In the framework of the LEONARDO project, universities/training institutes, FEDMA, and the national Direct Marketing Associations located in Europe, have developed a framework for “European certification” and several lists of competences that should be covered by a course in direct and interactive marketing, e-marketing and e-business.
The three separate competence lists integrate the different elements of the chain value, and combine traditional and new media. The competencies listed are estimated as necessary from a practitioner’ point of view for new entrants acquiring skills, to another direct marketing profession looking for promotion, and senior professionals from another business disciplines. This page provides interesting links for the main competences identified, such as:
- The Evolution of direct marketing and drivers of development - Ethics and Legal Environment - Data and information Management - Statistics, Research and Testing - Communications and Media integration - Creativity - Managing direct and interactive service providers and strategic planning - Internet marketing and e-commerce - Customer Relationship Management - E-business | 
