Marketing Strategy Archives | American Marketing Association https://www.ama.org/topics/marketing-strategy/ The Essential Community for Marketers Mon, 05 Jan 2026 15:33:13 +0000 en-US hourly 1 https://wordpress.org/?v=6.9 https://www.ama.org/wp-content/uploads/2019/04/cropped-android-chrome-256x256.png?fit=32%2C32 Marketing Strategy Archives | American Marketing Association https://www.ama.org/topics/marketing-strategy/ 32 32 158097978 Advanced Digital Marketing Certification https://www.ama.org/certifications/advanced-digital-marketing-certification/ Fri, 20 Nov 2020 20:28:40 +0000 https://www.ama.org/?page_id=69924 Experienced Leaders Need Next Level Knowledge Being an expert is about seeing a bigger vision and having the skills and insight to make it happen. It means having real and tangible capabilities to take your message, brand and career into unexplored territories. DMI Graduates Work for Companies Like One Test = Two Marketing Certifications We’ve […]

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]]> Experienced Leaders Need Next Level Knowledge

Being an expert is about seeing a bigger vision and having the skills and insight to make it happen. It means having real and tangible capabilities to take your message, brand and career into unexplored territories.

  • Learn Online
  • 110 Hours Self-Paced Learning
  • Dual PCM Digital Marketing and DMI Certified Digital Marketing Expert
Get Started

DMI Graduates Work for Companies Like

One Test = Two Marketing Certifications

We’ve partnered with the Digital Marketing Institute, a world leader in professional digital marketing certification, to provide online learning and a meaningful assessment. When you complete the Digital Marketing Expert program, you will become dually certified with the AMA and DMI with two credentials: PCM® Advanced Digital Marketing and Certified Digital Marketing Expert.

Get Started

How Certification Works

Enrollment for the Digital Marketing Expert program happens through our partners at DMI. The program will take around 110 hours to complete. You’ll have access to self-paced online learning, exams and assignment. Exams consist of 100 questions, students require a score of 60% to pass.

Topics Covered

  • Digital Strategy and Planning
  • Search and Digital Channels
  • Digital Selling
  • Customer Experience
  • Social Media
  • eCommerce and Conversion Rate Optimization
  • Project Planning and Creative Skills
  • Leadership and Management

If you live outside of the U.S. and would like to pursue dual-certification, please contact DMI Customer Support.

92%

of DMI graduates have said that our digital marketing course has had a positive impact on their career.

81%

of DMI graduates have been promoted after completing one of our digital marketing programs.

88%

of DMI graduates are working at senior or management level.

Get Started

Looking for Something Else?

You have options! We also offer the Digital Marketing Pro certification program. It’s 30 hours of video learning with an online final exam. It’s a more comprehensive curriculum covering broad knowledge areas intended for less senior professionals.

Learn More

I Already Have a PCM® in Digital Marketing

Awesome! Your credential helps you stand out as someone committed to using their skills to make an impact. Don’t forget to report your Continuing Education Units (CEUs) to the AMA.

If you need support and are outside of the U.S. please click here.

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]]> 69924 Marketing Management Certification https://www.ama.org/certifications/marketing-management-certification/ Thu, 13 Dec 2018 20:41:08 +0000 https://www.ama.org/?page_id=2581 As a member of a small team, a leader of a large department, or an entrepreneur on your own, becoming an AMA Professional Certified Marketer®️ is a way to prove you have the knowledge you need across a broad spectrum of marketing topics, including: This 16-hour online self-paced course will guide you through key areas […]

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]]> As a member of a small team, a leader of a large department, or an entrepreneur on your own, becoming an AMA Professional Certified Marketer®️ is a way to prove you have the knowledge you need across a broad spectrum of marketing topics, including:

  • Marketing Strategy
  • Marketing Research and Data Analytics
  • Pricing Strategy
  • Customer Behavior and Segmentation
  • Product and Services Positioning

This 16-hour online self-paced course will guide you through key areas of marketing, equipping you with the knowledge you need to take the PCM® Marketing Management exam – which is included!

