The Media Federation of Australia (MFA) has broadened the reach of its core digital training course, MFA Digital Foundations, to include all clients and professionals from non-member agencies and businesses. The move is part of an effort to enhance media literacy across the industry.

In 2023, the MFA e-learning program saw a total of 1,700 participants, with marketers and media owners making up 25% of the cohort. The MFA Digital Foundations course was previously only accessible to employees of MFA member agencies, clients of member agencies, and media owner professionals.

The course provides a comprehensive understanding of the media landscape, including terminology, buying and trading models, and evaluation and measurement. Upon successful completion of two exams, participants receive professional certification.

"Whether you are a client, media owner or work at a media agency, understanding the basics of digital and television is fundamental for a successful career in our industry. We believe expanding the program to everyone in our industry, particularly marketers, will lead to better decisions and ultimately enhance the effectiveness of media thinking across the board," said Linda Wong, MFA Director of People.

Two new courses, MFA Out-of-Home Foundations and MFA Audio Foundations, are slated for introduction in the second half of 2024. The MFA e-learning suite also includes MFA Television Foundations, which is open to all.

"At a time when digital media is constantly evolving and changing, one of the most important things we can do for our people is to ensure they advance their knowledge and keep pace with change. That’s been the goal of MFA Digital Foundations since its launch in 2017, and we’re thrilled to be making this valuable resource available to all professionals working in media and marketing. Marketers who’ve participated in the program tell us it’s like ‘jumping on a rocket ship’ in the way it stratospherically advances their knowledge and understanding of digital media, and that benefits us all," commented Gemma Dawkins, PHD National Head of Digital.

Established in 1997, the MFA is a non-profit organisation representing over 90% of all media billings placed by media agencies in Australia. This expansion of its digital training course is a testament to its commitment to fostering a well-informed and effective media industry.