Australian Marketing Institute kicks off fresh tertiary accreditation program

The Australian Marketing Institute (AMI) says its revamped university accreditation and endorsement program is aimed at supporting tertiary marketing courses that better equip the next generation of marketers for the increasingly competitive corporate environment.

The accreditation program encompasses a vetting program of universities and vocational education and training provides nationally. To date, the professional industry association has accredited 41 marketing courses across 18 Australian universities with the accreditation, including Deakin Business School, University of Melbourne, University of South Australia, Griffith University, UTS Sydney, La Trobe University, Edith Cowan University and University of Southern Queensland.

According to the AMI, its accredited or endorsed marketing courses will enable students to develop more contemporary marketing thinking and concepts. These include the ability to formulate objective-based marketing strategies, hone problem solving skills and better implement theoretical knowledge.

Those who graduate from a program approved by the AMI are entitled to a credit reduction in time required to become a certified practising marketer.

Outgoing AMI CEO, Lee Tonitto, described the accreditation process as an opportunity to create a marketing industry benchmark and compared it to the pathway chartered accountants or certified practicing lawyers go through.

“The brightest and the best will go through the AMI accredited and endorsed programs, and participation will shape the formative stages of their marketing careers,” she said.

“Research shows universities and degrees aligned with a peak professional body are more attractive to students than no-accredited ones. I the case of international fee paying students, it is often the deciding factor in selecting one university over another.”

Head of marketing at Deakin Business School, professor Andre Bonfer, said the program signals to students and employers the high quality and rigour around its courses from an industry perspective. Deakin is offering courses in data-driven marketing, digital marketing, content marketing, creative marketing and customer experience, all endorsed by AMI.

“What’s more, it provides a value-add to our students as they have networking opportunities during their studies and can engage with the industry in multiple ways, including with mentorship programs.”

Also this week, the AMI confirmed a partnership with the US-based CMO Council, which it positioned as a way to offer international research, marketing intelligence and best practice insights to the 60,000 marketing practitioners working in Australia.

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