Category Management Association Certification
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• Mission Statement: To advancing professional standards in
category management
• The Association is committed to:
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Enabling peer interaction
Disseminating industry information
Establishing a platform to improve category management
education training
Establishing an industry certification program
Encouraging industry collaboration
www.cpgcatnet.org
• The Association Does Not Conduct Training
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As a member of the Category Management Association you:
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Are a part of the global category management community
Help to define the function and strategy
Shape standards and practices
Help to create innovations in category management
Membership is a career investment
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“CatMan Weekly”
• An e-newsletter that delivers articles
and thought leadership not found on
the usual news and trade sites
• Additional newsletter features:
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Association highlights
Upcoming industry events and Web seminars
Tips from solution partners
Share Group meetings
Job postings
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• Our catman news is specifically
sourced for its relevance to
category management
• Members can search through a
6-month archive
• Members have copyright
permissions for reprints
• Members only resource
directories
www.cpgcatnet.org
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• Share Groups connect you to the global cat man community
• Monthly Web Based Meetings
• Private Discussion Boards
Insights
&
Analytics
OrgDev
ROI
Catman
Shopper
Marketing
Category Management Association Certification
Space
Mgmt.
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• Latin America, Primer Congresso
May 26-27, 2011, Monterrey, N.L. Mexico
• CMA Annual Conference “Retail-Centric Business Planning”
Oct. 25-27, 2011, Atlanta, GA, USA
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• lead with experience
• ensure diversity, remove bias
• create role & skills
framework
• establish certification process
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• leverage cat man and educator
expertise
• define levels of competency
• create framework to evaluate
training
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A Course
• The most discrete element of a curriculum
often focused on a single category
management skill
Learning
Programs
• A single course or a collection of courses that
impart proficiency for a specific category
management competency
Learning
Scorecard
• A matrix that identifies standards for
measuring competency performance at
specific experience levels for category
management professionals
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Category Management Training Certification Levels
Simplistic approach
• 3 levels
• required fundamentals
• plus recommended skills
Adaptable
• flexible for companies,
big and small
• will improve over time
Certified Professional
Learning Programs by Level
Category Analyst
Category Manager
Strategic Advisor
CPCA
CPCM
CPSA
Basic Industry Knowledge
REQUIRED
Category Management History and Process
REQUIRED
Pricing Analysis
REQUIRED
Promotion Analysis
REQUIRED
Assortment Analysis
REQUIRED (basic)
REQUIRED (advanced)
Spreadsheet Development
REQUIRED (basic)
REQUIRED (advanced)
Presentation Development
REQUIRED (basic)
REQUIRED (advanced)
Syndicated Scanner Data
REQUIRED (basic)
REQUIRED (advanced)
Syndicated Panel Data
REQUIRED (basic)
REQUIRED (advanced)
Retailer POS Data Analysis
REQUIRED (basic)
REQUIRED (advanced)
Space Planning Software
Recommended (ba s i c)
Recommended (a dva nced)
Relational Databases
Recommended (ba s i c)
Recommended (a dva nced)
Presenting Effectively
Recommended
Ethical Expectations and Legal Implications
Recommended
Space Management
REQUIRED
Store Level Data
REQUIRED
Syndicated Geodemographic/Behavioral Data
REQUIRED
Opportunity Identification for Actionable Insights
REQUIRED
Root Cause Analytics
REQUIRED
Comprehensive Category Reviews
REQUIRED
Understanding Category Shopper Behavior
REQUIRED
Leveraging Data for Basic Business Solutions
REQUIRED
Retailer Economics and Supply Chain
REQUIRED (basic)
REQUIRED (advanced)
Customer Relationship Management
Recommended (ba s i c)
Recommended (a dva nced)
Joint Business Planning & Value Creation
REQUIRED
Collaborative Partnerships
REQUIRED
Consultative Selling
REQUIRED
Understanding Shopper Behavior Beyond the Category
REQUIRED
Retailer Shopper Segmentation
REQUIRED
Leveraging Data for Advanced Shelving Solutions
REQUIRED
Leveraging Data for Advanced Assortment Solutions
REQUIRED
Advanced Pricing Analysis
Recommended
Advanced Promotion Analysis
Recommended
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INDIVIDUAL Certification:
• Quantifies the skill level of individual
category management professionals
• Ensures the standard has been met or exceeded
COURSEWORK Certification:
• Designated course officially fulfills a
requirement towards individual professional
certification.
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Covers a 3 Year Period
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10 Required
Learning
Programs
15 Required
Learning
Programs
8 Required
Learning
Programs
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Certification Order Form
Individuals
Employees
Personal Certification Credentials
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Current Resume
Current Job Description
Training History / Competency Workbook
Personal professional experience statement
3 Professional References
Payment
CMA Certification Board
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CMA Certification Board
Certifies Individual & Posts Records
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• Initial costs $800
o $500 individual’s initial personal evaluation fee
o $300 Covers 3 years certification updates and data maintenance
• Renewal costs
o Renewal for an individual’s certification is $300
o Covers an additional 3 years, including:
• New training programs completed
• Maintaining certification records
• Updating certification level
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Training
Companies
Manufacturers
Certification Order Form
Training Course
Translation & Evaluation
Certification Board
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• Initial costs
o One Time Certification Evaluation fee is $8,000, covers organization
and translation of course content to Learning Program format and cost
estimate
o Learning program certifications:
• Pre-certified ”off-the-shelf” learning program ($200 each)
• Customized pre-certified ”off-the-shelf” learning program ($2,400 each)
• Customized, internal proprietary learning program ($4,000 each)
• Renewal costs
o The cost for renewing certification are as follows:
• Recertification for a comprehensive company training program will be $1000.
(In addition there will be a $ 100.00 charge to review and re-record each previously certified
learning program)
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For all new learning programs certified the cost per learning program will be as
above
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IRI
Nielsen
CMKG
ROI
Learning Evolution
The Partnering Group
Win Weber Associates
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