CFO World

ADMA launches new behavioural science courses for marketers

Refreshed digital marketing courses aim to help marketers keep up with increasing complexity and demands of modern marketing

The Association for Data-Driven Marketing and Advertising (ADMA) has formally launched its new suite of courses in ADMA IQ, covering key marketing pillars such as digital marketing, data-driven marketing, customer experience along with copywriting, creative leadership and privacy compliance among others.

Launched in conjunction with the Institute of Data & Marketing (IDM) in the UK, ADMA IQ is offering 40 courses, suitable for all stages of marketing from junior roles through to the c-suite. It also includes a new behavioural economics certificate which focuses on the effects of psychological, cognitive, emotional, cultural and social factors on consumer decision-making and its role in marketing strategies.

As reported by CMO earlier this year, the refreshed curriculum is part of a suite of new initiatives driven by the incoming CEO Andrea Martens, who took the helm in late 2018. The new plans also included a new-look awards program and membership benefits driven by the CEO, who has since also assumed responsibility as CEO for the holding group, which includes IAPA, DGA and Digital + Technology Collective.

Martens said the new courses were designed to address an ever-present need in Australian market.

“Artificial intelligence and machine learning, data and analytics, marketing technology and Web and app development skills, are almost standard requirements today. We are also seeing an increasing need for influencer and experiential marketing, neuromarketing and buyer behaviour – indicating the level of complexity in skillsets,” she said.

“This partnership has given us access to the most current course content available globally. We have also been able to expand our offering with new courses such as behavioural economics and we’ve brought on board some of the brightest minds in the industry to lead the courses."

The digital marketing certificate has a;sp had a make-over to include guest lectures from leading industry thinkers and doers, as well as hands on tutorials on relevant software.

“We’re leveraging global connections to share best practice resulting in the creation of some exciting new courses and the inclusion of more in-depth, current content for some of our course favourites,” said Martens.

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