Welcome to the IMAA Academy!

Here, you will find a wide range of educational resources and e-learning courses to help you acquire new skills and knowledge of the media industry.

Our mission is to empower people with the tools they need to achieve their career goals and succeed in today’s fast-paced, ever-changing media industry.

Our twelve-month program will cover a variety of introductory subjects related to Media, as well as valuable business, human resources, and compliance training courses for managers.

Written by the industry for the industry, new content will be released monthly with interactive learning materials and flexible scheduling options, so you can learn at your own pace and on your own terms.

Program learning outcomes

Upon successfully completing the IMAA Academy, participants can expect the following learning outcomes:

  1. A foundational understanding of the media industry
  2. An understanding of the media landscape and consumption of media in Australia
  3. The ability to identify and understand the role of each media channel, its benefits, and purpose.
  4. A basic understanding of how to buy and report on each media channel.
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Hover over each icon for more Information on each module


This first course provides an overview of the foundations of media and the Agency landscape.

It will also build on your knowledge with an introduction to seven media channels: audio, digital, cinema, TV, out-of-home, publishing and news and regional.

Audio 101

Get ready to turn up the volume with our Audio Media module! 

This module gives you a solid view of the audio landscape and why it’s a great channel for reaching people at scale. From podcasts to streaming radio, you’ll learn about the different formats available, the importance of measurement, and when to include Audio in a plan. 

Digital 101

Embark on an exploration of the Digital Media world with our Digital101 course.
This module delves into the constantly evolving digital landscape and highlights its potential for effectively targeting audiences. Discover the various digital formats available, learn how to measure the success of your campaigns, and gain an understanding of crucial elements to consider when creating a digital marketing campaign.

Cinema 101

Welcome to our Cinema101 module!
In this course, we’ll tour the cinema landscape and demonstrate why it’s a prime channel for engaging with target audiences. Discover the major players in the industry, how cinema complements other media channels and gain a comprehensive understanding of the essential factors that should be taken into account when creating a cinema campaign.

Television 101

This module will provide a comprehensive overview of the television industry
and television’s potential for reaching audiences at scale.

We will explore the TV landscape, the characteristics of an effective ad and crucial factors
to consider when planning a TV campaign. 

Out Of Home 101

Join us as we delve into the world of Out-of-home advertising
and learn about its capabilities as a powerful channel for reaching audiences.

We will introduce you to the major players in the industry, explain the importance of standing out in this channel
and guide you through the key factors to consider when planning an Out-of-home advertising campaign.

Publishing & News 101

We will start this module by introducing you to the basics of publishing
and news media, the audiences it reaches and why it is a reliable channel for engaging with them.

You will learn about the major players in the industry, how the content is consumed,
and the critical factors to consider when planning a campaign.

Regional 101

Just over a third of the population of Australia lives in Regional areas,
so this module will educate you on the most effective ways to reach them.

We will cover the Regional landscape, audience demographics, and media consumption habits. Additionally, we’ll delve into important factors to consider when creating a Regional campaign, including audience profiles and engagement methods.

Business in a Box

Within the ‘Business in a Box’ program, the IMAA Academy provides an exclusive opportunity to access 27 additional courses that cater to a range of skill levels, from junior to senior. These courses have been specifically designed to offer further training in presentation and communication skills, as well as compliance and management, providing a comprehensive learning experience.


The below prices are casual rates. IMAA Members & Partners receive a discount on all courses.


Access for 1 - 5 , 6-20, 21-50 and 51-100 Staff
Starting from $799/p.a
(plus GST)

101+ = Price on Application
Access to:

Individual courseS

$99 per course
(plus GST)

Access to:

by selecting your membership status