AMA PCM Marketing Management study plan

Map the four exam domains to their weightings and identify the two highest-weight domains for prioritization.

Define core marketing management concepts: marketing mix, segmentation, targeting, positioning, and the value proposition.

Outline the market research process from problem definition through data collection and analysis.

Compare primary vs. secondary research methods and list when each is appropriate.

Explain the stages of the marketing management process and how they interconnect.

Differentiate between strategic and tactical marketing decisions with concrete examples.

Analyze a marketing case to identify segmentation, targeting, and positioning choices.

Summarize the role of marketing in organizational strategy and value creation.

Design a simple survey instrument with valid and reliable question types.

Interpret basic descriptive statistics (mean, median, mode, standard deviation) in a marketing context.

Evaluate sampling methods and their impact on research validity.

Identify common biases and errors in marketing research and propose mitigations.

Apply qualitative research methods (focus groups, interviews) to uncover consumer insights.

Define brand equity and its components (awareness, associations, perceived quality, loyalty).

Explain how brand positioning is informed by market research.

Create a research-based brand positioning statement for a hypothetical product.

Describe brand architecture strategies (house of brands, branded house, endorsed brands).

Outline the brand development process from identity to measurement.

Analyze brand extension and co-branding decisions using established frameworks.

Evaluate brand equity measurement approaches (e.g., brand audits, tracking studies).

Develop a brand management plan for a new product launch.

Define digital marketing channels and their roles in the customer journey.

Explain how brand strategy integrates with digital touchpoints.

Design a basic digital marketing funnel aligned with brand objectives.

Compare SEO, SEM, social media, email, and content marketing in terms of objectives and metrics.

Set up a simple A/B test design for a digital campaign.

Interpret key digital metrics (CTR, conversion rate, CAC, ROI) and their implications.

Create a customer journey map highlighting digital touchpoints and moments of truth.

Synthesize all domains by completing a full-length practice exam under timed conditions.

Review incorrect answers to identify weak areas across all domains.

Revisit key frameworks and definitions from each domain using flashcards.

Develop a test-day strategy for time management and question prioritization.