Fundamental Marketing Concepts

New Cut Score

In early 2025, the modified Angoff method was used to establish a new criterion-referenced cut score for this exam. The process involved a panel of subject-matter experts who rated individual test items based on the probability that a minimally qualified candidate would answer each question correctly. The experts’ estimates for test items were averaged to determine the difficulty level of each question. The sum of the estimated difficulty levels for all items was calculated to identify initial Angoff cut scores. The last step of the process involved refining the cut scores based on a review of actual test performance data to determine the official modified Angoff cut scores. 

The new minimum passing score for this exam is: 52%

Exam Overview

Each A*S*K certification exam contains 100 multiple-choice test items administered online through a secure online testing vendor. Each test item is composed of a self-contained stem and four alternatives, including three plausible, but not defensible, distractors. Examinees have a total of 100 minutes to complete the exam.

Performance Indicators

All A*S*K exams are based on industry-validated performance indicators from MBA Research’s National Business Administration Standards. 

Click here for a PDF of the standards addressed by this exam.

Content Focus

All specifications outlined below are estimates. Specific exam content changes frequently and without notice on the basis of continuing item analysis, content validations, and other variables. These specifications are for general information only.

Content specifications (projected, approximated numbers):

Instructional Area # of test Items
Business Law (BL) 1
Channel Management (CM) 2
Customer Relations (CR) 7
Economics (EC) 13
Emotional Intelligence (EI) 8
Financial Analysis (FI) 2
Human Resources Management (HR) 1
Information Management (NF) 6
Marketing-Information Management (IM) 8
Marketing (MK) 4
Market Planning (MP) 5
Operations (OP) 6
Pricing (PI) 3
Product/Service Management (PM) 12
Professional Development (PD) 6
Promotion (PR) 8
Selling (SE) 7
Strategic Management (SM) 1

Content Breakdown

All A*S*K exams are based on industry-validated performance indicators. Performance indicators are organized into broad content areas and assigned to one of six planning levels that represent a continuum of instruction ranging from simple to complex:

Prerequisite (PQ) Content develops employability and job-survival skills and concepts, including work ethics, personal appearance, and general business behavior.
Career-Sustaining (CS) Content develops skills and knowledge needed for continued employment in or study of business based on the application of basic academics and business skills.
Specialist (SP) Content provides in-depth, solid understanding and skill development in all business functions.
Supervisor (SU) Content provides the same in-depth, solid understanding and skill development in all business functions as in the specialist curriculum, and in addition, incorporates content that addresses the supervision of people.
Manager (MN) Content develops strategic decision-making skills in all business functions needed to manage a business or department within an organization.
Owner (ON) Content develops strategic decision-making skills in all aspects of business that are needed to own and operate a business.

Exam questions are also aligned with Bloom’s taxonomy to help ensure that each exam addresses critical performance issues appropriate to industry standards.

Certificates and Badges

A*S*K certifications are awarded on the basis of criterion-referenced cut scores developed using the modified Angoff method in collaboration with subject-matter experts representing business and education. Examinees who earn a passing score of 52-89% are recognized as Certified High Achievers, while examinees who score 90% or higher are recognized as Certified Exemplary Achievers. Certifications can be generated and printed locally by testing administrators.

In addition to receiving a certificate, students passing the exam earn a digital badge to be included in their resume, college applications, LinkedIn profile, etc.

Exam Performance Data

Statistical data for each A*S*K certification exam are reviewed annually to determine how effectively the overall exam and individual items within the exam are performing. On average, 10% – 20% of the statistically weakest items are replaced. Additional reviews by subject matter experts focus on item validity relative to the research base (standards and performance indicators).

Relevant data for the period ending May, 2025:

Examinees: 1,205
Certified High Achievers (52-89%): 725 (60%)
Certified Exemplary Achievers (90%+): 6 (1%)
Mean Score: 53.9%
Median Score: 55%
Variance: 173.47
Standard Deviation: 13.2%
Alpha (Reliability): .89

Psychometric data is based on analysis by statisticians at the Center on Education and Training for Employment, The Ohio State University.