Australian Marketing Institute Micro-Credentialing
Competency-Based Recognition for Marketers
Data-Driven Marketing
DIGITAL Marketing
Content Marketing
Creative Marketing
Customer Experience
What is Australian Marketing Institute Micro-Credentialing?
The AMI micro-credential provides marketers with an opportunity to strengthen their professional brand with an Australian recognised marketing certification in a range of skills. AMI 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.
Today’s marketers have to navigate an ever-changing landscape of tools, channels, and strategies to be successful. No matter your area of specialisation, the AMI micro-credential will provide you with industry-validated recognition of your skills.
Developed in collaboration with VETASSESS, the leading assessment authority in Australia for skilled migration assessments, the AMI micro-credential is underpinned by industry expert validation. A professional practice credential – aligned to international qualification and industry frameworks – provides you with the opportunity to validate your skills across five pillars of marketing.
The AMI micro-credential provides recognition of a marketers’ core technical knowledge in areas such as digital and data-driven marketing; content and creative marketing as well as customer experience.
Data-Driven Marketing
Digital Marketing
The role of digital marketing is to build relationships between brands and consumers through digital mediums. From foundation to masters-aligned, the credential levels offer clear development pathways backed by robust evidence.
Content Marketing
Creative Marketing
Customer Experience
The Customer Experience credential is essential to promote your ability to truly understand your customer needs and put them first to improve your company’s bottom line. From foundation to masters-aligned, the credential levels offer clear development pathways backed by robust evidence.
How does it work?
The AMI micro-credential process is designed to be straightforward. You don’t need to sit an exam or attend any classes to demonstrate your chosen skill. Instead, AMI micro-credential is about recognising the skills you already have through an evidence-based assessment.
AMI micro-credential assessments are conducted by our partner VETASSESS on the basis of the evidence you select to convey and document your expertise in marketing. Consider and select examples of your work, with supporting evidence documents, before writing your reflective testimony.
What will you receive?
After completion of the application form, please, allow up to 2 weeks for assessment. Once assessed, you’ll receive a certificate and digital badge of your micro-credential that you’ll be able to share with your network or place on your LinkedIn / website.
Who will be assessing your application?
Provided in collaboration with VETASSESS, the leading assessment authority in Australia for skilled migration assessments, the AMI micro-credential provides you with a peer-to-peer assessment of your skills.
Marketing Micro Credentials - Marketing Specialties
Levels of Professionalism - from Entry to Professional
years of combined industry experience
Certification that Grows with You
Specialties and Levels
The AMI micro-credential provides a trusted mark and validation of the level of your marketing skills.
It provides recognition of a marketers’ core technical knowledge in areas such as digital and data-driven marketing; content and creative marketing as well as customer experience.
The AMI micro-credential offers all marketing practitioners – from entry-level skills through to a CMO level of capability – the opportunity to differentiate themselves within the global marketing workforce. Each credential has 5 levels of competency.
Data-driven Marketing
Data-driven marketing is the ability to transform consumer data into marketing insights to optimise the results of marketing investment.
- Level 1: Synthesises data from routine sources and draws out insight to report on customer experience, brand, product or campaign performance
- Level 2: Assesses data on customer trends across a range of markets and channels to build effective marketing campaigns
- Level 3: Gathers, analyses and synthesises data from multiple sources to inform channel selection and marketing activity design
- Level 4: Identifies data solutions and models to measure campaign success, end-to end customer experience and business performance
- Level 5: Leads the development of data research and frameworks to benchmark, measure or model customer insights or business performance
Digital Marketing
The role of digital marketing is to build relationships between brands and consumers through digital mediums.
- Level 1: Assists in the delivery of digital marketing solutions
- Level 2: Organises the delivery and evaluation of planned digital marketing activities
- Level 3: Consults with stakeholders and assesses audience analytics and information to deliver effective digital marketing strategies
- Level 4: Manages the planning, execution and evaluation of digital marketing programs or strategies
- Level 5: Ensures that digital marketing strategies and capabilities align to improve marketing, sales and the full customer experience
Content Marketing
- Level 1: Interprets brief and develops content to the agreed objectives, media and audience
- Level 2: Prepares and publishes creative content that is both concise and engaging
- Level 3: Creates a content strategy and plans content marketing to enhance digital, marketing and business strategies
- Level 4: Develops content programs, strategies and metrics that satisfy campaign requirements
- Level 5: Directs content development and delivery to support marketing projects, campaigns, products and strategies
Creative Marketing
Creative marketing is the ability to generate innovative ideas that are relevant to target audiences and differentiating in the market place to drive results.
