Marketing Specialists
Major Learning Outcomes of Earning the CBM Credential for Marketing Specialists
Part 1 - Module 100: General Management and Leadership
1. Comprehend strategic management concepts and principles.
2. Master the essential functions of management, such as planning, organizing, controlling, and directing.
3. Plan and organize projects using PERT, Gantt, or CPM techniques.
4. Direct, lead, control, and motivate the project team members.
5. Solve project-related problems and making effective decisions.
6. Learn project management methods and quantitative techniques such as decision-trees and regression analysis.
7. Comprehend ethical responsibilities of business.
8. Recognize the impact of government on business in terms of laws and regulations that affect mergers, acquisitions, consumer protection, product liability and warranties, and consumer credit granting process.
Part 1 - Module 200: Operations Management
1. Comprehend the manufacturing operations, such as production planning, inventory control, capacity management, materials management, and logistical management.
2. Partner with operations management in planning and controlling inventories to ensure continued product availability.
3. Learn the supply-chain management and purchasing management practices.
4. Understand service operations in terms of waiting time, capacity management, and customer service concepts.
5. Partner with operations management in planning and scheduling of finished goods or delivery of services.
Part 1 - Module 300: Marketing Management
1. Comprehend the essential principles and concepts in a marketing function.
2. Learn pricing strategies and structures for products and services, including demand and supply concepts.
3. Master the product life cycle stages and their impact on revenues, costs, and profits.
4. Understand the tools of marketing communication, including personal selling, advertising, and sales promotions.
5. Relate to psychological bases of consumer behavior in terms of consumer needs and wants and emotions and moods.
6. Design marketing research methods to conduct surveys, focus group discussions, and sampling methods.
7. Define and design marketing channels to distribute products from manufacturer to consumers.
8. Define markets in electronic commerce using cost-service-profit models, including e-marketing mix.
9. Design and implement ethical programs and practices to avoid price fixing, price discrimination, and deceptive price advertising.
10. Segment the market and identify target markets to reach the target customer.
11. Comprehend the fundamentals of services marketing and to understand the service experience in order to improve customer satisfaction and increase customer retention.
12. Partner with operations and engineering management in the new product development projects to develop prototypes and pilot production.
13. Participate in the hiring, training, motivating, and compensating the sales force.
14. Participate in the marketing communication programs to enhance brand equity.
Part 1 - Module 400: Quality and Process Management
1. Comprehend the quality principles, practices, tools, and techniques.
2. Recognize the essential elements of service quality, including marketing services.
3. Identify customers, both internal and external, to provide quality services.
4. Benchmark and reengineer the marketing department’s functions and processes.
5. Link quality of products and services to revenues, costs, and profits of the organization.
6. Bring quality awareness throughout the organization through total quality management methodologies.
Part 1 - Module 500: Human Resources Management
1. Comprehend the hiring process, including selecting new employees.
2. Conduct employee’s performance evaluations.
3. Develop and implement plans and programs to hire, motivate and retain marketing and sales employees.
4. Identify people issues in managing diverse workforce, including contractors and consultants.
5. Identify legal issues involved in managing the human resources, such as ADA, EEO, and ADEA.
6. Forecast employee demand and supply for the entire marketing organization and to identify gaps.
Part 2 - Module 600: Accounting
1. Comprehend the essential principles and concepts in accounting.
2. Read and interpret the financial statements, such as income statement, retained earnings, cash flow statements, and balance sheet.
3. Develop operating budgets for the marketing department at the line-item level, including pro forma financial statements.
4. Apply managerial accounting concepts in decision-making, such as sales commission versus straight pay, staff insource versus staff outsource, incremental revenues and costs, and differential revenues and costs.
5. Participate in developing cost control systems and mechanisms for the entire organization.
6. Partner with accounting management in performing financial analysis in advertising, promotion and logistics.
Part 2 - Module 700: Finance
1. Comprehend the essential principles and concepts in finance.
2. Recognize issues in managing short-term and long-term assets.
3. Advise in the credit collection procedures to minimize legal liability.
4. Participate in financial planning and forecasting, both short-term and long-term.
5. Participate in controlling the financial assets of the organization.
6. Develop capital budget requests along with their financial and technical justifications.
7. Understand how businesses are valued, acquired, merged, or divested.
8. Partner with finance management in forecasting funds for new markets, new products, new customers, and new channels.
Part 2 - Module 800: Information Technology
1. Identify risks in managing information and technology such as access and privacy breaches.
2. Request value-oriented information systems for operating various business functions such as marketing share analysis system, product line profitability analysis system.
3. Participate in developing and maintaining information systems projects to meet informational needs of the business.
4. Request and fund the continuity of business services for a specific function, process, or department.
5. Generate standard and/or customized reports for decision-making purposes, such as product line profitability reports, product manager performance reports, market share reports, and sales reports.
Part 2 - Module 900: Corporate Control, Law, and Governance
1. Comprehend internal control principles and frameworks for good business.
2. Participate in designing controls to prevent and detect corporate fraud perpetrated by managerial and non-managerial employees.
3. Understand corporate risks in protecting physical and human assets.
4. Learn the essential principles of corporate citizenship, accountability, ethics, and governance.
Part 2 - Module 1000: International Business
1. Learn the global business strategies and practices, including organization structure and control.
2. Comprehend the international trade, investment, payments, and cultures.
3. Understand the international economics, banking, and law.
4. Work with employees at international divisions and business units.
Part 3 - All Ten Modules
1. Integrate the Core and Functional knowledge to see the “big picture” of business.
2. Apply the integrated knowledge in business situations using mini-cases and short-scenarios.
3. Perform technical analyses, to draw conclusions, and to make effective decisions in the following 50 application areas:
Application 1: Strategic Management Analysis
Application 2: Managing and Leading Skills Analysis
Application 3: Sensitivity and Scenario Analysis
Application 4: Economic Analysis
Application 5: Organizational Analysis
Application 6: Decision Analysis
Application 7: Regulatory Analysis
Application 8: Project Management Analysis
Application 9: Portfolio Analysis
Application 10: Business Performance Measurement Analysis
Application 11: Data Analysis
Application 12: Manufacturing Management Analysis
Application 13: Service Management Analysis
Application 14: Retail Management Analysis
Application 15: Supplier Analysis
Application 16: Inventory and Logistics Analysis
Application 17: Levers, Drivers, and Triggers Analysis
Application 18: Value Analysis
Application 19: Outsourcing Analysis
Application 20: Productivity Analysis
Application 21: Contingency and Constraint Analysis
Application 22: Marketing Management Analysis
Application 23: Product and Brand Management Analysis
Application 24: Pricing Analysis
Application 25: Advertising Analysis
Application 26: Sales Analysis
Application 27: Customer Analysis
Application 28: Competitor Analysis
Application 29: Quality Analysis
Application 30: Process Analysis
Application 31: Human Capial Analysis
Application 32: Operating Budget Analysis
Application 33: Cost-Volume-Profit Analysis
Application 34: Cost Analysis
Application 35: Financial Statement Analysis
Application 36: Cash Flow Analysis
Application 37: Tradeoff Analysis
Application 38: Leverage Analysis
Application 39: Capital Budget Analysis
Application 40: Mergers and Acquisitions Analysis
Application 41: Computer Security and Control Analysis
Application 42: Computer Forensic Analysis
Application 43: Electronic Commerce Analysis
Application 44: Business Controls Analysis
Application 45: Fraud Analysis
Application 46: Risk Analysis
Application 47: Stakeholder Analysis
Application 48: Legal and Ethical Analysis
Application 49: International Trade and Financing Analysis
Application 50: Global Management Analysis
