The Measure of a Marketer: Analyzing the Value of Certification in Direct Marketing

This thesis analyzes the use of certification and licensing in the field of Marketing, particularly in the area of Direct Marketing. For example, compared to the CPA examination for Accounting, there is no such standardized mark of achievement for marketers. Thus, there is a lack in understanding and measurement in terms of standards in Marketing and what makes a marketer a “professional”. Recently, some national marketing associations have begun creating their own standards and administering their own exams to “certify” marketers as “professionals” in a given area of marketing. However, how certain standards are determined needs to be analyzed. It is unknown whether employers or other marketers throughout the country actually view these “certifications” as notable, especially considering the fact that this practice has only begun very recently. Before performing certification, the method of certification needs to be analyzed.