Category Management Association Certification
The Category Management Association
– Association Mission Statement: 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 No Training
Category Management Association Certification
• Steering committee…
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lead with experience
ensure diversity, remove bias
create role & skills framework
establish certification process
• Sub-committee…
– leverage cat man and educator expertise
– define levels of competency
– create framework to evaluate training
Category Management Association Certification
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Committee Members
Committee Members
Bob Wong
Del Monte Foods
Dan Nosal
Colgate Palmolive
Bob Samples
Hormel Foods
Frank Gambino
Western Michigan Univ.
Brad Anderson
Nestle Purina
Jeff Stachelek
E&J Gallo Winery
Craig Hodnett
Dr Pepper Snapple
Jennifer Kraus
Dr Pepper Snapple
Dan Strunk
De Paul University
Joe Teller
Swedish Match
Eric Hansen
Johnson Controls
Kaycee Remick
Kellogg USA
Jeff Inman
University of Pittsburgh
Laura Lee Larson
Wrigley/Mars
Jon Troy
Johnson & Johnson
Lisa Hobscheidt
Hormel Foods
Ken Friedlander
Abbott Nutrition
Rui Zhou
Abbott Nutrition
Steve Zielonko
Anheuser Busch
Scott Peterson
Del Monte Foods
Tom Bennett
Colgate Palmolive
Steve Likes
Coca Cola N. America
Category Management Association Certification
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Category Management Association Certification
Category Management Association Certification
Category Management Association Certification
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
Category Management Association Certification
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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
Category Management Association Certification
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Category Management Association Certification
• Certification Evaluation Board (CEB)
– A business unit of the Category Management Association,
established to objectively review and evaluate all industry
course offerings and people
– CEB actions include:
• Grant certifications where standards have been met
• Deny when standards have not been met, but provide remedial steps
• Maintain records database
Category Management Association Certification
(Covers a 3 Year Period)
Category Management Association Certification
10 Required
Learning
Programs
15 Required
Learning
Programs
8 Required
Learning
Programs
Category Management Association Certification
Certification Order Form
Individuals
Employees
Personal Certification Credentials
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Current Resume
Training History
Current Job Description
2 page personal professional experience statement
3 Professional References
Payment
Certification Evaluation Board
Category Management Association Certification
Category Management Association Certification
• Initial costs
– An individual’s initial personal evaluation fee is $800
– Covers all certifications and data maintenance for a 3-year period
• Renewal costs
– Renewal for an individual’s certification is $300
– Covers an additional 3 years, including:
• New training programs completed
• Maintaining certification records
• Updating certification level
Category Management Association Certification
Category Management Association Certification
Category Management Association Certification
• Initial costs
– Certification evaluation fee is $8,000
• 3-year period
– 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
– 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.
– The cost for recertifying people will be $300.00 each subsequent 3
year period.
Category Management Association Certification
• We are currently certifying the following major trainers in
the industry:
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CMKG
ROI
Learning Evolution
Nielsen
IRI
• We are in the process of scheduling certification for
these training companies:
– Win Weber Associates
– The Partnering Group
Category Management Association Certification
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Anheuser Busch
Caravan Ingredients
CCF Brands
Colgate Palmolive
Constellation Wines
Del Monte Foods
Dr. Pepper/Snapple
Goya Foods
Hormel Foods
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Georgia Pacific
Kellogg’s
Malt-O-Meal
Mars
Nestle/Purina
Red Bull
Unilever
Whirlpool
Wrigley
Category Management Association Certification
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Category Management Association Certification
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Category Management Association Certification
Corporate Partners
Technology Partners
Category Management Association Certification
BS in Commerce – Marketing Major – Sales Leadership Minor
EFFECTIVE BUSINESS
COMMUNICATIONS
2 Required Courses
FUNDAMENTALS OF
SALES & NETWORKING
BUSINESS ANALYTICS &
CREATING CUSTOMER
VALUE
SALES STRATEGY &
TECHNOLOGY
LEADERSHIP IN SALES
ORGANIZATIONS
THE SCIENCE OF
RETAILING
BUILDING FINANCIAL
RELATIONSHIPS
PRINCIPLES OF
CATEGORY
MANAGEMENT
CASES IN CAT EGORY
MANAGEMENT
Category Management Association Certification
Category Management Association Certification
The standard approach to developing
category management talent on college
campuses has been accomplished by:
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Instructing students in food marketing, or retailing and offering
them a single course in category management
Having companies or partners present in-class subject lectures
Limited internships are offered
Less than 30-45 hours of total category management instruction
Category Management Association Certification
• A new certification program has been announced that
will govern the development of category management
talent, industry training programs and instruction on
college campuses.
