Australian Marketing Institute celebrates 90 years with ‘comprehensive’ new framework
The Australian Marketing Institute is marking its 90th anniversary by releasing a forward-looking framework designed to arm the marketing industry with essential skills and knowledge to work in the ever-evolving landscape.
The AMI Marketers’ Competency Framework is a comprehensive guideline outlining 25 competencies across 5 levels of proficiencies. It will be available to members from next month, and comes after recent research conducted by the peak which found that 69% of marketers professed a wish to acquire new skills, especially in the nascent field of artificial intelligence.
“The career competency framework will provide marketers with a consistent structure to understand and assess the skills required for diverse marketing and communications roles,” explains Bronwyn Powell, chief executive officer of AMI.
“It covers various sectors, including Business-to-Consumer (B2C), Business-to-Business (B2B), Fast Moving Consumer Goods (FMCG), professional services, government, and Small and Medium Enterprises (SMEs), ensuring its relevance across the industry.
“Nowhere else in Australia can career marketers access such a comprehensive program. AMI has developed its framework based on successful models from the UK Chartered Institute of Marketing, incorporating insights from the UK Institute.
“Furthermore, AMI consulted with 50 Chief Marketing Officers to ensure the program’s alignment with industry requirements. We are excited to share this with our members in November.”
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Nathan Jolly is the Deputy Editor of Mumbrella. He joined the team in July, 2023.
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