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 © provide 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.

Nowhere else in Australia can you get access to such a comprehensive career growth resource.

Nowhere else in Australia can you get access to such a
comprehensive career growth resource.


What is the AMI Marketers’ Competency Framework?

The AMI Marketers’ Competency Framework is a structured guide designed to assess and enhance marketing skills across various career stages. It outlines 25 essential competencies and proficiency levels necessary for success in marketing careers.

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 personalized development goals, accelerating career progression. The framework serves as a unique resource in Australia, offering a holistic approach to career growth unmatched elsewhere.