The Class of 2014 for FIPP’s 10th Magazine Brand Management Certificate (MBMC), graduated on Thursday 26 June, in Scotland.
The intense three- week course (February, April and June) covers 13 modules, and this final week started in London with a new module on social media strategy.
The day, led by Marc Campman from Love Social Media, covered all the essential social media platforms that magazine brands need to invest time in. Campman urged participants not to ignore Google+, saying that this platform is going to increase with importance for media owners as time moves on.
Day two looked at digital publishing. Phil Maccartney, who is a lecturer at the Digital Marketing Institute and a industry practitioner, took the participants on a start-up journey – asking them to leave their brand and company baggage at the door, in order to free their minds to think more creatively, without the day-to-day constraints. By putting their customer first and defining their interests/needs the group came up with three innovative digital publishing products.
The final module of the course was on paper, led by the programme’s sponsor, UPM.
Participants were taken to Troon in Scotland, where UPM have a paper mill, so that participants can see first-hand the paper making process and gain a deeper understanding of the importance of matching the correct paper grade to your brand. The day ended with the graduation dinner and a little whiskey tasting!