Ama Pcm Handbook

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PROFESSIONAL
CERTIFIED MARKETER
HANDBOOK

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Ama Pcm Handbook

  1. 1. PROFESSIONALCERTIFIED MARKETERHANDBOOK American Marketing Association • PCM Handbook • Page 1 of 20
  2. 2. Table of ContentsOverview and BenefitsAbout the AMA PCM® Program . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3Purpose and Use of AMA PCM® Certification . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3Benefits of AMA PCM® Certification . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4Eligibility and RequirementsEducation and Experience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5Exam . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5Ethics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5Steps to CertificationReview the AMA PCM® Handbook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6Submit Your Application . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6Prepare for the Exam . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7Take the Exam . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9Recertify . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9Maintaining Your CertificationEarning Continuing Education Credits . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11Recording Your Hours . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11Recertifying . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12AppendixesAppendix A: AMA PCM® Body of Knowledge . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Ethical Issues Affecting the Marketplace . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Strategic Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Understanding & Targeting the Marketplace . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Value Creation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Value Capture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Value Delivery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Marketing Communication . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Marketing Evaluation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17Appendix B: AMA Statement of Ethical Norms and Values . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19Appendix C: Summary of AMA PCM® Fees . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20AMA Contact Information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 American Marketing Association • AMA PCM® Handbook • Page 2 of 21
  3. 3. Overview and BenefitsThank you for your interest in the American Marketing Association’s Professional Certified Marketer(AMA PCM®) program.This handbook provides all the information you need to understand the process of becoming a certifiedmarketing professional. Please familiarize yourself with this handbook and read each section carefully beforeapplying to the program.If you have any questions, please feel free to contact us at PCM@ama.org or 1.800.AMA.1150, ext. 9039.The AMA looks forward to welcoming you as a Professional Certified Marketer!About the AMA PCM® ProgramAmerican Marketing Association PCM® certification is a career-long commitment that demonstrates to currentand potential employers, peers and clients that you have mastered core marketing knowledge and principles.It also shows your dedication to staying current in the marketing field and upholding the highest professionalstandards.You can earn the AMA PCM® designation by satisfying the 4 E’s: proof of formal education and professionalexperience, successful completion of a certification exam, and adherence to a code of ethics.Unlike certificate programs offered by colleges, universities and training centers, a certification is not intended toteach new information but, rather, to measure an individual’s knowledge and application of the skills needed forprofessional practice.The AMA PCM® program is open to AMA members and nonmembers; however, if you’re not a member, weencourage you to join and benefit from all that AMA offers.Purpose and Use of AMA PCM® CertificationAMA PCM® certification shows that the holder has demonstrated a mastery of the marketing knowledge baseand, through maintenance of certification, is committed to staying informed of new developments in themarketing field.AMA PCM® certification is voluntary. Organizations or individuals incorporating this certification as a conditionof employment or advancement do so of their own volition. Individuals should determine for themselveswhether attaining certification, including meeting the eligibility and recertification requirements, when coupledwith any other requirements imposed by individuals or organizations, meets their needs and complies withany applicable laws.AMA PCM®-certified professionals proudly display their certificates and use the PCM credential on businesscommunication as a visible indication of this significant professional achievement. American Marketing Association • AMA PCM® Handbook • Page 3 of 21