Get the Prep Course + Exam Bundle

Marketing Management PCM Prep Course + Exam Bundle

Non-Member

$849.00

Member

$749.00

Need to convince your boss? Download this customizable letter to let them know the benefits of your investment.

Download the letter

How Certification Works

After enrollment, you’ll have access to 16 hours of self-paced online learning. And when you’re ready to take the online exam, you’ll be directed to AMA’s exam platform.

Eligibility Requirements

While there are no eligibility requirements at this time, we find that PCM® candidates have more success if they have the following minimum level of education or experience:

  • Bachelor’s degree and four years of professional marketing experience 
  • Master’s degree and two years of professional marketing experience
  • 7 years of professional marketing experience 

Exam Details

The online test is made up of 150 multiple-choice questions. You’ll have three hours to complete it.

To pass, you must receive an overall score ​of 80% or higher and it is not required that you achieve a specific score in each domain. You will receive your scores immediately after completing the exam, including a breakdown by domain.

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Your exam registration will include three attempts that must be completed within one year of enrollment. If you are unsuccessful in passing the exam, you must wait for a minimum of 15 days between exam attempts.

You will have access to the online learning program and exam for one year from purchase. Instructions for accessing the exam are provided after completion of the prep course.

  • The last three versions of the major modern browsers (Chrome, Edge, Firefox, Safari) on a desktop or laptop device work best. Other mobile devices and web browsers may work, but may not render all features of the courses available.
  • Cookies and JavaScript must be enabled
  • Some ad blocker plug-ins will prevent videos from appearing in courses. Ad blocking software should be disabled during course work.
  • Reliable internet connection. Broadband cable or high-speed DSL is recommended for optimal experience.
  • E-mail account (to be able to register and to receive e-mail from the course system regarding registration, course status, etc.)

Note: Some courses may have additional hardware and/or software requirements. Any additional requirements will be listed in the course description and course syllabus.

Are You Interested in Just the PCM® Exam?

Purchase just the PCM®️ Marketing Management exam and prepare and study independently. While there are preparation recommendations below, we do not require that individuals purchase or study from a specific source to be eligible for the exam.

AMA MemberNon-Member
$249$349
Enroll In the Exam Only

Have You Already Passed the PCM® Exam?

Passing the PCM® exam is a big accomplishment! Now it’s time to promote and maintain your certification. Share the news and make sure to keep your certification up-to-date.

Questions?

No problem. We realize it’s a big commitment to become a PCM® in Marketing Management. Check out our FAQ page or email us at pcm@ama.org. 

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]]> 2581 Digital Marketing Certification https://www.ama.org/certifications/digital-marketing-certification/ Thu, 13 Dec 2018 15:42:30 +0000 https://www.ama.org/?page_id=2561 We’ve partnered with the Digital Marketing Institute, a world leader in professional digital marketing certification, to provide online learning and a top-tier exam. When you complete the Digital Marketing Pro program, you will become dually certified with the AMA and DMI with two credentials: PCM® Digital Marketing and Certified Digital Marketing Professional. Delivered 100% online […]

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]]>

We’ve partnered with the Digital Marketing Institute, a world leader in professional digital marketing certification, to provide online learning and a top-tier exam. When you complete the Digital Marketing Pro program, you will become dually certified with the AMA and DMI with two credentials: PCM® Digital Marketing and Certified Digital Marketing Professional.

Delivered 100% online with continuously updated content means you always get cutting-edge digital marketing and soft skills. Learn GA4, Social Media Marketing, PPC, how to use AI, and much more.

Get Started

Why certification matters

Certification demonstrates your commitment to keeping up to date and helps prove you have the knowledge employers can trust.

Relevant skills are evolving. According to The State of Digital Skills & Corporate Training report, 49% of the senior executives see artificial intelligence (AI) strategy development as the most important missing skill.

Our programs are designed and endorsed by industry leaders, boosting your reputation with two globally-recognized certifications. Take advantage of this shift to boost your prominence and leadership in this field.

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92%

of DMI graduates agree that our digital marketing course positively impacted their career.

79%

of DMI graduates have been promoted after completing one of our digital marketing programs.

