Tuesday, April 07, 2015

Professional Certified Marketer BOK

Then there's the AMA's Professional Certified Marketer (https://www.ama.org/events-training/certification/documents/ama-pcm-handbook.pdf). The BOK includes:


  • Domain 1: Ethical issues
    • marketing ethics
      • identify the ethical values marketers should embrace
      • know the AMA statement of ethical norms
      • understand the process of making ethical marketing decisions
      • distinguish between ethics and social responsibility
      • describe how ethics can be integrated into marketing strategy
  • Domain 2: Strategic marketing
    • marketing fundamentals
      • define the role of marketing in orgs
      • describe how marketers create value for a product or service
      • understand why marketing is important
      • understand the importance of relationship management
    • marketing planning
      • discuss importance of understanding a company's business, mission, vision, and values in setting strategic goals
      • describe elements of a strategic marketing plan, from planning, through implementation, to metric-based evaluation
      • list the steps an organization uses to develop a strategic marketing plan
    • marketing analysis
      • understand the techniques used in making marketing strategy decisions
      • analyze a marketing situation using SWOT analysis
      • outline how customers, the company, competitors, and channel partners affect marketing strategy
      • explain why macro environmental forces are important in making marketing decisions
  • Domain 3: Understanding and Targeting the Marketplace
    • consumer behavior
      • articulate the steps in the consumer buying process
      • describe the difference between functional and psychological needs
      • understand the various control and risk factors that affect information search
      • discuss post-purchase outcomes
      • understand the psychological and social/cultural factors that affect the behavior of buyers as they go through the consumer buying process
      • describe how the consumer decision making process can be influenced by varying levels of consumer involvement
    • business-to-business marketing
      • describe ways in which B2B firms segment their markets
      • understand the B2B buying process
      • understand the key differences between B2B and B2C marketing
      • identify the different roles within the buying center
    • global marketing
      • understand the factors that aid in the growth of globalization
      • understand the methods used to assess attractiveness of global markets
      • discuss various strategies used effectively enter into global markets
      • highlight the similarities and differences between a domestic marketing strategy and a global marketing strategy
    • segmentation targeting and positioning
      • discuss different techniques and methods for segmenting markets
      • describe how firms determine whether a segment is attractive and worth targeting
      • articulate the difference among various targeting strategies
      • define brand positioning and value proposition
      • describe how firms develop value propositions to build a brand 
    • market research
      • understand the marketing research process
      • summarize the differences between secondary data and primary data
      • describe various secondary data sources
      • describe various qualitative and quantitative primary data collection techniques
      • examine circumstances under which collecting information on consumers is ethical 
  • Domain 4: value creation
    • branding and packaging decisions
      • explain the various components of brand equity
      • develop an understanding of brand strategy and the various types of branding strategies used by firms
      • distinguish between brand extension and line extension
      • indicate the advantages of a product's packaging and labeling strategy
    • products and services
      • describe the different groups of adopters articulated by the diffusion of innovation theory
      • explain the various stages involved in developing a new product or service
      • describe the various product life cycle concepts
      • identify types of consumer products
      • explain the difference between a product mix's breadth and a product line's depth
      • describe how the marketing of services differs from the marketing of products
      • discuss the four gaps in the Service Gap Model
      • understand the various dimensions related to service quality
      • explain the zone of tolerance
      • discuss the strategies and tactics companies used to recover from bad service experiences
  • Domain 5: value capture
    • pricing concepts and methods
      • understand the various principles and techniques used by firms to set their prices
      • understand the variety of pricing orientations considered by firms when setting prices
      • explain price elasticity and inelasticity
      • describe how to calculate a product's break-even point
      • describe the various types of competitive pricing
      • describe the forecasting terms used to determine demand
      • describe the differences between various pricing strategies
      • describe the legal and ethical issues related to pricing
  • Domain 6: value delivery
    • supply chain and channel management
      • define supply chain management and the role of logistics
      • describe the flow of merchandise and the flow of information in the supply chain
      • describe the strategies used in managing supply chains and marketing channels
    • retailing and multichannel marketing
      • discuss the factors manufacturers should consider asat hey develop their strategy for working with retailers
      • understand the various levels of distribution intensity
      • describe the various types of retailers and the benefits and challenges of each type
      • identify the benefits and challenges of multichannel retailing
  • Domain 7: marketing communication
    • integrated marketing communications
      • understand the principles of communication and strategies used to effectively communicate
      • explain the four steps of the AIDA model
      • describe the various traditional integrated marketing communication channels
      • recognize the challenges and opps associated with communicating to various cultural an social target segments
      • explain the various ways used to allocate the IMC budget
    • advertising, public relations, and sales promotion
      • describe the steps in designing and executing an advertising campaign
      • understand the various objectives of advertising
      • describe the different ways that advertisers appeal to consumers
      • identify the various types of advertising media
      • identify agencies that regulate advertising
      • describe the elements of a public relations toolkit
      • identify the various types of sales promotions
    • direct marketing and customer relationship management
      • understand the variety of methods used in direct marketing, and the advantages and disadvantages of each
      • understand the use of data in segmenting target markets
      • recognize various legal and ethical issues related to direct marketing
    • interactive marketing: internet/social media
      • recognize and describe the newer and emerging communication channels
      • identify the various types of interactive marketing vehicles
      • identify various types of social media, their advantages and disadvantages
      • recognize the various legal and ethical issues
    • personal selling and sales management
      • define the steps in the personal selling process
      • describe the key functions involved in managing a salesforce
      • describe the ethical and legal issues in personal selling
  • Domain 8: marketing evaluation
    • marketing metrics
      • identify marketing metrics used to measure integrated marketing communications success
      • discuss the principles and techniques used to track and measure the success of a marketing plan
      • understand the economic and accounting principles related to profitability and profit/loss analysis
      • understand the role of marketing metrics in the ongoing evaluation of business and marketing planning

0 Comments:

Post a Comment

Subscribe to Post Comments [Atom]

Links to this post:

Create a Link

<< Home