Marketing Management Archives | AMA https://www.ama.org/topics/marketing-management/ Answers into Action Wed, 26 Mar 2025 13:57:31 +0000 en-US hourly 1 https://wordpress.org/?v=6.7.2 https://www.ama.org/wp-content/uploads/2019/04/cropped-android-chrome-256x256.png?fit=32%2C32 Marketing Management Archives | AMA https://www.ama.org/topics/marketing-management/ 32 32 158097978 Advanced Digital Marketing Certification https://www.ama.org/certifications/advanced-digital-marketing-certification/ Fri, 20 Nov 2020 20:28:40 +0000 https://www.ama.org/?page_id=69924 Experienced Leaders Need Next Level Knowledge Being an expert is about seeing a bigger vision and having the skills and insight to make it happen. It means having real and tangible capabilities to take your message, brand and career into unexplored territories. DMI Graduates Work for Companies Like One Test = Two Marketing Certifications We’ve […]

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Experienced Leaders Need Next Level Knowledge

Being an expert is about seeing a bigger vision and having the skills and insight to make it happen. It means having real and tangible capabilities to take your message, brand and career into unexplored territories.

  • Learn Online
  • 120 Hours Self-Paced Learning
  • Dual PCM Digital Marketing and DMI Certified Digital Marketing Expert

DMI Graduates Work for Companies Like


One Test = Two Marketing Certifications

We’ve partnered with the Digital Marketing Institute, a world leader in professional digital marketing certification, to provide online learning and a meaningful assessment. When you complete the Digital Marketing Expert program, you will become dually certified with the AMA and DMI with two credentials: PCM® Advanced Digital Marketing and Certified Digital Marketing Expert.

How Certification Works

Enrollment for the Digital Marketing Expert program happens through our partners at DMI. The program will take around 120 hours to complete. You’ll have access to self-paced online learning and your final assessment will be two 5000 word assignments – a digital marketing research paper and a digital marketing strategy document. What you produce is a meaningful digital marketing campaign, from conception to completion.

If you live outside of the U.S. and would like to pursue dual-certification, please contact DMI Customer Support.


92%

of DMI graduates have said that our digital marketing course has had a positive impact on their career.

81%

of DMI graduates have been promoted after completing one of our digital marketing programs.

88%

of DMI graduates are working at senior or management level.


Looking for Something Else?

You have options! We also offer the Digital Marketing Pro certification program. It’s 30 hours of video learning with an online final exam. It’s a more comprehensive curriculum covering broad knowledge areas intended for less senior professionals.


I Already Have a PCM® Digital Marketing

Awesome! Your credential helps you stand out as someone committed to using their skills to make an impact. Don’t forget to report your Continuing Education Units (CEUs) to the AMA.

If you need support and are outside of the U.S. please click here.

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Marketing Management Certification https://www.ama.org/certifications/marketing-management-certification/ Thu, 13 Dec 2018 20:41:08 +0000 https://www.ama.org/?page_id=2581 As a member of a small team, a leader of a large department, or an entrepreneur on your own, becoming an AMA Professional Certified Marketer®️ is a way to prove you have the knowledge you need across a broad spectrum of marketing topics, including: This 16-hour online self-paced course will guide you through key areas […]

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As a member of a small team, a leader of a large department, or an entrepreneur on your own, becoming an AMA Professional Certified Marketer®️ is a way to prove you have the knowledge you need across a broad spectrum of marketing topics, including:

  • Marketing Strategy
  • Marketing Research and Data Analytics
  • Pricing Strategy
  • Customer Behavior and Segmentation
  • Product and Services Positioning

This 16-hour online self-paced course will guide you through key areas of marketing, equipping you with the knowledge you need to take the PCM® Marketing Management exam – which is included!

Get the Prep Course + Exam Bundle

Marketing Management PCM Prep Course + Exam Bundle

Non-Member

$849.00

Member

$749.00


How Certification Works

After enrollment, you’ll have access to 16 hours of self-paced online learning. And when you’re ready to take the online exam, you’ll be directed to AMA’s exam platform.

