The PPA Certificate in Business Audience Development provides a thorough grounding in the increasingly broad range of B2B/professional audience development disciplines. As business media owners focus their businesses increasingly on shows, events and conferences as well as all forms of digital and electronic products and services, it is imperative that circulation training (now becoming known as audience development) is geared to deliver the skills needed to successfully manage this shift in emphasis.

Using case study examples to reinforce best practice methods, the certificate programme concentrates on the core skills of subscription and controlled circulation marketing for both print and digital products and services. It also emphasises the critical role database marketing and customer insight play in leveraging the growing importance of face-to-face services, such as shows and conferences. 

The PPA Certificate in Business Audience Development is a must for both junior to middle ranking circulation and marketing executives as well as those who have recently taken on a role in or become a manager of a circulation team.

The programme requires delegates to attend three days of training.

Course content

  • Audience development – the new parameters
  • Controlled circulation
  • Converting controlled/free to paid subscribers
  • Subscriptions
  • Customer Relationship Management
  • Customer insight
  • Auditing and measurement (to be presented by the ABC and then BPA Worldwide, consecutively)

Assessment process

Delegates will also have to complete a written assignment in their own time, together with a written multiple-choice questionnaire, carried out on-site at the end of Day 2.

Costs and registration

  • Members £1,600+VAT (PPA members may also pay in installments)
  • Non-members £1,765+VAT

Please contact us for more information.