Mastering MPM Program Curriculum
The Mastering MPM Program consists of four components that are complementary and designed to provide participants with requisite MPM learning to enable them to provide immediate added value to their organizations.
1. Self-Assessment Audit
Each participant will be required to audit their company’s current MPM competencies and practices at the outset. To support this, we provide a dedicated online audit instrument. The audit provides a thorough assessment of the participant's company ability to measure and report on a range of marketing activities. The audit instrument was initially developed based on in-depth consultations with chief marketing officers and formed the basis for the initial MPM research undertaken by the CMO Council. The audit captures information on over 100 data points covering the following major areas:
- Prioritization of MPM and stage of adoption
- MPM antecedents and challenges
- Levels of satisfaction with current performance measurement abilities across a range of marketing activities
- Reporting methods and frequencies
The MPM Self-Assessment Audit is used to determine the organization's state of MPM readiness and compare the participant's organization with other participants organizations, as well as the CMO Council's original MPM research initiative.
2. Prescribed Readings
Program participants will be required to complete prescribed readings that are made available through the Mastering MPM Program website. Specific readings will be assigned prior to each of three webinars offered during the quarter.
3. Webcasts
Three webcasts will be presented, one per month, to provide participants with new, leading-edge content presented by MPM experts. Each webcast will be 60-minutes in length and focus on a single aspect of MPM. The first 30-minutes will consist of keynote presentation followed by an additional 30-minutes of moderated questions and answers. Participants are required to attend or view all three webcasts. Webcast recordings will be made available after each live event.
4. MPM Project
Participants will use the results of the MPM Self-Assessment Audit to develop a one page project proposal that will be submitted to the program's Examiner for approval. The proposal will focus on one key MPM area that could improve the organization's marketing effectiveness. Once approved, participants will fully develop a plan to implement their proposals. The project is intended to serve as a program deliverable that can be taken to the participant's organization and operationalized.
In circumstances where program participants currently do not hold a full time position with a company or organization, a White Paper on an MPM topic of their choice will be required. Participants must submit their White Paper proposal to the program's External Examiner for approval prior to the first Webcast. The paper should provide a detailed overview of the key issues, best practice, latest developments, leading providers and users, and likely future developments in the MPM area they have chosen. Source material for the White Paper should be drawn from the program's required readings, publicly available data, and any MPM provider or user contacts available to the participant.
On completion of the preceding program requirements participants will be awarded a CMO Council Certificate formally conferring them with the Council's Certified MPM Specialist accreditation.
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