  4. 4. Benefits of AMA PCM® CertificationAttaining AMA PCM® certification indicates that you have metstrict criteria established by the AMA and offers a number Not only has the PCM credentialbenefits: been a source of professional • Heightens your marketability and provides differentiation pride, it also helped me to from others in the marketing talent pool beat the competition for clients and • Demonstrates your commitment to staying abreast of the new jobs. Key to good marketing is latest marketing knowledge and practices positioning and differentiation, and the • Indicates that you operate under the highest professional PCM has helped me to stand out and standards leverage the credibility of the AMA to • Allows you to use the AMA PCM® credential and logo for my advantage.” public recognition of your professional achievement • Serves as a benchmark of your career accomplishments David Kinard, M.Ed., PCM and as a roadmap for professional development going Associate Vice President, forward Marketing & Communications, Physicians Insurance A Mutual Company About the American Marketing Association The American Marketing Association is one of the largest marketing associations in the world, with over 30,000 members who work, teach and study in the field. Being a member gives you access to a vast body of marketing knowledge, high-quality training programs, the latest tools and tactics, exposure to leading-edge thinking, and opportunities to interact with marketing peers around the world. Join the AMA now, and you’ll save 30% on your Professional Certified Marketer exam! You’ll also have immediate access to exclusive online resources, publications and member- discounted events. To learn more or apply for membership, visit MarketingPower.com/MemberCenter. American Marketing Association • AMA PCM® Handbook • Page 4 of 21
  5. 5. Eligibility and RequirementsEducation and ExperienceTo be eligible for AMA PCM® certification, you must meet certain educational and professional experiencerequirements before applying. You must have either:A bachelor’s degree (or global equivalent) and 4 years of professional marketing experienceorA master’s degree (or global equivalent) and 2 years of professional marketing experienceIf you do not meet these requirements, your AMA PCM® application will not be approved.ExamIf you meet the education and experience requirements above and your application is approved, you must passthe AMA PCM® Certification Exam. Information about the exam appears in the “Steps to Certification” section ofthis handbook (pages 6 – 9). Exam content areas are covered in the “AMA PCM® Body of Knowledge” section(Appendix A, pages 13–17).EthicsPlease thoroughly review the AMA Statement of Ethical Norms and Values before applying to the AMA PCM®program. (It appears in Appendix B of this handbook as well as on AMA’s website, MarketingPower.com.)Prior to launching the certification exam, you will be prompted to sign the Statement of Ethical Norms andValues, indicating you agree with the terms listed. To be eligible for AMA PCM® certification, you must adhereand be committed to ethical professional conduct.The affirmation also confirms that all information on your application is complete and true and that you have readthis Professional Certified Marketer Handbook, agreeing to be bound by its policies and procedures. American Marketing Association • AMA PCM® Handbook • Page 5 of 21
  6. 6. Steps to CertificationThis section outlines the steps you must take to apply for, earn and maintain the AMA PCM® credential. Review PCM Submit Prepare Take Exam Recertify Handbook Application for Exam1 Review the AMA PCM® HandbookBefore beginning the AMA PCM® certification process, please review this handbook in its entirety to ensure thatyou meet the eligibility requirements and are willing and able to make the necessary commitments to earn andmaintain certification.2 Submit Your Application*To apply to the AMA PCM® program, you must submit an online application. To access the application, visitMarketingPower.com/PCM, click on the “PCM Application” button and follow the instructions. (If you are notregistered on MarketingPower.com, you’ll need to set up an account first.) After entering all required data, youwill be instructed to pay a $75 nonrefundable application fee via credit card, then submit your application to theAMA for review.Within 48 hours of submission, you will receive an e-mail notifying you of the status of your application. If yourapplication has been approved, you will receive further instructions for purchasing and taking the exam.