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ERIC Number: EJ1131300
Record Type: Journal
Publication Date: 2016
Pages: 5
Abstractor: As Provided
Reference Count: 13
ISBN: N/A
ISSN: ISSN-1052-8008
Improving Student Job Placement and Assessment through the Use of Digital Marketing Certification Programs
Staton, Mark G.
Marketing Education Review, v26 n1 p20-24 2016
The area of digital marketing is a difficult one for course development. Not only is it a relatively new topic area--having become popular after many marketing faculty completed their academic training--it is a constantly changing one wherein "innovative" tools are continuously being replaced within the industry. After uncovering what topics should be taught through a content analysis of entry-level job postings, the author researched and implemented certification programs in Web analytics, inbound marketing, social media, and e-mail marketing. Using the certification programs improved course organization and increased the success rate of students in the job market.
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A