- Level 1: Draws on contemporary theories, thinking, principles or techniques to produce quality creative output
- Level 2: Produces more refined creative output appropriate to the brief and the audience
- Level 3: Creates and presents concepts or ideas to meet creative briefs
- Level 4: Runs creative sessions, processes and idea creation for their team to deliver creative projects
- Level 5: Provides creative inspiration and direction for the business
Customer Experience
- Level 1: Identifies the customer and maintains a consistent focus on their needs and requirements
- Level 2: Takes the customer’s perspective and applies customer-centred design principles
- Level 3: Champions customer needs and overcomes internal obstacles to improving the customer experience
- Level 4: Drives systematic approaches to customer-centred design and customer experience improvements
- Level 5: Assure business-wide culture and alignment to enhancing customer experience
What is the assessment process?
AMI micro-credential assessments are conducted by our partner VETASSESS on the basis of the evidence you select to convey and document your expertise in marketing.
Step One
Select area of an AMI micro-credential, select examples of your work, with supporting evidence documents and write a 500-word reflective testimony. It is recommended that you choose two to three examples with at least two pieces of evidence per example.
Step Two
Submit your application through a digital from below and pay the application fee. Allow up to 2 weeks for skill assessment performed by our partner VETASSESS.
Step Three
Successful candidates receive an AMI micro-credential certificate and digital badge that can be shared publicly through social media, professional platforms like LinkedIn, added to your resume or website.
Data-driven Marketing
Level 1
- CV
- Personal reflective statement (c. 500 words)
- Data analytics reports
- Documentation showing the business case for data analytics
Level 2
- CV
- Personal reflective statement (c. 500 words)
- Routine data analytics reports
- Recommendations or insights from analysis of more complex campaign
- Evidence of analytics set-up/administration
- Documentation of the design and consideration of a measurement framework
Level 3
- CV
- Personal reflective statement (c. 500 words)
- Sophisticated or more complex analytics reports, digital campaign calendar and/or performance metrics
- Recommendations/strategy documents
- Examples of impact on business revenue
Level 4
- CV
- Personal reflective statement (c. 500 words)
- Digital campaign roadmap
- strategic recommendations/documentation
- Recommendation / business case for technology/research framework for function or major project
- Example of digital roadmap for continual campaign optimisation and enhancement based on testing strategy
- Demonstrated example of informing business decisions on platform
Level 5
- CV
- Personal reflective statement (c. 500 words)
- Digital campaign roadmap
- High level and strategic recommendations for data-based marketing techniques
- Example of leading a large-scale segmentation or analytic project with demonstrated business outcomes
- Example of developing and leading a large-scale customer program from insights, platform support and delivery
Digital Marketing
Level 1
- CV
- Personal reflective statement (c. 500 words)
- Emails sent through email platform, links to sites maintained, social media schedules
- Documentation produced to support business processes, campaigns
Level 2
- CV
- Personal reflective statement (c. 500 words)
- Digital marketing case study, including metrics
- Campaign/content calendar
- Campaign statistics and plans
- Campaign response reporting
Level 3
- CV
- Personal reflective statement (c. 500 words)
- Competitor analyses, environmental scans
- Site audits, campaign audits
- Campaign statistics with lessons learned
- ROI calculations for marketing campaigns
Level 4
- CV
- Personal reflective statement (c. 500 words)
- Digital marketing strategy
- Digital strategy/digital roadmap planning
- Examples of leading a digital marketing program from planning to execution with a focus on measurable outcomes and how this contributed to business success
Level 5
- CV
- Personal reflective statement (c. 500 words)
- Business and marketing plans showing the role of digital marketing
- Technical roadmaps with recommendations
- Business cases for digital marketing initiatives
- Documentation relating to digital transformation initiatives
- Emails documenting strategy modifications due to insights from marketing initiatives
Content Marketing
Level 1
- CV
- Personal reflective statement (c. 500 words)
- Portfolio of work
- Case study showing successful development of content in response to a brief
- Marketing brief and response/discussion/ideation evidence
Level 2
- CV
- Personal reflective statement (c. 500 words)
- Case studies showing successful development of content in response to a brief
- Client testimonials
Level 3
- CV
- Personal reflective statement (c. 500 words)
- Content strategy
- Client testimonials
- Content strategy presentation, planning documentation
Level 4
- CV
- Personal reflective statement (c. 500 words)
- Sample content programs and strategies
