PWS .pdf

PERFORMANCE WORK STATEMENT (PWS)- Marketing Professional Development

Army Marketing, specifically the Army Entprise Marketing Office (AEMO) was established by the Secretary of the Army under Army Directive 2019-25 with the mandate to “coordinate the Army’s national marketing and advertising strategy, develop and maintain relationships with the marketing and advertising industry, and develop marketing expertise and talent to support the Army.”

This program will be taught by School of Management from academic institution that will help FA58 and AEMO fulfill its mandate to establish and maintain relationships with the marketing industry, while providing access to professional development resources and world-class staff and faculty.

Access to professional marketing education for AEMO’s FA58s provides many opportunities that would be nearly impossible replicate. This resource expenditure support the requirement of FA58 officers to pursue continuing professional development to fulfill AD 2019-25’s directive to have officers with expertise and skills in strategic advertising, marketing, and research.

DA Pam 600-3 Chapter 3 (FA58) states that FA58 officers “are offered the opportunity to pursue additional training, executive education courses, and practitioner certifications directly related to the field of marketing. These courses will typically be offered by leading civilian educational institutions either in residence or online and will give officers an in-depth understanding of relevant marketing roles. These courses, conferences, and certification opportunities also allow an officer to pursue specialization and expertise within the field of marketing and behavioral economics.”

As the functional Proponent of FA58, on behalf of the ASA M&RA, OEMA is required to facitate marketing professional education programs through leading civilian business schools. In practice, this implies FA58 officers will be able to attend approximately a one-to-two week course every other year, or similar offering provided by an academic institution. These courses are designed to develop FA58 officers as professional marketers.

Course content, provided by the School of Management will align with six content themes:

Customer Identification Marketing Strategy Marketing Communication Persuasion and Storytelling Organizational Change Marketing Landscape

Program will be administered according to the following guidelines:

a. Five days of in-person programs at the University, roughly scheduled every other month.

b. Thiry-minute faculty office hours conducted live in teams of 5-6 people.

c. Continuous engagement via reading, pre-work, and distribution of the University’s branded learning material.