88%

of DMI graduates are working at, or have been promoted to senior or management level.

virtual work

How Certification Works

Enrollment for the Digital Marketing Pro program happens through our partners at DMI. You’ll have access to 30 hours of self-paced online learning. And when you’re ready to take the exam, you’ll schedule a time with a testing center near you.

Get Started

Topics Covered

  • Digital Marketing in the Era of AI
  • Content Marketing
  • Social Media Marketing
  • Search Engine Optimization (SEO)
  • Paid Search (PPC) Using Google Ads
  • Email Marketing
  • Website Optimization
  • Google Analytics
  • Digital Marketing Strategy
GET STARTED

Looking for more advanced training?

We also offer the Digital Marketing Expert advanced certification. It’s 16 months of video learning with regular assessments. It’s a more advanced curriculum designed for senior professionals.

Learn More

I Already Have a PCM® Digital Marketing

Awesome! Your credential helps you stand out as someone committed to using their skills to make an impact. Don’t forget to report your Continuing Education Units (CEUs) to the AMA.

If you need support and are outside of the U.S. please click here.

The post Digital Marketing Certification appeared first on American Marketing Association.

]]> 2561 Skills employers want, Experiences you need https://www.ama.org/events/webinar/skills-employers-want-experiences-you-need/ Thu, 11 Dec 2025 20:45:10 +0000 https://www.ama.org/?post_type=ama_event&p=216273 Marketplace Simulations offers a three-step process to prepare, measure, and guide professionals for marketing success. Step 1: Practice running a marketing program Advertisement Employers demand analytical thinking, resilience and flexibility, plus smart decisions in complex, fast-changing environments. Knowledge is only valuable if it can be put it to use.  A Marketplace simulation develops these skills by […]

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]]> Marketplace Simulations offers a three-step process to prepare, measure, and guide professionals for marketing success.

Step 1: Practice running a marketing program

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Employers demand analytical thinking, resilience and flexibility, plus smart decisions in complex, fast-changing environments. Knowledge is only valuable if it can be put it to use. 

A Marketplace simulation develops these skills by placing you in a realistic marketing scenario that demands thoughtful, data-driven decisions, decisions that have very real consequences in real life and game play.

Step 2: Assess demonstrated competencies

Employers want to see what you can do on the job, when the stakes are high and resources are limited.

Marketplace observes the work you do, the marketing decisions you make, the outcomes of those decisions, and how you respond to those outcomes.

From these observations, Marketplace then prepares a personalized Career Readiness Report (CRR) assessing 24 competencies, including critical thinking, problem solving, deductive reasoning, learning agility, innovation, tenacity, initiative, analytical, and effort.

Step 3: Create Personal Development Plan

What you measure, you can manage.

Knowledge of one’s strengths and weaknesses is powerful.

You can show employers real performance data—not just promises or personality profiles.

And Marketplace will prepare a Personal Development Plan to improve on your strengths and weaknesses; it will even offer career advice.

Attend this webinar to learn how Marketplace Simulations can 1) enhance your marketing and marketable skills through game play, 2) create a detailed, competency assessment based upon that play, and 3) create a Personal Development Plan take to advantage of your strengths and work to improve areas where you fall short of your goals.

Whether you are just starting your marketing career or are 10 years into it, Marketplace can provide you with thoughtful, individualized guidance.

The best part? You don’t have to do any extra preparation or self-reporting. You simply play an engaging marketing simulation, and Marketplace Simulations does the rest!

This webinar airs at 10 AM CT and will be available on-demand for six months after airing.

register now

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]]> 216273 Balancing Human Creativity with AI Efficiency https://www.ama.org/events/virtual-training/balancing-human-creativity-with-ai-efficiency/ Tue, 11 Nov 2025 19:54:11 +0000 https://www.ama.org/?post_type=ama_event&p=211696 How to Partner with AI (Without Losing Yourself) Artificial Intelligence (AI) platforms can save time, spark ideas, and surface insights—but it can’t replicate human creativity, intuition, or empathy. As AI reshapes marketing, success will depend on knowing when to lean on technology and when to lead with humanity. In this interactive AMA session, Heather Whaling, […]

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How to Partner with AI (Without Losing Yourself)

Artificial Intelligence (AI) platforms can save time, spark ideas, and surface insights—but it can’t replicate human creativity, intuition, or empathy. As AI reshapes marketing, success will depend on knowing when to lean on technology and when to lead with humanity.

