PURPOSE
The Marketing credential documents essential competencies for the development, oversight, and execution of marketing plans and programs for the purposes of increasing company profit or market share.
AUDIENCE
This credential is appropriate for marketing associates, marketing managers, business development managers, and market-research specialists. It would also be valuable for sales managers.
JOB/CAREER REQUIREMENTS
These competencies include an understanding of customer engagement, market research, targeting markets and customers, pricing strategy, buyer behavior, and the tools marketers use to develop, promote, and distribute products and services. These credentials document competencies including determining consumer demand for products and services, developing pricing strategies, planning and executing marketing programs, engaging and retaining customers, and monitoring and capitalizing on market trends. Marketers are required to consistently review and adapt practices to respond to the changing marketplace. Marketers are an important part of a team working to engage and retain customers and thus need to work closely with company leadership and across divisions to accomplish corporate sales goals.
MARKETING PROFESSIONAL WORKPLACE TASKS:
- Develop traditional, digital, and social media marketing strategies in line with corporate strategy and goals
- Direct or collaborate with advertising, public relations, and sales
- Analyze market trends, customer wants, and buyer behavior
- Recommend strategies for the management and development of products or services based on market research, product life cycle, and competition
- Develop pricing strategies and promotions
- Recommend distribution networks and participate in relationships with wholesalers and retailers
EXAM STRUCTURE OVERVIEW
Number of Questions in Exam: 115
Total Time: 120 minutes
Overall Passing Score: 70%
(All sections require an individual passing score of 70%)
