What You’ll Learn

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!

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

What You’ll Learn

• Describe the differences between teams and groups
• List types of teams and their specific goals and outcomes
• Recall the stages of Bruce Tuckman’s model of team development
• List Edgar Schein’s types of decision-making strategies for teams and groups
• Identify the factors in interpersonal communication
• Explain how communications strategies differ between large and small groups
• Name and describe common tools for facilitating team collaboration
• Explain the purpose of various types of meetings and explain the outcomes expected
• Recognize the factors that enable effective communication during a business meeting

What You’ll Learn

• Define key areas where sustainability integrates into a marketing strategy. You’ll be able to successfully define the areas of marketing in which you’ll be able to implement greener practices, with minimal time and cost.
• Effectively communicate sustainability initiatives. You’ll develop a better understanding of ways that you can communicate your sustainability efforts with transparency and confidence
• Learn how to leverage these skills to build trust and accountability with your audience. Create an actionable strategy that allows you to measure and share their impact with your customers, clients and stakeholders.

Course Overview

The Certificate in Marketing Strategy & Planning builds foundational knowledge of the essential skills for developing and executing effective marketing initiatives. Four specialized courses focus on practical skills and real-world applications in the areas of marketing strategy, project management, team collaboration, and budgeting.

This certificate equips marketing professionals with both the strategic thinking and hands-on management expertise needed to plan, coordinate, and deliver successful marketing programs from ideation through implementation. These self-paced courses offer a variety of interactive exercises, selected readings, real-world applications, and assessments. Upon successful completion of all courses in this certificate, you can download and print a Certificate of Completion to showcase your achievement.

Learning Format

This self-paced certificate program offers an assortment of interactive exercises, selected readings, and self-assessments.

Courses Included in This Certificate

Course Overview

Artificial Intelligence for Marketing Professionals explores how artificial intelligence (AI) has become instrumental and ubiquitous in the field of marketing. This course covers the phases of AI, such as rule-based AI, machine learning, deep learning, and generative AI, to provide a solid foundation of AI principles.

Marketing professionals will learn the impact of AI systems and tools on the workplace and how to leverage these tools to perform marketing tasks such as persona development, search engine optimization (SEO), and content generation and personalization. The course also delves into the benefits, challenges, and ethical issues that arise from utilizing AI programs.

Skill Level: Beginner

What You’ll Learn

• Define the phases of artificial intelligence (AI) and its categories
• Differentiate between supervised learning, unsupervised learning, and reinforcement learning
• Describe the current benefits and limitations of AI technologies used in the marketing field
• Identify marketing applications of machine learning, deep learning, and generative AI
• Explain how AI supports content marketing, search engine optimization, and persona development
• Utilize AI tools to improve diversity, equity, and inclusion (DEI) efforts
• Explain the risks and challenges of utilizing AI marketing tools
• Identify real and potential impacts of AI tools on organizations, workforces, and employee experiences
• Explore ethical dilemmas related to AI and ways for marketing professionals to address these issues

What You’ll Learn

• Strategies for creating memorable and effective communications for your organization
• Creating narratives that connect with any audience, particularly when communicating “up” to leadership
• Neuroscience and psychology behind how your audience will receive your visual displays
• Information hierarchy and data visualization best practices

Skills You’ll Gain

Social Media Management Social Media Trends Marketing Attribution

What You’ll Learn

• Learn how to create an effective social media strategy.
• Identify the key social media marketing trends and how to adapt your content to suit the platform changes.
• Understand how to structure and launch effective social media campaigns that deliver results.
• Discover a range of social media measurement tools for tracking ROI.
• Define and track the KPIs most relevant to your campaign.
• Learn how to put together an effective social media marketing report.

Course Modules

• Introduction
• Setting Objectives and Defining Success
• Understanding Your Audience
• Planning Your Content
• Measurement
• Social Media Reporting
• Measurement Tools
• Tracking ROI
• What’s Next?

Meet Your Instructor

Alison Battisby

Social Media Trainer and Founder of Avocado Social

Alison Battisby is a social media expert and trainer who has worked with brands and agencies across numerous business sectors since 2008. Alison launched Avocado Social in 2014 to empower businesses to effectively manage their brand’s social media and enable them to connect with customers. Alison is an accredited Facebook trainer based in London, UK, and has worked globally with many growing enterprises and big brands.

What You’ll Learn

• Basic concepts of Google Analytics, including its role as a web analytics and data collection platform
• Differences between dimensions and metrics and how they are used to analyze web traffic
• Key Google Analytics metrics and explain how each plays a role in measuring digital marketing efforts
• Importance of tracking codes and how it relates to the Google tag and Google Tag Manager
• Difference between an event and a conversion and how each plays a role in understanding the target audience
• Audiences, segments, filters, and comparisons and how each impacts the data collection process
• Using Google Analytics for content publishing, B2B marketing, and ecommerce

Skills You’ll Gain

Google Analytics 4 Website Analytics Data Insights

Course Overview

The Certificate in Marketing Channels & Technology provides an overview of essential skills for today’s digital landscape through four specialized courses focusing on practical skills and real-world applications in the areas of digital marketing strategy, social media marketing, paid search, and search engine optimization.

This certificate equips professionals with both strategic thinking and hands-on technical expertise needed to navigate the evolving world of digital marketing channels and marketing technology tools. These self-paced courses offer an assortment of interactive exercises, selected readings, and self-assessments. Upon successful completion of all courses in this certificate, you can download and print a Certificate of Completion to showcase your achievement.

Learning Format

This self-paced certificate program offers an assortment of interactive exercises, selected readings, and self-assessments.

Courses Included in This Certificate

What You’ll Learn

• Gain a foundational understanding of how search engines work (with an emphasis on how users will find our content)
• Learn the importance of keywords, what they are, how to conduct keyword research, and how to find relevant keywords for your content
• Discuss the on-page SEO essentials including title tags, meta descriptions, header tags, and internal linking
• Recognize how high-quality content is critical for SEO success
• Introduce technical SEO and user experience basics and why they are important to SEO
• Illustrate how to measure SEO success and make data-driven decisions using tools like Google Analytics and Google Search Console to measure traffic, track keyword rankings, and monitor site performance