Enhancing online platform

4As in tie-up with IPA to provide digital marketing course

PETALING JAYA: The Association of Accredited Advertising Agents Malaysia (4As) has launched its latest qualification in association with the UK’S Chartered Institute of Practitioners in Advertising (IPA).

Intended to fast-track practitioners to the big picture of digital performance marketing, the IPA Digital Performance Certificate course is suitable for marketing communications practitioners within an advertising, digital, media or PR agency, as well as individuals looking to build or refresh their knowledge in the area.

“It’s rare to have a client meeting these days without search engine optimisation (SEO), keyword strategies, paid search and digital campaigns being discussed. With marketing spend inexorably shifting towards online platforms, and how rapidly the digital space morphs and evolves, it is paramount for all of us in the industry to have fluency in the key disciplines to plan for effective, digital enabled marketing campaigns,” said 4As president Andrew Lee.

The IPA Digital Performance Certificate’s 10 hours of online learning covers five modules, Account management & planning, paid search, display advertising, SEO, and affiliate marketing. Candidates will complete the course better able to brief, plan and execute digital marketing campaigns, regardless of their agency background.

“As a society, our lives are becoming more and more screen-based every day – whether it is through our phones, laptops or tablets, we are constantly exposed to digital advertising. Therefore, it is imperative that everyone in the industry, no matter their experience or background, understands how digital performance marketing works and, in the process, deliver outstanding results for our clients.

“Since its creation last year the IPA Digital Performance Certificate has proved incredibly popular among UK practitioners.

“We’ve seen over 150 graduates already and are delighted to be able to now share the learnings with the 4As in Malaysia,” said Patrick Mills, director of membership and professional development, IPA.

This course rounds out the portfolio of digital online learning courses and in-person training bootcamps offered by the 4As and IPA.

“The IPA Digital Performance Certificate is the latest in the series of digital offerings from the 4As and IPA that are intended to give a comprehensive overview of different aspects of the industry, to serve either as a refresher for old hands, or to augment on-the-job learning for newbies,” said 4As CEO Khairudin Rahim.

The 4As qualifications are further supplemented by two-day customised workshops conducted locally by IPA endorsed trainers, throughout the year.

“Having identified the need gaps, the 4As is also offering a series of bootcamps, developed together with IPA trainers to cater to local industry, but with global perspective.

“This holistic range of training options fulfils one of the 4As objectives to help member agencies upskill their talent pool and ensure that practitioners maintain currency and relevance in today’s constantly advancing marketing landscape,” Khairudin added.

The IPA Digital Performance Certificate is assessed via a 70-minute online exam. The exam will be conducted on Dec 4 and the application closing date is Oct 11.

Course fees are HRDF claimable and cost RM 1,900 for 4As members and RM 2,240 for non-members.

Our lives are becoming more and more screen-based.

Andrew Lee