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