On behalf of the American Marketing Association, I want to welcome you to the Collegiate AMA… Marketing Research… Certificate Program. As part of its goal to increase the value proposition for members… the Collegiate AMA has launched a series of Certificate Programs… designed to prepare you for life beyond college, and importantly, to make you more marketable to employers. 1 1

The AMA is the largest marketing association in North America. With 30,000 members, we bring together a unique community of marketers, marketing researchers and educators… marketing scholars and thought leaders… senior marketing executives and managers in business to business and business to consumer organizations… and early career marketers and students. 2 2

For you as students, now is the time to develop a solid foundation for the understanding of marketing research. The marketplace is increasingly data-driven… and market research techniques and tools… are critical for arming organizations with the insights, information and analysis that they need to succeed. It is essential… for marketers and business leaders to understand both the practice and application of market research… so that they can turn insights into action and drive profitable growth. 3 3

Lifelong development of your business skills and marketing research knowledge will be critical to your success. Business leaders tell us all the time…. that what keeps them up at night more than anything…is finding the right talent for their organizations. So be vigilant throughout your career about enhancing your knowledge and skills. Our primary mission at the AMA is to help all marketing professionals grow and be successful. I hope you will continue to look to the AMA, as you begin your careers, as the first place to go for what you need to stay relevant and at the top of your game…Thank you. 4 4