• Current university programs are unlikely to qualifying
students to receive an analyst certification upon
graduation because they have insufficient depth and
breadth of instruction according to the new Category
Management Association (CMA) Certification
Standards
Category Management Association Certification
That is unclear, but we do know that we face 3 major challenges
when considering category management education on college
campuses:
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2.
3.
The revision and development of college programs takes time
and resources. The schools currently teaching category
management are predominantly state schools and curriculum
change can take 2 years.
We have a dearth of qualified instructors
In most of these schools we still face issues relating to diversity
and program scale
Category Management Association Certification
Category Management Association Certification
• Our students are unique and diverse
• Our Program was developed to conform to CMA Certification
Standards
• Our full time faculty members are category management
practitioners
• Our Cat Man Program is new part of the Center for Sales
Leadership (CSL). We have a track record of developing successful
programs .
• The CSL has become the largest most comprehensive center for
sales in the country in just 5 years.
Category Management Association Certification
To properly prepare students for category management careers
through an educational program that:
– Allows manufacturers and retailers to play an active role in curriculum
development
– Ensures all students successfully completing the 3 course program will
qualify for category analyst certification from the CMA.
– Provides our retail and manufacturing partners to secure mutual
business benefit from the cases and business problems students
complete.
Category Management Association Certification
We Have Size…
We are the largest Catholic university and 8th largest
private university in the nation
2008 DePaul University Division of Enrollment Management
Category Management Association Certification
700
700
600
500
415
400
380
350
350
200
Ohio
0
Selling Power Top University Sales Education Programs 2008
Category Management Association Certification
200
U Dayton
200
Indiana
250
U Conn
Illinois State
W Michigan
250
Ball State
U of Washington
100
U of Toledo
200
DePaul University
300
We Are Diverse…
Undergraduate business enrollment
of 4,719 Students
Minority Students
 African American
Amongst The
Most Diverse
Campuses in
America
“Princeton
Review 2008
2008 DePaul University Fact File
Office of Institutional Planning and Research
5.0 %
 Asian-Pacific
13.8 %
 Hispanic-Latino
14.3%
 Native American
0.2%
 Multi-Ethnic
0.6%
 Other/Unknown
11.1%
 Total Minority
45.0%
 White Caucasian
55.0%
Category Management Association Certification
Category Management Association Certification
• Align 3 courses to provide students a comprehensive program
to properly prepare catgeory management talent.
• Students will have 100 hours of instruction with hands on
experience with:
– Real data
– The technologies of the day
– Current best practice in the field
• Students will earn an additional 20 – 50 hours experience
through internships.
Category Management Association Certification
Daniel P Strunk: 20+ Years Experience
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Managing Director Center for Sales Leadership
Member Category Management Association Committee
Chair Category Management Association Certification Subcommittee
Category Management Clients Served: Ocean Spray, R.J Reynolds, Kraft Foods, Con
Agra Foods, Wrigley, Quaker Oats
Laura Lee Larson Ed.D.: 20+ Years Experience
• Adjunct Faculty Member
• Member Category Management Association Certification Subcommittee
• Category Management Executive Experience: Wrigley, Miller Brewing, Diageo, Solo
Cup, Warner Lambert, Bristol Myers, Kraft Foods
Jacqueline Kuehl: 14+ Years Experience
• Adjunct Faculty Member
• Member Category Management Association
• Category Management Executive Experience: Don Foods, Acosta, Frito Lay
Category Management Association Certification
THE SCIENCE
OF
RETAILING
Curriculum
Certification
PRINCIPLES OF
CATEGORY
MANAGEMENT
CASES IN
CATEGORY
MANAGEMENT
Category Management Association Certification
The Science of Retailing
• Retailer Objectives and Strategy
• Supply Chain
• Store Operations
• Nielsen Technology
• Category Management Process
• History and Business
• Merchandising & Promotion
Category Management Association Certification
Principles of Category
Management
• Category Management Process
• Nielsen Category Management Technology Suite
• Category Review Mentors
• HQ & Store Visits
• Merchandising & Promotion
Category Management Association Certification
Cases in Category Management
• 2 Case studies from drug and grocery channels
• Student mentors
• Nielsen technology extensively used
• HQ & Store visits
• Executive review of case solutions
Category Management Association Certification
The Science
Of
Retailing
Principles Of
Category
Management
Cases In
Category
Management
• Support includes:
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Board participation
In class lectures
Mentors
Internships
HQ visits
Financial Support
Category Management Association Certification
• All course relate subject matter to the
competency requirements the Category
Management Scorecard
Category Management Training Certification Levels
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
Category Management Association Certification
We have effectively changed the college recruiting
paradigm to:
• Provide continuous access to high-potential
candidates
• Help build diversity
• Lower recruiting, training, and turnover costs
• Raise retention rates
Category Management Association Certification