IAA Diploma in Marketing Communications

iaa.dk

IAA Diploma in Marketing Communications

IAA Diplomuddannelsen

T: 70 22 28 50

E: iaauddannelserne@dncc.dk

W: iaadiplom.dk

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.


IAA Diplomuddannelsen

T: 70 22 28 50

E: iaauddannelserne@dncc.dk

W: iaadiplom.dk

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) 557 1133.

The Danish program is run by

Donald Nekman – Director and headmaster

DNCC

Rådhuspladsen 45,5

DK 1550 Copenhagen V

Telephone +45 70 22 28 50

E-mail: iaauddannelserne@dncc.dk


IAA Diplomuddannelsen

T: 70 22 28 50

E: iaauddannelserne@dncc.dk

W: iaadiplom.dk

Outline of contents of IAA Diploma Denmark

Planning

Description

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.

Objectives

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.

Approach

Lecture and discussion.

Assignment

Combined with workshop

Briefing and branding

Description

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.

Objectives

Give an insight in the importance of the contents and scope of a briefing and the crucial points

of making choices.

Approach

Lecture, examples.

Assignments

See workshop.

Workshop – briefing and branding

Description

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.

Objectives

Operationalise the learnings from the other subjects in this module.


IAA Diplomuddannelsen

T: 70 22 28 50

E: iaauddannelserne@dncc.dk

W: iaadiplom.dk

Integrated communication

Description

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.

Objectives

Give the students knowledge on the market communication as an integrated part of the overall

marketing management.

Approach

Cases, lecture.

Assignments

Groups.

Research and evaluation

Description

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.

Objectives

Make the students understand the possibilities and limitations of research and enable them to

use the correct methods on practical issues.

Approach

Lecture, cases.

Assignments

Groups.


IAA Diplomuddannelsen

T: 70 22 28 50

E: iaauddannelserne@dncc.dk

W: iaadiplom.dk

Media

Description

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.

Objectives

Give a holistic view on media in a total broad sense - and estrablish the importance of the

strategic and tactical media decisions.

Approach

Lectures and practical work.

Assignment

Groups.

Electronic media

Description

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.

Objectives

Create knowledge and understanding of the world of new communication channels and place

them in a total context.

Approach

Lecture-examples.

Assignment

Fact finding on the internet.


IAA Diplomuddannelsen

T: 70 22 28 50

E: iaauddannelserne@dncc.dk

W: iaadiplom.dk

Jurisdiction

Description

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.

Objectives

Make the students understand the ethic and concrete rules - and respect the role of advertising

in the modern society.

Approach

Lecture, cases.

Assignments

Individual.

International marketing/advertising

Description

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.

Objectives

Create an understanding of international communication.

Approach

Lecture and practical cases.

Assignment

Groups on international concepts.

Workshop - Integrated marketing communications

Description

A full day session in groups on a practical case involving the integrated use of all communication

parameters - above- and below-the-line.

Objectives

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).


IAA Diplomuddannelsen

T: 70 22 28 50

E: iaauddannelserne@dncc.dk

W: iaadiplom.dk

Trade promotion

Description

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.

Objectives

Teach the importance of co-ordination of above- and below-the-line activities. And present the

intermediate importance.

Approach

Lectures and cases.

Assignment

Groups.

PR

Description

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.

Objectives

Give a total picture of PR as a management and marketing tool. Explain the opportunities and

restraints.

Approach

Lecture, discussions, cases.

Assignment

Group (+ workshop).


IAA Diplomuddannelsen

T: 70 22 28 50

E: iaauddannelserne@dncc.dk

W: iaadiplom.dk

Direct marketing

Description

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.

Objectives

Make the students understand how to work with individual communication - and to utilise the

possibilities of one-to-one marketing.

Approach

Combination of theory, cases and special assignments.

Assignment

Group (+ workshop).

Sponsoring, licensing, product placement

Description

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.

Objectives

Position sponsoring and explain the many options and approaches to create visibility for the

advertiser and/or the product.

Approach

Lecture, cases.

Assignment

Group (+ workshop).


IAA Diplomuddannelsen

T: 70 22 28 50

E: iaauddannelserne@dncc.dk

W: iaadiplom.dk

Advanced International Marketing Communication Topic

Description

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.

Objectives

Face-to-face experience about professionals in other countries.

Approach

Practical, cases.

Assignment

Individual report of findings during the study trip.

Collaboration between agencies and clients

Description

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.

Objectives

Establish a respect for the expertise and qualities of agencies and advertisers and create a basis

for fruitful synergy in the practical co-operation.

Approach

Lecture, assignment.

Assignment

Individual.


IAA Diplomuddannelsen

T: 70 22 28 50

E: iaauddannelserne@dncc.dk

W: iaadiplom.dk

Creativity

Description

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.

Objectives

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.

Approach

Cases, examples, discussions.

Assignments

Groups

Concept

Description

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

Objectives

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.

Approach

Lecture.

Assignment

See workshop.


IAA Diplomuddannelsen

T: 70 22 28 50

E: iaauddannelserne@dncc.dk

W: iaadiplom.dk

Interactive and audiovisual creativity

Description

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.

Objectives

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.

Approach

Lecture.

Assignment

See workshop.

Workshop creative

Description

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.

Objectives

Give a total experience of all stages in a campaign development process.

Approach

Practical with help and guidance from faculty.

Assignment

Group and individual.

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