THE DIGITAL ERA HAS CHANGED MARKETING: A GUIDE TO USING INDUSTRY CERTIFICATIONS AND EXPLORATION OF STUDENT PERCEPTIONS OF EFFECTIVENESS

Debbie Laverie, William Humphrey, Kerry T. Manis, Karen Freberg

Research output: Contribution to journalArticlepeer-review

6 Scopus citations

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.

Original languageEnglish
JournalMarketing Education Review
DOIs
StateAccepted/In press - 2020

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