The PPA Certificate in Direct Marketing, endorsed by the Institute of Direct Marketing, was developed in response to the need for a professional direct marketing qualification tailored to the needs of the magazine and business media industry. The programme is designed to cover all the core competencies required 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 will understand the principles of direct marketing including marketing planning, strategy, campaigns and evaluation, and how to integrate traditional and digital media. They will also construct budgets and plans, develop a testing strategy, analyse reports, create new customer acquisition plans, and construct a customer retention strategy to maximise renewals.  

Core modules

  • Context and economics
  • Marketing planning and customer acquisition
  • Database marketing, circulation management, budgeting
  • Renewals marketing and the digital marketing mix
  • Effective on- and off-line creativity and integration, campaign planning and management

Assessment process

Assessment comprises two written course-work assignments submitted after modules two and four, and one three-hour exam to be taken upon completion of the five modules.

Costs and registration

  • Members £2,300+VAT (PPA members may also pay in installments)
  • Non-member £2,530+VAT

THE NEXT START DATE FOR THE CERTIFICATE IN DIRECT MARKETING IS SEPTEMBER 2010.

Please contact us for more information.