American Marketing Association

What American Marketing Association does

The American Marketing Association (AMA), founded in 1936, is the largest community-based professional marketing association in North America, operating as a private nonprofit headquartered in Chicago with a claimed 29,000+ members worldwide. It serves three primary segments: working marketing professionals (Professional/Academic tier at $199/year), students (Undergraduate tier at $29/year), and corporate buyers (Group tier at $169/year per seat), distributed across 65–70 professional chapters, 330+ collegiate chapters, and a presence on 350 college campuses. The core platform combines a digital membership portal, an eLearning LMS, virtual event infrastructure, podcast distribution, and two job boards (Marketing and Academic).

AMA's product portfolio spans five premier peer-reviewed academic journals (Journal of Marketing, Journal of Marketing Research, Journal of Public Policy and Marketing, Journal of International Marketing, and Journal of Interactive Marketing), two professional certifications (PCM® and APCM®), on-demand courses, bootcamps, virtual training, and 20+ Special Interest Groups. Its revenue is generated primarily through recurring annual membership dues across the three tiers, supplemented by certification fees, conference/event registration, journal subscriptions, and corporate sponsorships. The GTM motion is community-led: acquisition flows through chapter networks, collegiate programs, academic partnerships, and corporate group sales, amplified by the Marketing / And podcast hosted by CEO Bennie F. Johnson and a multi-channel presence across LinkedIn, Facebook, X, and email.

The organization also publishes original research and trend reports (notably the 2026 Future Trends in Marketing Report) and runs flagship events including the International Collegiate Conference and the Summer/Winter Academic Conferences. Recent strategic activity has centered on education partnerships (DECA Inc., MindEdge Learning, LinkedIn Learning) and on building a senior-executive tier through programs like the DC Chapter's Executive Marketer Leadership Circle (EMLC). AMA Foundation operates as a wholly-owned nonprofit affiliate.

Name

American Marketing Association

Legal name

American Marketing Association

Website

https://ama.org

Company type

Private

Founded year

1936

Operating status

Operating

Headcount range

51–100 employees

Short description

AMA is the largest community-based professional marketing association in North America, serving 29,000+ members through memberships, certifications, academic journals, training, and events across 70 professional and 330+ collegiate chapters.

Ownership category

akta.pro rank

Product category

Professional Association Services

NAICS

Convention and Trade Show Organizers (56192), Other Services Related to Advertising (541890)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Association & Society Conference Management (Nonprofit, Professional Bodies) (THAHACAA)

akta.pro secondary industry

Executive Summits & Invitation-Only Forums (MPAGAGAK)

Keywords

• Professional marketing association
• Marketing certification programs
• Academic marketing journals
• Marketing training courses
• Marketing career resources

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Professional Membership: Individual membership fees for marketing professionals seeking certification, training, networking, and access to industry research and journals
2. Academic Membership: Membership for scholars and academics with access to Special Interest Groups (SIGs), academic journals, and research collaboration opportunities
3. Collegiate Membership: Student membership at reduced rates, including chapter access, competitions, and career development resources
4. Training and Certification: Revenue from professional certifications (PCM), training courses, on-demand learning, and credentialed learning programs
5. Events and Conferences: Registration fees for national and local conferences, academic conferences, and collegiate events including the International Collegiate Conference (ICC)
6. Academic Journals: Peer-reviewed research publications including Journal of Marketing, Journal of Marketing Research, Journal of Public Policy and Marketing, Journal of International Marketing, and Journal of Interactive Marketing
7. Sponsorships and Partnerships: Corporate sponsorships, partnership fees, and media kit advertising opportunities

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

The American Marketing Association is a nonprofit professional association that provides individual and group memberships, professional certifications (PCM and APCM credentials), peer-reviewed academic journals, training and on-demand courses, conferences and events, job boards, and community programming through 70+ professional chapters and 330+ collegiate chapters across North America. It sells access to networking, research, skill development, and career services to marketing professionals, academics, and students.

Product overview

The American Marketing Association operates as a comprehensive professional association platform offering multiple interconnected products and services. The core portfolio includes five premier academic journals (Journal of Marketing, Journal of Marketing Research, Journal of Public Policy and Marketing, Journal of International Marketing, Journal of Interactive Marketing) providing peer-reviewed research, professional certifications (PCM® and APCM® credentials), and membership programs (Professional/Academic, Collegiate, Group). The association delivers educational content through on-demand courses, training programs, and toolkits, while facilitating community engagement via 70+ professional chapters, 330+ collegiate chapters, 20+ Special Interest Groups (SIGs), and events including the International Collegiate Conference (ICC) and Summer/Winter Academic Conferences. Additional offerings include job boards (Marketing Job Board and Academic Job Board), the Marketing / And podcast hosted by CEO Bennie F. Johnson, and the annual Future Trends in Marketing Report. The membership-based model provides members-only programming, exclusive pricing on certifications and conferences, and access to DEI MicroVideos and Affiliate Savings programs.

