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.