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.

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
THE GOOD
THE BAD
DECISIONS AND PRESCRIPTIONS
#StukentDS18

3. Basics: Certifications?
Developed by professional 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

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RICHARD HANNA
rhanna@babson.edu

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RICHARD HANNA
rhanna@babson.edu

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RICHARD HANNA
rhanna@babson.edu

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RICHARD HANNA
rhanna@babson.edu

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RICHARD HANNA
rhanna@babson.edu

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RICHARD HANNA
rhanna@babson.edu

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RICHARD HANNA
rhanna@babson.edu

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RICHARD HANNA
rhanna@babson.edu

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RICHARD HANNA
rhanna@babson.edu

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RICHARD HANNA
rhanna@babson.edu

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RICHARD HANNA
rhanna@babson.edu

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RICHARD HANNA
rhanna@babson.edu

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RICHARD HANNA
rhanna@babson.edu

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RICHARD HANNA
rhanna@babson.edu

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RICHARD HANNA
rhanna@babson.edu

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RICHARD HANNA
rhanna@babson.edu

20. Certification/Training Links
#StukentDS18
RICHARD HANNA
rhanna@babson.edu
Google Academy of Ads
Hubspot
Hootsuite Other options…
Facebook Blueprint
Twitter Flight School
Bing Search

21. The Good
Resume Builder for 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 your own 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 focus on 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
to make
#StukentDS18
RICHARD HANNA
rhanna@babson.edu

25. Role: Complement versus Substitute
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 and Google 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’s my 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 certifications per 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
Certificates do not “maketh” the digital
marketer…
...practice is needed (simulation, client
project)
#StukentDS18
RICHARD HANNA
rhanna@babson.edu

30. What I do currently...
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 GOOD outweigh 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. Thank you!
Questions?
rhanna@babson.edu #StukentDS18