PPA Certificate in Direct Marketing
Endorsed by the Institute of Direct Marketing
This PPA initiative was developed in response to the need for a professional direct marketing qualification tailored to the needs of the magazine publishing and professional media industry. The programme is designed to cover all the core competencies needed to become an expert direct marketer, with particular emphasis on subscription and database marketing.
This certificate is a must for relative newcomers to publishing, as well as for those looking to reinforce and consolidate their knowledge of the direct marketing industry.
By the end of this programme delegates should be able to:
understand the principles of direct marketing
marketing planning and strategy
construct budgets and plans
develop a testing strategy
analyse reports
create a new customer acquisition plan
evaluate and utilise each direct marketing media
apply the principles and techniques of database marketing
apply the principles and techniques of relationship marketingIntegrating traditional and digital media
deliver best practice digital campaigns
know when to apply relevant legislation to marketing activity
construct a customer retention strategy
apply best practice principles of creativity
maximise renewals
Demonstrate relevant marketing management skills, such as managing contacts and benchmarking
Modules:
context and economics
marketing planning and customer acquisition
database marketing, circulation management, budgeting, campaign planning & management
renewals marketing
effective on- and off-line creativity
Assessment comprises of two written course-work assignments submitted after module two and four, and then one three hour exam to be taken upon completion of the five modules.
Member price: £1995 + VAT
For dates please got to www.ppatraining.com
PPA qualifications are only available to employees of PPA member companies.
Course contents
Module 1 - PPA 12: 29 Feb 2008
context and management
- welcome to the magazine industry;
- circulation and the publishing model;
- direct marketing overview - the future of the marketing industry;
- circulation management and key circulation concepts;
- magazine delivery - uk and overseas;
- the legal environment and auditing.
Module 2 - PPA 12: 3 April 2008
budgeting, planning, implementation and analysis
- strategic planning and budgeting;
- the marketing planning process;
- the campaign management process - including managing contacts and monitoring service levels;
- testing - a strategy for success;
- analysing reports.
Module 3 - PPA 12: 16 May 2008
new customer acquisition
- setting customer acquisition objectives;
- identifying sources of new subscriptions;
- creating an unbeatable offer;
- getting the most from your marketing database;
- case study presentation exercise.
Module 4 - PPA 12: 13 June 2008
maintaining and building customer relationships
- relationship marketing;
- the principles of customer loyalty;
- developing a renewals strategy;
- delivering excellent customer service;
- other sources of revenue and data rental.
Module 5 - PPA 12: 25 July 2008
effective creativity
- what is good creative?;
- creative strategy and implementation - briefing and evaluating;
- developing creative for customer acquisition;
- developing creative for renewals;
- making space for legal element.
PPA 12: Exam 15 August 2008
Assessment comprises of two written course-work assignments submitted after module two and four, and one three hour exam to be taken upon completion of the five modules.
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