CPM: The professional benchmark
Certified Practising Marketer

CPM – the qualification of Certified Practising Marketer – shows that you are a professional marketer recognised by your peers for your extensive experience and formal qualifications. It also means that you have made a commitment to ongoing professional development to maintain your competitive advantage.

CPM: Recognition for top marketers

CPM is the peak professional benchmark for marketers. Unlike tertiary qualifications, CPM is recognition of both formal education and successful application of your marketing knowledge and skills. Certified Practising Marketer:

  • Defines excellence in the marketing profession, balancing practical experience and conceptual thinking.
  • Advances your knowledge with continued leading professional development and networking.
  • Promotes the profession of marketing by recognising only qualified practitioners of marketing.

Profile of a CPM: Kym Vercoe, Group Account Director, CumminsNitro (PDF, 800KB)

Profile of a CPM: Jac Phillips, Senior Marketing Manager, ANZ Private Bank (PDF, 919KB)

Profile of a CPM: Mandeep Grover, Marketing Manager, Australia/New Zealand, Johnson & Johnson Vision Care (PDF, 189KB)

Profile of a CPM: Angela Williams, Communications Manager, Westpac Banking Corporation (PDF, 917KB)

Profile of a CPM: Greg Honeyman, Manager, Marketing and Public Affairs, State Library of Victoria (PDF, 287KB)

Becoming a CPM: Entry criteria

Every application to become a CPM is assessed on the individual's merits. To qualify, CPM candidates typically have:

  • A minimum of five years of practical marketing management experience.
  • A recognised marketing qualification or 10 years of marketing management experience/practice.
  • Extensive marketing knowledge and background experience.
How assessment works

CPM certification is based on both quantitative and qualitative assessments of career achievements, work history and education. To be successful, the applicant must accumulate 650 points across all three areas.

The quantitative assessment takes into account educational qualifications, current job function, level of responsibility and total practical experience. In addition, weighting is given to the size of the organisation and the level of the role within that organisation.

The qualitative assessment involves a review of past vocational achievements and current role.

Assessment criteria explained

1. Educational qualifications.

A marketing degree or postgraduate diploma in marketing is the basic education level. It is, however, recognised that people can enter marketing without marketing qualifications and credit is given for completed qualifications in other disciplines and any marketing studies undertaken.

In some circumstances, substantial marketing experience can substitute for qualifications. However, in these cases applicants must demonstrate conceptual competence acquired through more than 10 years of marketing-specific practise.

2. Practising experience

A minimum of five years of broad marketing experience is required. Applicants must demonstrate a breadth of experience with more than one area of marketing expertise such as communication, market research and sales.

3. Professional achievements

Applicants are required to provide a resume of their professional achievements. Clear career progress, increasing functional responsibility and seniority indicate a track record of professional achievement. Evidence of work done, results achieved and career highlights is sought. All claims must be independently substantiated.

Maintaining a CPM: Professional Maintenance Program

All CPMs are required to undertake a minimum of 100 hours of professional development — Professional Maintenance Program (PMP) — over a three-year period. This commitment, which is subject to auditing, fosters continued learning and development.

Your PMP must meet the criteria and policies set by the national professional development committee. The majority needs to be structured learning such as CPM workshops, tertiary study, marketing forums and management training. The remainder of your program can include informal activities such as reading.

Click here to open/download Professional Maintenance Program guidelines (PDF, 130KB)

Guide to using the CPM logo (PDF, 412KB)

Common questions about CPM

Here are some commonly asked questions about CPM. If you have any other questions please contact the Australian Marketing Institute.

Q: Who can become a CPM?
A: Anyone who is serious about a professional career in marketing can become a CPM. Since CPM is a benchmark of marketing practice it is a measure of career progress for professional marketers.

Q: Is CPM a membership category?
A: The CPM program is not a membership category. It does not supersede or have higher status than any membership category. Nor do you have to be a CPM to be a member of the Institute. However, CPM is a prerequisite for the membership categories of Associate Fellow and Fellow.

Q: How will CPM help my career?
A: It will provide employers and clients with credentials that benchmark past career achievements. It will also serve to differentiate the relative experience of marketing practitioners. Along with the Professional Maintenance Program, your constant updating of skills will be recognised.

Q: Do I have to complete a course to become a CPM?
A: CPM is not a course. It is designed to certify that an individual is a practising marketer who fulfils the Australian Marketing Institute's requirements for qualifications, experience and professionalism. To achieve this standard, some individuals may be required to undertake further study to upgrade their qualifications while others may be required to enhance their experience.

Q: What if I do not yet meet the criteria for CPM?
A: Each application is individually assessed. Specific recommendations are made to provide a pathway for each applicant to ultimately achieve CPM accreditation. The assessment process offers valuable feedback and guidance to assist your professional development. If you are not sure you qualify please call us on 1300 737 445. If you don't qualify yet, we can assist by recommending a course of action (Professional Development Program) that will lead to CPM qualification.

Q: What are my professional development obligations?
A: Each year participants in the CPM Program are required to undertake 32.5 hours of professional development or 100 hours over three years. A variety of activities qualify including workshops, seminars and self study, providing the program extends your marketing skills. The AMI offers a range of education, training and professional development designed to meet the needs of marketers based on the qualifications or experience.

Q: Why should I become a CPM?
A: Recognition. The people you respect in your business life will see and recognise you for what you are ... qualified, experienced, professional. It will be the standard required of all marketing practitioners in the future. Marketing is a relative newcomer to the ranks of the professions and through the CPM Program marketers gain the professional recognition they deserve.

Q: How do I apply for CPM?
A: Simply complete the CPM Application Form and attach evidence of your achievement that includes: a resume or CV; transcripts of results and copies of certificates; and an official position description or organisation chart. It is also useful to note specific details of work done or results achieved, e.g. details of your involvement in the successful launch and establishment of a product or service. Send your completed application with a $70 (incl. GST) processing fee to the AMI. If you are not an individual AMI member, you also need to pay membership subscription fees.

The CPM Application form is a separate document: click here for the CPM Application form: PDF (405KB)

For further information please contact Membership on 1300 737 445 or membership@ami.org.au

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