In this interactive AMA session, Heather Whaling, CEO of Geben Communication, will help marketers uncover their personal zone of genius—the work only they can do—and identify where AI can amplify, automate, or accelerate their impact. You’ll explore frameworks for using AI intentionally, preserving authenticity in your marketing, and spending more time in the parts of your work that energize and differentiate you.

Online | March 5, 2026 | 10:00 a.m. – Noon CT

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Key Takeaways

  • How to decide when (and when not) to use AI in marketing work.
  • A framework for mapping your zone of genius and aligning it with AI’s strengths.
  • How to blend AI-powered insights with human validation and storytelling.
  • Simple, real-world ways to reclaim time for creativity and strategy.
  • A customizable “Prompt Playbook” to take back to your team.

Select your quantity below to register

Balancing Human Creativity with AI Efficiency (Mar 2026)

Non-Member

$199.00

Member

$149.00

Qty


Get 10% off pricing by purchasing 3 or more tickets for your group or team!
Users will be assigned once the purchase is complete.

Are you a current College Student or AMA Collegiate Member? Register here.

Balancing Human Creativity with AI Efficiency – Collegiate (Mar 2026)

Price

$79.00

Are you an AMA Professional Certified Marketer®️? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

AMA Members Get the Best Pricing

Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.

Join & SAVE

Training Backed By Research

AMA training is unique because of its data-backed approach. The AMA Competency Model Framework identifies the most impactful skills marketers need to advance their careers. It’s based on our research with more than 1,000 marketing professionals and academic leaders.

Learn More

AMA Event Policies

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]]> 211696 Connect with Younger Generations through Meaningful Marketing https://www.ama.org/events/virtual-training/connect-with-younger-generations-through-meaningful-marketing/ Tue, 11 Nov 2025 19:01:28 +0000 https://www.ama.org/?post_type=ama_event&p=211677 Connecting with Millennial and Gen Z Audiences This session will focus on understanding the deeper motivation and perspectives of younger generations (Millennials and Gen Z) and how their generational lens shapes their consumer mindset. Attendees will leave with a comprehensive grasp of these two key target audiences and explore ways to craft marketing that resonates, […]

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]]>

Connecting with Millennial and Gen Z Audiences

This session will focus on understanding the deeper motivation and perspectives of younger generations (Millennials and Gen Z) and how their generational lens shapes their consumer mindset.

Attendees will leave with a comprehensive grasp of these two key target audiences and explore ways to craft marketing that resonates, motivates, and moves younger generations. Focusing on building stronger relationships through understanding, this session will help attendees see generations as more than just labels or consumer categories.

Online | February 5, 2026 | 10:00 a.m. – Noon CT

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Key Takeaways

  • Understanding what shapes generations and their unique cohort cultures
  • Identifying deeper aspects of Millennial and Gen Z cohort cultures
  • Refine messaging and communication methods to better connect with and align with Millennial and Gen Z cohorts

Select your quantity below to register

Connect with Younger Generations (Feb 2026)

Non-Member

$199.00

Member

$149.00

Qty

Get 10% off member pricing by purchasing 3 or more tickets for your group or team!
Users will be assigned once the purchase is complete.

Are you an AMA Professional Certified Marketer®️? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

AMA Members Get the Best Pricing

Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.

Join & SAVE

Training Backed By Research

AMA training is unique because of its data-backed approach. The AMA Competency Model Framework identifies the most impactful skills marketers need to advance their careers. It’s based on our research with more than 1,000 marketing professionals and academic leaders.

