IPA Launches Online Learning Programme
The IPA has launched an online training programme to provide agency employees with a basic knowledge of how communications build brands and raise the professional profile of the industry.
The course will contain six online learning modules covering marketing, client services, research and evaluation, communication strategy, ideas and execution. It is intended to provide a firm grounding for people in their first year in the business.
Using the online learning programme will be free and users will be able to undertake a formal examination, the first of which will be held next February. The move is part of ongoing initiatives to increase the profile of the industry and the IPA is also working towards the launch of a diploma.
Ann Murray Chatterton, director of training and development at the IPA, believes the qualification will add to the attractiveness of advertising as a profession. She comments: “We already have people registering their interest and envisage that more than 100 people will want to sit the Certificate exam in February next year. We know that this online learning will also appeal to agencies based outside London.”
Stephen Woodford, president of the IPA, added: “Today’s launch of the IPA Foundation Course marks a milestone in the IPA’s effort to raise professional standards in the agency business.”
He continued: “We’ve designed the course to get wide participation from as many people in IPA agencies as possible and we’ve had terrific support at all levels of the business, so I’m confident that this will become a new benchmark for developing our talent.”
The IPA recently welcomed the return of Janet Hull as head of marketing in a consultancy role that will see her take on responsibility for achieving the objectives set out in the organisation’s Five Year Plan (see IPA Welcomes Return Of Hull As Head Of Marketing).
IPA: 020 7235 7020 www.ipa.co.uk
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