The Marketing Standards Board
Developing Marketing Leaders of the Future
Paths to Success
“General Assembly’s vision is to accelerate the use of skills-based hiring in the technology sector. We see a future where education to employment is about the skills you demonstrate, not where you’ve been."
Kieran Luke, GM Assessments at General Assembly
Frequently Asked Questions
Will the marketing career framework and skills rubrics change over time?
Yes. The Board, in collaboration with GA, will review the framework and underlying content annually.
Is coursework required to score well on the Certified Marketer Level 1 Assessment?
No. However, GA will be among providers that will offer courses informed by the framework.
What is the Board’s timeline for releasing marketing assessments?
We launched the Level 1 assessment in Q4 of 2018. The first Level 2 assessments will launch in 2019.
Is the Marketing Career Framework U.S.-centric or global?
This is a framework developed with marketing leaders of global companies. We anticipate the framework will have global relevance, although we expect organizations to vary on their exact implementation of this framework.
What do you mean by “standards”?
The Board communicates marketing standards through our Certified Marker assessments, skills rubrics, and career framework. These guidelines:
- Are not platform specific.
- Provide structure in explaining marketing career stages and paths.
- Lay out the skills of a successful worker in marketing, and how to validate those skills.
- Were devised and validated by global leaders across a wide range of sectors.
- Focus on application of knowledge rather than academic theory.
What is the role of Board members?
- Set and explain standards for skills required to succeed in marketing.
- Approve assessments and certification requirements.
- Guide the profession toward transparent, competency-based career pathways.
What is General Assembly (GA)?
GA is a pioneer in digital education and career transformation. We work with global companies of all sizes — including more than 40 of the Fortune 100 — to solve talent gaps in the skills needed to thrive in an increasingly tech-driven economy. We’ve engaged with major employers including Capital One and L’Oréal to evaluate, and develop workforces in anticipation of future business needs through training, onboarding, and hiring strategies.
How does the framework account for expert or technical career tracks?
We recognize that some marketing professionals are not as interested in developing their career into a management role, but rather prefer to become experts in a technical specialization. In this instance, we would expect individuals to specialize in one or more of the Level 2 components in more depth than required of those progressing to Level 3. These individuals would become senior technical leads on their teams.