NAMU CMMU study guide
NAMU CMMU · Work through your exam, one topic at a time.
The NAMU CMMU is a marketing management credential aimed at early- to mid-career marketers, team leads, and generalists who want a structured, exam-verified signal of competence across the full marketing function. Rather than testing a single channel, it spans eight domains: marketing management fundamentals, market research and consumer behavior, brand and product management, digital marketing and social media, sales and channel management, marketing analytics and performance measurement, integrated marketing communication, and marketing strategy and ethics. The NAMU CMMU study guide has 8 sections and about 2,295 words.
01Marketing Management Fundamentals
Marketing Management Fundamentals covers how value is created, communicated and captured: needs versus wants, the marketing orientation, segmentation-targeting-positioning (STP), the 4Ps/7Ps, the product life cycle and growth options. Questions usually ask you to choose a framework and defend it with numbers, not merely name it.
339 words, about 2 min02Market Research and Consumer Behavior
Research design, sampling, questionnaire quality and consumer behaviour theory: how buyers move from problem recognition to post-purchase, and how involvement changes that path. Design follows the question: exploratory and qualitative, descriptive via survey or observation, causal via experiment or A/B test.
292 words, about 1 min03Brand and Product Management
How brands build equity and how portfolios, architecture, extensions and new products are decided: Keller's customer-based brand equity, Aaker's equity components, brand architecture and cannibalization. The CBBE ladder runs salience, then performance and imagery, then judgments and feelings, then resonance.
272 words, about 1 min04Digital Marketing and Social Media
Paid, owned and earned channels, the funnel metrics connecting them, search and social mechanics, and targeting under privacy constraints. Funnel arithmetic: impressions to clicks (CTR), to sessions, to conversions (CVR), to orders.
264 words, about 1 min05Sales and Channel Management
Route-to-market design, distributor economics, channel conflict, sales-force sizing, pipeline management and compensation. Channel functions (assortment, logistics, financing, information) can be shifted but not deleted.
270 words, about 1 min06Marketing Analytics and Performance Measurement
Whether you can choose the right metric, compute it and interpret it against a decision: CLV, CAC, retention, ROMI, elasticity, attribution and experimentation. Unit economics use margin, not revenue.
288 words, about 1 min07Integrated Marketing Communication
Message strategy, media planning arithmetic, touchpoint integration and campaign measurement across paid, owned and earned channels. IMC means one positioning idea executed consistently, with each channel given a defined job in the hierarchy of effects: awareness, interest, evaluation, trial, loyalty.
281 words, about 1 min08Marketing Strategy and Ethics
Competitive analysis, strategy selection, and the ethical and legal boundaries of claims, endorsements and data use. SWOT becomes strategy only when strengths are matched to opportunities and weaknesses defended against threats; an unlinked list earns little credit.
289 words, about 1 min