Learn More

AMA Event Policies

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]]> 211677 Community Building Beyond Content Marketing https://www.ama.org/events/virtual-training/community-building-beyond-content-marketing/ Thu, 30 Oct 2025 14:46:21 +0000 https://www.ama.org/?post_type=ama_event&p=210262 Practical Community Strategies for the Exhausted Marketer As AI-generated content dominates digital channels, marketing teams face a critical challenge: creating genuine human connections that drive brand loyalty. For marketing teams grappling with declining engagement rates, explore how platforms like Reddit and other community forums can become powerful tools for cultivating authentic brand advocates who champion […]

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Practical Community Strategies for the Exhausted Marketer

As AI-generated content dominates digital channels, marketing teams face a critical challenge: creating genuine human connections that drive brand loyalty.

For marketing teams grappling with declining engagement rates, explore how platforms like Reddit and other community forums can become powerful tools for cultivating authentic brand advocates who champion your products in spaces you cannot directly reach.

Led by former Reddit leaders, Will Cady and Evan Hamilton, the session addresses a key pain point—breaking through content overload by building communities where customers become organic ambassadors. Learn to apply community engagement throughout the customer journey, from initial awareness to conversion and advocacy.

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Online | March 3, 2026 | 10:00 a.m. – Noon CT

Key Takeaways

  • Simplify how to build and engage with community
  • Understand the characteristics and how to relate to the community you are building and the communities you are entering
  • Apply community engagement practices throughout the marketing funnel

Select your quantity below to register

Community Building Beyond Content Marketing (Mar 2026)

Non-Member

$199.00

Member

$149.00

Qty

Get 10% off member pricing by purchasing 3 or more tickets for your group or team!
Users will be assigned once the purchase is complete.

Are you a current College Student or AMA Collegiate Member? Register here.

Community Building Beyond Content Marketing – Collegiate (Mar 2026)

Price

$79.00

Are you an AMA Professional Certified Marketer®️? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

AMA Members Get the Best Pricing

Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.

Join & SAVE

Training Backed By Research

AMA training is unique because of its data-backed approach. The AMA Competency Model Framework identifies the most impactful skills marketers need to advance their careers. It’s based on our research with more than 1,000 marketing professionals and academic leaders.

Learn More

AMA Event Policies

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]]> 210262 How to Write a Marketing Plan https://www.ama.org/events/virtual-training/how-to-write-a-marketing-plan-june2026/ Tue, 21 Oct 2025 16:53:50 +0000 https://www.ama.org/?post_type=ama_event&p=209392 Build and Implement A Strategic Marketing Plan It can be easy to get wrapped up in the daily grind of executing various marketing tactics and initiatives—especially when new tactics are available to us each and every day. To ensure that the marketing work we do has the best chance of delivering business results, it’s imperative […]

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Build and Implement A Strategic Marketing Plan

It can be easy to get wrapped up in the daily grind of executing various marketing tactics and initiatives—especially when new tactics are available to us each and every day. To ensure that the marketing work we do has the best chance of delivering business results, it’s imperative to have a clear and well-thought-out marketing plan that connects your prioritized strategies to tactics that will actually deliver on those strategies.

Join us to learn the components of a great plan and how to prioritize those strategies, as well as gain access to a framework for documenting everything so senior leaders are aligned and support your direction.

To get the most out of this training, we recommend collecting some basic diagnostic metrics on your current marketing initiatives in advance. For example, what are all of your current marketing tactics and how effective do you believe them to be?

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Online | June 17, 2026 | 10:00 a.m. – Noon CT

Key Takeaways

  • Document your Target Profile
  • Assess the competition and identify your point of difference
  • Develop a strategic Positioning Statement with notable brand examples
  • Diagnose your existing marketing funnel
  • Design a new/improved marketing funnel
  • Learn potential metrics for your new marketing plan
  • Collect best practice templates and outlines to implement immediately

Select your quantity below to register

How to Write a Marketing Plan (June 2026)

Non-Member

$199.00

Member

$149.00

Qty

Get 10% off member pricing by purchasing 3 or more tickets for your group or team!
Users will be assigned once the purchase is complete.

Are you an AMA Professional Certified Marketer®️? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

AMA Members Get the Best Pricing

Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.