Differentiator

Problem solved

Functional benefit

Products and services

• Journal of Marketing Premier peer-reviewed academic journal publishing scholarly research aimed at advancing marketing practice and equipping business professionals with insights for better managerial decisions.
• Journal of Marketing Research
• Journal of Public Policy and Marketing
• Journal of International Marketing
• Journal of Interactive Marketing
• Professional Certified Marketer (PCM)
• Associate Professional Certified Marketer (APCM) Entry-level marketing certification credential launched in partnership with MindEdge Learning to enhance marketing education, boost college enrollments, and better prepare students for the workforce.
• Generative AI for Marketing Professionals Certificate Certificate program launched in partnership with LinkedIn Learning focused on generative AI applications for marketing professionals.
• On-Demand Courses
• Training Programs
• Marketing Job Board
• Academic Job Board
• Toolkits
• Marketing / And Podcast
• Marketing News
• Special Interest Groups (SIGs)
• Doctoral Student SIG
• Executive Marketer Leadership Circle (EMLC) Peer network for chief marketing and communication executives organized by AMA DC Chapter, providing exclusive CMO-only events, private receptions, and a peer network for navigating marketing challenges.
• International Collegiate Conference (ICC)
• Summer Academic Conference
• Winter Academic Conference
• Professional/Academic Membership
• Undergraduate Membership
• Group Membership

Named customers3 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered minor, major and core.

• Charney Research and TolunaminorStrategic or Co-development Partner · 19 June 2026Research partners for B2B commerce study conducted July-October 2025, finding that 80% of corporate B2B buyers actively direct spending toward companies with clear social commitments.
• Clearpoint AgencyminorGTM or Marketing Partner · 22 April 2026San Diego and Boston-based public relations and marketing communications firm supporting AMA San Diego Chapter's 2026 Sandie Awards as a sponsor, enabling the program's growth and impact for recognizing outstanding marketing work in the region.
• Social DrivermajorGTM or Marketing Partner · 13 January 2026Social Driver, a Washington D.C.-based marketing and communications agency, named Presenting Sponsor of AMADC's Executive Marketer Leadership Circle (EMLC), expanding networking, leadership development, and exclusive events for senior marketing leaders across DC, Maryland, and Virginia metro area.
• DECA Inc.coreStrategic or Co-development Partner · 20 November 2025Partnership to provide marketing certifications to high school and college students through DECA members, focusing on developing career-ready skills and industry-recognized credentials to enhance marketing education and professional growth for students.
• MindEdge LearningcoreStrategic or Co-development PartnerJoint development and launch of comprehensive online marketing course leading to AMA Associate Professional Certified Marketer (APCM) credential, aimed at enhancing marketing education, boosting college enrollments, and better preparing students for the workforce.
• LinkedIn LearningcoreStrategic or Co-development PartnerPartnership to launch Generative AI for Marketing Professionals Certificate, providing members and professionals with AI skills training for modern marketing practice.
• LightricksminorStrategic or Co-development PartnerResearch partnership producing reports on 'The Bottom Line: A New Era of Top-Down Digital Transformation' and 'Generative AI Takes Off with Marketers' exploring digital transformation and AI adoption in marketing.
• EpsilonminorStrategic or Co-development PartnerJoint study on identity resolution helping marketers improve personalization, reach, and marketing effectiveness.
• AACSB InternationalminorStrategic or Co-development PartnerAMA supports AACSB's Global Research Impact Task Force coalition of 10 international academic organizations developing framework for research impact in business education.

Scale indicators5 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Association of National Advertisers (ANA): ANA is a U.S.-based trade association for the marketing/advertising ecosystem serving brand-side marketers; comparable to AMA as a professional membership organization offering training, events, and thought leadership for marketing professionals, though with an advertiser/brand-owner focus rather than academic emphasis.
• The Chartered Institute of Marketing (CIM): CIM is the UK's leading professional marketing body offering chartered status, certifications, training, and membership comparable to AMA's PCM credential; highly analogous professional association model with similar revenue mix of memberships, training, and credentials.
• Data & Marketing Association (DMA): DMA is a U.S. trade association for the data-driven marketing community offering certifications, events, and member resources; directly comparable professional membership organization serving marketers with similar certification and training offerings.
• Advertising Research Foundation (ARF): ARF is an industry research organization focused on advertising and marketing effectiveness research; comparable to AMA's research and thought leadership arm, though more research-focused and less membership/community-driven.
• Public Relations Society of America (PRSA): PRSA is a professional association for PR and communications professionals offering membership tiers, certification (APR), chapters, and conferences - a sibling professional association model with similar recurring-dues, chapter, and certification revenue structure.
• International Association of Business Communicators (IABC): IABC is a global membership association for business communication professionals offering certifications, chapters, and professional development; highly comparable professional association structure serving communicators with similar revenue mix and chapter model.
• Society for Marketing Professional Services (SMPS): SMPS is a professional association for marketing and business development professionals in the architecture, engineering, and construction industry; comparable membership/chapter/certification model but vertical-focused rather than horizontal across marketing.

Broad incumbents

• American Association of Advertising Agencies (4A's): 4A's is the U.S. trade association representing advertising agencies rather than individual marketers; comparable as an industry membership body for the marketing/advertising ecosystem but representing agencies (AMA's constituents are brand-side and academic marketers).

Emerging players

• Content Marketing Institute (CMI): CMI focuses specifically on content marketing education, events (Content Marketing World), and research; overlaps with AMA's training and event offerings but specializes narrowly in content marketing rather than covering the full marketing discipline.
• HubSpot Academy: HubSpot Academy offers free marketing certifications, courses, and training at scale; an emerging substitute for AMA's PCM/APCM training and certification offerings, with broader audience reach but without the association/community model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AMA_Marketing
• Facebookfacebook.com/AmericanMarketing
• LinkedInlinkedin.com/company/american-marketing-association

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about American Marketing Association