Eligibility Requirements

While there are no eligibility requirements at this time, we find that PCM® candidates have more success if they have the following minimum level of education or experience:

  • Bachelor’s degree and four years of professional marketing experience 
  • Master’s degree and two years of professional marketing experience
  • 7 years of professional marketing experience 

Exam Details

The online test is made up of 150 multiple-choice questions. You’ll have three hours to complete it.

To pass, you must receive an overall score ​of 80% or higher and it is not required that you achieve a specific score in each domain. You will receive your scores immediately after completing the exam, including a breakdown by domain.

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Your exam registration will include three attempts that must be completed within one year of enrollment. If you are unsuccessful in passing the exam, you must wait for a minimum of 15 days between exam attempts.

You will have access to the online learning program and exam for one year from purchase. Instructions for accessing the exam are provided after completion of the prep course.

Exam Preparation


Are You Interested in Just the PCM® Exam?

Purchase just the PCM®️ Marketing Management exam and prepare and study independently. While there are preparation recommendations below, we do not require that individuals purchase or study from a specific source to be eligible for the exam.

AMA MemberNon-Member
$249$349

Have You Already Passed the PCM® Exam?

Passing the PCM® exam is a big accomplishment! Now it’s time to promote and maintain your certification. Share the news and make sure to keep your certification up-to-date.


Questions?

No problem. We realize it’s a big commitment to become a PCM® in Marketing Management. Check out our FAQ page or email us at pcm@ama.org

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Digital Marketing Certification https://www.ama.org/certifications/digital-marketing-certification/ Thu, 13 Dec 2018 15:42:30 +0000 https://www.ama.org/?page_id=2561 We’ve partnered with the Digital Marketing Institute, a world leader in professional digital marketing certification, to provide online learning and a top-tier exam. When you complete the Digital Marketing Pro program, you will become dually certified with the AMA and DMI with two credentials: PCM® Digital Marketing and Certified Digital Marketing Professional. Delivered 100% online […]

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We’ve partnered with the Digital Marketing Institute, a world leader in professional digital marketing certification, to provide online learning and a top-tier exam. When you complete the Digital Marketing Pro program, you will become dually certified with the AMA and DMI with two credentials: PCM® Digital Marketing and Certified Digital Marketing Professional.

Delivered 100% online with continuously updated content means you always get cutting-edge digital marketing and soft skills. Learn GA4, Social Media Marketing, PPC, how to use AI, and much more.


Why certification matters

Certification demonstrates your commitment to keeping up to date and helps prove you have the knowledge employers can trust.

Relevant skills are evolving. According to The State of Digital Skills & Corporate Training report, 49% of the senior executives see artificial intelligence (AI) strategy development as the most important missing skill.

Our programs are designed and endorsed by industry leaders, boosting your reputation with two globally-recognized certifications. Take advantage of this shift to boost your prominence and leadership in this field.

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92%

of DMI graduates agree that our digital marketing course positively impacted their career.

79%

of DMI graduates have been promoted after completing one of our digital marketing programs.

88%

of DMI graduates are working at, or have been promoted to senior or management level.

virtual work

How Certification Works

Enrollment for the Digital Marketing Pro program happens through our partners at DMI. You’ll have access to 30 hours of self-paced online learning. And when you’re ready to take the exam, you’ll schedule a time with a testing center near you.

Topics Covered

  • Digital Marketing in the Era of AI
  • Content Marketing
  • Social Media Marketing
  • Search Engine Optimization (SEO)
  • Paid Search (PPC) Using Google Ads
  • Email Marketing
  • Website Optimization
  • Google Analytics
  • Digital Marketing Strategy

Looking for more advanced training?

We also offer the Digital Marketing Expert advanced certification. It’s 16 months of video learning with regular assessments. It’s a more advanced curriculum designed for senior professionals.

I Already Have a PCM® Digital Marketing

Awesome! Your credential helps you stand out as someone committed to using their skills to make an impact. Don’t forget to report your Continuing Education Units (CEUs) to the AMA.

If you need support and are outside of the U.S. please click here.