- Evidence of metrics for assessment of program success
- Strategy pitches and evidence of stakeholder responses
Level 5
- CV
- Personal reflective statement (c. 500 words)
- Thought leadership pieces relating to content marketing
- Performance reviews, position descriptions, C-suite testimonials
- Sample content strategies and stakeholder responses
Creative Design Marketing
Level 1
- CV
- Personal reflective statement (c. 500 words)
- Output portfolios
- Sample presentations of creative output
Level 2
- CV
- Personal reflective statement (c. 500 words)
- Output portfolios
- Client testimonials
- Reflections on personal refinement of designs, with examples
Level 3
- CV
- Personal reflective statement (c. 500 words)
- Design brief compared to creative output
- Portfolios of creative work
- Client testimonials
Level 4
- CV
- Personal reflective statement (c. 500 words)
- A portfolio of creative output that demonstrates autonomy and advanced practice
- Reflections on personal refinement of designs, with examples
- Client testimonials
Level 5
- CV
- Personal reflective statement (c. 500 words)
- Portfolio of substantial, advanced creative output
- Evidence of creative business leadership or thought leadership in the industry such as conference presentations, trade PR, whitepapers, awards, client testimonials
Customer Experience
Level 1
- CV
- Personal reflective statement (c. 500 words)
- Demonstrated use of customer experience tools (e.g. screenshots) and reflections on these
- Customer journey, experience or lifecycle maps
Level 2
- CV
- Personal reflective statement (c. 500 words)
- Case studies of CX issues and associated experience strategy
- Demonstrated use of CX tools and reflections on these
- Demonstrated understanding of customer insights and how to use them to design an experience
Level 3
- CV
- Personal reflective statement (c. 500 words)
- Detailed case studies relating to CX issues faced by defined groups, improvements in experience
- Evidence of stakeholder interactions
- Testimonials
Level 4
- CV
- Personal reflective statement (c. 500 words)
- Detailed case studies relating to CX issues faced by defined groups, improvements in experience
- Communication plans
- Research plans
Level 5
- CV
- Personal reflective statement (c. 500 words)
- CX strategy documents
- Detailed case studies reflecting systematic and sustained innovation and excellence
- Insight reports
- Collaborative CX case studies and reflections on lessons learned
Assessment Process
Sample documents for micro-credential assessments
Consider and select examples of your work, with supporting evidence documents, before writing your reflective testimony. It is recommended that you choose two to three examples with at least two pieces of evidence per example.
In this section you’ll find some possible types of evidence you may consider providing for each credential.
Turn your existing marketing skills into a nationally recognised credential!
“VETASSESS is proud to support the Australian Marketing Institute’s micro-credentials in five specialist areas within the field of marketing. These target new critical specialisations that may not have been on offer through traditional learning, to enable marketing professionals to take advantage of emerging opportunities in the field.”
— Dr Mamta Chauhan, Group Manager, Skills Recognition General Occupations, VETASSESS
F.A.Q.
Common Questions
How long will the assessment take?
The assessment takes 15 business days from the point at which all required documents are provided.
How do I know that my skills will be assessed in a fair and accurate way?
Each credential assessment will be undertaken by two experienced assessors, on the basis of the evidence you provide, as verified by your nominated referees.
Do I need to supply details of referees?
It’s important to supply details of at least two referees to help substantiate your claims. These will only be contacted if needed, but should provide independent and objective information on your role.
Which partner organisation is the AMI working with on these assessments?
Our partner VETASSESS provides tailored, independent assessment services to governments, education sectors and industries globally. They have pioneered assessment services to recognise and verify individuals’ qualifications, skills and experience against the requirements of more than 360 professional and 28 trade occupations, and work with industries to find people with the abilities and talents that businesses need.
If I disagree with the outcome of the assessment, what are my options?
The assessment outcome letter will include contact details for our partner VETASSESS, who will be delighted to explain the rationale for the outcome and provide further options. In many cases a lower credential may be awarded, and the pathway from that credential to higher credentials in your specialist area will be made clear.
If I have questions about how to use or share my credential, what should I do?
The assessment outcome letter will include contact details for our partner VETASSESS, who will be delighted to assist with any issues.
Get in touch
Location: Level 1, 21 Chandos Street, St Leonards, NSW
Telephone: (02) 7228 2150
Email: membership@mi.org.au
Office Hours: M-F: 9am – 5pm