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Certifications in Digital
Marketing:
#StukentDS18
DR. RICHARD C. HANNA
ASSISTANT PROFESSOR
– BABSON COLLEGE
rhanna@babson....
GAME PLAN:
THE BASICS
THE GOOD
THE BAD
DECISIONS AND PRESCRIPTIONS
#StukentDS18
Basics: Certifications?
Developed by professional organizations such as
Google, Hubspot, Hootsuite
RICHARD HANNA
rhanna@ba...
#StukentDS18
RICHARD HANNA
rhanna@babson.edu
#StukentDS18
RICHARD HANNA
rhanna@babson.edu
#StukentDS18
RICHARD HANNA
rhanna@babson.edu
#StukentDS18
RICHARD HANNA
rhanna@babson.edu
#StukentDS18
RICHARD HANNA
rhanna@babson.edu
#StukentDS18
RICHARD HANNA
rhanna@babson.edu
#StukentDS18
RICHARD HANNA
rhanna@babson.edu
#StukentDS18
RICHARD HANNA
rhanna@babson.edu
#StukentDS18
RICHARD HANNA
rhanna@babson.edu
#StukentDS18
RICHARD HANNA
rhanna@babson.edu
#StukentDS18
RICHARD HANNA
rhanna@babson.edu
#StukentDS18
RICHARD HANNA
rhanna@babson.edu
#StukentDS18
RICHARD HANNA
rhanna@babson.edu
#StukentDS18
RICHARD HANNA
rhanna@babson.edu
#StukentDS18
RICHARD HANNA
rhanna@babson.edu
#StukentDS18
RICHARD HANNA
rhanna@babson.edu
Certification/Training Links
#StukentDS18
RICHARD HANNA
rhanna@babson.edu
Google Academy of Ads
Hubspot
Hootsuite Other op...
The Good
Resume Builder for students
Table stakes for some jobs
Quality is “generally” very good
Flip the classroom
It’s N...
More Goodness
Improve your own knowledge
Specificity of some of the training
would be dull in the classroom
Use for class ...
The Bad
Overt focus on branded product
Some students will “GAME” the
system
Students wait until the last minute
to do it
P...
Decisions you need
to make
#StukentDS18
RICHARD HANNA
rhanna@babson.edu
Role: Complement versus Substitute
Materials in trainings may not match perfectly
Decision: Teach the material or FLIP it?...
Matching--Which topics?
Hubspot and Google have expanded their library
General ideas vs. Specific Practices
Product orient...
Give class credit?
What’s my Motivation?
Options:
● The score IS your grade
● Take the certification in class
● Pass/Fail
...
Number of certifications per course?
1…2…3…More?
IMO…Too many takes away from you, your authority
1-2 would be my recommen...
Knowledge vs. Practice
Certificates do not “maketh” the digital
marketer…
...practice is needed (simulation, client
projec...
What I do currently...
Digital Marketing Course
(7 & 14 weeks)
2 certifications:
● Hubspot Inbound Mkt
● Google Adwords fu...
Final Thoughts
The GOOD outweigh the BAD
Students like having the line item on
their resume (but need practice)
You need t...
Thank you!
Questions?
rhanna@babson.edu #StukentDS18
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Rich Hanna - Fall Stukent Digital Summit

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Certifications in Digital Marketing: THE GOOD, THE BAD,AND EVERYTHING IN BETWEEN

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Rich Hanna - Fall Stukent Digital Summit

  1. 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. 2. GAME PLAN: THE BASICS THE GOOD THE BAD DECISIONS AND PRESCRIPTIONS #StukentDS18
  3. 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
  4. 4. #StukentDS18 RICHARD HANNA rhanna@babson.edu
  5. 5. #StukentDS18 RICHARD HANNA rhanna@babson.edu
  6. 6. #StukentDS18 RICHARD HANNA rhanna@babson.edu
  7. 7. #StukentDS18 RICHARD HANNA rhanna@babson.edu
  8. 8. #StukentDS18 RICHARD HANNA rhanna@babson.edu
  9. 9. #StukentDS18 RICHARD HANNA rhanna@babson.edu
  10. 10. #StukentDS18 RICHARD HANNA rhanna@babson.edu
  11. 11. #StukentDS18 RICHARD HANNA rhanna@babson.edu
  12. 12. #StukentDS18 RICHARD HANNA rhanna@babson.edu
  13. 13. #StukentDS18 RICHARD HANNA rhanna@babson.edu
  14. 14. #StukentDS18 RICHARD HANNA rhanna@babson.edu
  15. 15. #StukentDS18 RICHARD HANNA rhanna@babson.edu
  16. 16. #StukentDS18 RICHARD HANNA rhanna@babson.edu
  17. 17. #StukentDS18 RICHARD HANNA rhanna@babson.edu
  18. 18. #StukentDS18 RICHARD HANNA rhanna@babson.edu
  19. 19. #StukentDS18 RICHARD HANNA rhanna@babson.edu
  20. 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. 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. 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. 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. 24. Decisions you need to make #StukentDS18 RICHARD HANNA rhanna@babson.edu
  25. 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. 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. 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. 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. 29. Knowledge vs. Practice Certificates do not “maketh” the digital marketer… ...practice is needed (simulation, client project) #StukentDS18 RICHARD HANNA rhanna@babson.edu
  30. 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. 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. 32. Thank you! Questions? rhanna@babson.edu #StukentDS18

Certifications in Digital Marketing: THE GOOD, THE BAD,AND EVERYTHING IN BETWEEN

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