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Maximize ROI with Strategic Budget Management https://www.ama.org/events/virtual-training/maximize-roi-with-strategic-budget-management/ Thu, 06 Feb 2025 18:54:33 +0000 https://www.ama.org/?post_type=ama_event&p=184342 From Burnout to Breakthrough: A Smarter Approach to Marketing Budgets and ROI In today’s fragmented marketing landscape, success hinges not on widespread presence, but on strategic channel optimization. This transformative approach can drive remarkable results such as 40% revenue increase while simultaneously reducing ad spend by 30%. Modern marketing requires precision. By replacing vanity metrics […]

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From Burnout to Breakthrough: A Smarter Approach to Marketing Budgets and ROI

In today’s fragmented marketing landscape, success hinges not on widespread presence, but on strategic channel optimization. This transformative approach can drive remarkable results such as 40% revenue increase while simultaneously reducing ad spend by 30%.

Modern marketing requires precision. By replacing vanity metrics with true ROI measurement, organizations can unlock more powerful strategies. The key is focusing on top-performing channels and content that genuinely drive business outcomes.

Attendees in this session will discover how to apply the 80/20 principle to marketing budgets, enabling more targeted and efficient execution. Gain practical techniques to streamline marketing efforts and achieve higher conversion rates.

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April 17, 2025 | 10:00 a.m. – 12:00 p.m. Central Time

Select your quantity below to register

Maximize ROI with Strategic Budget Management (Apr 2025)

Non-Member

$169.00

Member

$129.00

Qty

Key Takeaways

  • Identify and share tools to measure marketing effectiveness 
  • Discuss strategies you can use to identify high-performing content for ads
  • Plan more effective media ad buying

Are you an AMA Professional Certified Marketer®️? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM®️ certification.


AMA Members Get the Best Pricing

Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.


Training Backed By Research

AMA training is unique because of its data-backed approach. The AMA Marketing Skills Framework identifies the most impactful skills marketers need to advance their careers. It’s based on our research with more than 1,000 marketing professionals and academic leaders.


AMA Event Policies

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184342
Marketing Management PCM® Prep Course & Exam Bundle https://www.ama.org/on-demand/marketing-management-pcm-prep-course/ https://www.ama.org/on-demand/marketing-management-pcm-prep-course/#respond Wed, 26 Mar 2025 13:56:57 +0000 https://www.ama.org/?post_type=ama_courses&p=145950 What You’ll Learn This 16-hour online self-paced course will guide you through key areas of marketing, equipping you with the knowledge you need to take the PCM® Marketing Management exam – which is included! You’ll get instant access to this on-demand prep course lasting one year from your purchase date. You will be enrolled in […]

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  • Marketing Management PCM® Prep Course & Exam Bundle

    Prepare for your Marketing Management PCM® Exam

What You’ll Learn

This 16-hour online self-paced course will guide you through key areas of marketing, equipping you with the knowledge you need to take the PCM® Marketing Management exam – which is included!

Marketing Management PCM Prep Course + Exam Bundle

Non-Member

$849.00

Member

$749.00

You’ll get instant access to this on-demand prep course lasting one year from your purchase date. You will be enrolled in your exam within a month following purchase.

Marketing Management PCM® Exam Details

The online test is made up of 150 multiple-choice questions. You’ll have three hours to complete it.

To pass, you must receive an overall score ​of 80% or higher and it is not required that you achieve a specific score in each domain. You will receive your scores immediately after completing the exam, including a breakdown by domain.

Your exam registration will include three attempts that must be completed within one year of enrollment. If you are unsuccessful in passing the exam, you must wait for a minimum of 15 days between exam attempts.

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AMA Members Get the Best Pricing

Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.

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Business Ethics in the 21st Century https://www.ama.org/on-demand/business-ethics/ https://www.ama.org/on-demand/business-ethics/#respond Mon, 24 Mar 2025 20:24:16 +0000 https://www.ama.org/?post_type=ama_courses&p=190540 Course Overview Ethical decisions in business are everywhere. Organizations have learned that the costs of unethical actions can be high, both legally, and from a public relations perspective. This course introduces the major ethical frameworks in business and seeks to give learners a strong foundation in ethical business practices, whether as individuals, as a leaders, […]

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  • Business Ethics in the 21st Century

    This course introduces the major ethical frameworks in business and seeks to give learners a strong foundation in ethical business practices, whether as individuals, as a leaders, or as stewards of the organization.

