Advanced Certificate in Effectiveness syllabus

The Advanced Certificate in Effectiveness is delivered in 35 hours of online learning, split across 14 modules.


Module 1: Introduction to Effectiveness Testing

An introduction to the core principles of effectiveness testing. This module summarises the recent work of Les Binet, Peter Field and Byron Sharp.

Module 2: Planning for Effectiveness

This module provides an overview of the six key steps in best practice evaluation. It categorises the different types of objectives and how they should be set in a SMART fashion.

Module 3: Input measures

This module defines the two key types of measures (inputs and outputs). It explains what the most useful input measures are and how they can be calculated.

Module 4: Output Measures: Business

An overview of the core business measures for marketing effectiveness, with particular attention being paid to pricing.

Module 5: Output Measures: Behavioural

This module defines behavioural measures. It explains the most common types of behavioural measure, how they can be calculated and their strengths and weaknesses.

Module 6: Output Measures: Awareness and attitudes

This module defines the main types of awareness and attitudinal metrics.

Module 7: Isolating your activity: Non-econometric

A look at the best practice techniques for evaluating effectiveness outside of econometrics. These techniques are important to understand and use even if a campaign is also using econometrics.

Module 8: Isolating your activity: Introduction to Econometrics

This module explains not just what econometrics does but also how it works. It looks at the many strengths of econometrics but also the limitations.

Module 9: Payback and ROMI

This module looks at two key methods for working out a campaign effect and a business “bottom line”. It explains what Payback and ROMI mean and how they can be calculated.

Module 10: Evaluating DM

This module focuses on the particular challenges of measuring mail campaigns. It looks at the evolving nature of best practice in this field and the role of JICMail in evaluating campaigns.

Module 11: Evaluating Digital

An in depth look at the key concepts for measuring the effectiveness of digital advertising. This section covers measuring both the brand and performance aspects of digital.

Module 12: Evaluating PR, Experiential and Sponsorship

An in-depth analysis of the best practice approaches for measuring PR and Sponsorships. The RAE (Research, Assessment, Evaluation) model is discussed for Sponsorship, as well as the AMEC Integrated Evaluation Framework for PR campaigns.

Module 13: Public Sector Campaigns

This module looks at the unique challenges of public sector campaigns. It covers the government’s comms planning approach (OASIS) and the Evaluation Framework 2.0

Module 14: How to Win an Effectiveness Award

An overview of why effectiveness awards are important, what’s expected and how to write a successful entry.

The online learning has been authored and contributed to by leading practitioners and edited by Richard Shotton, Behavioural Science and Marketing author, consultant, conference speaker, and trainer.

Last updated 04 September 2020