45 hours of online learning split across six modules culminating in a formal exam.
Authored by all
Start where all great planning begins - understanding the problem.
Learn how strong briefs, clear objectives and meaningful measurement shape everything that follows. You’ll explore how to define success, align with business goals, and build a solid foundation for strategy.
Because better briefs lead to better work and better outcomes.
Authored by Kirsty McMeekin, Mindshare Australia & New Zealand and Tony Mattson, Havas Media UK
Turn ambition into investment decisions.
This module focuses on the role of budget in driving effectiveness - showing how to justify spend, balance short- and long-term priorities, and connect marketing investment to business performance.
Because how much you spend and how you spend it directly impacts results.
Authored by Tony Mattson, Havas Media UK and Simon Harwood, Billion Dollar Boy
Build strategies that actually work.
Learn the core principles of effective communication strategy - from defining the problem and setting objectives, to uncovering powerful insights and making clear strategic choices.
You’ll also explore how creativity drives effectiveness, helping communications stand out, stick, and drive growth.
Because great strategy is both art and evidence.
Authored by Rhian Feather, OMD UK
Turn strategy into a clear, effective plan.
This module focuses on translating strategy into action - aligning audience understanding, channel roles and budget allocation to deliver measurable impact.
You’ll learn how to structure plans, define channel roles, and ensure every investment decision supports business objectives.
Because effectiveness lives (or dies) in the plan.
Authored by Simon Harwood, Billion Dollar Boy and Rhian Feather, OMD UK
Bring your strategy to life.
Explore how brands show up effectively across channels using ideas, assets, context and earned media. You’ll learn how to create compelling communications ecosystems - and present them clearly to clients.
Because execution shapes how your strategy is experienced.
Authored by Dom Charles, Wavemaker UK
Prove impact and improve performance.
Learn how to build robust measurement frameworks, analyse data, and use evaluation to drive better decisions.
You’ll develop the skills to demonstrate value, optimise campaigns, and adapt to a changing media landscape.
Because effectiveness isn’t assumed it’s proven
We have also provided a list of recommended resources for each module, ranging from blogs to books, that we encourage students to explore as wider reading on the subject matter.
To achieve the qualification, learners will one final exam:
Each question is designed to test your understanding and application of key planning principles.