ADMA introduces behavioural science as part of new world-class education solution for marketers

14 Jun 2019

New courses address increasing skill gap in digital marketing and CX

11th June 2019 - With an exhaustingly long list of new skills now required to stay in the game, the need for a comprehensive and effective education offering for Aussie marketers has never been more important.

In a bold move, The Association for Data-Driven Marketing and Advertising (ADMA) has revealed its new best-in-class IQ curriculum that was developed in partnership with The Institute of Data & Marketing (IDM) in the UK. Together they have built an industry-leading education curriculum, that will equip marketers with the capabilities they require as their roles continue to change.

Andrea Martens, ADMA CEO said the new courses were designed to address an ever-present need in Australian market: “Artificial intelligence and machine learning, data and analytics, marketing technology and web and app development skills, are almost standard requirements today. We are also seeing an increasing need for influencer and experiential marketing, neuromarketing and buyer behaviour – indicating the level of complexity in skillsets.”

“This partnership has given us access to the most current course content available globally. We have also been able to expand our offering with new courses such as Behavioural Economics and we’ve brought on board some of the brightest minds in the industry to lead the courses,” said Martens.

IDM brings over 30 years’ experience, having trained 100,000 delegates in 30 countries, from leading brands in major global markets to small and medium businesses. ADMA IQ’s new education offering includes 40 courses, across all stages of a marketer’s career – with courses targeting junior roles right the way through to the C-suite.

It’s no surprise that marketers feel confused and overwhelmed by the broad skills they need to be effective and succeed. A recent study by ADMA  revealed, over half (53%) of marketers surveyed don’t feel they have they’ve had the necessary training required by their roles.

“We’re leveraging global connections to share best practise resulting in the creation of some exciting new courses and the inclusion of more in-depth, current content for some of our course favourites,” said Martens.

The new Behavioural Economics certificate will enable marketers to understand the effects of psychological, cognitive, emotional, cultural and social factors on consumer decision-making and how that might impact their own marketing strategies.

“As a massive behavioural economics geek I was delighted to finally see a course on this subject. I believe this to be one of the most under utilised aspects of marketing that should help me to apply this more frequently. It’s great to see the Behavioural Economics Certificate drill down on each principle with practical examples,” commented Gavin Merriman, Head of Digital, Moet Hennessey.

One of the most popular courses, the Digital Marketing Certificate has had a make-over to include guest lectures from leading industry thinkers and doers, as well as hands on tutorials on relevant software.

For course information and bookings visit:

About ADMA and AADL:

The Association for Data-Driven Marketing and Advertising (ADMA) is the principal industry body for data-driven marketing and advertising.

ADMA is the ultimate authority and go-to resource for effective and creative data-driven marketing across all channels and platforms, providing insight, ideas and innovation for today's marketing industry. In 2017, ADMA became part of the Australia Alliance for Data Leadership (AADL), a network of associations with the common thread of data and the customer, representing the essential functions of data-driven business. 

AADL network associations include:

  • Association for Data-driven Marketing & Advertising,
  • Institute of Analytics Professionals of Australia (IAPA),
  • Data Governance Australia (DGA),
  • Digital + Technology Collective.


For more information or for interviews, contact:

Mel Cullen

0408 029 546 or [email protected]

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