Certificate in Experiential Marketing

Distance learning for the brand experience industry

Experiential Marketing is a relatively young industry undergoing the growing pains of phenomenal growth as more and more marketers realise its effectiveness and potential. Any industry in such a situation needs to ensure that standards are kept high and consistent levels of best practice are established to ensure the safe-guarding of its future reputation. Growing companies need well trained and motivated staff and one way of ensuring this is through an industry wide qualification and training course. This is why the ISP has drawn together a panel of experts from experiential companies to design and construct the ISP Certificate in Experiential Marketing. This is the industry training itself. The ISP Certificate in Experiential Marketing is a course and qualification that takes the form of a distance-learning programme with a series of on-line questions, written assessments and a 'field experience' being completed over a six-month period. Candidates will study in the office or at home, but at their own pace, utilising the study tools and resources provided. The aim of the course

The course is intended to deliver a good broad understanding of the Experiential Marketing industry and its best practice workings so that each individual's contribution to it is seen in context. A particular aim of the course is to give candidates a clear perspective of the theory and workings of the industry whatever their particular role in the process. Who is the course designed for

The course will be appropriate for all junior and new entrants to the industry, both in agency and client companies. The course will be relevant to account executives and managers and those in other support functions. No previous qualifications or experience will be required. The format of the course

Candidates will be required to:

Read the course modules in the Study Notes and then take a series of online tests to gauge their assimilation of the content. Candidate must complete and pass each module test to complete the course. Participate in a 'Field Experience'. All candidates must work on an experiential campaign as a brand ambassador for a minimum of one day and produce a formal report that will be assessed as part of the course. The ISP will perform a coordinating role to ensure all candidates can find a 'placement'. Respond to a brief. A brief, like that typically received by an experiential agency, will be provided for the candidates to respond to.

The course can be completed at the candidates own pace so long as all elements (the module tests, field experience report and response to the brief) are completed and submitted by 30th September 2009.

The course will result in the awarding of a formal accreditation of either a Pass, Credit or Distinction. The Workshop Day â€" 17th April

This is an optional extra to the course and will be an opportunity for candidates to meet and network with other candidates and to be involved in a number of sessions on each of the main subjects covered by the course. Candidates do not have to attend the seminars to pass the Certificate.

The Workshop will help candidates get deep under the skin of the course in the first few weeks of studying and discuss with tutors any issues or queries they may have. It should also increase their confidence and maximise the extent to which they make the most of the course. Those attending workshops for other ISP Certificates have found them extremely valuable.

The Workshop will take place at The IPA in Belgrave Square, London SW1 from 10am to 5pm, on 17th April 2009. The Study Notes

These are core to the course, comprising over 80 pages of detailed notes, checklists and proformas covering the course modules in detail. The notes are written by a team of industry experts and will be continuously updated and improved to keep pace with changing data, trends and developments in the industry. The six modules covered in the course are: Module 1 â€" EM and its place in the marketing mix

What is marketing? What is a brand? How do we communicate brands? Where did experiential Marketing come from? What is Experiential Marketing? How does Experiential Marketing work? What do we use EM for?

Module 2 â€" Campaign Planning

Setting objectives Targeting Choosing the right 'live media' Developing a creative execution Excellence in delivery The project cycle The briefing process Strategy development Module 3 â€" Implementation

How to brief suppliers Briefing and managing staff Managing production Overall Project Management Financial Management Recruiting Staff Managing Staff

Module 4 - Due diligence

Protecting Staff Protecting Consumers On site Management â€" pre/during/post Contracts

Module 5 â€" Promotions

The Sales Promotion techniques SP law and code of practice Calculating promotional redemptions Risk management Module 6 â€" Research, Evaluation & ROI

Data gathering and analysis An introduction to research The Online Resource and Tests

All candidates will have access to the ISP Education Online Resource which will be the depository for all the course material and also features a feedback facility. This is where candidates will find:

The Course Manual â€" explaining exactly how the course works. The Study Notes â€" covering all seven modules Weblinks, downloads and Case Studies Key Dates All enrolments must be received by 31st January 2009 Enrolment Packs will be sent out by 27th February Course runs 2nd March â€" 30th September Workshop takes place 17th April All submissions must be returned by 30th September Results will be announced on 8th December Graduation will be held in early 2010 â€" date and venue to be advised. How to enrol Click here for an enrolment form For any further information please call the ISP Education Administrator on 020 7837 5340. Costs ISP CERTIFICATE IN EXPERIENTIAL MARKETING £499 (+ VAT) for members £599 (+ VAT) for non-members Workshop £125 (+ VAT) for members £140 (+ VAT) for non-members

Companies that have contributed to the development of the course:

BEcause RPM Evoke the senses Sense Lime Cord Promotions Goal