*Please note: After your application has been approved, you will have 90 days to purchase and completethe AMA PCM® Certification Exam. Please keep this in mind before you apply for the program. If you meet theeligibility criteria, we encourage you to begin preparation for the exam prior to submitting your application; youmay require more than 90 days to prepare.The American Marketing Association randomly audits a percentage of exam applications. Candidates randomly selectedfor an audit will be notified by e-mail. If you are selected for an audit, you must be able to officially document the requiredprofessional marketing work experience and/or educational degrees. Eligibility can be verified with a copy of an academictranscript or a resume with a job description that satisfies the requirement.Failure to comply with an audit results in the candidate’s application being denied. Applications may be denied or certificationsrevoked for any of the following reasons: • Falsification of work experience or other information on the exam application • Misrepresentation of work experience or other information on the exam application • Violation of testing procedures • Violation of the AMA Statement of Ethical Norms and Values American Marketing Association • AMA PCM® Handbook• Page 6 of 21
  7. 7. 3 Prepare for the ExamThe AMA PCM® Certification Exam was developed from the AMA PCM® Body of Knowledge (see pages 13–17for an overview of this content). While accomplished marketing professionals should have a good grasp of thiscontent, the exam still requires preparation for most candidates.Because the exam measures a marketing professional’s unique knowledge base and mastery of marketingapplications, it is impossible to train or teach to the exam. No two candidates have the exact same backgroundor knowledge base; therefore, there is no one recommended study method or way to prepare.We do recommend, however, that you thoroughly review the AMA PCM® Body of Knowledge to determine whereyour knowledge and skills are the least developed. From there, you can select a text(s) from the RecommendedReading List (below), or choose another standard marketing reference book, and review the relevant sections.The AMA also offers resources that you may wish to use as you study for the exam. These are available underthe “Catalog” tab of your “PCM Home” page.AMA PCM® Introduction Package (free)This package includes an overview of the AMA PCM® program and a 25-question practice exam. We highlyrecommend that you take advantage of this free resource to get a feel for the approach and the questionstructure and content prior to taking the exam.Recommended Reading List (prices vary)Below are a few comprehensive marketing books that could be helpful as you prepare for the AMA PCM®Certification Exam. The AMA does not sell these, but you should be able to find them through your local library, acollege bookstore, or retailers such as Amazon.com or Barnes & Noble. They are also available directly throughthe publishers at a discount to AMA PCM® applicants. Specific instructions for ordering are available under the“Catalog” tab of your “PCM Home” page. Texts: • Grewal, Dhruv, and Michael Levy. Marketing, 3rd Edition. New York, NY: McGraw-Hill/Irwin, 2012. ISBN: 978-0078028830 • Kerin, Roger A., Steven William Hartley and William Rudelius. Marketing, 11th Edition. New York, NY: McGraw-Hill/Irwin, 2013. ISBN: 978-007802889-2 • Pride, William M., and O. C. Ferrell. Marketing. Mason, OH: Cengage Learning, 2012. ISBN: 978-1111526191AMA PCM® Study Package ($175 for AMA members/$225 for nonmembers) This package includes: • An overview of each AMA PCM® Body of Knowledge domain, including a glossary of terms to study for each topic — all mapped to specific chapters in recommended textbooks. • Practice tests for each domain. These tests are randomly generated from a bank of approximately 600 questions to expose users to a variety of sample questions. Three attempts are allowed per test. American Marketing Association • AMA PCM® Handbook • Page 7 of 21
  8. 8. 4 Take the ExamOnce your application has been approved, you will receive instructions for purchasing and taking the AMA PCM®Certification Exam. The exam fee is $450 for AMA members and $650 for nonmembers. As a reminder, once yourapplication has been approved, you will have 90 days to apply for and complete the exam.The exam is given online, proctored as an in-person test would be, only virtually. You have 3 hours in one sittingto complete the exam with an option to pause for a 30-minute break halfway through. Before launching the exam,make sure you have an uninterrupted block of time to devote to the test.The AMA PCM® Certification Exam consists of 150 multiple-choice questions. Each question contains fivechoices, only one of which is the correct or best answer. You will be required to provide an answer to eachquestion before moving onto the next. You will not have the ability to return to review or change your answers toprevious questions. Keep this in mind and ensure that you have thoroughly read and are prepared to respond toeach question before submitting your answer.Please note: If your time expires or if you select the option to pause halfway through and do not return to theexam within 30 minutes, your progress