IPA Foundation Certificate 2017

Event date: 01 Oct 2017

The award winning IPA Foundation Certificate online learning programme provides junior industry people, regardless of discipline, with the knowledge to perform their roles with confidence and expertise. Since its inception in 2003, over 6,500 people have passed the Foundation Certificate exam.

The programme is designed to offer accessible learning for a disparate time poor audience delivered using Learning Paths, a blend of online methods that create the optimal conditions for learning. Delegates will be able to pace their own progress, connect with other learners through discussions and apply their learning directly to their real work challenges, through assignments. Refer to `Format’ for more details.

Course Objectives: Build on the understanding of the entire brand communications process, from the client brief to final execution.

Who should attend:
The qualification is aimed at individuals with less than a year’s experience in an advertising, marketing or communications role: from recent graduates in their first year to people moving into marketing from other industries or professions.

Duration: 30 hours of online learning over 3 months, starting Sep 01, culminating in a 2 hour offline exam on Dec 7th , held in Singapore . A certificate of completion is awarded to all delegates who successfully pass the exam.

Program Outline:

1) Advertising and communication in context

An introduction to the advertising world and the part agencies play within it, including advertising theories, the different types of advertising agency and self-regulation.

2) Understanding the client’s business

How to improve our understanding of a client’s business and the world they live in as well as the key fundamentals behind marketing.

3) The strategic planner’s toolkit

The tools that strategic planners have developed to help them understand consumers, business situations, brands and to ultimately write effective strategies. It also explores how Behavioural Economics and Choice Architecture affect how consumers think and behave.

4) Client, creative and media briefs

Explores three different briefs – the client brief, the media brief & the creative brief including how the client brief is the foundation for all that follows and what a good brief should contain.

5) Understanding media channels and media planning

Enables a better understanding of the roles of the different media channels and relative costs and timings.

6) Creativity and creative development

Examines how to think about and assess creative ideas, using eight tips as a framework. It also covers the need to balance ideas and the practicalities of implementing ideas, plus the roles and responsibilities of people involved in the advertising process.

7) Effectiveness

Looks at the effectiveness of a campaign. Students will need to read three successful IPA Effectiveness Awards papers provided in this learning path. In the exam they will be expected to answer a question based on one of them



1. Online learning – Broken into components known as ‘Learning Paths’. A Learning Path may include e-Lessons, Key Readers, videos, discussions, Assignments and Quick Quizzes.

2. Online tutoring – Online support to help with any technical issues, providing information about registering for the exam and any additional questions you may have.

3. E-lessons – They are in Flash format and are interactive. At various points in an e-Lesson you may have to answer some questions – just like in a real lesson! These questions aren’t scored or recorded in any way – they are there simply to check your understanding of the content.

4. Key readers – These are PDF files containing content that is core to the programme. There may also be short      reflective exercises and tasks for you to complete in the workplace.

5. Videos – These provide insights and tips from a range of experts. Just sit back and watch but have your notepad ready just in case!

6. Assignments – The Assignments do not contribute to your overall mark but have been designed to aid with your revision process and understanding of the content. These are NOT mandatory but is  strongly recommended to work through them all before the exam. Your support contact is unable to mark your assignments but this is a good opportunity to ask people at your agency to read through them for you, or to work in groups constructing your answers

7. Discussion boards – In some Learning Paths you will have the opportunity to take part in discussions to bring in your own examples, apply your own thinking and to interact with other learners from different agencies. These discussions are normally facilitated by the Course Tutor.  It is NOT mandatory for you to take part in a discussion but we do recommend that you join in where possible.

8.Quick quizzes / self tests – Most of the qualifications have ‘Quick Quizzes’ or ‘Self Tests’ designed to test your      understanding of the content as you work your way through the qualification.


Price: S$730 (IAS Members), $950 (Non IAS Members)

To register, email us at courses@ias.org.sg



IPA Foundation Certificate 2017