- Assessing competences and learning outcomes
- Related to the Eeuropean Qaulifications Framework
- Based on a mapping of the marketing profession
- Complying with a quality process
EMCQ final objective is to promote the marketing profession, as well as professional education in the field of marketing sales and communications. Based on the most recent development at EU level in the field of life long learning through the "Copenhagen process", EMCQ promotes qualifications adapted to the needs of the professional world.
All these qualifications are developed by EMC members or their partners. They are accredited by EMC, which means that:
- They meet very demanding quality standards
- They target the function or the range of occupations accessible to the qualified professional, at the end of the qualification process
- They indicate the level of the qualification, in reference to the EQF (European qualifications Framework) recommended voted by the European Parliament
- They enable comparability of qualifications delivered throughout Europe and beyond by the other EMCQ accredited Bodies
- They enable the appraisal of the level of the qualification, using theEQF reference levels (1)
(1) EQF (European Qualifications Framework) levels run from level 1 to level 8. They are used by all European countries to indicate the level of any vocational or professional qualification. In higher education, they are used to indicate the level of any of other qualification than the Bachelor, Master or Doctorate degrees.
EMCQ focuses on those marketing, sales and marketing/communications qualifications which bring real value to professionals and to companies. So:
- EMCQ considers qualifications in a slightly narrower sense than the EQF definition. All tested qualifications are established in order to provide an individual with assessed learning outcomes which allows him to meet the requirements to enter or significantly progress within an occupation.
However, it can be used by any qualification from the marketing and sales sector meeting the definition provided by the UE EQF recommendation (“qualification means a formal outcome of an assessment and validation process which is obtained when a competent body determines that an individual has achieved learning outcomes to given standard”). It can also be adapted to the needs of other sectors.
- The sectoral qualifications developed through EMCQ are not initial qualifications, but post-experience qualifications.
The development of LLL for the adults relies upon the existence of qualifications which are accessible to the active population (workers, and unemployed), which very often means specific qualifications.
Learning outcomes related to the sector are mostly needed in post experience qualifications:
Professionals in search of a qualification need specific qualifications built for their purpose, and more based on learning outcomes than initial education, which is more based on knowledge
The need to rely upon outcomes, rather than inputs, due the nature of training delivery (part time, distance learning, RPL) which cannot be evaluated in terms of workload
The relevance of learning outcomes based assessments for post experience professionals. The existence of sub-field specific qualifications, which have to be related to precise professional descriptors. The stakeholders, all of them being professionals, and used to HR backgrounds in guidance.
- EMCQ qualifications are either sector generic “marketing” “sales” or sector specific (“market research”, “export sales”).
The EMCQ “title” clearly identifies the specific target of an EMCQ qualification
- EMCQ qualifications cover EQF levels from 4 to 7, which means from assistant to director level. The marketing and sales profession recruits candidates with an education level from EQF levels 4 to 7. Level 4 is an entry level, and there is no existing marketing or sales specific qualification at level 8, although some high level professionals apply knowledge, skills and competencies at that level.
- The EMCQ qualifications are all based on learning outcomes (1). Learning outcomes, describing what professional activities a qualified professional is able to carry on after completion of its qualification, are assessed by the individual candidate for all EMCQ qualifications.
(1) According to the EQF, learning outcomes have to be intended as “statements of what a learner knows, understands and is able to do on completion of a learning process”, and they are “defined in terms of knowledge, skills and competences”