    Beginner/Intermediate | 10 Hours

    $299 for non-members | $259 for members

Course Overview

Ethical decisions in business are everywhere. Organizations have learned that the costs of unethical actions can be high, both legally, and from a public relations perspective. This course introduces the major ethical frameworks in business and seeks to give learners a strong foundation in ethical business practices, whether as individuals, as a leaders, or as stewards of the organization. This course reviews how organizations can establish and encourage an ethical culture while monitoring for compliance.

What You’ll Learn

  • Describe the major ethical frameworks used in developing business ethics
  • Explain the three components of the Ethical Triangle: Individual Ethics, Leadership Ethics, and Governance and Control
  • Discuss key ethical challenges in the workplace
  • Describe the use of organizational ethics codes
  • Outline the ethical issues involved in the employer-employee relationship including Employment at Will, due process and fairness
  • Discuss the use of ethics training
  • Explain how organizations monitor ethical performance
  • Describe the relationship between Corporate Social Responsibility (CSR) and ethics
  • Outline issues involving corporate governance
  • Explain how sustainability is an ethical concern
  • Discuss ethics and the regulatory environment (Sarbanes-Oxley Act; U.S. Foreign Corrupt Practices Act)
  • Explain the issues around whistleblowing
  • Describe the role of leadership in establishing an ethical culture

You will gain access to this course for 90 days from purchase date.

Enroll Now

Business Ethics in the 21st Century

Non-Member

$299.00

Member

$259.00

About Our Learning Partner

This course is hosted by our approved learning partner, MindEdge, whose mission is focused on helping adults learn the fundamentals and master the skills needed to succeed personally and professionally.

Other Learners Also Took

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Certificate in Leadership for Women in Business https://www.ama.org/on-demand/certificate-in-leadership-for-women-in-business/ https://www.ama.org/on-demand/certificate-in-leadership-for-women-in-business/#respond Mon, 03 Mar 2025 18:24:32 +0000 https://www.ama.org/?post_type=ama_courses&p=187326 Course Overview Nearly half of all working adults are women, and women now make up the majority of students pursuing undergraduate and graduate degrees. Despite these indications that they have the skills and education to be leaders in the workforce, women are still underrepresented in many areas, and the persistent wage gap demonstrates that their […]

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  • Certificate in Leadership for Women in Business

    This certificate explores both the social and psychological mechanisms that create challenges that professional women often face. Alongside commentary from women leaders, the material also provides concrete and data-driven recommendations for advancing in your career. 

    Intermediate | Certificate Program | 23 hours

    $499

    Hosted by MindEdge. You will leave ama.org to make this purchase.

Course Overview

Nearly half of all working adults are women, and women now make up the majority of students pursuing undergraduate and graduate degrees. Despite these indications that they have the skills and education to be leaders in the workforce, women are still underrepresented in many areas, and the persistent wage gap demonstrates that their work is often undervalued. This certificate explores both the social and psychological mechanisms that create challenges that professional women often face.

Alongside commentary from women leaders, the material also provides concrete and data-driven recommendations for advancing in your career. The courses in the certificate introduce key concepts and practices that all successful business people should be familiar with, thereby serving as a general introduction to topics like leadership, management, communication, work-life balance, networking, negotiation, and body language.

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Learning Format

This self-paced certificate program utilizes games, videos, interactive exercises, quizzes, real-world case studies and other engaging content to ensure rapid mastery of the content and direct application.

Courses Included in This Certificate

By understanding the impact of body language, leaders can learn how to communicate in a way that builds and sustains positive relationships with employees, clients, and business partners. This course will help women business leaders learn how to read body language cues and use them to exude both strength and warmth. It considers the role and impact of gender stereotypes in nonverbal communication and explains how facial expressions, hand gestures, body movements, and eye contact can be used in various business situations like negotiations. The course also addresses cross-cultural body language and explores the role of body language in virtual communication.

