ADMA and DeakinDigital launch Professional Credentials to boost industry proficiency

The Association for Data-driven Marketing and Advertising (ADMA) has today announced the launch of Professional Marketing Credentials designed to establish recognised industry proficiency in the marketing industry.

ADMA has partnered with DeakinDigital, backed by Deakin University, to develop both a new marketing capabilities framework and credential model. The Credentials are a world-first system of independently verified, evidence-based marketing credentials that provide recognition of an individual’s experience, skills and capability gained through work.

This will enable businesses and individuals to recognise marketing specific capabilities benchmarked against globally recognised academic and industry standards. It will be an essential tool for organisations to ensure that they recruit, develop and retain the best talent to effectively build a marketing team of the future.

Says Jodie Sangster (pictured above), CEO, ADMA: “Marketing continues to change at a rapid pace. For businesses to be successful, they must ensure they have the optimal marketing teams in place and that their people have the marketing skills and capabilities of the future. Most organisations struggle to know what capability they currently have and how to build a team for the future. Our new programs solve those problems. The capabilities framework defines the required skills and companies can use our new Skills Assessment tool to identify current capabilities and skills gaps.”

At launch Credentials will be offered in Data-driven Marketing, Digital Marketing and Content Marketing with further Credentials to be launched by the end of the year.

Says Simon Hann, CEO of DeakinDigital: “As a first to market innovative disruptor, DeakinDigital is excited to be working with a like-minded association like ADMA to develop Professional Marketing Credentials. The marketing industry is experiencing unprecedented rapidity of change and doesn’t have readily recognised qualification and professional development pathways. Issued by DeakinDigital and ADMA, the Credentials create that pathway, enable identification of industry specific capability and provide recognition of skills that are important for businesses and individuals who wish to secure their future success.”

ADMA is at the forefront of marketing education having launched its new educational curriculum ADMA IQ in February 2016 with the aim of equipping today’s marketers with the skills they need in order to succeed and innovate in a rapidly-changing market. However the introduction of the Professional Marketing Credentials will now offer a critical bridge to businesses and individuals in helping determine what skills are required and ensuring that the marketing skills of the future are accessible to all organisations.

Says Stephanie Tully, CMO, Qantas: “Professional Marketing Credentials are what our industry has been crying out for; a professionally audited measure for businesses to know at first glance if an individual has met a certain level of proficiency in a key area. As the marketing profession continues to evolve, up to the minute knowledge and expertise are more likely to be gained from hands on experience versus traditional tertiary education and this is going to be an invaluable way to recognise and recruit current and future marketing talent.”

Further details regarding the IQ Professional Credentials can be found here.