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Modern Marketing Strategies: From Insight to Impact - SCPM™

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Description

SMEI Certified Professional Marketer (SCPM™)

Modern Marketing Strategies: From Insight to Impact

Official SCPM™ Study Guide & Online Exam Preparatory Program

Program Abstract

The SMEI Certified Professional Marketer (SCPM™) program equips marketing professionals with strategic, analytical, and ethical frameworks to lead in a data-driven global economy. The course follows a progressive structure from certification fundamentals to advanced global strategy—covering consumer insights, research, analytics, branding, digital engagement, CRM, AI, and strategic planning. Each chapter builds practical mastery for marketers aspiring to global leadership.

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Learning Outcomes

Section Learning Outcomes
Preface – The Importance of Professional Certification in Marketing
  • Define professional certification and its value to marketing careers.
  • Describe steps for achieving the SCPM credential.
  • Explain how certification enhances credibility and advancement.
  • Identify how certification supports lifelong learning.
  • Develop an effective study plan for SCPM success.
Chapter 1 – The Role of Marketing in a Modern Economy
  • Define marketing’s role in creating economic and social value.
  • Analyze how marketing drives innovation and growth.
  • Evaluate marketing’s ethical and societal responsibilities.
  • Apply value creation frameworks to organizations and nonprofits.
  • Connect marketing to long-term sustainability.
Chapter 2 – The Marketing Ecosystem
  • Explain how external forces shape marketing decisions.
  • Analyze demographic, cultural, economic, and technological trends.
  • Evaluate regulatory and competitive environments globally.
  • Apply sustainable and ethical models to ecosystem strategy.
  • Integrate partnerships and collaboration for shared growth.
Chapter 3 – Understanding Consumer Behavior
  • Describe stages of the buyer decision process and psychology of choice.
  • Analyze social, cultural, and technological influences on behavior.
  • Evaluate digital and mobile impact on engagement and loyalty.
  • Apply ethical reasoning to targeting and personalization.
  • Design customer-centric strategies using 4Ps and 7Ps.
Chapter 4 – Market Intelligence and Research
  • Explain how research supports strategic marketing decisions.
  • Apply qualitative and quantitative research methods.
  • Interpret analytics and visualization for actionable insights.
  • Evaluate data ethics and “data dignity.”
  • Integrate global research findings into marketing strategy.
Chapter 5 – B2B Marketing in the Digital Era
  • Explain characteristics of B2B markets and decision units.
  • Design relationship-based strategies including ABM and enablement.
  • Evaluate digital transformation in procurement and supply chains.
  • Assess ethical and transparency challenges in B2B contexts.
  • Integrate technology for long-term partnership value.
Chapter 6 – Segmentation, Targeting, and Positioning
  • Differentiate segmentation bases and analytical methods.
  • Identify attractive markets using TAM/SAM/SOM analysis.
  • Develop positioning statements and maps.
  • Design inclusive personas avoiding bias and stereotypes.
  • Apply STP frameworks across cultures and regions.
Chapter 7 – Products, Brands, and Experiences
  • Explain brand strategy and experience design principles.
  • Evaluate brand architecture and equity measures.
  • Design culturally authentic, accessible brand experiences.
  • Integrate design thinking and sensory marketing.
  • Measure experience metrics and governance systems.
Chapter 8 – Innovation and New Product Development
  • Describe innovation processes from discovery to launch.
  • Analyze MVPs, experimentation, and diffusion of innovations.
  • Design adoption and scaling strategies for global markets.
  • Evaluate frameworks for responsible innovation.
  • Apply agile principles to marketing innovation.
Chapter 9 – Pricing Strategy and Value Perception
  • Explain value-based and behavioral pricing concepts.
  • Evaluate bundling, versioning, and subscription models.
  • Assess fairness and localization in global pricing.
  • Design dynamic and ethical pricing frameworks.
  • Use data to balance profitability and customer value.
Chapter 10 – Channels, Logistics, and the Digital Supply Chain
  • Describe distribution structures and channel incentives.
  • Analyze omnichannel integration and digital logistics.
  • Evaluate partner networks and marketplace ecosystems.
  • Apply data visibility and transparency principles.
  • Assess sustainability in channel strategy.
Chapter 11 – Retail and the Customer Experience
  • Design store formats and experiential retail concepts.
  • Integrate omnichannel and service recovery strategies.
  • Build loyalty and community within retail environments.
  • Develop workforce enablement for service excellence.
  • Apply privacy and stewardship principles in CX.
Chapter 12 – Marketing Communications and the Story Economy
  • Explain integrated marketing communication (IMC) frameworks.
  • Develop creative and content strategies across media.
  • Evaluate reputation management and crisis response.
  • Assess ethics and transparency in AI-generated content.
  • Design storytelling strategies that build authenticity.
Chapter 13 – Social Media and Digital Engagement
  • Analyze community-building and influencer ecosystems.
  • Evaluate moderation and brand safety policies.
  • Measure engagement and attribution performance.
  • Apply ethical frameworks to creator partnerships.
  • Design campaigns for trust and transparency online.
Chapter 14 – Customer Relationship Management and Loyalty
  • Explain global CRM systems and automation for personalization.
  • Analyze emotional vs. transactional loyalty drivers.
  • Evaluate ethics in data-driven engagement and empathy.
  • Assess loyalty ecosystems and advocacy strategies.
  • Design feedback-to-loyalty conversion programs.
Chapter 15 – Generative AI and the Future of Marketing
  • Identify GenAI applications across marketing functions.
  • Evaluate data, model quality, and bias control.
  • Design human–AI collaboration workflows responsibly.
  • Apply transparency and ethical guardrails.
  • Forecast evolving skills and organizational roles.
Chapter 16 – Strategic Marketing Planning and Performance
  • Explain alignment of global objectives and local execution.
  • Analyze agile marketing and scenario planning practices.
  • Evaluate performance metrics and governance systems.
  • Assess leadership accountability and ethics.
  • Design adaptive, analytics-driven strategic plans.
Chapter 17 – The Marketing Plan: Putting It All Together
  • Explain the structure and purpose of a professional marketing plan.
  • Apply frameworks to create a globally focused plan.
  • Develop comprehensive analysis and creative strategy.
  • Integrate ethics, culture, and sustainability in planning.
  • Produce a complete marketing plan ready for presentation.