This general awareness course will assess the representation of women in various domains, including sports, politics, education, STEM fields, pink-collar jobs, and managerial positions. We will also review challenges that many working women face, as well as strategies for addressing those challenges both as an individual and from an organizational perspective. The course concludes with a brief review of milestones in the history of women in the workplace and an assessment of some ways that better representation of women can benefit businesses.

Leaders are people who can change the thoughts, attitudes, and behaviors of the people around them. Successful organizations must have leaders who take them in the right direction. While not all leaders are managers or even occupy positions of authority, managers are often leaders for the employees who report to them. While companies with more women in leadership positions tend to see benefits to their bottom line, gender stereotypes and biases can make it difficult for women to become recognized as leaders and to advance into managerial or executive positions at work. This course reviews various qualities of leaders and styles of leadership and management. It also reviews common managerial challenges and introduces techniques, strategies, and best practices to overcome those obstacles.

The course will provide a general overview for effective communication at work. Learners will review tips and strategies for communicating with small and large groups, being heard in meetings, projecting confidence, and more—especially as these concepts apply to women. This course also considers communication in the context of public speaking, and discusses the importance of understanding the audience, preparing for a presentation, using visual aids appropriately, and more. Learners will be able to identify criticisms of, and biases toward, women speakers, and the course introduces strategies for how to counteract them.

Everyone finds that their life is unbalanced from time to time. If left unaddressed, that lack of balance can cause stress, decreased productivity, and even health problems. Stereotypes and expectations about what matters to women can exacerbate work-life balance challenges. This course explores the importance of prioritizing things that matter to you, both at work and at home, and introduces techniques that can help individuals and organizations make work-life balance possible.iases toward, women speakers, and the course introduces strategies for how to counteract them.

Making meaningful connections can be critical to professional success. Although many find networking to be difficult, it is a learned skill that can improve with technique and practice. This course introduces techniques and strategies for networking, finding mentors, and attracting sponsors, as well as common anxieties and obstacles that people face when trying to expand their professional connections. It highlights the ways that networking can be both particularly difficult and especially important for women in business.

This course defines negotiation and reviews the importance of advocating for yourself and your interests. Because negotiation tends to be characterized in a stereotypically masculine way, this course considers some of the challenges that women tend to face when negotiating. The course reviews key negotiation concepts such as BATNA and ZOPA as well as common negotiation mistakes and the five stages of the negotiation process. The course-takers will also engage in negotiation scenarios for opportunities to prepare for common situations they may encounter.

Prove your skills! When you finish this course, you’ll get a certificate of completion to show your current boss and future employers your commitment to keeping your knowledge up-to-date.

About Our Learning Partner

This course is hosted by our approved learning partner, MindEdge, whose mission is focused on helping adults learn the fundamentals and master the skills needed to succeed personally and professionally.

Other Learners Also Took

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Introduction to Critical Thinking https://www.ama.org/on-demand/introduction-to-critical-thinking/ https://www.ama.org/on-demand/introduction-to-critical-thinking/#respond Thu, 09 Jan 2025 16:39:25 +0000 https://www.ama.org/?post_type=ama_courses&p=180179 What You’ll Learn Are you an AMA Professional Certified Marketer®️? This training is worth 7 Continuing Education Units (CEUs) to maintain your PCM®️ certification. About the Course Critical thinking is an intellectual model for reasoning through issues to reach well-founded conclusions. It may be the single-most valuable skill that one can bring to any job, […]

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  • Introduction to Critical Thinking

    This introductory-level course is designed to help learners define and identify critical thinking and reasoning skills and develop those skills.

    Beginner | 7 Hours

    $129 for non-members | $99 for members

What You’ll Learn

  • Define critical thinking, reasoning, and logic
  • Ask appropriate questions for critical thinking
  • Understand the process of systemic problem-solving
  • Identify and overcome barriers to critical thinking
  • Articulate common reasoning fallacies
  • Understand critical thinking as it pertains to the workplace

You will gain access to this course for 90 days from purchase date.

