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BMI: News Release (August 15th, 2006)


BMA Expands Professional Development Options

Signs Agreements with BMI, CMO Council

Chicago, Aug.15, 2006 – The Business Marketing Association announced today that it is implementing a new approach to professional development that will expand the number of offerings available to all levels of b-to-b marketers, provide new skills assessment tools and update the certification process. Two of the programs will begin in September, while others are available 24/7 online.

The new professional development approach, which is part of BMA’s long-term strategic direction, includes agreements with the Business Marketing Institute (BMI) and the CMO Council (CMOC) for assessment, training and certification programs, as well as cooperative arrangements with individual BMA chapters and others for sharing seminars, educational courses and best-practice program material. In the past, BMA conducted proprietary training on b-to-b communications, leading to the designation Certified Business Communicator (CBC). That single and narrower designation will be replaced by various educational programs offered by BMI and others.

“The CBC has a well-earned reputation for designating mastery of b-to-b marcom skills, and we expect the BMA members who have earned this qualification to continue to use it as a mark of professional excellence,” said John Favalo, CBC, chairman of BMA and managing partner at Eric Mower and Associates, Group B2B. “However, in evaluating the best use of BMA’s resources, we came to the conclusion that a new business model utilizing external organizations would provide more comprehensive and timely services with higher value to all BMA members.”

In one of the new agreements, BMI will provide content and services for three online programs: Marketing Skills Assessment (MS/A), Marketing Skills Builder (MS/B) and Marketing Skills Certification (MS/C).

“Working with BMI gives BMA members more choices for professional development using the latest technology. We believe that working with experts whose sole mission is professional development is more effective than trying to do it ourselves,” explained Favalo. “Plus, where before BMA only offered a certification program, we can now offer skills assessment and skills building. We can even work with corporate members to develop a training regimen and curriculum specific to their staff’s particular educational needs.”

BMA members also will have full access to the archives for “Tuesday Marketing Notes,” the weekly BMI newsletter that is packed with useful marketing tips and tactics.

The agreement with the CMO Council to offer its Marketing Performance Measurement (MPM) certification is part of broader alliance with the council, which will include BMA and the CMO Council partnerships for research and similar initiatives.

The MPM is a proprietary program using intellectual capital based on quantitative research and insights from CMO Council members and other technology leaders. It is designed for individual practitioners from a wide range of participating companies who wish to become Certified MPM Specialists. The program will start in September and will include online participation and independent study supervised by CMO Council MPM Academic Directors. BMA members receive a special discount and rebate from BMA.

“MPM gives senior marketing executives, as well as their staff, the opportunity assess their marketing measurement skills and learn new techniques from acknowledged experts,” explained Favalo. “An added benefit for BMA members will be reduced fees.”

Another cooperative venture is the opportunity for all BMA members to participate at a reduced rate in a series of six virtual seminars organized by the BMA Boston chapter. The series will start Sept. 14 and cover topics including best practices in demand generation, neuromarketing and podcasting.

For more information about the full range of BMA professional development opportunities, visit

Media Contact:

Thomas A. Stack
VP PR, BMA International
Senior Consultant
NM Marketing Communications

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