The American Marketing Association (AMA) is a leading professional organization dedicated to advancing the practice, science, and ethical application of marketing. Established in 1937, the AMA has become a cornerstone in the global marketing community, offering a wide range of resources, certifications, networking opportunities, and thought leadership. With a mission to empower marketers through education, innovation, and collaboration, the AMA plays a vital role in shaping the future of marketing in the United States and beyond.
Origins and Evolution
The AMA was formed through the merger of two organizations: the National Association of Teachers of Advertising and the American Marketing Society. This unification brought together academics and practitioners, creating a platform where marketing theory and practice could coexist and support each other. From its early days, the AMA was focused on the development of marketing as a discipline, supporting research and education while promoting ethical standards. Thrifty Marketers
Over the decades, the AMA has evolved to reflect changes in the marketing landscape. As digital technology revolutionized the field, the AMA expanded its offerings to include digital marketing, analytics, customer experience, and data-driven strategy. Today, it serves as a bridge between academia and industry, ensuring marketers are well-equipped to adapt to the ever-changing market environment.
Mission and Core Values
The AMA’s mission is “to be an essential community for marketers.” This mission is supported by a set of core values:
- Commitment to Service – Supporting members, students, and the broader marketing community.
- Curiosity – Promoting learning, innovation, and exploration.
- Courage – Advocating for ethical, responsible, and forward-thinking marketing.
- Collaboration – Encouraging partnerships among professionals, academics, and institutions.
These values underpin all of the AMA’s programs, publications, and outreach efforts.
Membership and Community
The AMA boasts over 30,000 members, including marketing professionals, academics, and students. Its reach extends across the United States through regional chapters, special interest groups, and collegiate chapters. Members benefit from access to exclusive content, discounts on events and certifications, and opportunities for professional development.
One of the most valued aspects of AMA membership is its community. Whether it’s through a local chapter event, a virtual workshop, or a national conference, the AMA offers a space for marketers to share ideas, solve problems, and grow their careers. The collegiate chapters, in particular, provide students with early exposure to real-world marketing and help prepare them for successful careers.
Educational Resources and Certifications
Education is a cornerstone of the AMA’s value proposition. The organization provides a wide variety of learning opportunities including:
- Webinars and Workshops – Covering everything from marketing analytics to brand strategy.
- Online Training – On-demand courses in digital marketing, content marketing, SEO, and more.
- Marketing Certifications – Including the Professional Certified Marketer (PCM®) in Digital Marketing, Content Marketing, and Marketing Management.
These programs are designed for all levels of marketers—from students just starting out to seasoned professionals seeking to sharpen their skills.
Publications and Thought Leadership
The AMA is renowned for its contributions to marketing research and thought leadership. It publishes some of the most respected journals in the field, including:
- Journal of Marketing
- Journal of Marketing Research
- Journal of Public Policy & Marketing
- Journal of International Marketing
These publications feature cutting-edge research, case studies, and insights from top scholars and practitioners. In addition, the AMA’s website offers articles, blogs, podcasts, and eBooks that address current trends and challenges in marketing.
By supporting both academic and practical perspectives, the AMA helps ensure that marketing remains a dynamic and evidence-based discipline.
Conferences and Networking Events
The AMA hosts numerous events throughout the year that bring marketers together to learn, collaborate, and network. Key events include:
- AMA Symposium for the Marketing of Higher Education
- AMA International Collegiate Conference
- AMA Academic Conference
- Leadership Summits
These events attract professionals from various industries and academic institutions, creating opportunities to engage with new ideas, technologies, and peers. The International Collegiate Conference, in particular, is a major event for student marketers, offering competitions, career fairs, and workshops.
Advocacy and Ethics
In addition to professional development, the AMA advocates for ethical marketing practices. The AMA’s Statement of Ethics outlines the principles marketers should follow, including honesty, responsibility, fairness, respect, transparency, and citizenship. This commitment to ethics helps build trust between marketers and the public, and encourages sustainable, socially responsible marketing strategies.
The AMA also weighs in on important public policy issues affecting marketing, such as data privacy, advertising regulations, and diversity and inclusion. By acting as a voice for marketers in the public and political arenas, the AMA supports a balanced approach to regulation and innovation.
Diversity, Equity, and Inclusion (DEI)
In recent years, the AMA has made DEI a major priority. Recognizing that marketing must reflect and serve diverse communities, the AMA has taken steps to ensure inclusivity in its programs, leadership, and content. This includes:
- Developing DEI toolkits for marketers.
- Hosting events focused on inclusive marketing.
- Providing scholarships and resources for underrepresented groups.
By promoting equity within the marketing profession, the AMA seeks to create a more inclusive and effective industry.
The AMA in a Digital World
As marketing has become more digital, so too has the AMA. The organization has invested heavily in its digital infrastructure to provide virtual training, remote networking, and real-time collaboration tools. The AMA website serves as a hub for resources, events, and community engagement.
In addition, the AMA’s presence on platforms like LinkedIn, Twitter, and YouTube helps marketers stay connected and informed. These digital tools have become essential, especially in the wake of the COVID-19 pandemic, allowing members to continue learning and networking regardless of location.
Conclusion
The American Marketing Association has been a driving force in the marketing world for nearly a century. By blending academic rigor with real-world relevance, the AMA supports marketers at every stage of their careers. Whether through education, networking, advocacy, or ethics, the AMA is committed to empowering professionals and advancing the practice of marketing.
In an age of rapid technological change and evolving consumer expectations, the AMA’s role is more important than ever. It provides the tools, community, and vision that marketers need to navigate complexity and drive meaningful impact. For anyone involved in marketing—from students and professors to brand managers and CMOs—the AMA is an invaluable resource and partner in professional growth.
