1. Test structure

The test consists of 30 multiple-choice questions covering all aspects of the material. Each question is worth one point, with a maximum score of 30 points. To pass the test, you need to score at least 30% (9 points).

Here is the distribution of questions by topic:

- Marketing campaigns - 15%

- Brand management - 16%

- Project management - 24%

- Marketing research - 23%

- Strategic business planning - 22%

2. Level of difficulty (10 levels)

There are 10 levels of difficulty, each with its own score range and title. Here are the descriptions of each level:

Grade 1 (9-10): Beginner - basic understanding of marketing concepts, ability to complete simple tasks.

Grade 2 (11-12): Intermediate - ability to apply knowledge in practical situations, such as calculating CPC.

- Grade 3 (13-14 points): Junior Specialist - work with analytical metrics, under the guidance of a more experienced specialist.

- Grade 4 (15-16 points): Coordinator - analysis of advertising campaign data and preparation of reports following established templates.

- Grade 5 (17-18 points): Analyst Intern - managing small projects such as a local advertising campaign under supervision.

- Grade 6 (19-20 points): Practitioner - independent media planning and optimization of the advertising budget.

- Grade 7 (21-22 points): Advanced Specialist - skills close to the middle level, ability to analyze metrics deeply, identify patterns, and make recommendations for optimization.

- Grade 8 (23-24 points): Execution Expert - participation in the development of marketing strategies and conducting A/B testing of hypotheses.

- Grade 9 (25-26 points): Professional - implementation of complex marketing campaigns and interaction with cross-functional teams.

- Grade 10 (27-30 points): Strategy Trainee - the ability to manage projects independently.

Certificate example: Junior Marketing Specialist, Level 8 (Execution Expert)

Skills: media planning, metric analysis, optimization of advertising campaigns.

Example of a question: "What increases the motivation of consumers to act?" (Kantar)

Possible answers:

a) Complex and wordy messages

b) A Clear, Urgent, Relevant, and Action-Oriented Call to Action (CTA)

c) Use of Professional Jargon

d) Lack of an Explicit Call to Action

3. Transition to Middle Level

To apply for the Middle Level, you must:

- Achieve a grade of 7 or higher in the Junior Level test.

- Submit 1-3 case studies for your chosen specialization.

Case study requirements:

- Clear goal of the project (e.g., 30% conversion increase).

- Description of actions taken, tools used, and budget.

- Results: Specifying key metrics (ROI, reach, sales), with supporting screenshots or reports.

- Role of the participant: Listing specific responsibilities within the project.

Areas of Specialization for the Middle Level:

- Digital marketing

- Content marketing

- Data analytics

- Brand management

- Email marketing

- Performance marketing

- Product management

- Marketing research

- Media planning

- Affiliate marketing

Sublevels and Their Criteria:

1-3 - Narrow specialization (for example, SEO, SMM, contextual advertising)

2-3 cases required in one niche

4-6 - Implementation of complex projects (product launch)

2-3 projects needed, covering full cycle from research to customer retention

7-8 - Process optimization (reducing CAC by 20%)

1 case required with calculations and proof of result

Each case is evaluated by three randomly selected middle or senior level community members. Unanimous agreement is required to approve the level.

Certificate:

Middle Marketing Expert - [specialization], Example: Middle Marketing Expert Level 5 (SMM) - Proven skills: over 1 million reach, 150% ROI.

Transition to the Senior Level:

Requirements for the transition to the senior level:

- Certificate from the middle level 7 or 8.

- Providing 5 or more cases with proven financial results (e.g., revenue growth of at least 50% annually).

Criteria for senior sublevels:

- Sublevels 1 and 2: Development and implementation of marketing strategies for medium-sized businesses with a monthly turnover of 10 to 100 million rubles.

- Sublevels 3 and 4: Marketing management in large companies with a monthly revenue of 100 million or more.

- Senior sublevel 5: Creation of industry standards and development of proprietary methods and approaches.

The cases are evaluated by a panel of experts, which includes senior marketers with proven experience. They must also present their strategy in a format that is suitable for public consumption (e.g., written or oral presentation).

To obtain a certificate, participants must meet certain criteria. For example, they must have held the position of Senior Marketing Strategist at a company with a monthly turnover of at least 500 million rubles.

Participants may optionally publish their certification level and specialization on an open platform. However, publication is only possible with the participant's consent. The platform updates the ratings monthly.

Qualified participants receive access to a private community on the Marketing Skills Alliance platform. Within this community, members have voting rights based on their certification level:

- Junior - 1 vote

- Middle - 2 votes

- Senior - 3 votes

Members can propose changes to the content, such as new questions, cases, or directions. These proposals are then reviewed and voted on by the community.

- The proposal is presented to the community for voting.

- A majority of more than 60% is required to make a decision based on the votes.

- Voting will last for 7 days.

Example: A participant at the middle level proposes adding questions about advertising metrics to the TikTok platform. If the proposal receives a majority of votes in support, the new questions will be included in the testing phase.