Download to read offline
Uploaded byStukent Inc.
Rich Hanna - Fall Stukent Digital Summit
The document discusses the pros and cons of digital marketing certifications for students. It notes that certifications developed by companies like Google and Hubspot involve online training and exams to demonstrate skills in areas like search, social media, and inbound marketing. While certifications provide value in teaching skills and resume building, the document cautions that they do not replace hands-on experience and instructors should complement rather than substitute classroom teaching for certifications. It provides suggestions for how instructors can integrate certifications, including introducing topics in class first and using certifications for a small part of the course grade.
More Related Content
![Leveraging Your Content on LinkedIn to Drive Leads [Webinar Deck]](https://cdn.slidesharecdn.com/ss_thumbnails/april29thwebinarfinalforslideshare-150427182222-conversion-gate01-thumbnail.jpg?width=640&height=640&fit=bounds)
Similar to Rich Hanna - Fall Stukent Digital Summit
More from Stukent Inc.
Rich Hanna - Fall Stukent Digital Summit
- 1. Certifications in Digital Marketing: #StukentDS18 DR.RICHARD C. HANNA ASSISTANT PROFESSOR – BABSON COLLEGE rhanna@babson.edu THE GOOD, THE BAD, AND EVERYTHING IN BETWEEN
- 2. GAME PLAN: THE BASICS THEGOOD THE BAD DECISIONS AND PRESCRIPTIONS #StukentDS18
- 3. Basics: Certifications? Developed byprofessional organizations such as Google, Hubspot, Hootsuite RICHARD HANNA rhanna@babson.edu #StukentDS18 Online training with an exam (typically) Focus is on a specific skill tied to core business A certificate is provided at the end for successful completion
- 4.
- 5.
- 6.
- 7.
- 8.
- 9.
- 10.
- 11.
- 12.
- 13.
- 14.
- 15.
- 16.
- 17.
- 18.
- 19.
- 20. Certification/Training Links #StukentDS18 RICHARD HANNA rhanna@babson.edu GoogleAcademy of Ads Hubspot Hootsuite Other options… Facebook Blueprint Twitter Flight School Bing Search
- 21. The Good Resume Builderfor students Table stakes for some jobs Quality is “generally” very good Flip the classroom It’s NOT you #StukentDS18 RICHARD HANNA rhanna@babson.edu
- 22. More Goodness Improve yourown knowledge Specificity of some of the training would be dull in the classroom Use for class credit Learn to use a recognized product #StukentDS18 RICHARD HANNA rhanna@babson.edu
- 23. The Bad Overt focuson branded product Some students will “GAME” the system Students wait until the last minute to do it Proving certification Integrating “ain’t” easy Knowledge vs. Practice #StukentDS18 RICHARD HANNA rhanna@babson.edu
- 24. Decisions you need tomake #StukentDS18 RICHARD HANNA rhanna@babson.edu
- 25. Role: Complement versusSubstitute Materials in trainings may not match perfectly Decision: Teach the material or FLIP it? Do both—introduce and then let the training do the details RICHARD HANNA rhanna@babson.edu #StukentDS18
- 26. Matching--Which topics? Hubspot andGoogle have expanded their library General ideas vs. Specific Practices Product orientation: social media vs. search marketing RICHARD HANNA rhanna@babson.edu #StukentDS18
- 27. Give class credit? What’smy Motivation? Options: ● The score IS your grade ● Take the certification in class ● Pass/Fail ● Include questions in your own exam RICHARD HANNA rhanna@babson.edu #StukentDS18
- 28. Number of certificationsper course? 1…2…3…More? IMO…Too many takes away from you, your authority 1-2 would be my recommendation depending on the content of your class RICHARD HANNA rhanna@babson.edu #StukentDS18
- 29. Knowledge vs. Practice Certificatesdo not “maketh” the digital marketer… ...practice is needed (simulation, client project) #StukentDS18 RICHARD HANNA rhanna@babson.edu
- 30. What I docurrently... Digital Marketing Course (7 & 14 weeks) 2 certifications: ● Hubspot Inbound Mkt ● Google Adwords fundamentals Introduce topic in class Pass/Fail 5% each + exam Q’s Practice with Stukent Mimic Pro Mkt Comm/Social Media Course (14 weeks) 1 certification: ● Hubspot Social Media Introduce topic in class Pass/Fail 5% + exam Q’s Practice with Stukent Mimic Social RICHARD HANNA rhanna@babson.edu #StukentDS18
- 31. Final Thoughts The GOODoutweigh the BAD Students like having the line item on their resume (but need practice) You need to “train” first! #StukentDS18 RICHARD HANNA rhanna@babson.edu
- 32.