Discover What’s In It for Your Team
Benchmark Competencies
& Dashboard
Compare your team’s skills to AMI’s high-performing marketing community, identify strengths, and track progress against peer and industry standards.
Stay
Ahead
Build a future-ready workforce that stays ahead of evolving industry trends.
Interactive Reports
Receive detailed reports with personalised recommendations to drive skill-building courses.
Boost
Credibility
Earn AMI-accredited badges to showcase achievements and elevate your professional profile on LinkedIn.
Depth & Breadth
of Framework
Go beyond digital skills with leadership, strategic thinking, and comprehensive marketing excellence—plus 8 digital competencies too.
Tailored Development
Map out customised training pathways and upskill your team with confidence at every stage of their careers.
It’s important to acknowledge that there’s no ‘one size fits all’ approach. Different areas of marketing, such as Business to Consumer (B2C), Business-to-Business (B2B), Fast Moving Consumer Goods (FMCG), Professional Services, Government and Small Medium Enterprises (SMEs), have their own specific nuances where marketing, sales and the customer experience are concerned.
The AMI’s Marketers’ Competency Framework © provides a consistent program across a wide variety of marketing and communications roles that can be tailored to specific sectors and organisations.
The AMI’s Marketers’ Competency Framework© has been developed with consultation with similar existing frameworks, such as those of the UK’s Chartered Institute of Marketing, the Marketing Institute of Ireland and the European Marketing Institute, as well as face-to-face consultations with marketing and communications professionals across business, government and not-for-profit organisations, educators and HR professionals. We’re enormously grateful to everyone who contributed to this project.
The AMI Marketers’ Competency Framework © will enable you and your marketing colleagues to identify and pursue personal development goals and accelerate your career progression. All our learning and professional development programs align with the AMI Marketers’ Competency Framework©, so you can easily identify those relevant to your own personal development plan.
For CMOs & Corporate Leaders
Retain Top Talent
Align your team’s skills with your organisational goals and close skills gaps.
Benchmark Your Team
See how your marketing teams compare to AMI’s industry-leading community.
Focus on Growth
Build your team’s long-term capability without needing large-scale internal training.
Assessment of Your Team Through 4 Lenses
Individual, peer, management and industry lenses.
How it works
- Assess Your Team
Start with the comprehensive self and peer assessment tool. - Benchmark Results
Compare individual and team performance against global standards. - Get Personalised Insights
Identify strengths, skills gaps, and tailored learning pathways. - Elevate Your Brand
Empower your team with certifications, AMI courses, and ongoing growth strategies.
Don’t Take Our Word for It
Jason Piggott
Freedom Australia, GM Marketing & Franchisees
"The AMI Online Assessment Tool is like having a personal trainer for your marketing career—helping you identify growth opportunities and even uncover blind spots through peer feedback.
No matter where you are on your professional journey, this tool is your guide to development discussions, connects you with AMI courses and seminars, and accelerates your career forward, faster!."
FAQs
What is the AMI Marketers’ Competency Framework Tool?
The Marketers' Competency Framework Tool is an innovative online platform developed by AMI. It leverages the comprehensive AMI Competency Framework to help professionals assess and enhance their marketing skills across 25 essential competencies, including digital, strategic, and leadership capabilities.
How does the AMI Marketers’ Competency Framework benefit marketers?
The framework helps marketers understand their strengths and areas for improvement, facilitating career progression. It offers tailored courses to develop necessary skills, aligning with individual career objectives.
Are the competencies in the framework applicable to all marketing sectors?
Yes, the framework provides a consistent program adaptable to diverse marketing and communication roles. It acknowledges sector-specific nuances in areas like B2C, B2B, FMCG, professional services, government, and SMEs.
How was the AMI Marketers’ Competency Framework developed?
The framework was developed through consultation with various industry experts, including professionals from business, government, non-profit sectors, educators, and HR professionals. It draws insights from similar frameworks worldwide, ensuring comprehensive coverage.
Why should marketers consider aligning their development with the AMI framework?
By aligning with the AMI framework, marketers can identify and pursue personalised development goals, accelerating career progression. The framework serves as a unique resource in Australia, offering a holistic approach to career growth unmatched elsewhere.