how agency models have changed as a result of the increasing fragmentation in the industry. This includes the arrival and influence of newcomers such as Facebook and Twitter and the significance of the communications industry to both culture and the economy.

Module 3: The Client and Agency Roles

This module has three parts: the first is client focused, including the dynamic role of the marketing director and considering clients’ work and priorities. The second part centres on agency response and interaction, while the third part outlines some of the necessary paperwork and processes.

Module 4: Theories, Tools, & Techniques

The focus of this module is the key theories, techniques and tools at the disposal of today’s marketers and agencies. This includes behavioural economics and the role of memory, the planning cycle and the role of data, and how these theories help brands grow.

Module 5: Comms Review

This module demonstrates the media’s invaluable role as a source of inspiration and enhancer of the creative process. It is approached from a media neutral standpoint and includes relevant theories to illustrate the relevance of different types of media.

Module 6: The Creative

Development Process

This module focuses on the creative development process. From fostering creativity in your everyday environment through to the creative communications development process: from receipt of the client brief, to creation of the internal briefs, and to the art of creative feedback.

Module 7: Evaluating Effectiveness

This module outlines the importance of effectiveness to our industry. It illustrates the ways in which the IPA has been at the vanguard of this drive with the globally renowned IPA Effectiveness Awards and the development of theories such as those from Les Binet and Peter Field.

Last updated 21 January 2022