03/11/2024

Keys to a Successful Partnership

Craft partnerships that remain fresh and engaging

Partnerships are two-way streets—each side of the partnership needs to feel like they're getting something out of the experience. So, when the American Marketing Association (AMA) began looking into partnerships around its education program in 2019, it knew what it needed—access to best practices in niche areas, developed and delivered faster than it could provide itself.

"We were looking at the digital marketing space and saying, 'We really need to make sure this exam is staying relevant,'" said Molly Soat, AMA's vice president of professional development. "We're not able to hit that alone. We need someone who can really help us accelerate the program."

It was through those discussions that in 2020 launched a certification program with the Digital Marketing Institute (DMI). The program has proven successful enough that last September it expanded into a dual-certification offering for U.S. college students. In the process, AMA has gained access to DMI’s expertise in an ever-shifting field, more efficiently than doing so internally.

Please select this link to read the complete article from Associations Now.