AMA Certification: Boost Your Marketing Career with This Valuable Credential

Regardless of where you are in your marketing career, a certification has the potential to help you advance to the next level. Marketing certifications provide an opportunity to demonstrate your expertise and provide a helpful boost to your resume. You often earn these certifications through participating in a course and then taking an exam. Once you’ve earned the certification, you can list it on your resume or professional profiles, such as LinkedIn.

The American Marketing Association offers certification across several different topics, including digital marketing, advanced digital marketing, marketing management, and content marketing. This certification results in you gaining a Professional Certified Marketer® credential.

Read on to learn more about the American Marketing Association’s certifications and the types of careers that might benefit from this specific certification.

Who should get the AMA certification?

AMA certification provides value to marketing professionals seeking to develop their skills further, including:

Marketing professionals seeking career advancement

If you’re looking to advance your career, a marketing certification can allow you to learn about new fields. Developing new skills can also better position you for promotions or title changes. Certificates usually take less time and money than formal education, setting you up quickly for your next role.

Recent graduates entering the marketing field

If you’re new to marketing, certifications can help you highlight your abilities in a crowded and competitive job market. It shows potential employers that you’re dedicated to the industry and willing to pursue professional development opportunities. Certifications are also a great way to gain confidence in your abilities and make tackling future challenges easier.

Professionals looking to validate their marketing experience

Certifications are a great way to prove your competency in marketing. They count as authorized, legitimate labels that demonstrate to other professionals and businesses that you are an expert in specific topics. It also helps human resource professionals to quickly validate your skillset.

How to get the AMA certification

To earn the AMA certification, you’ll participate in self-paced, online learning courses and then take an exam. The amount of time for each course depends on which credential you want to pursue. For example, the Content Marketing certification has 15 hours of online learning, while the Digital Marketing Expert certification has 120 hours.

Eligibility requirements for the AMA certification

The American Marketing Association does not have any eligibility requirements to pursue certification. However, they do recommend the following experience to best position yourself when earning your certification:

• A bachelor’s degree and four years of professional marketing experience

• A master’s degree and two years of professional marketing experience

• Seven years of professional marketing experience

Certification process and application steps

To access the certifications, you must first make an account on the American Marketing Association website. This provides access to the learning portal, which has the learning materials and the exams. Some of the certifications partner with other organizations and use a third-party learning portal.

Timeline and AMA certification cost

Each of the credentials has its own timeline and fees. These include:

• Content Marketing Certification: 

  • 15 hours of self-paced learning

  • $1,295 for members and $1,395 for non-members [1]

• Digital Marketing Pro:

  • 30 hours of self-paced learning

  • Includes a Certified Digital Marketing Professional credential from the Digital Marketing Institute

  • $1,442 [2]

• Digital Marketing Expert:

  • 120 hours of self-paced learning

  • Includes a Certified Digital Marketing Expert credential from the Digital Marketing Institute

  • $3,717 [3]

• Marketing Management Certification:

  • 16 hours of self-paced learning

  • $849 for non-members and $749 for members [4]

How to prepare for the AMA certification exam

The best way to prepare for your AMA certification exam is to review the topics you’ll be tested on thoroughly. The AMA offers a downloadable book that covers everything you’ll need to know. Each credential also has self-paced learning courses to help you learn about relevant topics.

What’s on the exam?

The content of each exam varies based on which credential you are applying for. For example, the Content Marketing Certification exam has 100 multiple-choice questions you’ll need to answer within the allotted two-hour timeframe. Conversely, the Digital Marketing Expert exam consists of two 5,000-word assignments, including a research paper and a strategy document.

Study resources and recommended reading materials

The American Marketing Association offers self-paced learning courses catered to each exam’s specific topics and a downloadable book of knowledge that serves as a comprehensive study guide and overview. The AMA also recommends purchasing Marshall and Johnston’s Marketing Management textbook.

Topics covered in the exam for each certification

Some of the topics covered in the exam for each certification track are as follows:

• Content Marketing

  • Audience

  • Standards and guidelines

  • Story mapping

• Digital Marketing - PRO

  • Social media

  • SEO and analytics

  • PPC/Paid Search

• Digital Marketing Expert

  • Customer experience

  • E-commerce

  • Search and digital channels

• Marketing Management

  • Product and service positioning

  • Pricing strategy

  • Marketing research and data analytics

Tips for taking practice exams and creating a study schedule

When preparing for your exam, create a study schedule that gives you adequate time to complete your self-paced learning course without feeling rushed or stressed. Make sure also to schedule adequate time to work, eat, sleep, and socialize to alleviate potential burnout. The AMA offers a free practice exam, so take the time to try it and pinpoint where you might need extra help.

What jobs can you get with the AMA certification?

The AMA certification is great for helping you advance in a wide range of marketing careers. Some of these include:

Marketing manager 

Average annual US salary (Glassdoor): $84,500 [5]

Marketing managers create marketing plans for companies to help them reach specific goals. They might be in charge of implementing campaigns or specific activities, reviewing results for analysis, or participating in market research. 

Digital marketing specialist 

Average annual US salary (Glassdoor): $80,500 [6]

Digital marketing specialists, also known as digital marketing managers, manage social media campaigns, create content calendars, and monitor the reach and results of different digital marketing campaigns.

Content manager

Average annual US salary (Glassdoor): $82,500 [7]

Content managers are responsible for creating a cohesive brand identity for a company and then using marketing techniques to establish that brand’s online presence. They use metrics and statistics to monitor customer engagement and help create targeted content.

Brand strategist

Average annual US salary (Glassdoor): $114,500 [8]

A brand strategist creates plans to grow a brand within its market. They do this by analyzing market trends and creating brand strategies that help to set a business apart from its competitors.

Build your marketing skills with Coursera.

Certifications such as those provided by the American Marketing Association help to set you apart and grow your career. Sharpen your marketing skills and prepare for AMA certification with courses and degrees on Coursera. With options such as the University of London’s BSc in Marketing and Google’s Digital Marketing and E-Commerce Certificate you can learn about foundational knowledge to help advance your marketing career. Explore more on Coursera.