up to that point will be submitted for grading and your final score willstand for this attempt.Exam TipsIn addition to knowing the AMA PCM® Body of Knowledge, it is important to prepare yourself to take an onlinemultiple-choice exam. Keep the following tips in mind: • First and foremost, ensure that your computer and Internet connection are in reliable working order. If you are on a laptop, make sure that it is fully charged and the power cord is plugged in or nearby. • Design the space around you to be conducive to focusing on the exam. Ensure that your time will be free of interruptions or disruptive noises. • Use your time wisely. The exam contains 150 questions and must be completed in 3 hours — track and pace your progress. A timer will be displayed in the exam window to help you track the time remaining. If you choose to pause the exam for up to 30 minutes, this time is NOT included in your total exam-taking time. • Some test questions will require you to solve math equations; you may need to use a calculator to assist you. • Read each question carefully. Look for key words to guide you, and review all of the answers before making your selection. • Answer all questions to the best of your ability. In a case where there appears to be more than one possible answer, choose the best answer to the question. • Because you will not have the ability to return to change or review your answers to previous questions, it is important to mentally let go and move on once a question has been answered. American Marketing Association • AMA PCM® Handbook• Page 8 of 21
  9. 9. Scoring and PassingIn order to pass the exam, you must receive a cumulative score of 80% or higher, and score no lower than 70% inany one domain.You will receive your scores immediately upon completion of the exam, with a breakdown by domain and topic.Each section reports the number of questions answered correctly versus the total number of questions in thatsection. This information can be used to identify weak areas, develop future exam preparation strategies andidentify professional development opportunities before recertification.If you do not pass the exam on your first attempt, you will be required to wait 30 days and then you maypurchase an additional attempt at the full price.In addition to a score report, passing candidates receive an official certificate and lapel pin displaying the AMAPCM® designation. If you pass the exam, you will be able to print off a certificate immediately afterward. You alsomay let your employer know about your achievement using the employer notification request completed duringthe application process. You should receive your AMA PCM® packet in the mail within two weeks.5 RecertifyTo maintain your AMA PCM® certification, AMA requires you to pursue ongoing marketing education and growth,and to recertify every 3 years. Please read through the next section for details on continuing education and theAMA PCM® recertification process. Earning AMA PCM® certification represents the highest standard of achievement for a marketer. When clients see the PCM® credential, it gives them the assurance that they are working with a marketer who is highly educated, experienced and ethical.” Scot Squires Marketing Strategist American Marketing Association • PCM Handbook • Page 9 of 21
  10. 10. Maintaining Your Certification Earning Continuing Education CreditsTo maintain your certification, you are required to complete 40 units of continuing education every 3 years (eachunit represents approximately one hour of activity). These hours may be accumulated in multiple ways, includingattending seminars, writing articles and participating in other activities that contribute to your professional growthand to the industry as a whole.You are encouraged to pursue your continuing education units (CEUs) through a variety of sources.These include: Maximum Allowable Units within the 3-Year Renewal Period Self-Directed or Online Coursework 25 Units Instructor-Led Coursework 25 Units Conferences and Seminars 20 Units Speaking and Instruction 10 Units Research and Publishing 10 Units Annual AMA Membership 1 UnitNote: Hours tallied do not include time not spent on the actual activity — i.e., in travel, breaks, networking, pre-work or setup.All CEU activities must contribute to your proficiency and professional growth. If you have participated or plan toparticipate in a marketing-related activity that may not fit into one of the categories listed above, please contactthe American Marketing Association’s Certification Department at 1.800.AMA.1150, ext. 9039 to discuss youroptions.Self-Directed or Online Coursework (individual study)25-unit maximum per 3-year cycle; 1 unit is awarded for each physical hour of continuing education.Activities include: • eLearning courses • Webcasts • Video conferences and events • Podcasts • Reading research articles to expand your understanding of the discipline American Marketing Association • AMA PCM® Handbook • Page 10 of 21
