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Category Management Association Certification Overview. What is certification?. - PowerPoint PPT Presentation
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Category Management Association Certification Overview
www.cpgcatnet.org Category Management Association
What is certification?
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Individual professionals can be certified at three levels, depending on experience and training. Manufacturers and retailers can certify their internal corporate training programs. Training firms, solution providers, and universities can certify their learning programs.
A CERTIFIED learning or training program means that the designated program officially fulfills a requirement towards individual professional certification.
INDIVIDUAL Certification from the Association•Objective, third-party designation•Based on a minimum agreed-upon training standard•Quantifies the skill level of individual category management professionals• Ensures the standard has been met or exceeded
Our 2 Step Approach: It Started with a Steering Committee
• Lead with experience• Ensure diversity, remove bias• Create role & skills
framework• Establish certification process
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Roles Skills
• Leverage cat man and educator expertise
• Define levels of competency• Create framework to evaluate
training
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Our 2 Step Approach: The Certification Sub-Committee
Develop A Common Language
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•The most discrete element of a curriculum often focused on a single category management skill
A Course
•A single course or a collection of courses that impart proficiency for a specific category management competency
Learning Programs
•A matrix that identifies standards for measuring competency performance at specific experience levels for category management professionals
Learning Scorecard
3 Certification Levels
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8 Required Learning Programs
15 Required Learning Programs
10 Required Learning Programs
Certification
Simplistic approach• 3 levels• required fundamentals• plus recommended skills
Adaptable• flexible for companies,
big and small• will improve over time
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Learning Programs by Level Category Analyst Category Manager Strategic Advisor
CPCA CPCM CPSA
Basic Industry Knowledge REQUIRED
Category Management History and Process REQUIRED
Pricing Analysis REQUIRED
Promotion Analysis REQUIRED
Assortment Analysis REQUIRED (basic) REQUIRED (advanced)
Spreadsheet Development REQUIRED (basic) REQUIRED (advanced)
Presentation Development REQUIRED (basic) REQUIRED (advanced)
Syndicated Scanner Data REQUIRED (basic) REQUIRED (advanced)
Syndicated Panel Data REQUIRED (basic) REQUIRED (advanced)
Retailer POS Data Analysis REQUIRED (basic) REQUIRED (advanced)
Space Planning Software Recommended (ba sic) Recommended (advanced)
Relational Databases Recommended (ba sic) Recommended (advanced)
Presenting Effectively Recommended
Ethical Expectations and Legal Implications Recommended
Space Management REQUIRED
Store Level Data REQUIRED
Syndicated Geodemographic/Behavioral Data REQUIRED
Opportunity Identification for Actionable Insights REQUIRED
Root Cause Analytics REQUIRED
Comprehensive Category Reviews REQUIRED
Understanding Category Shopper Behavior REQUIRED
Leveraging Data for Basic Business Solutions REQUIRED
Retailer Economics and Supply Chain REQUIRED (basic) REQUIRED (advanced)
Customer Relationship Management Recommended (ba sic) Recommended (a dvanced)
Joint Business Planning & Value Creation REQUIRED
Collaborative Partnerships REQUIRED
Consultative Selling REQUIRED
Understanding Shopper Behavior Beyond the Category REQUIRED
Retailer Shopper Segmentation REQUIRED
Leveraging Data for Advanced Shelving Solutions REQUIRED
Leveraging Data for Advanced Assortment Solutions REQUIRED
Advanced Pricing Analysis Recommended
Advanced Promotion Analysis Recommended
Certified Professional Category Management Training Certification Levels
Category Management Standards
INDIVIDUAL Certification: • Quantifies the skill level of individual
category management professionals• Ensures the standard has been met or exceeded
COURSEWORK Certification:• Designated course officially fulfills a
requirement towards individual professional certification.
Show Copy of Category ManagementProfessional Standards Document
Certification Process For Individuals
Covers a 3 Year Period
Individuals
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Individuals 3 Years Record RetentionCMA Certification Board
Certifies Individual & Posts Records
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Costs for an Individual’s Certification
• Initial costs $800o $500 individual’s initial personal evaluation fee o $300 Covers 3 years certification updates and data maintenance
• Renewal costso Renewal for an individual’s certification is $300o Covers an additional 3 years, including:
• New training programs completed • Maintaining certification records • Updating certification level
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Certification Process For Companies
Covers a 3 Year Period
Training Programs
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Certification Order Form
Manufacturers Training Companies
Training Course Translation & Evaluation
Certification Board
Costs For Learning Program Certification• Initial costs
o One Time Certification Evaluation fee is $8,000, covers organization and translation of course content to Learning Program format and cost estimate
o Learning program certifications:• Pre-certified ”off-the-shelf” learning program ($200 each)• Customized pre-certified ”off-the-shelf” learning program ($2,400 each)• Customized, internal proprietary learning program ($4,000 each)
• Renewal costso The cost for renewing certification are as follows:
• Recertification for a comprehensive company training program will be $1000. (In addition there will be a $ 100.00 charge to review and re-record each previously certified learning program)
• For all new learning programs certified the cost per learning program will be as above
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Participating Training Providers• CMKG• Learning Evolution• Nielsen• ROI• SymphonyIRI• The Partnering Group• Win Weber Associates
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Benefits to Certification
• Commitment to employee professionalism • Road map to category management success• Industry leadership• Competitive advantage with trade
Partial Certification Client List
Category Management Association, 210.587.7203 Central time USA
Donna Frazier, President and Managing Director, [email protected]
Blaine Ross, Executive Vice President Global Sales & Marketing, [email protected]
Kevin Costello, Vice President , Business Development, [email protected]
Diane Milanese, Member Resources Director, [email protected]
Anne Kay, Member Networking Director, [email protected]
For more information on member benefits and options, visit www.cpgcatnet.org or email: [email protected]
To learn more about individual or company certification, email: [email protected]
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Questions