ERIC Number: EJ1131300
Record Type: Journal
Publication Date: 2016
Abstractor: As Provided
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.
Descriptors: Job Placement, Certification, Marketing, Social Media, Course Organization, Internet, College Faculty, Innovation, Content Analysis, Advertising, Job Applicants, Data Analysis, Electronic Mail, Outcomes of Education, College Students, Course Descriptions, Education Work Relationship
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education; Postsecondary Education
Authoring Institution: N/A