Australian Marketing Institute debuts marketing micro-credential assessments

The Australian Marketing Institute (AMI) has taken the wrappers off a new micro-credential evaluation offering designed to better recognise and reward a marketer’s practical work experience.

The institute has teams up with Vetassess, a skills assessment authority, to recognise marketers’ on-the-job skills in five pillars of marketing: Digital and data-driven marketing, content, creative design and customer experience. To do this, individuals are put through an evidence-based assessment using documentation and information they provide to the assessors.

AMI said the micro-credential is about giving marketers a further way to strengthen their professional brand and standing by recognising existing skillsets. It added the professional practice credentials are designed to align to international qualification and industry frameworks.

“Our micro-credentials offers a new way to recognise the skills and knowledge that you already have through your current work experience and on-the-job training” said AMI Professional Advancement Committee chair, John Clay. “If you haven’t got a degree or diploma in marketing but have years of experience in delivering marketing programs, this is a simple way to get industry recognition for your expertise; industry recognition for you to use when applying for new marketing roles.”

Vetassess executive director, Rob Thomason, said micro-credentials recognise the value of skills and experience built over time.

“Professional marketers can post their micro-credential to their professional site, signature or website to inform clients and peers of their achievements,” he said.

Clay also noted micro-credentials form a key component in how the AMI is striving to support professional career paths in marketing. Other mechanisms include accreditation of university degrees in Australia, and via its own marketing education and training programs in partnership with the Chartered Institute of Marketing (CIM).

AMI struck a fresh partnership with the UK-based CIM in February. This will see AMI accredited universities recognised under the partnership as well as students gaining access to CIM resources. In addition, the joint membership will give AMI members who are also CIM members a 15 per cent reduction in CIM training course fees across more than 90 virtual training courses.

Another one of the AMI’s moves to broaden its professional development approach as well as marketing skills development is through its endorsement of specific organisation produced programs. The latest of these endorsements and second in Australia was given to ANZ last December for its internal Marketing Masters and Brand Academy programs.

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