  11. 11. Instructor-Led Coursework (group programs)25-unit maximum per 3-year cycle; 1 unit is awarded for each physical hour of continuing educationActivities include: • College and university courses • Instructor-led training or workshops • Instructor-led online coursesConferences and Seminars20-unit maximum per 3-year cycle; 1 unit is awarded for each physical hour of continuing education • Instructor-led seminars • Conferences on specific marketing disciplines • Thought leadership conferencesSpeaking and Instruction10-unit maximum per 3-year cycle; 1 unit is awarded for each physical hour of instruction.Activities include: • Teaching a course/leading a workshop outside of your workplace • Teaching a course at a university • Making a presentation at an industry conferenceResearch and Publishing10-unit maximum per 3-year cycle; 1 unit is awarded for each physical hour of continuing education. Content mustcontribute to the advancement of the discipline or contribute to professional growth.Activities include: • Publishing a paper in a journal or periodical (newsletters are not eligible) • Writing and publishing a book on a marketing topic • Co-authoring an article or text • Developing courses that support the goal of CEUs Recording Your HoursTo help keep track of your CEUs, the AMA system will track each AMA event that you attend in your CEU log.For CEUs earned outside of AMA, proper documentation is required to receive credit for the activity. For yourconvenience, there is a tab on the “PCM Home” page which will allow you to upload these CEU activities. TheAMA reserves the right to verify any of your continuing education units. You should therefore save copies of anysupporting paperwork, such as certificates of completion, copies of articles and registration receipts. American Marketing Association • AMA PCM® Handbook • Page 11 of 21
  12. 12. Recertifying Your certification is valid for 3 years from the date you passed the AMA PCM® Certification Exam. Any continuing education activities you are involved in after that date may count toward recertification. You will receive a reminder several months before your certification expires, but make sure to record your activities as you complete them. At the point of your second recertification (6 years after initially taking the exam), you will be required to retake and pass the AMA PCM® Certification Exam in addition to completing the 40 required CEUs. Apply Obtain 40 Obtain 40Start Year Obtain Year Year Obtain Year and Pass CEUs and CEUs and Exam 3 40 CEUs 6 Retake Exam 9 40 CEUs 12 Retake Exam Recertification Application and Exam You must fill out a short online application for recertification every 3 years, primarily to verify your current contact information. There is a fee to process your application, produce an updated certificate and maintain your records for the subsequent 3 years. This fee is $75 for AMA members and $125 for nonmembers. After the first 3 years of certification, if you have achieved the CEU requirements, there is no need to retake the exam. However, given the rapid change and innovations within the marketing field, you must retake the exam in the 6th year following the initial exam to maintain your certification. The fee for the recertification exam is $200 for AMA members and $300 for nonmembers. I am really looking forward to marketing myself with the AMA PCM® credential. As a marketer, it’s wonderful to be recognized in the industry as a professional who has mastered core knowledge and principles. I’m excited to see what this will do for me professionally!” Angela Ten Clay Senior Marketing Specialist, TMG Financial Services American Marketing Association • AMA PCM® Handbook • Page 12 of 21
  13. 13. AppendixesAppendix A: AMA PCM® Body of KnowledgeAn AMA PCM® must demonstrate mastery of a broad range of marketing principles, which may extend beyondthose that he or she applies on an everyday basis.The AMA PCM® Certification Exam was developed around the AMA PCM® Body of Knowledge, a comprehensiveoutline of core concepts from across the entire marketing profession. The AMA PCM® Body of Knowledge andexam content are reviewed regularly to ensure they are consistent with current marketing practices.Outlined below are the eight major content areas, or domains, of the AMA PCM® Body of Knowledge. Indicatedin parentheses after each is the approximate percentage of the test devoted to that domain. Domain 1: Ethical Issues Affecting the Marketplace (5%) Domain 2: Strategic Marketing (10%) Domain 3: Understanding & Targeting the Marketplace (30%) Domain 4: Value Creation (12%) Domain 5: Value Capture (10%) Domain 6: Value Delivery (10%) Domain 7: Marketing Communication (15%) Domain 8: Marketing Evaluation (8%)Under each domain are several topics and learning objectives. See the “Steps to Certification” section(pages 6–9) for information about preparing for the exam.Please note that the questions from each content area will be randomly placed throughout the test, not inthe order they appear in this section. American Marketing Association • AMA PCM® Handbook • Page 13 of 21
