Postgraduate Diploma in Advertising with Marketing, E-Commerce and arranged Work Experience (6 months fulltime)
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print this pageIntroduction
Advertising is a career to which many aspire. On the management or client handling side it requires an analytical and focused mind, on the creative side an original but disciplined mind and in media planning, precision and negotiating skills. The Postgraduate Diploma in Advertising gives participants a practical training in all the essentials of advertising and allied areas together with arranged work experience.
Course Content
Advertising - Strategic
Introduction to Advertising, Representative bodies and codes of practice. The relationship between advertising, advertisers, media and PR. The advertising agency; structure, appointment, remuneration and evaluation. The role of account handling in the agency service mix. The agency planning department; structure, role and function. Managing the client-agency relationship; meetings, report writing, accounts, teamwork and best practice. Brief, creation, interpretation and communication.
The integration of marketing and advertising. Formulating strategic advertising campaigns to support branding, segmentation and positioning strategies. Campaign research and evaluation of effectiveness, pre and post testing techniques. Understanding consumer behaviour and market research in advertising composition. Integrated marketing communications, definition, key features and benefits.
Advertising - Creative
Creativity in advertising. Sources of creative ideas, preparation, incubation, illumination and verification. Creative appeals, rational and emotional motives to purchase. Creative themes, demonstration, slice of life, testimonials, animation, fantasy and humour. Testing creative concepts. The production process, artwork, copywriting, layout, photography, design and printing. Award winning campaigns.
Advertising - Media Planning
The role of media in the advertising and promotional mix. The media-buying department, form and function. Media classes and vehicles, structure, characteristics, planning, evaluation and scheduling. The media as relationship builders, growth and effect. Introduction to the new media, internet, interactive TV and electronic multimedia.
E-Commerce - Website Creation
The business of E-Commerce. Website Creation and Design. Introduction to Macromedia Dreamweaver. Dreamweaver – Page Creation and Preview, Formatting and Layout, Images, Tables and Frames. Setting up Links and URL’s. Libraries, Templates, Forms, Behaviours and Timelines. Publishing and Site Management. Script Development – introduction to VBScript and JavaScript fundamentals. HTML development. Formatting, Links, Frames and Tables. Images and Animation – Image Compression, Image Composition. Usability – Design and Layout guidelines, Usability musts. Site Uploading – File Transfer Protocol.
Marketing
Introduction to marketing, development and the marketing concept. Barriers to marketing implementation. The marketing environment, political, economic, social and technical factors. The market information system. The market research process, collecting and analysing data. Reporting the findings.
The marketing mix, product, price, promotion and place. Product life cycles, branding, packaging and new product development. The pricing process. The promotional mix and integrated marketing communications. Distribution defined, channels and physical distribution management.
Marketing management and planning. Organisation and management of the marketing department. Corporate planning, SWOT analysis, competitor assessment and business strategy. Product portfolio planning, models and management. Developing a marketing plan, implementation and control. Market segmentation, targeting and positioning.
Brand management, strategy and competitive advantage. Consumer-brand relationship. The branding cycle, brand positioning and stretching. Brand equity and valuation. Research methodologies and tracking studies.
Developments and characteristics of Direct Marketing methods. Database creation, management and application. The media of direct marketing and media mix decisions; direct mail, telemarketing, door to door, direct response advertising. Setting objectives and strategies within direct marketing. The Internet: implications for direct marketing.
Role of Sales Promotion and Personal Selling in Marketing Communications strategy. Relationship between sales promotion and other marketing mix elements. Techniques; consumer, trade and retail. The setting of the promotional effort, utilising above the line media support. Campaign research and evaluation.
Code of practice.
The selling process, preparing, presenting, persuasion, overcoming objectives and closing the sale. Management of sales as an integrated function of marketing communications. Customer service; setting standards, building relationships, monitoring and controlling customer satisfaction.
Public Relations
PR defined. Its role within the promotional mix. The media of PR, form and function. PR techniques and methodologies, press relations, public affairs, lobbying, press releases, broadcasting, photography, literature and printing. The use of corporate video and event management. Theoretical insights into crisis management, contingency planning and corporate image. PR planning, setting objectives, budgets, proposals, agency appointment, implementation and evaluation. Maintaining ethical standards and codes of practice within PR. The fundamentals of Sponsorship. Integration within the promotional mix. Types of Sponsorship; sports, cultural, education and charity. The sponsorship management programme; objectives, selection, budget, agency and event management. Measurement of effectiveness.
Practical Work Experience
During the second part of the course placements are arranged with companies and organisations that can give course participants practical experience in the work areas in which they want to develop their careers. This phase of the course is closely monitored with regular assessment visits being made to each student and host company supervisor. It is expected that a significant percentage of these placements will lead to employment.
Methods of Training
This course offers practical industry learning through: Lectures, Discussions, Role-Plays, Practical Exercises, Projects, Case Studies, etc.
Lecturers
Advertising Training has a panel of qualified and motivated lecturers who work as a team monitoring each student's progress.
Who Should Apply
Graduates or mature applicants who are interested in developing a career in Event Management. Selection is based on interview and Academic achievement. Please contact us at 020 7659 2060 to arrange an interview. Early application is advisable as places are limited.
Possible Careers
Career opportunities in Advertising exist in the corporate, public and not for profit sectors, on the client side and on the consultancy side. Graduates of this programme may have Advertising as a main or secondary responsibility while also working in another area such as marketing, promotions, sales, sponsorship, etc. for an organisation. The course takes these possibilities into consideration.
Qualifications
The Postgraduate Diploma is awarded at Distinction, Credit or Pass level and is accredited by the Institute of Commercial Management.
Dates/Location/Fees
DATES: Starts 16th October 2008 and ends March 2009. The arranged work experience is completed during this time.
VENUE: University of London Union Campus, Malet Street, London WC1E 7HY.
TIMES:Tuition is given Monday to Friday 10.00am to 4.00pm, for sixteen weeks (over 500 hours) with the practical work experience phase of the course lasting approximately eight weeks.
Students are required to attend all lectures and to be punctual at all times. If a student does not conform to these requirements or is disruptive in any way, he/she may be dismissed from the course.
Fees
£3,995 to include tuition and in-company monitoring. There is an additional charge of £190 to cover examination costs. Fees are payable as follows; 20% (£837) within 14 days of date of letter of acceptance from Advertising Training Ltd. and the remainder (£3348), 30 days prior to the date of commencement of the course. All fees must be paid before the course begins. Advertising Training Ltd. closes on Bank Holidays and for a number of days at Christmas and New Year. Advertising Training reserves the right to postpone, cancel or alter courses without notice or to change any of the details in this web page. Fees are not refundable unless the course is cancelled by Advertising Training Ltd.
Disclaimer
Every effort is made to ensure accuracy, however responsibility is disclaimed for any error or omission in this website.
Advertising Training Ltd. reserves the right to alter courses and any of the details contained in this website without prior notice, or to cancel or postpone courses at any time. Fees are not refundable unless a course is cancelled by Event Management Training Ltd.
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