American Marketing Association

Supporting marketers through tailored, relevant, and dynamic learning pathways.

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challenge

The American Marketing Association (AMA) strives to be the most relevant force and voice shaping marketing around the world - an essential community for marketers. AMA asked Desklight to help the association remain at the cutting edge of marketing education and professional development.

American Marketing Association

process

Through deep-dive workshops with the AMA team and extensive research with a range of marketing stakeholders, Desklight identified a need for tailored, relevant, and dynamic learning pathways that can support marketers today and prepare them for a rapidly changing future.

Using learner insights from both qualitative and quantitative research, we developed a comprehensive framework outlining the skills marketers need to thrive in a 21st century economy. We leveraged AMAs substantial internal expertise to refine those skills via interactive workshops with the greater AMA team. Additionally, we equipped AMA with a roadmap and a set of tools to activate their network of subject matter experts. This supported the development of skill statements and ultimately allowed for the creation of new, dynamic learning pathways for their members.

Our Contributions Included:

  • Problem space exploration
  • Qualitative research
  • Quantitative research (Qualtrics survey)
  • Data cleaning, analysis, and synthesis
  • Insights reporting with strategic recommendations
  • Workshop design and facilitation
  • Skills framework development
  • Roadmap with key milestones
  • Tools for stakeholder engagement and facilitation
  • Packaged deliverables, including Miro boards and Google slides

Inspire progress

Outcome

This reframed curricular taxonomy infuses essential leadership skills into learning.

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