  14. 14. Appendix A, continued Domain 1: Ethical Issues Marketing Analysis Affecting the Marketplace (5%) • Understand the techniques used in making marketing strategy decisionsMarketing Ethics • Analyze a marketing situation using • Identify the ethical values marketers SWOT analysis should embrace • Outline how customers, the company, • Know the AMA Statement of Ethical Norms competitors, and channel partners affect and Values marketing strategy • Understand the process of making ethical • Explain why macro environmental forces are marketing decisions and their impact important in making marketing decisions on consumers • Distinguish between ethics and social Domain 3: Understanding & responsibility Targeting the Marketplace (30%) • Describe how ethics can be integrated into a firm’s marketing strategy Consumer Behavior • Articulate the steps in the consumer buying process Domain 2: • Describe the difference between functional Strategic Marketing (10%) and psychological needs • Understand the various control and risk factorsMarketing Fundamentals that affect information search • Define the role of marketing in organizations • Discuss post-purchase outcomes • Describe how marketers create value for a • Understand the psychological and social/ product or service cultural factors that affect the behavior of • Understand why marketing is important, both buyers as they go through the consumer within and outside the firm decision process • Understand the importance of relationship • Describe how the consumer decision making management as a part of marketing process can be influenced by varying levels of consumer involvementMarketing Planning • Discuss the importance of understanding a Business-to-Business Marketing company’s business, mission, vision, and • Describe the ways in which business-to- values in setting strategic goals and objectives business (B2B) firms segment their markets for success • Understand the B2B buying process • Describe the elements of a strategic marketing • Understand the key differences between B2B plan, from planning, through implementation, to and B2C marketing metric-based evaluation • Identify the different roles within the • List the steps an organization uses to develop a buying center strategic marketing plan American Marketing Association • AMA PCM® Handbook • Page 14 of 21
  15. 15. Appendix A, continued Global Marketing Domain 4: • Understand the factors that aid in the growth Value Creation (12%) of globalization • Understand the methods used to assess the Branding and Packaging Decisions attractiveness of global markets • Explain the various components of brand equity • Discuss the various strategies used to • Develop an understanding of brand strategy effectively enter into global markets and the various types of branding strategies • Highlight the similarities and differences used by firms between a domestic marketing strategy and a • Distinguish between brand extension and line global marketing strategy extension • Indicate the advantages of a product’sSegmentation Targeting and Positioning packaging and labeling strategy • Discuss the different techniques and methods for segmenting markets Products and Services • Describe how firms determine whether a segment • Describe the different groups of adopters is attractive and therefore worth targeting articulated by the diffusion of innovation theory • Articulate the difference among various • Explain the various stages involved in targeting strategies developing a new product or service • Define brand positioning and value proposition • Describe the various product life cycle concepts • Describe how firms develop value propositions • Identify types of consumer products to build a brand utilizing positioning techniques • Explain the difference between a product mix’s and strategies breadth and a product line’s depth • Describe how the marketing of services differsMarketing Research from the marketing of products • Understand and describe the marketing • Discuss the four gaps in the Service Gap Model research process • Understand the various dimensions related to • Summarize the differences between secondary service quality data and primary data • Explain the zone of tolerance • Describe the various secondary data sources • Discuss the strategies and tactics companies • Describe the various qualitative and quantitative use to recover from bad service experiences primary data collection techniques, and analyze the advantages and disadvantages of Domain 5: each method Value Capture (10%) • Examine the circumstances under which collecting information on consumers is ethical 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 American Marketing Association • AMA PCM® Handbook • Page 15 of 21
