Assessing the Pedagogical Value of Branded Digital Marketing Certification Programs

Abstract

Preparing students for careers in digital marketing requires marketing educators to design and deliver courses with relevant and timely content and learning activities that facilitate knowledge comprehension and skill acquisition. Marketing educators may incorporate online training and certification programs on digital marketing in their courses to address this challenge. Branded digital marketing certifications are one type of such training. While these programs provide affordable (and often free) educational materials on digital marketing topics, their pedagogical soundness and value is largely unexplored. This article describes the findings of a research study which assessed the pedagogical value of and implementation considerations relevant to marketing educators who wish to incorporate branded digital marketing certification programs into their course designs.

Certifications in the Academic Process Oriented to the Reputational Capital of Brands of Brazilian HEIs

“…In Table II shows the skills stimulated by the certifications related to the respective objects considered in this one. [20], [4] understanding that skills are dynamic [20] increasing confidence in proposing new solutions, innovating [25] development of social skills [7] self-assessment of the possibility of obtaining positive results optimization of coping skills [4] stress management bracing of commitment to career promoting of learning [21] individual teaching counseling development of self-efficacy [12] participation in the continuous learning community [12], [24] strengthening of coping strategies [12] improvement of live together standards [12], [8] improving of career commitment navigation in the academic scope [24] participation and engagement in academic activities improviment of understanding of the informal learning process [8], [24] definition and evaluation of goals, objectives and schedule [6] disclosure consonance between student training, scientific advances and preparation for the industry [17], [22] expanding of students' perception of the effectiveness of certifications [17] time management for fulfilling self-directed online activities [22] development of autonomy understanding of the relationship between theory and real situations Among the skills presented, 7 that are pointed out by more than one author can be highlighted, including in works that have focus on different objects of certification: minimizing the effects of previous negative perceptions, reaction to failure [20], [4], development of social skills [7], [12], [8], optimization of coping skills [4], [12], strengthening of commitment to career [4], [12], [8], participation in the continuous learning community…”

“…Still on online 'disclosure' certifications, [22] suggest that they be incorporated into university disciplines as they allow exposing students to current resources, offering self-directed and practical learning, and being free or low cost.…”

“…The 7 skills highlighted, pointed out by more than one author, even in works that focus on different objects of certification, can compose 3 groups according to the benefits they promote to the reputational capital of the HEIs: 1) minimizing the effects of previous negative perceptions, reaction to failure [20], [4] and optimization of coping skills [4], [12] prevent retention and student abandonment, which generates satisfaction and confidence in students and contribute to the quality of services that graduates provide to society; 2) development of social skills [7], [12], [8] and improved understanding of the informal learning process [8], [24] meet labor market requirements since both social skills and informal learning, for example engagement and respect for rules, are required in the exercise of any profession and favors the image of the institutional brand; 3) strengthening career commitment [4], [12], [8], participation in a continuous learning community [12], [24] and consonance between student training, scientific advances and preparation for the industry [17], [22] promote adequate training and updating, adequately meeting the demands of society, which contributes to the expansion of the HEI's reputation.…”

“…The certification programs, according to [22], can be incorporated into the disciplines of Higher Education Institutions (HEIs) to promote content reinforcement, as well as introduce new solutions, tools and skills required by the industry; [15] state that, in recent years, in order to increase professional competence, many universities have stimulated the obtaining of certificates by students through tutoring; and for [5], certifications have been considered relevant for many countries in order to fill the lack of validation of the success of training initiatives; and guaranteeing synergy between professionalization and the demands of the economy, innovation, progress and consumer protection.…”

The Use and Value of Badges: Leveraging Salesforce Trailhead Badges for Marketing Technology Education

“…Staton (2016) adopted Google Analytics, Hubspot Inbound, and Hootsuite in his class. Spiller and Tuten (2019) assessed several certifications to identify if they stimulated higher order thinking using Bloom’s taxonomy, concluding that Google is the best training program. Key et al (2019) find that students’ confidence increases when they become Google Ads certified and suggest that faculty may consider using more than one certification in the course.…”