Certified ANA Marketing Professional

Combining comprehensive brand marketing strategy with customer-centric techniques and digital, data, and analytics training, the Certified ANA Marketing Professional (CAMP) program ensures you and your team meet the ANA standard for today’s multi-faceted marketer.

With the ANA’s certification program, individuals and/or entire marketing teams will be activated to elevate their marketing campaigns with insight into marketplace drivers and best practices – from strategy, to execution, to attribution and success metrics.

CAMP is a 100 percent online and on-demand certification that is accessible anytime, anywhere to all ANA members, and represents what all ANA marketers should know.  

What Is Involved In The Camp Program?

The CAMP program is a rigorous, 35-hour online certification program that has been developed specifically with the ANA marketer in mind. Covering the entire marketing process, from brand strategy and brand activation, to marketing implementation across digital, direct, and analytic applications, CAMP represents the full spectrum of marketing activities that every marketer should be familiar with.

To earn your certification:

  • Your company must be a current ANA member in good standing.
  • You must complete the 35 hour on-demand program.
  • You must complete and pass the certification assessment.

Once completed, you are CAMP-certified for one full year. For details on certification renewal for subsequent years, visit our Certified ANA Marketing Professional Certification Renewal Process page on the ANA website.

Who is this Program For?

Individuals: The CAMP certification is ideal for junior- to mid-level marketers who want a complete comprehension of the entire marketing process and/or their own role in the overall marketing lifecycle.

Companies: The CAMP certification can be used for orienting new marketers and level-setting your teams.

Course Outline

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Courses/topics subject to updates, additions, and substitutions.

I. Marketing Strategy & Innovation

Course 1: Strategic Customer-Centric Marketing (approximately 120 min.)

Marketers today are pulled into product-centric thinking by the nature of their roles and by the many dynamics in the marketplace. This makes it difficult to get and stay focused on the customer, ultimately leading to wasteful marketing investments. This course will teach effective approaches to marketing strategy that enable your brand to set itself up for success and will give you insight into what you can do to build your brand and drive your business.  You will master a best practice strategic marketing framework that helps you to deliver powerful customer-centric marketing.

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II. Integrated Marketing & Planning

Course 2: Integrating Across the Customer Decision Journey (approximately 120 min.)

This course will teach you how to develop an insight-driven customer decision journey. You’ll learn best practices to overcome internal integration barriers. You’ll gain a starter template to improve your internal integration process and collaboration across marketing disciplines.

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Course 3: Next Generation Omnichannel Marketing (approximately 40 min.)

Omnichannel marketing is often confused with multichannel marketing, but they are not the same. Omnichannel marketing is the next generation in data-driven marketing. In this course, you will learn what sets omnichannel and multichannel marketing apart, the similarities and differences in these two approaches, and how to implement the important factors forming the basis of successful omnichannel marketing, using data.

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III. Customer Centricity

Course 4: Understanding Customer Insights (approximately 75 min.)

Customer Insights is a new discipline borne from the ability to access better, higher quality data at much faster speeds.  In this course you will learn the trends that have brought us to customer insights, the definitions and the value of this approach, and how customer insights enables you to go beyond marketing to create a full customer view throughout the customer’s entire life cycle. Learn to target beyond simple demographics and segments to gain a clearer picture of customers and their attitudes on a significantly deeper level.

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IV. Brand Building

Course 5: The Art & Science of Brand Building (approximately 120 min.)

This course will help your brand compete and win in the marketplace by breaking down key components of brand building in a way that builds knowledge and reveals practical insights that you can apply to your brand and bottom line. This course provides tools and frameworks around what you need to know about your customer, what you need to analyze about your competition, and then what you need to document about your brand.  With these insights in hand, this course shows you how to effectively position your brand and activate your brand experience.

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V. Brand Activation

Course 6: Relationship Marketing I (approximately 85 min.)

Join industry thought leader and Marketing Hall of Fame inductee, Ernan Roman, for this first of a two-part series on Relationship Marketing, designed to teach you the powerful 4-Step Relationship Marketing Process. In this course you will learn proven strategies for achieving double-digit increases in customer engagement and revenue. You will also receive detailed guidelines to help implement these practices. New Voice of the Customer research findings regarding social media and multichannel best practices will also be provided. After completing this Relationship Marketing I course, you will have an in-depth understanding of the first two steps in the 4 step Relationship Marketing Process. Relationship Marketing II will cover the final 2 steps.

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Course 7: Relationship Marketing II (approximately 67 min.)

Join industry thought-leader and Marketing Hall of Fame inductee, Ernan Roman, for this second of a two-part series on Relationship Marketing, designed to teach you the powerful 4-Step Relationship Marketing Process. In this course you will learn proven strategies for achieving double-digit increases in customer engagement and revenue. You will also receive detailed guidelines to help implement these practices. New Voice of the Customer research findings regarding social media and multichannel best practices will also be provided. After completing this Relationship Marketing II course, you will have an in-depth understanding of the final two steps in the 4-Step Relationship Marketing Process.

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Course 8: Content Powered Engagement (approximately 120 min.)

Effective content has never been more important for successful brand marketing.  In order to stay relevant and to succeed, brands will need to master content marketing.  This course will help brands and marketers identify and take advantage of key opportunities content marketing offers, avoid pitfalls that lie therein and make their own mark on the content landscape.

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VI. Creative Process & Briefs

Course 9: Inspiring Great Creative (approximately 120 min.)

This course will help you get the kind of powerful creative work that builds your sales overnight and builds you brand over time. You’ll be guided through the entire creative process, from writing the creative brief to judging creative work, giving the agency compelling feedback, and making all your communications more effective. Quite simply, this course will help you be a better client.