Introduction to Critical Thinking

Non-Member

$129.00

Member

$99.00

Are you an AMA Professional Certified Marketer®️? This training is worth 7 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

About the Course

Critical thinking is an intellectual model for reasoning through issues to reach well-founded conclusions. It may be the single-most valuable skill that one can bring to any job, profession, or life challenge. Being able to ask the right questions, critique an argument, and logically dissect an issue occur constantly in the workplace and our lives. This introductory-level course is designed to help learners define and identify critical thinking and reasoning skills and develop those skills.

AMA Members Get the Best Pricing

Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.

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Change Management Foundations https://www.ama.org/on-demand/change-management-foundations/ https://www.ama.org/on-demand/change-management-foundations/#respond Thu, 09 Jan 2025 16:09:20 +0000 https://www.ama.org/?post_type=ama_courses&p=180163 What You’ll Learn Are you an AMA Professional Certified Marketer®️? This training is worth 4 Continuing Education Units (CEUs) to maintain your PCM®️ certification. About the Course Change Management is a framework to methodically implement organizational change and prepare stakeholders for such change. Change Management Foundations introduces learners to this framework so that they can […]

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  • Change Management Foundations

    Change Management Foundations introduces learners to this framework so that they can better understand and take part in changes within their own organizations.

    4 Hours | 3 Modules

    $329 for non-members | $299 for members

What You’ll Learn

  • Describe the factors that make people resist change
  • Identify the principles of change
  • Explain the importance of change resilience
  • Define the roadmap to change
  • Identify tools to facilitate change
  • Identify the key roles in change management
  • Develop power and influence maps to describe relationships
  • Understand the strategies of working with different stakeholders
  • Identify system factors that enable or prevent change
  • Develop strategies to encourage systems thinking

You will gain access to this course for 90 days from purchase date.

Change Management Foundations

Non-Member

$329.00

Member

$299.00

Are you an AMA Professional Certified Marketer®️? This training is worth 4 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

About the Course

Change Management is a framework to methodically implement organizational change and prepare stakeholders for such change. Change Management Foundations introduces learners to this framework so that they can better understand and take part in changes within their own organizations.

AMA Members Get the Best Pricing

Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.

Related Courses

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Project Management Foundations https://www.ama.org/on-demand/project-management-foundations/ https://www.ama.org/on-demand/project-management-foundations/#respond Thu, 09 Jan 2025 14:37:30 +0000 https://www.ama.org/?post_type=ama_courses&p=180134 What You’ll Learn Are you an AMA Professional Certified Marketer®️? This training is worth 10 Continuing Education Units (CEUs) to maintain your PCM®️ certification. About the Course Project Management Foundations provides a quick overview of the fundamentals of project management. It defines primary concepts, explains basic terminology, and explores two of the most popular methodologies–Waterfall […]

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  • Project Management Foundations

    Project Management Foundations provides a quick overview of the fundamentals of project management. It defines primary concepts and explains basic terminology.

    Beginner | 10 Hours | 4 Modules

    $279 for non-members | $249 for members

What You’ll Learn

  • Understand common project management terminology
  • Compare and contrast two common project management methodologies
  • Describe the basics concepts of Waterfall project management
  • Define Agile development and describe the Agile cycle
  • Identify several prominent project management certification and accreditation programs

You will gain access to this course for 90 days from purchase date.

Project Management Foundations

Non-Member

$279.00

Member

$249.00

Are you an AMA Professional Certified Marketer®️? This training is worth 10 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

About the Course

Project Management Foundations provides a quick overview of the fundamentals of project management. It defines primary concepts, explains basic terminology, and explores two of the most popular methodologies–Waterfall and Agile–employed by successful project leaders and their organizations.

It covers the five stages (Initiating, Planning, Executing, Monitoring & Controlling, and Closing) of a Waterfall project and shows how those stages interconnect to help complete projects. It provides a simple interpretation of a common Agile development cycle, identifying and explaining essential Agile concepts along the way. And it recognizes several professional certifications and accreditations that practitioners can obtain to help them better understand and apply established project management principles and improve project outcomes.

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Skill Level: Beginner

AMA Members Get the Best Pricing

Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.

Related Courses

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