ANZ marketing training program endorsed by AMI

ANZ has become the first financial organisation to have its programs endorsed by the Australian Marketing Institute (AMI).

The partnership means that participants, which are all ANZ employees, in the Marketing Masters and Brand Academy program will be eligible to receive the Certified Practicing Marketer (CPM) title, access to a mentoring program and professional training for marketers from AMI.

The CPM will not apply retroactively to ANZ employees that have already completed the program, they will need to participate in the AMI program externally to obtain the title.

ANZ’s chief marketing officer Sweta Mehra said: “At ANZ, we realised some time ago that we need to train our marketers, uplift them and build their capabilities and we need to make sure we are building a future-ready, commercially savvy, tech and data proficient marketing function. Marketing can be extremely customer-centric, but it can also be very innovative and help us accelerate growth for ANZ across our businesses.”

Australian Marketing Institute CEO Narendra Prasad added: “From emerging professionals to established players, marketers need to continue to upskill and train and ANZ’s commitment to investing in their team demonstrates how significant that need is. We are all living in an evolving world today, the post pandemic landscape is reflecting an even greater insatiable appetite by the employers and employees of the future, to continue growing their marketing-based skill sets to better identify and capture opportunities to meet customer and other stakeholder needs.

“The brands of tomorrow are constantly finding ways to maintain relevance in what is a very digitised environment in which we are operating. As one of only a limited cohort of organisations, and the only financial institution, it is our desire to see more employers follow ANZ’s example.”

Mumbrella spoke to ANZ’s senior manager, customer centricity and capability, Kate Young about the Brand Academy for the Mumbrellacast in September.

At the time, Young said: “Not only are we focused on core customer-centric capabilities, but we have also built a robust program that we expect ANZ marketers, and indeed, those beyond the marketing team who are involved in our processes like our technology and data teams, to complete. Our workshops are application-led to help our team build skills by teaching them the knowledge, processes, and frameworks so they will be able to understand and implement customer-centric initiatives.”

This article has been updated.


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