ADMA and DeakinDigital partner up on bridging the practical marketing skills gap

Data-driven marketing association and university launch new Professional Marketing Credentials

The Association for Data-driven Marketing and Advertising (ADMA) has partnered with Deakin University’s DeakinDigital division to launch new Professional Marketing Credentials for the marketing industry.

The collaboration sees the pair developing a new marketing capabilities framework as well as credential model, which ADMA claims are a world-first in terms of independently verified, evidence-based marketing certifications that recognise a person’s skills, experience and capabilities gained on the job.

The new credentials will allow businesses and individuals to recognise their capabilities against global academic and industry standards. They will be offered initially in the areas of data-driven marketing, digital marketing and content marketing. More credentials are expected to debut by the end of the year.

ADMA CEO, Jodie Sangster, announced the new initiative today at the association’s Global Forum, saying that the credentials will be an essential tool for organisations in their quest to get and retain the best modern marketing talent. They’ll also bridge the gap between formal education and practical knowledge.

“Marketing continues to change at a rapid pace. For businesses to be successful, they must ensure they have the optimal marketing skills and capabilities of the future,” she said. “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.”

The credentials follow the launch of an overhauled education curriculum by ADMA earlier this year, aimed at helping build the skills marketers need to cope in a digital age.

“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,” added DeakinDigital CEO, Simon Hann.

The credentials program is one of five pillars to ADMA's 'IQ Facts' training and education framework and is about providing an end-to-end benchmark for marketing knowledge, Sangster said. She noted more than 40 leaders have come together to contribute their thoughts on the skills needed in the industry today in order to build out the initiative.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

People in vegan houses shouldn't throw bacon

Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?

Abbie Love

Strategist, Ikon Communications

The role of the CMO is evolving: Are you keeping up?

My (amazing) vacation in the Galapagos Islands earlier in the year got me thinking about Charles Darwin and his theory of evolution. What does this have to do with the role of today’s CMO, you ask? Plenty.

Sheryl Pattek

Vice-president, executive partner

Getting your business ready for the Entrepreneurial Consumer

We all know the digital revolution has completely transformed the way consumers are interacting with brands, and that a lot of businesses are finding it hard to catch up. One way to closing this brand gap is to understand consumer behaviour and build a brand experience that meets these new needs.

Pip Stocks

CEO and founder, BrandHook

Or just go to sites like www.shopsthatshiptoaustralia.c... and others and be sure that the stores will send to where you live :-)


Why online shopping is like dating – RedBalloon CEO

Read more

Personalisation is the key. Customers demand a very relatable and well defined CX where the sincerity and understanding of their disposit...

Hitesh Parekh

In pictures: Improving cutomer experiences through smart personalisation

Read more

Thanks for this. The key for me is the effective of governance where it dictates and sets the proactive policy when it comes to CX. Tech ...

Hitesh Parekh

6 lessons in modern marketing from a customer experience chief

Read more

Very well said “With today’s consumers more demanding of the brands and merchants they shop, it’s imperative for merchants to not just co...


CMO's top 10 martech stories for this week - 29 September

Read more

Very interesting article which touches on the importance of a feedback loop fuelled by customer and market insights. Ideally this scenari...

Andrew Reid

Building customer insights in the data and digital age

Read more

Latest Podcast

More podcasts

Sign in