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VII. Agency Management

Course 10: Agency Management (approximately 120 min.)

Brand advertisers must demand increasingly more from the advertising and marketing service agencies they rely on to plan and executive break through work from these relationships while simultaneously driving the dual agenda of effectiveness and efficiency. Clients want more, better, faster from their strategic relationships. Their ability to effectively manage these relationships is directly correlated to their ability to succeed in the marketplace. Yet the answers are not always obvious. Why do some relationships thrive while others miserably fail? What works and what doesn’t? What should brand advertisers do to set themselves for continued success? This course is designed to help you answer those questions and develop the skills of an effective client leader or active user of agencies.

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VIII. Digital Marketing & Media Strategy

Course 11: Social Media Marketing (approximately 45 min.)

Learn how to create and profit from blogs, microblogs, podcasts, social bookmarking, online videos, and photos. Develop your own social media strategy for Facebook, Twitter, YouTube and more. You'll come away knowing how to develop an integrated social media marketing strategy, including nine critical points in the use of social media.

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Course 12: Mobile Marketing (approximately 85 min.)

Mobile marketing is comprised of a set of practices that enable organizations to communicate and engage in an interactive and relevant manner through and with any mobile device or network. This course introduces effective ways to engage with the mobile user, using the mobile device as a conduit between conversation and engagement.

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Course 13: Digital Display (approximately 105 min.)

This course is designed as an introduction to digital display advertising and the online advertising ecosystem. It will first provide information on the unique terminology of digital display, as well as different types of online display advertising and how to use them. Next, it will cover how to develop a display strategy and take advantage of tactics, such as targeting to enhance campaigns. The course’s third section focuses on getting things right and on what marketers need to consider in terms of metrics and measurement. Included is information on privacy concerns and how they can impact strategy.

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Lesson 14: Web & Search Engine Marketing (approximately 145 min.)

This course provides an overview of how to manage and develop effective paid search campaigns. Topics such as SEO (search engine optimization,) linking, PPC (pay-per-click) and keywords will be covered in just the right amount of detail for you to be actionable and dramatically increase rankings for your site.

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Course 15: Fundamental Email Marketing (approximately 90 min.)

In this course, you’ll learn how to identify your target audience and oversee the deployment of email messages that garner the response you want. You’ll also discover the importance of permission-based email campaigns and other ethical guidelines that are crucial for your company’s bottom line.

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IX. Direct Marketing

Course 16: Direct Mail Campaigns (approximately 130 min.)

This course shows you how to make your direct mail package cut through the clutter and boost your response rates. You’ll learn how to create all the elements of a direct mail package and come to recognize the key elements that affect the success of a direct mail campaign.

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X. Data, Measurement & Analytics

Course 17: The Data-Driven Marketing Landscape (approximately 50 min.)

Join marketing data legend Dr. Don Hinman as he walks you through the approaches to audience management for CRM and attribution, and examines the challenges and roadblocks faced by today’s data-driven marketers.

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Course 18: Fundamental Measurement (approximately 50 min.)

Discover how to understand and “do the math” or use select marketing metrics such at ROI, Lifetime Value, Customer Acquisition Cost and other basic metrics. Then learn how you may use these key business insights to successfully impact your company’s marketing planning and execution.

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Course 19: Database Marketing (approximately 55 min.)

This course will review the key strategies and principles of database marketing. As a result, you will develop a database strategy to achieve both short- and long-term marketing objectives, use database marketing to build customer retention, and determine the lifetime value of customers and use that value in marketing strategies.

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XI. Attribution

Course 20: Introduction to Measurement & Attribution (approximately 60 min.)

In this course, you will learn the foundations of measurement and attribution – what it is, how it functions, and the different methods and techniques employed. We will also review the benefits and challenges to attribution, as well as explore different approaches to advertising and considerations to keep in mind when identifying your target audience.

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Course 21: Data-Driven Analytics & Testing (approximately 140 min.)

The testing and analytics of marketing campaigns provides a better understanding of why some campaigns work, while others don’t. This course gives participants specific, detailed guidance on how to use analytics to drive your business forward. Learn how to identify and use vital research resources, develop a sound testing framework for each medium you use, and use attribution models to overcome challenges, such as multichannel touchpoints and multiple screens. You’ll get a “how-to” guide on effective research and testing techniques, plus a detailed explanation of how to test across different data-driven marketing channels and what metrics to utilize.

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XII. CRM

Course 22: CRM Implementation: Database & Campaign Management (approximately 85 min.)

Do you know the must-have methods for implementing or refining you existing your CRM practice? In this course, you will learn the core principles and prerequisites of data and campaign management, including an overview of the processes required for CRM implementation and a closer look at marketing database development. Discuss the campaign management cycle starting from marketing strategies through implementation and evaluation. Lastly, understand the full lifecycle as you learn from real-world case studies in database and campaign management.

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In addition to completion of the courses, this certification program includes a certification assessment, certificate of completion, and digital badge carrying the date of certification which can be displayed on your resume, email signature, social media profiles, etc.

Estimated Length of Completion

Approximately 35 hours.

Note: When you register for a Certificate or Certification Program you will automatically be registered for all the Courses listed in the Program.  All Courses in the Program will only be available through the Certificate or Certification Program listed in your Enrollments on the learning portal where you access your on-demand training. You will not see the individual Courses listed in your Enrollments on the learning portal, nor will you be able to register for them individually once enrolled in a Certificate or Certification Program that includes them.

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $999 Silver Tier $1,299 Individual $1,999 Nonmember N/A

Instructors