Integrated Brand Communications (IBC)

Integrated Brand Communications (IBC)

Integrated Brand Communications (IBC)


Part time (5:30pm-7:30pm): 4 months (Monday- Thursday)

Saturdays (8:30am-1:00pm)

About the Program

The IBC program is developed by the industry for the industry in conjunction with the Advertising Practitioners Association (APA).

The Association of Practitioners in Advertising (APA) was registered in Kenya on the 31st October, 1984 as a body representing Advertising Agencies in Kenya and other East African countries as a spokesperson and negotiator.

One of the key mandates of the APA is to build and uphold  professional standards among its members and to recognize the application of creative excellence in the way brands and businesses communicate.

One of the channels of achieving this is through Training and Talent Development. The association in collaboration with its training partner, The International School of Advertising regularly conducts skills development programs for it’s membership and others in the profession to build capacity and keep them updated on emerging skills and knowledge.

About the Integrated Brand Communications (IBC),  Apprentice Program

Influenced by global and local insights, the IBC Apprentice Program is a deliberate action to build and develop fresh graduates , early stage employees  and entrepreneurs with work place/ industry outcome expectations in the ever changing and dynamic nature of Marketing and Brand Communications.

Program Objectives

  1. The program sets an opportunity for the target group to augment their academic achievements with on-the-job skills that will equip them with skill competencies that will help them meet the dynamic needs of the practice.
  2. The program will ultimately improve the professional standards skills and competences in the Marketing Communications industry
  3. The program builds a pool of work-ready young professionals from which the industry will hire
    employees with a long-term view

Who is it for 

The Program will identify and nurture fresh young under graduates and/or budding executives with less than three years experience in the field of Marketing and Brand Communications and/or a young graduate in a different academic field with a clear vision and passion to pursue a career in the same field.


The course will take a 3 step structure:

Step I

This stage arms the student with the language, terminology and contextual concepts used in the practice of Advertising and Brand Marketing. A combination of self-study, lectures and case-study based workshops and group discussions are used to ensure students get practical know-how. Experienced industry practitioners in various specializations including Marketing, Brand, Research, Advertising, Media, Digital, BTL, Account Management, Personal Skills development deliver the training giving them real-life exposure.

Step 2

Actual projects are provided to the students and they are expected to work on Marketing plans, Brand Plans, Advertising and Creative Briefs, Communication Strategies, as well as develop campaign and project implementation plans.  These are run in groups with assessment being the aggregate of individual  and aggregate score

Step 3

A final project

Participants are then  required to do a final project based on a real  brief. This is assessed at individual level.

The program consists of the 5 modules below, which are also run as short courses for those who seek to build their competences in those specific areas.


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