Marketing Skill Certification

In 2022, Calgary Arts Development Authority, in partnership with Calgary Economic Development, are prototyping four Trusted Skills professional certifications in marketing: 

  1. Marketing Management

  2. Digital Marketing

  3. Content Creation

  4. Creative Thinking

These four professional certifications were chosen because employers identified these as the most critical marketing skills today.

These professional certifications are stackable and can be combined together to provide a rich and detailed picture of the skills each candidate possesses. By beginning with the marketing management certificate, candidates can establish the foundations for three additional certifications in digital marketing, content creation and creative thinking.

Marketing Management Certification

The Marketing Management certification verifies a candidate’s foundational marketing skills in the following areas: 

  1. Marketing insights

  2. Audience insights

  3. Marketing management

  4. Marketing communications

Digital Marketing Certification

The Digital Marketing certification verifies that an individual has digital marketing skills. This includes using multiple forms of digital media to achieve a marketing goal. A candidate must show skill in the following: 

  1. Digital analytics

  2. Digital advertising 

  3. Social media

  4. Web development

Content Creation Certification

The Content Creation certification verifies that an individual has the skill to plan, create, and curate content, including text, visual, video, and audio, to support a marketing program.

Creative Thinking Certification

The Creative Thinking certification verifies that a candidate possesses skills to understand complex problems, gather inspiration for potential solutions, generate ideas, make those innovative ideas tangible, test those ideas to learn more, and tell the story of an insightful change that they’ve developed. To be certified, a candidate must demonstrate skill in the following areas:

  1. Showing curiosity

  2. Gathering and assessing relevant information

  3. Managing ambiguity

  4. Developing and testing creative ideas

  5. Storytelling