Dryden Marketing

Executive Summary

The American Marketing Association is the largest marketing association in the world, consisting of 45,000 members. AMA is also the market leader in their industry. In addition to offering association membership, AMA offers a wide variety of marketing publications, including books and journals. AMA has recently expressed interest in implementing a certification program that would expand consumer's knowledge and augment his/her marketability in jobs.

There is currently no widely accepted and comprehensive marketing certification program. Yet the marketing discipline encounters constant innovation and is increasing in size and popularity. The need for up-to-date and educated marketing professionals in organizations creates an enormous opportunity for AMA to successfully implement and market a certification program.

The certification program's principal goal is to reach a large percentage of the market and to communicate the program's benefits and value to consumers. AMA's primary target market consists of business professionals, including both AMA members and non-members. The secondary market is comprised of students currently enrolled in college.

AMA will promote to their members through direct mail and e-mail. Non-members will be reached by Internet advertising, utilizing banner ads. Since AMA is targeting students, they will benefit by advertising through the school systems. This includes business counselors and professors, posters, business-related councils, clubs and fraternities. Targeting professionals will entail advertising to employer companies as well. These advertisements will consist predominantly of direct mail promotional pieces aimed at top executives. Companies can utilize the certification program to educate their entire organization, or as a training and hiring specification.

II. Environmental Analysis

The External Environment

Competitive Pressures

The AMA has few direct competitors; therefore, this... [continues]

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