L’Oréal and General Assembly partner on new standard for digital training

By Simon Pitman

- Last updated on GMT

L’Oréal and General Assembly partner on new standard for digital training
L’Oréal has partnered with digital training expert General Assembly to launch a new assessment to measure essential marketing skills for the digital economy.

The program will lead to a new Certified Marketer Level 1 (CM1) qualification that has been created and approved by the Marketing Standards Board, the official body for international marketing education standards.

The CM1 qualification is a means of gauging the capabilities of digital marketing professionals against an industry recognised benchmark that employers can use to identify potential candidates for specific marketing roles.

Developing an industry-wide standard

The aim of the partnership is to help platform the CM1 qualification with end goal of developing a widely recognized expertise standard that is highly pertinent to the cosmetics and personal care industry.

Mobile and social platforms have completely rewritten the creative rules in marketing. The spectacular rise of Precision advertising and Programmatic have totally changed the way we buy media,” said ​Lubomira Rochet, Chief Digital Officer of L’Oréal.

“The rise of E-commerce as the fastest growing distribution channel is demanding new skills. Digital has profoundly transformed the marketing function and is now the new normal. CM1 – as DM1 before it- will be key to recruit and upskill our marketing populations ensuring L’Oréal has the right talents to win in the market.”

A one-hour assessment

Back in 2016, General Assmebly and L’Oréal pioneered the assessment of digital skills with the launche of the Digital Marketing Level 1 (DM1) qualification.

Since the advent of the DM1, L’Oréal has assessed more than 5,000 employees and more than 4,000 candidates for recruitment, using the qualification as an essential benchmark.

The CM1 reflects the most up-to-date and forward-looking demand that employers have of marketing professionals, based on a one-hour assessment that requires test-takers to solve typical problems that are presented in marketing channels, in turn demonstrating candidates abilities to problem solve and demonstrate their capabilities in customer insight and creative development, as well as measurement and analytics, and market technology.

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