IMA Europe education overview

IMA Europe Education

An Overview of Industry Education Paths

Incentive Marketing Association Europe – our mission

At the IMA Europe it is our mission to:

• promote the harmonisation, recognition and development of the incentive industry

• show best practice and seek to raise and maintain industry standards by sharing knowledge, experience, legislative and financial constraints and guidelines.

• help to build a greater understanding of incentive marketing in Europe and the rest of the world via its umbrella organisation, IMA – US.

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IMA Europe education strands

Foundation stage:– Diploma in Motivation

or – IP - Incentive Professional

Senior designation:– CPIM - Certified Professional of Incentive

Marketing

• Promotions in the marketing mix

• Strategy, Targeting and Media

IPM Diploma in Motivation

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• Distance learning – emphasis on learning, not teaching – delivering resources and structure for maximum assimilation of knowledge

• Company mentors encouraged • Candidates study 7 modules of content and answer 14

questions and one set brief over 20 weeks • Candidates submit 4 questions after 6 weeks for

benchmarking of efforts, then remaining 10 questions after 16 weeks and set brief end of week 20

• All marked by team of volunteers from industry • Marks represent: Fail; Pass; Credit; Distinction • Achievement recognised by industry and looked for by

employers

How the Diploma in Motivation works

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Module 1 – An introduction to motivation • What is motivation and why is it important to businesses today? • The development of motivational theory • The evolution of motivation programmes • Some definitions • Employee engagement • Some typical case histories • How motivation programmes fit in with the business plan • Who uses motivation programmes? • The motivation industry today and tomorrow   Module 2 – The Performance improvement process • Setting objectives • Researching your target audience – the human audit • Measurement and structure • Communication • Skills development • Reward & recognition

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Module 3 - Structure & measurement • Introduction • Defining a structure • Measuring and monitoring ongoing performance • Motivation techniques • Standards & values based programmes • Tactical campaigns • Developing a performance improvement strategy over time • Global trends • The law and code of practice

Module 4 – Knowledge and skills development • The role of learning and development in performance improvement • Tackling performance through learning and development • Tope performers • Knowledge, skills and attitude • What is the best way to teach something? • Participation and motivation to learn • Measurement – the first and last consideration

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Module 5 – The communication process • Introduction • The Two-way model • The stages of effective communication • Who is sending the message? • Target audiences • Content of the message • Creative treatment and timings • Conflicting messages • Message medium • Received and understood • d. The communications/creative brief •   Module 6 – Reward & recognition • What about cash? • Reward choices • Incentive travel • UK events and activities • Vouchers and pre-loaded cards • Stored-value cards • Merchandise • Online redemption of rewards • Recognition • Employee benefits

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Module 7 – Project management • The role of an agency • The role of Project Manager • Project process • Considerations when planning a project • Risk and disaster recovery • Terms and conditions of business • Return on investment • Benefits in kind taxation and NI • VAT • Costing a programme • Budgeting for overseas events • Obtaining quotes • Budget reviews   • All the above are covered by over 150 pages of detailed Study Notes, developed

over 10 years

• The course is run entirely from our online resource, which contains everything the candidates need for their studies

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10 Years of Results

Candidates Passes Credits Distinctions Fails

2005 35 29 2 0 4

2006 28 21 4 0 3

2007 25 14 6 2 3

2008 32 17 10 2 3

2009 24 9 8 3 4

2010 21 7 12 2 0

2011 20 13 2 1 4

2012 21 9 10 0 2

2013 13 5 7 0 1

2014 20 6 9 5 0

IPM Diploma in Motivation in numbers

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• SVM Europe Ltd • P & MM • Ovation Incentives • Next Jump • Grass Roots • Edenred • Corporate Rewards Ltd • BI Worldwide Ltd • Bonago

Companies that used the Motivation Diploma in 2014

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CPIM Certified Professional of

Incentive Marketing

You can find further information online.

For further information about the IMA Europe please use one of the following channels: •Website: www.imaeurope.com •LinkedIn: IMA Europe Council •Twitter: www.twitter.com/IMAEurope