Sales promotion account executive : Training

Large agencies may offer structured in-house training and mentoring for new account executives. With smaller agencies, training may be carried out on the job.

The Institute of Promotional Marketing (IPM)  offers a range of courses recognised by the industry, including:

• Certificate in Promotional Marketing;
• Certificate in Experiential Marketing;
• Diploma in Promotional Marketing;
• Diploma in Motivation.

The IPM Certificate in Promotional Marketing is an introductory course that many agencies use as part of their training programme for new staff. The aim of the course is to provide participants with an overview of the breadth of the industry in which they work so that they gain an appreciation of their company’s role in the successful creation and management of a campaign and contribute productively to the process.

The IPM Diploma in Promotional Marketing provides an in-depth introduction to all aspects of promotional marketing and gives candidates the basic foundation knowledge that is necessary to:

• appreciate the role of promotional marketing in integrated marketing campaigns;
• plan, instigate and manage effective promotional marketing concepts;
• brief and coordinate the elements and suppliers involved in promotional marketing campaigns.

Most agencies will pay for you to take the Diploma as part of your training.

The IPM also runs a series of one-day courses and seminars, as well as networking events.

The Marketing Agencies Association (MAA)  operates a scheme to recruit talented graduates into a range of roles, including sales promotion account executive, on behalf of member agencies. Graduates who enter the marketing agency sector through this scheme attend a one-week induction programme covering the role of an agency and an account handler, the management of a marketing campaign, and skills such as presentation and negotiation. The MAA also offers the Diploma in Integrated Marketing aimed at those interested in developing a career in the sector.

Relevant courses in areas such as direct and digital marketing, mobile marketing and multichannel marketing are also offered by The Institute of Direct and Digital Marketing (IDM) .

Reading publications such as Promotional Marketing  will also help you to keep up to date with industry news and can be useful for anticipating future career opportunities.