AMA PCM Marketing Management case studies
AMA PCM Marketing Management · Put your knowledge to work in context.
The Professional Certified Marketer (PCM) is a marketing credential offered through the American Marketing Association, described by the AMA as a way to "Gain confidence and prove you have the skills to make an impact by becoming a Professional Certified Marketer®." It is aimed at practicing marketing professionals who want independent evidence of their competence across the discipline rather than a certificate of attendance at a single course. The exam is multiple choice and, as this study profile organizes it, spans four equally weighted domains: Marketing Management, Research and Analysis, Brand Management, and Digital Marketing. The AMA PCM Marketing Management case studies are 5 cases and about 2,253 words.
1The Price Cut That Bought Volume but Not Margin
A regional home-fitness brand sells a connected rowing machine at 1,400 through its own site and 40 specialty dealers. Gross margin at that price is 42%.
499 words, about 2 min2Interpreting a Segmentation Study With a Suspicious Cluster
A B2B software firm commissions a segmentation of 1,200 respondents from its CRM and a purchased panel. The vendor returns five segments.
420 words, about 2 min3Line Extension vs. Cannibalization in a Crowded Shelf
A premium skincare brand has one hero product at 48 retail with 55% gross margin and strong repeat purchase. Retail buyers are pressing for a second SKU to fill shelf space, and a competitor has launched a 32 'value' line.
464 words, about 2 min4Attribution Disagreement Across Three Channels
An e-commerce apparel brand spends 60K/month across paid search, paid social, and email. Last-click attribution credits paid search with 62% of conversions, social 18%, and email 20%.
440 words, about 2 min5A Loyalty Program That Rewards the Wrong Customers
A mid-market grocery chain launches a points loyalty program with a 3% effective discount on all purchases. After a year, program members are 55% of transactions but the finance team finds the program's cost ( 4.2M) exceeds the incremental margin it can attribute ( 2.6M).
430 words, about 2 min