Advanced Certificate in Comms Planning

This certification is available for Members ONLY and consists of 45 hours of online learning, split across six modules and culminating in a formal two-hour online exam.

You should allow four months of study prior to sitting the exam.

INTERMEDIATE LEVEL 4+ years experience
Anyone responsible for developing or delivering communications strategies for clients and brands. Its sweet spot is mid-level practitioners with at least four years’ experience working in in communications, media, strategy, or planning (from both agency and client backgrounds).

45 hours of online learning split across six modules culminating in a formal exam.

Module 1: What are we trying to do?

Authored by all 

Start where all great planning begins – understanding the problem.

Learn how strong briefs, clear objectives and meaningful measurement shape everything that follows. You’ll explore how to define success, align with business goals, and build a solid foundation for strategy.

Because better briefs lead to better work and better outcomes.

Module 2: How do we make this happen?

Authored by Kirsty McMeekin, Mindshare Australia & New Zealand and Tony Mattson, Havas Media UK

Turn ambition into investment decisions.

This module focuses on the role of budget in driving effectiveness – showing how to justify spend, balance short- and long-term priorities, and connect marketing investment to business performance.

Because how much you spend and how you spend it directly impacts results.

Module 3: Effective Communication

Authored by Tony Mattson, Havas Media UK and Simon Harwood, Billion Dollar Boy

Build strategies that actually work.

Learn the core principles of effective communication strategy – from defining the problem and setting objectives, to uncovering powerful insights and making clear strategic choices.

You’ll also explore how creativity drives effectiveness, helping communications stand out, stick, and drive growth.

Because great strategy is both art and evidence.

Module 4: How do I split the budget?

Authored by Rhian Feather, OMD UK

Turn strategy into a clear, effective plan.

This module focuses on translating strategy into action – aligning audience understanding, channel roles and budget allocation to deliver measurable impact.

You’ll learn how to structure plans, define channel roles, and ensure every investment decision supports business objectives.

Because effectiveness lives (or dies) in the plan.

Module 5: How do I show up in these channels?

Authored by Simon Harwood, Billion Dollar Boy and Rhian Feather, OMD UK

Bring your strategy to life.

Explore how brands show up effectively across channels using ideas, assets, context and earned media. You’ll learn how to create compelling communications ecosystems – and present them clearly to clients.

Because execution shapes how your strategy is experienced.

Module 6: How do I know it has worked?

Authored by Dom Charles, Wavemaker UK 

Prove impact and improve performance.

Learn how to build robust measurement frameworks, analyse data, and use evaluation to drive better decisions.

You’ll develop the skills to demonstrate value, optimise campaigns, and adapt to a changing media landscape.

Because effectiveness isn’t assumed it’s proven

Learning approach

• 100% online, flexible learning
• Expert-led modules from leading industry practitioners
• A blend of theory, case studies and practical application
• Recommended reading to deepen your knowledge

Recommended Resources

We have also provided a list of recommended resources for each module, ranging from blogs to books, that we encourage students to explore as wider reading on the subject matter.

Assessment

To achieve the qualification, learners will one final exam:

• 28 multiple-choice questions
• 12 free form short answer questions

Each question is designed to test your understanding and application of key planning principles.