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Industry Debut: Category Management Training Standards & Certification. Bob Wong, Del Monte Foods Steering Committee Chair. Our Mission. Provide the industry with three key deliverables. Purpose and Benefits. Standards… provides common language identifies education content Guidelines… - PowerPoint PPT Presentation
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Category Management Standards & Certification
Industry Debut:
CATEGORY MANAGEMENT TRAINING STANDARDS & CERTIFICATION
Bob Wong, Del Monte FoodsSteering Committee Chair
Category Management Standards & Certification
OUR MISSIONProvide the industry with three key deliverables
General Guidelines
• Organizational structure• Typical roles
Defined Skill Proficiency
• Expected skills sets• Typical skill progression
Certification • Establish standards• Recognition of proficiency
2
Category Management Standards & Certification
PURPOSE AND BENEFITS
• Standards… – provides common language– identifies education content
• Guidelines… – provides framework on structure– as well as skill development
• Certification…– ensures proficiency and rigor– recognition and retention
3
Category Management Standards & Certification
OUR APPROACH
• Steering committee…– 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
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Category Management Standards & Certification
ROLES & SKILLS
General Guidelines
• Organizational structure• Typical roles
Defined Skill Proficiency
• Expected skills sets• Typical skill progression
Category Management Standards & Certification
CERTIFICATION
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• Simplistic approach– 3 levels– required fundamentals– plus recommended skills
• Adaptable– flexible for companies,
big and small– will improve over time
Category Management Standards & Certification
CERTIFICATION PROGRAM
Dan Strunk, DePaul UniversitySub-Committee Chair
Category Management Standards & Certification
CERTIFICATION EVALUATION BOARD
• 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 Standards & Certification
CERTIFICATION PROGRAM DEFINITIONS
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• The most discrete element of a curriculum often focused on a single category management skillA Course
• A single course or a collection of courses that impart proficiency for a specific category management competency
Learning Programs
• A matrix that identifies standards for measuring competency performance at specific experience levels for category management professionals
Learning Scorecard
Category Management Standards & Certification
CERTIFICATION EVALUATION SCORECARD
• Category Analyst– 11 required learning programs
• Category Manager– 15 required learning programs
• Strategic Advisor– 8 required learning programs
Category Management Standards & Certification
CERTIFICATION PROCESS FOR INDIVIDUALS
(COVERS A 3 YEAR PERIOD)
Category Management Standards & Certification
CERTIFICATIONS LEVELS FOR INDIVIDUALS
Certified Professional Category Analyst
(CPCA)Certified Professional
Category Manager(CPCM)
Certified Professional Strategic Advisor
(CPSA)
Category Management Standards & Certification
CERTIFICATION PROCESS FOR INDIVIDUALS
Manufacturer’sEmployees
Certification Evaluation Board
Individuals• Certification submission
– Individuals can submit their credentials (resume and detailed training history) directly to the CEB
– Companies may also submit employee’s records for certification
• Certification process– The process includes verifying
employment, training completion and validation of the candidates qualifications.
– The CEB will then compare an individual’s experience and training history to the learning scorecard
Category Management Standards & Certification
ASSESSMENT AND RECORD MAINTENANCE
• Assessment– Based on its evaluation, the CEB will
certify an individual at the appropriate level on the Scorecard and return the certification to the individual
– Individual certification is a cumulative assessment of their experience meaning they are given credit for previous positions on the scorecard
• Record maintenance– The CEB will also record the individual’s
certification in the CMA database– The CMA will maintain your records for
a 3-year period time– Individuals can authorize access to
their records as necessary
Detailed Training History
Certification Evaluation Board
Category Management
Data Base
Category Management Standards & Certification
COSTS FOR INDIVIDUAL 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 Standards & Certification
CERTIFICATION PROCESS FOR LEARNING PROGRAMS
Category Management Standards & Certification
CERTIFICATION PROCESS FOR PROGRAMS
3rd Party Vendors
Certification Evaluation Board
Organizations• Certification submission
– Both organizations and 3rd party vendors can submit their learning program(s) for assessment & certification
• Certification process– The CEB will assess training
curriculum, course materials and testing rigor
– Following an on-site visit, the CEB will provide a formal written review either granting certification or providing remedial action
Category Management
Data Base
Category Management Standards & Certification
LEARNING PROGRAM CERTIFICATION OPTIONS
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1. By level– most individuals will likely seek
certification by level (i.e. CPCA, CPCM or CPSA)
2. By competency– some will seek across skill sets,
especially 3rd party vendors
3. Entire scorecard– some organizations may elect
to certify all learning programs
Category Management Standards & Certification
COSTS FOR LEARNING PROGRAM 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.• 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 Standards & Certification
CERTIFICATION ROLL-OUT• Phase 1: third party vendor certification
– remainder of 2009– establish foundation of certified learning programs
• Phase 2: organizations and individual certification– starting 2010– begin certifying both company training programs and individuals
• Annual symposium– stay current with best practices, future trends and technology advancements– renew training standards as appropriate
• For further information– contact the Certification Evaluation Board (CEB)
certifications@cpgcatnet.org210.587.7203 extension 33
Category Management Standards & Certification
THANK YOU’SAND
CERTIFICATION ROUNDTABLES
Category Management Standards & Certification
THANK YOU!
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Steering CommitteeBob Wong Del Monte Foods
Bob Samples Hormel Foods
Brad Anderson Nestle Purina
Craig Hodnett Dr Pepper Snapple
Dan Strunk * De Paul University
Eric Hansen * Johnson Controls
Jeff Inman * University of Pittsburgh
Jon Troy Johnson & Johnson
Ken Friedlander Abbott Nutrition
Steve Zielonko * Anheuser Busch
Tom Bennett Colgate Palmolive
Sub-CommitteeDan Nosal Colgate Palmolive
Frank Gambino Western Michigan Univ.
Jeff Stachelek E&J Gallo Winery
Jennifer Kraus Dr Pepper Snapple
Joe Teller Swedish Match
Kaycee Remick Kellogg USA
Laura Lee Larson Wrigley Jr
Lisa Tibey Hormel Foods
Rui Zhou Abbott Nutrition
Scott Peterson Del Monte Foods
Steve Likes Coca Cola N. America
* also serving on sub-committee
Donna FrazierHope Mandel
Category Management Association
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