Certificated ANA Marketing Student

If you are registering for CAMS using an access code provided by your school, then by registering for this program you are acknowledging and agreeing that your registration and progress information for this program may be provided to your school.

Combining brand marketing strategy with customer-centric techniques and digital, data, and analytics training, the Certificated ANA Marketing Student (CAMS) program ensures that students have the knowledge needed for today’s multi-faceted marketing student, as well as the skills for a future career progression in marketing.

With the ANA’s certificate program, students will be activated by practitioner-led training to elevate their marketing knowledge with insight into marketplace drivers and best practices – from integrated marketing, to customer insights, to strategy, to execution, and success metrics.

CAMS is 100 percent online, accessible anytime, anywhere, and represents the important knowledge and skills students should have familiarity with when entering the marketing field.

Registration for the CAMS program requires a special access code and is available to select universities and students only. If you have any questions, please contact CAMS@ana.net.

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.

Who is this Certificate Program For?

The CAMS certificate program is ideal for marketing students who want comprehensive knowledge of the entire marketing process and/or to better understand future roles in the overall marketing lifecycle.

Certificate Program Outline

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The coursework for this certificate program includes developing knowledge in areas such as:

Integrated Marketing & Planning

Course 1: Integrated Marketing Planning and Execution (approximately 90 min.)

This course is focused on helping marketers to develop truly integrated marketing plans that provide a seamless customer experience across key touchpoints and achieve long-term value. You will learn how to develop a customer decision journey, explore touchpoint mapping, and create strategies that will deliver your brand promise effectively. This course is also focused on the practicalities of integrated marketing execution. You will study examples of integrated marketing best practices and tactics, and how to measure the impact of your integrated plan.

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Customer Centricity

Course 2: From Insights to Great Messaging (approximately 90 min.)

This highly engaging and interactive course focuses on marketing best practices and immediately applicable concepts, tools, and 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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Brand Building

Course 3: The Art & Science of Brand Building (approximately 85 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 customers, how to establish an emotional connection with them, and what you need to analyze about your competition. With these insights in hand, this course shows you how to effectively position your brand and activate your brand experience.

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Creative Process & Briefs/Agency Management

Course 4: 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 your 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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Course 5: Agency Management (approximately 60 min.)

Brand advertisers must demand increasingly more from the advertising and marketing service agencies they rely on to plan and execute breakthrough work from these relationships while simultaneously driving the dual agenda of effectiveness and efficiency. Clients want more, better, and faster work 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 up 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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Digital Marketing & Media Strategy

Course 6: Social Media Marketing (approximately 90 min.)

In this course, you will learn how to embrace a new and exciting communications paradigm to better understand the consumer decision-making process and how to best integrate and connect social media marketing techniques with real-world business objectives.

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Course 7: Mobile Marketing (approximately 70 min.)

Mobile marketing comprises 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 provides a brief review of mobile core products and services, discusses best practice strategies and tactics, and examines the newest screens to take your mobile activity to new levels.

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Course 8: Search Engine Marketing (approximately 100 min.)

In this jam-packed 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 9: 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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Data, Measurement & Analytics

Course 10: Marketing Measurement and Analytics (approximately 90 min.)

This course will cover how to establish and prioritize the right marketing KPIs that align with the business KPIs, how to work with internal teams to gather the right data to measure properly and review how to analyze and interpret the analytics for insights to ensure both marketing and overall business alignment and growth.

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

Estimated Length of Completion

Approximately 17 Hours. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

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

The following course in this program was slightly re-designed on May 15, 2024
• The Art and Science of Brand Building

Please note additional updates were made to the CAMS Certificate Program between 2019-2023.

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.