The document summarizes the experience of the Institute of Management Accountants (IMA) in expanding their Certified Management Accountant (CMA) certification program internationally, specifically into China. Some key learnings from conducting a feasibility study and launching the program in China included creating local partnerships, seeking translation funding support, focusing on building local membership value, understanding internal capabilities, and ensuring exam preparation materials are ready. The international expansion has led to growth in IMA's international membership from 14% to 17% since the China launch.

1. Business Strategy and Planning: Making the Decision to Go International Tina Turner, Global Professional Skills February 24, 2009

3. Reasons to Go International … You have the opportunity to influence the profession on a global scale You have the resources & mandate to grow membership and revenue An international strategy is a logical expansion of your association’s mandate You can find evidence of “local” demand

4. Setting the Stage: Situation & Opportunity

5. Case Study: US-based Association Institute of Management Accountants (IMA) History of 85 years of operation in US 20+ year certification: CMA, Certified Management Accountant Domestic cert registration growth rate steady & consistent Minimal, ad-hoc international membership Seeking membership growth: increasing global economy opening international opportunities

6. International Applicability of Certification BOK that lends itself well to translation Increasing competitiveness of developing countries Tapping into needs of multinational companies Profession with standard “global” elements of competency

7. IMA’s Goal to Grow Foundation work: brand & product (IP) Strategic plan put in place Vision: The world’s leading association for management accounting and finance professionals. Chapter network expansion opportunity

8. Why China? Evidence of Demand Market with the highest potential growth Competitive advantage over other associations entering China Expressed interest from Chinese executives, academics & potential members “ There is a long history of testing in China and a huge thirst, particularly from the 7 million plus new university grads each year, for professional certifications.” John Chen, Director, Greater China, Prometric

9. Learning a New Language: The Translation Process

13. Exam Launch & Roll Out Exam translation began Oct-1-06 and was competed by May-1-07 Pilot run from July-07 to Aug-07 Official launch Sept-07 Exam prep materials launched March-1-08

14. Finding Out What Works: Learnings

15. LEARNING #1: Create Local Partnerships Enlist local partner associations : content localization & distribution Local university and Government support Sponsorship of local conferences and research Localized web presence Establish delivery partners : Authorized Review Course Provider (ARCP) program “ The Chinese website has been very popular and a relatively inexpensive way to reach our audience. The ARCP program was a key part of helping us reach out to individuals with a practical, localized offer to help them prepare for the exams.” Linda Li, IMA China Mkt Manager

16. LEARNING #2: Seek Translation Funding Support Find partners to assist in translation funding -- defrays costs and commits others to success of the project CMA exam prep materials translated by a Chinese Ministry of finance publisher at their cost Government and private partners can also help fund marketing materials or other support materials

18. LEARNING #4: Understand Capabilities Be clear up front on formats your test vendor can support in translated language Assess internal capabilities – map processes and formats that can be replicated domestically & abroad

20. The Never-ending Story: Continuing the Journey

21. “ Go International” Results To Date Dec ‘08 JUNE-06 14% Int’l membership DEC-08 17% Int’l membership China membership growing by 50% every 6 months since exam launch in July-07

22. The Work Continues Continue to promote the translated examination aggressively Grow government support for the program Continue to leverage existing member base in multi-national companies Prepare for translation into another language ... Continue globalization

23. Thank You … www.globalproskills.com Tina Turner [email_address]