  16. 16. Appendix A, continued • Explain price elasticity and inelasticity • Describe the various traditional integrated • Describe how to calculate a product’s break-even marketing communication channels point • Recognize the challenges and opportunities • Describe the various types of competitive pricing associated with communicating to various • Describe the forecasting terms used to cultural and social target segments determine demand • Explain the various ways used to allocate the • Describe the difference between various IMC budget pricing strategies • Describe the legal and ethical issues related Advertising, Public Relations, and to pricing that have the potential to deceive Sales Promotion customers • Describe the steps in designing and executing an advertising campaign Domain 6: • Understand various objectives of advertising Value Delivery (10%) • Describe the different ways that advertisers appeal to consumersSupply Chain and Channel Management • Identify the various types of advertising media • Define supply chain management and the role • Identify agencies that regulate advertising of logistics in supply chain management • Describe the elements of a public relations toolkit • Describe the flow of merchandise and the flow of information in the supply chain • Identify the various types of sales promotions • Describe the strategies used in managing Direct Marketing and Customer supply chains and marketing channels Relationship Management • Understand the variety of methods used inRetailing and Multichannel Marketing Direct Marketing, and the advantages and • Discuss the factors manufacturers should disadvantages of each method consider as they develop their strategy for working with retailers • Understand the use of data in segmenting target markets for Direct Marketing and • Understand the various levels of distribution Customer Relationship Management programs intensity • Recognize the various legal and ethical issues • Describe various types of retailers and the related to Direct Marketing benefits and challenges for each type of retailer • Identify the benefits and challenges of Interactive Marketing: Internet/Social Media multichannel retailing • Recognize and describe the newer and emerging communication channels within Domain 7: Marketing integrated marketing communications, and their Communication (15%) relationship with traditional IMC tactics • Identify the various types of interactiveIntegrated Marketing Communications marketing vehicles and their advantages and • Understand the principles of communication disadvantages and strategies used to effectively communicate • Explain the four steps in the AIDA model American Marketing Association • AMA PCM® Handbook • Page 16 of 21
  17. 17. Appendix A, continued • Identify the various types of social media, their advantages and disadvantages, and their role in IMC • Recognize the various legal and ethical issues related to Interactive and Social Media MarketingPersonal 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 (8%)Marketing Metrics • Identify marketing metrics used to measure integrated marketing communications (IMC) 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 American Marketing Association • AMA PCM® Handbook • Page 17 of 21
  18. 18. Appendix B: AMA Statement of Ethical Norms and ValuesPreambleThe American Marketing Association commits itself to promoting the highest standard of professional ethical norms and valuesfor its members (practitioners, academics and students). Norms are established standards of conduct that are expected andmaintained by society and/or professional organizations. Values represent the collective conception of what communitiesfind desirable, important and morally proper. Values also serve as the criteria for evaluating our own personal actions and theactions of others. As marketers, we recognize that we not only serve our organizations but also act as stewards of society increating, facilitating and executing the transactions that are part of the greater economy. In this role, marketers are expectedto embrace the highest professional ethical norms and the ethical values implied by our responsibility toward multiplestakeholders (e.g., customers, employees, investors, peers, channel members, regulators and the host community).Ethical NormsAs Marketers, we must:Do no harm. This means consciously avoiding harmful actions or omissions by embodying high ethical standards andadhering to all applicable laws and regulations in the choices we make.Foster trust in the marketing system. This means striving for good faith and fair dealing so as to contribute toward the efficacyof the exchange process as well as avoiding deception in product design, pricing, communication, and delivery of distribution.Embrace ethical values. This means building relationships and enhancing consumer confidence in the integrity of marketingby affirming these core values: honesty, responsibility, fairness, respect, transparency and citizenship.Ethical ValuesHonesty — to be forthright