Effectiveness Essentials Certificate – Online

This certification is available for Members ONLY and consists of 10 hours of online learning.

A formal 30-minute multiple-choice exam which can be taken anytime.

ENTRY / INTERMEDIATE LEVEL, 0-5 years experience
Primarily aimed at entry-level advertising practitioners in agency and client businesses. But anyone at any level from any department would benefit from the overview of the key thinking, knowledge and practices of effectiveness that Effectiveness Essentials offers.

Mid to senior practitioners in effectiveness, planning and strategy should embark on the Advanced Certificate in Effectiveness (formerly known as the Eff Test).

This 10 module, 10-hour qualification will enable you to make better, more informed, and more strategic decisions.

Module 1: Introduction to Effectiveness – This module covers key definitions and terms and is designed to build an understanding of what effectiveness means in the context of marketing and advertising, and why it matters to brands, businesses, and agencies.

Module 2: Understanding “Short Term” – This module is closely linked to Module 3 (Understanding “Long Term”) and is designed to develop a top-level understanding of short term effects, some commonly associated metrics, and common contexts.

Module 3: Understanding “Long Term” – This module is closely linked to Module 2 (Understanding “Short Term”) and is designed to develop a top-level understanding of long term effects, some common metrics, and common contexts.

Module 4: Understanding “Business Metrics” – This module explores the wider business impact and value of brands, marketing and communications and includes some practical explanations of the key terms you need to understand.

Module 5: Understanding “Wider Effects” – This module highlights some of the wider effects and impacts marketing can have, including internal metrics like employee satisfaction, cause-related awareness and public sector behavioural change campaigns.

Module 6: Effectiveness in Context – This module includes an exploration of variations across the media mix, category context, and B2B to demonstrate that not all categories and channels are equal when it comes to effectiveness.

Module 7: Effectiveness Culture – This module aims to develop an understanding of the key drivers, components and benefits of effectiveness culture.

Module 8: Brands & Behaviour – This module aims to give a topline understanding of the fundamentals of behaviour in relation to brands, marketing and advertising.

Module 9: Measurement Strategy – This module is designed to help bring together all the core elements of effectiveness under a coherent and planned measurement strategy.

Module 10: Commercial Creativity – This module explores the business case for creativity, including the link between creativity and effectiveness.