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, and analytic applications, CAMP represents the full spectrum of marketing activities that every marketer should be familiar with.

To earn your certification:

  • You must complete the 35 hour on-demand program.
  • You must complete and pass the certification assessment.
  • You must complete the program survey.

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.

Learning Experience

This program includes courses with multiple formats and various levels of interactivity: fully interactive multi-media format, partially interactive narrated PowerPoint slide presentation format, and video-based lecture format with no interactivity. Active participation varies by course. All courses include assessments and only some have knowledge checks, activities, and resources/tools. See each course outline for more details.

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.

Program Outline

Download the full certification program benefits here

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

The following courses in this program were removed on August 31, 2020.
•Direct Mail Campaigns
•Understanding Customer Insights

The following courses in this program were added on August 31, 2020.
•Fast-Forward Your Content Marketing
•From Insights to Great Messaging

The following courses in this program were updated on August 31, 2020.
•Achieve Excellence With Your Relationship Marketing I (formerly Relationship Marketing I)
•Achieve Excellence With Your Relationship Marketing II (formerly Relationship Marketing II)
•CAMP Assessment

The following courses in this program were added on December 31st, 2019.
• Brand Activations that Drive Results
• Modern MarTech: Harnessing Technology to Enhance the Customer Journey

The following courses were removed from this program on December 31st, 2019.
• Integrating Across the Customer Decision Journey
• Content Powered Engagement

The following courses in this program were last updated on October 31st, 2019.
• Fundamental Measurement
• Fundamental Email Marketing
• Data-Driven Analytics and Testing
• Web and Search Engine Marketing
• Mobile Marketing
• Database Marketing
• CAMP Assessment

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: 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 3: From Insights to Great Messaging (approximately 90 min.)

This highly engaging and interactive course focuses on marketing best practices and immediately applicable concepts, tools, techniques.  Specifically, participants learn a clear, direct insight definition, how to differentiate real from “faux” insights, how insights are discovered through a detailed understanding of our target audience, how breakthrough creative “ideas” are based on insights, how to assess, comment, and coach creative work to reinforce unique consumer insights. Participants leave with actionable concepts they can immediately apply to real-time marketing situations.

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IV. Brand Building

Course 4: 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 5: Brand Activations that Drive Results (approximately 90 min.)

In this course, you will utilize an Activation Planner to build an activation plan that you can take back to your organization and implement. The course will cover the key platforms for activating your brand - Brand Experiences and Events, Branded Content, Influencer Marketing, Sponsorships, Cause Marketing, Promotions, and Measurement. You’ll learn the core principles of each discipline and best practices for implementing brand activation plan in your business.

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Course 6: Fast-Forward Your Content Marketing (approximately 120 min.)

Content marketing success lies in a company’s ability to align content efforts with business goals, and then plan and execute consistently. In this course, you will learn seven best practices to fast-forward your content marketing program and advance your content marketing to the next level, as you: develop a content marketing mission statement, create a one-page content marketing strategy, build clear, concise, consistent stories with a one-page message map, develop buyer personas to gain insights into the how and why of buyers’ behavior, map content to the buyers’ journey, learn to conduct a competitive content audit, and continuously improve content through all-in analytics.

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Course 7: Achieve Excellence with Your Relationship Marketing I (approximately 90 min.)

Join industry thought leader and Marketing Hall of Fame inductee, Ernan Roman, for this first of a two-part series on how to Achieve Excellence with Your Relationship Marketing, providing a VoC research-based understanding of how customers really feel about today’s relationship marketing strategies, and shows how to use customer insights to drive effective and scalable relationship marketing strategies. The learning is designed for all marketers in B2B and B2C companies interested in achieving excellence in their relationship marketing. At the end of the course, you will learn how to rethink and reposition your organization to be less company-centric and more customer-centric to truly achieve relationship marketing excellence.

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Course 8: Achieve Excellence with Your Relationship Marketing II (approximately 90 min.)

Join industry thought-leader and Marketing Hall of Fame inductee, Ernan Roman, for this second of a two-part series on how to Achieve Excellence with Your Relationship Marketing, providing the best practices for deploying the essential elements of the omnichannel mix, and Shows how to achieve high-value relationships at seven critical points across the customer lifecycle. The learning is designed for all marketers in B2B and B2C companies interested in achieving excellence in their relationship marketing. At the end of the course, you will have a better understanding of how to achieve high-value relationships at seven critical points across the customer lifecycle.

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

In this jam-packed online course, you will learn how to navigate the Search Engine Marketing channel. The course overviews managing and developing 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.)

Create profit- and lead-generating emails that stand out in overcrowded inboxes and learn the basic strategies and tactics for generating deliverable, responsive email marketing campaigns. In this course, you’ll gain an understanding of channel fundamentals, discover the importance of permission, learn ways to grow and manage subscriber lists, and discover how to concept, design and measure campaigns that contribute to your company’s bottom line.

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Course 16: Modern MarTech: Harnessing Technology to Enhance the Customer Journey (approximately 75 min.)

This course will help you understand the essential components of a marketing technology strategy, define how CMOs and other decision makers should engage in the technology roadmap and vendor selection process, and help marketing executives and teams assess their new and evolving role as a technologist within the enterprise. The course provides practical frameworks and models to understand and optimize marketing technology to enhance overall customer experience.

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IX. 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 calculate and use direct marketing metrics such as ROI, Lifetime Value, Customer Acquisition Cost and basic direct response campaign 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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X. 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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XI. 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. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

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 $1,999

Instructors