in dealings with customers and stakeholders. To this end, we will: • Strive to be truthful in all situations and at all times. • Offer products of value that do what we claim in our communications. • Stand behind our products if they fail to deliver their claimed benefits. • Honor our explicit and implicit commitments and promises.Responsibility — to accept the consequences of our marketing decisions and strategies. To this end, we will: • Strive to serve the needs of customers. • Avoid using coercion with all stakeholders. • Acknowledge the social obligations to stakeholders that come with increased marketing and economic power. • Recognize our special commitments to vulnerable market segments such as children, seniors, the economically impoverished, market illiterates and others who may be substantially disadvantaged. • Consider environmental stewardship in our decision-making. continued » American Marketing Association • AMA PCM® Handbook • Page 18 of 21
  19. 19. Appendix B, continuedFairness — to balance justly the needs of the buyer with the interests of the seller. To this end, we will: • Represent products in a clear way in selling, advertising and other forms of communication; this includes the avoidance of false, misleading and deceptive promotion. • Reject manipulations and sales tactics that harm customer trust. Refuse to engage in price fixing, predatory pricing, price gouging or “bait-and-switch” tactics. • Avoid knowing participation in conflicts of interest. Seek to protect the private information of customers, employees and partners.Respect — to acknowledge the basic human dignity of all stakeholders. To this end, we will: • Value individual differences and avoid stereotyping customers or depicting demographic groups (e.g., gender, race, sexual orientation) in a negative or dehumanizing way. • Listen to the needs of customers and make all reasonable efforts to monitor and improve their satisfaction on an ongoing basis. • Make every effort to understand and respectfully treat buyers, suppliers, intermediaries and distributors from all cultures. • Acknowledge the contributions of others, such as consultants, employees and coworkers, to marketing endeavors. • Treat everyone, including our competitors, as we would wish to be treated.Transparency — to create a spirit of openness in marketing operations. To this end, we will: • Strive to communicate clearly with all constituencies. • Accept constructive criticism from customers and other stakeholders. • Explain and take appropriate action regarding significant product or service risks, component substitutions or other foreseeable eventualities that could affect customers or their perception of the purchase decision. • Disclose list prices and terms of financing as well as available price deals and adjustments.Citizenship — to fulfill the economic, legal, philanthropic and societal responsibilities that serve stakeholders.To this end, we will: • Strive to protect the ecological environment in the execution of marketing campaigns. • Give back to the community through volunteerism and charitable donations. Contribute to the overall betterment of marketing and its reputation. • Urge supply chain members to ensure that trade is fair for all participants, including producers in developing countries.ImplementationWe expect AMA members to be courageous and proactive in leading and/or aiding their organizations in the fulfillment ofthe explicit and implicit promises made to those stakeholders. We recognize that every industry sector and marketing sub-discipline (e.g., marketing research, e-commerce, Internet selling, direct marketing, and advertising) has its own specific ethicalissues that require policies and commentary. An array of such codes can be accessed through links on the AMA website.Consistent with the principle of subsidiarity (solving issues at the level where the expertise resides), we encourage all suchgroups to develop and/or refine their industry and discipline-specific codes of ethics to supplement these guiding ethicalnorms and values. American Marketing Association • AMA PCM® Handbook • Page 19 of 21
  20. 20. Appendix C: Summary of AMA PCM® Fees AMA Member Nonmember Application $75 $75 Introduction Package FREE FREE Study Package $175 $225 Certification Exam $450 $650 Recertification (every 3 years)* $75 $125 Recertification and Exam (every 6 years)* $200 $300* Provided continuing education requirements have been met American Marketing Association • AMA PCM® Handbook • Page 20 of 21
  21. 21. If you have additional questions after reviewing this handbook,please contact us.American Marketing AssociationProfessional Certified Marketer Program311 S. Wacker Drive, Suite 5800Chicago, IL 60606, USAPhone:1.800.AMA.1150, ext. 9039 (toll-free in U.S.)+1.312.542.9039E-mail: pcm@ama.orgWebsite: MarketingPower.com/PCM American Marketing Association • PCM Handbook • Page 21 of 20

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