Join & SAVE

Training Backed By Research

AMA training is unique because of its data-backed approach. The AMA Competency Model Framework identifies the most impactful skills marketers need to advance their careers. It’s based on our research with more than 1,000 marketing professionals and academic leaders.

Learn More

AMA Event Policies

The post How to Write a Marketing Plan appeared first on American Marketing Association.

]]> 209392 Virtual Conference: Higher Education https://www.ama.org/events/virtual-conference/virtual-conference-higher-education/ Tue, 30 Sep 2025 21:05:19 +0000 https://www.ama.org/?post_type=ama_event&p=207111 Registration for this event is free and will open soon! Registration for this event is free and will open soon! Join us for a free virtual event designed to help higher education professionals navigate the evolving landscape of marketing and student engagement. This conference will highlight strategies, trends, and tools driving results today—from enrollment marketing […]

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]]> Registration for this event is free and will open soon!

Registration for this event is free and will open soon!

Join us for a free virtual event designed to help higher education professionals navigate the evolving landscape of marketing and student engagement. This conference will highlight strategies, trends, and tools driving results today—from enrollment marketing and campus communications to social media, email, and analytics. Whether you’re refining your approach or looking to scale initiatives, you’ll gain actionable insights to put into practice immediately.

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Key Takeaways

  • Strategies for effectively engaging students, faculty, and alumni
  • Insights into performance-driven marketing and communications campaigns
  • Trends and forecasts shaping the future of higher education marketing
  • Tips for optimizing digital, social, and email outreach
  • Real-world examples of successful campaigns and initiatives in higher ed

The post Virtual Conference: Higher Education appeared first on American Marketing Association.

]]> 207111 How to Write a Powerful Creative Brief https://www.ama.org/events/virtual-training/how-to-write-a-powerful-creative-brief-jan2026/ Mon, 08 Sep 2025 20:17:59 +0000 https://www.ama.org/?post_type=ama_event&p=205172 Optimize your creative development process Great advertising and communications campaigns start with great creative briefs, but it’s often easier said than done. Mediocre briefs result in a lack of clarity that misdirects creative teams and sends client-side stakeholders spinning out of alignment. With a great creative brief, rework is avoided and the team gets clarity, […]

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Optimize your creative development process

Great advertising and communications campaigns start with great creative briefs, but it’s often easier said than done. Mediocre briefs result in a lack of clarity that misdirects creative teams and sends client-side stakeholders spinning out of alignment. With a great creative brief, rework is avoided and the team gets clarity, inspiration and efficiency.

In this workshop, you will master the skills needed to write effective creative briefs, identify great strategy and properly inspire creative teams to produce great work. You can then put your upgraded skills into action the next time you brief a creative team for a new ad campaign.

This workshop applies to teams involved in the creation of advertising/communications across mediums such as TV, print, billboard, radio, online video and banner. Real-world case studies and best-practice frameworks are included to immediately implement in your business.

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January 14, 2026 | 10:00 a.m. – Noon CT

Enter your quantity below to register

How to Write a Powerful Creative Brief (Jan 2026)

Non-Member

$179.00

Member

$129.00

Qty

Join as a group or team. Save 10% when purchasing 3 or more tickets.
Users will be assigned once the purchase is complete.

Are you a current College Student or AMA Collegiate Member? Register here.

How to Write a Powerful Creative Brief – Collegiate (Jan 2026)

Price

$49.00

Key Takeaways

  • Understand the real purpose of creative briefs.
  • Optimize your creative development process for less creative rework.
  • Learn how to develop the heart of your strategy before writing the brief.
  • Proficiently write each creative brief component.
  • See real-world creative brief examples.
  • Collect tools, templates and best-practice frameworks to immediately apply.

Are you an AMA Professional Certified Marketer®️? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

AMA Members Get the Best Pricing

Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.

Join & SAVE

Training Backed By Research

AMA training is unique because of its data-backed approach. The AMA Competency Model Framework identifies the most impactful skills marketers need to advance their careers. It’s based on our research with more than 1,000 marketing professionals and academic leaders.

Learn More

AMA Event Policies

The post How to Write a Powerful Creative Brief appeared first on American Marketing Association.

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