Full Outline

This outline summarizes each chapter’s core focus area from Preface through Chapter 17.

Preface – The Importance of Professional Certification in Marketing
  • Purpose, process, and global relevance of professional certification.
  • Ethical standards and study planning for SCPM candidates.
Chapter 1 – The Role of Marketing in a Modern Economy
  • Foundations of marketing’s role in society and the economy.
  • Value creation, exchange theory, and ethical marketing practice.
Chapter 2 – The Marketing Ecosystem
  • Macro and micro environmental analysis; global scanning frameworks.
  • Sustainability and partnership-driven ecosystem models.
Chapter 3 – Understanding Consumer Behavior
  • Psychology of choice, cultural drivers, and digital behavior.
  • Ethical marketing to empower informed consumer decisions.
Chapter 4 – Market Intelligence and Research
  • Research design, sampling, analytics, and visualization.
  • Ethics spotlight: protecting privacy and ensuring “data dignity.”
Chapter 5 – B2B Marketing in the Digital Era
  • Buyer centers, procurement, and global enablement strategies.
  • Trust, compliance, and value creation in B2B ecosystems.
Chapter 6 – Segmentation, Targeting, and Positioning
  • Data-driven segmentation and positioning maps.
  • Inclusive marketing frameworks and persona development.
Chapter 7 – Products, Brands, and Experiences
  • Product strategy, brand architecture, and experience design.
  • Governance and measurement for long-term brand equity.
Chapter 8 – Innovation and New Product Development
  • From ideation to commercialization using agile processes.
  • Responsible innovation and category creation.
Chapter 9 – Pricing Strategy and Value Perception
  • Value-based, dynamic, and behavioral pricing tactics.
  • Global fairness, localization, and communication strategy.
Chapter 10 – Channels, Logistics, and the Digital Supply Chain
  • Omnichannel distribution, logistics, and transparency.
  • Sustainability and social accountability in supply chains.
Chapter 11 – Retail and the Customer Experience
  • Experience design in physical and digital retail spaces.
  • Loyalty programs, workforce engagement, and privacy ethics.
Chapter 12 – Marketing Communications and the Story Economy
  • IMC frameworks, creative strategy, and brand storytelling.
  • Ethics spotlight: disclosure and authenticity in AI media.
Chapter 13 – Social Media and Digital Engagement
  • Influencer ecosystems, community management, and metrics.
  • Ethical contracting and creator-economy transparency.
Chapter 14 – Customer Relationship Management and Loyalty
  • CRM systems, automation, and emotional loyalty development.
  • Global insights and ethical practices in data stewardship.
Chapter 15 – Generative AI and the Future of Marketing
  • AI-driven creativity, personalization, and predictive analytics.
  • Governance frameworks for safe and transparent AI use.
Chapter 16 – Strategic Marketing Planning and Performance
  • Strategic alignment, agility, and metrics for accountability.
  • Global examples: Netflix, Shopify, and inclusive leadership.
Chapter 17 – The Marketing Plan: Putting It All Together
  • Capstone project guiding students through every section of a professional marketing plan using Noventia Global.
  • Hands-on practice with analysis, targeting, positioning, and implementation.

Enrollment & Next Steps

Join the next SCPM cohort to access full digital chapters, instructor-led sessions, and certification preparation resources.

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(c) Sales & Marketing Executives International, Inc. (SMEI)

Handouts

Modern Marketing Stragies Printed Book - SCPM Study Guide

The printed study guide is available as an option. This link will take you to Amazon.

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Availability Module Title Speaker Credits Course Type Duration Course Details
At the time of purchase SCPM Preface
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At the time of purchase SCPM Chapter 1
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At the time of purchase SCPM Chapter 2 • A
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