Under the guiding principles of the Professional Qualifications Committee (PQC), EMCQ aims to achieve the following:
- Promote and develop best practice in marketing, sales and communication
- Encourage, advance and disseminate knowledge, education and practical training in and research relating to marketing, sales and communication
- Facilitate the exchange of information and opinions on all questions affecting marketing, sales and communication
- Promote and maintain high standards of professional skill, ability and integrity among persons engaged in marketing, sales, communications and services
- Provide a professional organisation for marketing, sales and communications and a means of examination and other methods of assessment to test the skill and knowledge of persons desiring to enter or advance in the profession
- Develop, promote and adopt EMC European-based standards for marketing, sales and communication
- Support member associations in their efforts to develop the professionalism and activities of their individual members
- Administer the various aspects of education and further training and set the standards for marketing education, accreditation and certification