THE DIGITAL ERA HAS CHANGED MARKETING: A GUIDE TO USING INDUSTRY CERTIFICATIONS AND EXPLORATION OF STUDENT PERCEPTIONS OF EFFECTIVENESS. Issue 1 (2nd January 2020)

• Record Type: Journal Article
• Authors: Laverie, Debbie; Humphrey, William; Manis, Kerry T.; Freberg, Karen
• Is Part Of: Marketing education review. Volume 30:Issue 1(2020)
• Page Start: 57
• Page End: 80
• Publication Date: 2020-01-02
• Subjects: Marketing -- Study and teaching -- United States -- Periodicals; 658.8007
• DOI: 10.1080/10528008.2020.1716806
• Languages: English
• ISSNs: 1052-8008

Abstract

ABSTRACT: The digital era has changed marketing dramatically and marketing jobs have shifted as well. Thus, marketing faculty face a difficult challenge in preparing students for the marketplace. Industry certifications can be a great way to prepare students for a career in the digital era. We present a design for using certifications with suggestions for the sequencing order as well as example instructions. This article describes the findings of a qualitative study and a quantitative study. The qualitative study focuses on content knowledge for several industry certifications. The quantitative study focuses on the effectiveness of using certifications.