Module 1

Introducing the industry and industry trends

• Introducing the MAA and its membership and resources
• The structure of the industry and the different types of agency
• Integration....what's all the fuss about?
• When is integration not integration? (and does it matter?)
• Innovation. How discipline diversity can make a bigger impact.
• Client influence. The importance of the idea.
• Consolidation. How scale can and integration are often one and the same.
• Talent and Organisation. How learning, open-ness and evolutionary working method are essential.

Module 2

Promotional Marketing

• Promotional marketing in the marketing mix
• Sales promotion objectives, techniques and mechanics
• Promotional legalities, codes and constraints
• Role of creativity in promotional marketing
• Risk management in sales promotion campaigns
• Measurement and evaluation
• Promotional trends and awards

Experiential Marketing

• Experiential marketing in the marketing mix
• Experiential strategy, objectives and targeting
• Venues and locations - selection and management
• Brand ambassadors - selection and management
• Legalities and safety
• Measurement and evaluation
• Experiential trends and awards

Module 3

Direct Marketing

• What is direct marketing?
• How does it fit into business and marketing generally?
• How it relates to the internet
• How to plan and brief
• How to create messages that sell
• Understanding data and list buying
• How to measure and evaluate

Interactive Marketing

• Why interactive matters
• The different interactive marketing channels
• Strategy and objectives
• How to deliver interactive campaigns
• Resources
• Measurement and evaluation

Module 4

Advertising

• Brands and what advertising can do
• The different types of advertising
• How advertising works

Integrated Marketing

• Bringing it all together
• What do we mean by integration and what are the different models
• How to think about the media options
• Techniques for planning integrated campaigns
• Integration today and why agencies talk about engagement

Module 5

Understanding Clients and their needs                                                         

• Why and how Clients work with agencies
• Clients' requirements and expectations from agencies
• "Added value" Client service
• Importance of Client relationships and how to develop them successfully
• Managing different types of Clients
• Communication with Clients

Module 6

Keeping it legal - how to keep the agency and the client out of trouble

• Overview of the legal and regulatory landscape - what does an agency need to think about?
• The Self-Regulatory System: CAP, BCAP, the ASA and Industry Codes of Practice.
• IP - what is it? How to protect your own and how not to abuse other people's.
• Sales Promotion - what's legal and what isn't?
• Customer data - complying with data protection law.
• Agency/Client Contracts - what goes in them and what does it mean for your client relationships?

Module 7

Taking the client brief - and writing a brief                                                                                                          

• Understanding the client brief
• What do clients really want and is it clear from the brief?
• How to interrogate a client brief: preparation and research required
• The key elements of the brief- covering Task/Audience/Brand/Message/channels
• Examples of agency briefs
• How the key elements of the brief fit together

Module 8

Responding to and developing creative ideas                                                      

• Different types of creative ideas
• The psychology of responding to ideas
• Techniques for sorting out good from the average - what makes a great creative idea (idea led)
• Examples of great creative from around the world and understanding why it is good
• Live examples critiqued

Module 9

Delivery - turning ideas into effective campaigns                                               

• Live examples of creative ideas in rough format
• The steps to take the ideas and turn them into execution
• Working with partners and suppliers to deliver campaigns
• Pitfalls and legal requirements
• Process and checklists

Module 10

Planning and delivering campaigns                                                                      

• Planning campaigns
• Budgeting and financial management of campaigns
• Organisational skills for well managed campaigns
• Effective evaluation and measurement of campaigns
• Importance of handling and fulfilment
• Writing and presenting campaign proposals
• Contingency planning and dealing with mistakes