The Digital Era Has Changed Marketing: A Guide to Using Industry Certifications and Exploration of Student Perceptions of Effectiveness

Laverie, Debra A.; Humphrey, William; Manis, Kerry T.; Freberg, Karen

doi:10.1080/10528008.2020.1716806

Cited by 27 publications

(23 citation statements)

References 35 publications

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“…In Table II shows the skills stimulated by the certifications related to the respective objects considered in this one. [20], [4] understanding that skills are dynamic [20] increasing confidence in proposing new solutions, innovating [25] development of social skills [7] self-assessment of the possibility of obtaining positive results optimization of coping skills [4] stress management bracing of commitment to career promoting of learning [21] individual teaching counseling development of self-efficacy [12] participation in the continuous learning community [12], [24] strengthening of coping strategies [12] improvement of live together standards [12], [8] improving of career commitment navigation in the academic scope [24] participation and engagement in academic activities improviment of understanding of the informal learning process [8], [24] definition and evaluation of goals, objectives and schedule [6] disclosure consonance between student training, scientific advances and preparation for the industry [17], [22] expanding of students' perception of the effectiveness of certifications [17] time management for fulfilling self-directed online activities [22] development of autonomy understanding of the relationship between theory and real situations Among the skills presented, 7 that are pointed out by more than one author can be highlighted, including in works that have focus on different objects of certification: minimizing the effects of previous negative perceptions, reaction to failure [20], [4], development of social skills [7], [12], [8], optimization of coping skills [4], [12], strengthening of commitment to career [4], [12], [8], participation in the continuous learning community…”

Section: Resultsmentioning

confidence: 99%

“…The dissemination of projects to society and the internal community contributes to develop a positive internal culture and to bring society closer to HEI, generating a positive impact on the image of universities' brands. The certifications in this area, according to [17], are necessary in response to the increase in employers' expectations regarding digital and social skills imposed by technological innovations.…”

Section: Introductionmentioning

confidence: 99%

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Certifications in the Academic Process Oriented to the Reputational Capital of Brands of Brazilian HEIs

Cox

De-Bortoli

2021

EJEDU

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Considering the analysis of the academic process oriented to the reputational capital of the HEI brands, it arrive three main certifiable objects with impact on the reputation of universities: 'individual teaching advice' - applied to perform the main tasks of the process, the ' self-efficacy '- present in the evaluation of the work plan that guides the student's actions in the process and' disclosure '- which brings academia closer to society and generates a positive internal culture. The objective of this work is to identify how to carry out the certification of these objects. As a research methodology, three quasi-systematic reviews were applied, with successive refinements of articles collected on the CAPES Portal and the results were compiled. It was possible to identify that training followed or monitored by evaluations, and practical tests, also called challenges, are the forms of certification prevalent in this scope. The skills developed from the certifications considered were also listed, with the most mentioned being highlighted, such as the development of social skills, strengthening the commitment to the career and participation in the community of continuous learning; being observed that these favor the reputational capital of university brands.

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Section: Resultsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Certifications in the Academic Process Oriented to the Reputational Capital of Brands of Brazilian HEIs

Cox

De-Bortoli

2021

EJEDU

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“…Certifications are designed to develop skill proficiency in a broader topic area such as digital marketing strategy, search engine optimization, or social media advertising. The certification is a professional skill earned through completing video coursework and successfully passing a formal exam (Laverie et al, 2020).…”

Section: Martech Learning Platformsmentioning

confidence: 99%

The Use and Value of Badges: Leveraging Salesforce Trailhead Badges for Marketing Technology Education

Humphrey

Laverie

Muñoz

2020

Journal of Marketing Education

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Recent calls to the academy challenge marketing educators to prepare new graduates for a complex, high-stakes marketing environment driven by technology. We explore the value of utilizing readily available marketing technology (martech) learning platforms as a means to stimulate preparedness for new careers or career advancement. Specifically, we explore the potential of using Salesforce Trailhead digital badges as a learning platform. We discuss how faculty can develop a Trailmix for their classes based on their specific learning outcomes. Next, we test the efficacy and student outcomes of using a marketing technology–focused digital badge learning platform.

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“…The use of reflection papers for the exploratory study is grounded in experiential learning theory, where students take part in learning experiences and then reflect on their learning (Kolb, 1984). In SoTL literature, grounded theory is an accepted method (cf., Green, 2015;Laverie, Humphrey, Manis, & Freberg, 2020;Russell & Weaver, 2008) of conducting an exploratory, qualitative inquiry. Further, using reflection papers to understand student learning is customary in the marketing SoTL literature (Laverie et al, 2020;McDonald & Derby, 2015;Minton & Krszjzaniek, 2020).…”

Section: Grounded Theorymentioning

confidence: 99%

“…In SoTL literature, grounded theory is an accepted method (cf., Green, 2015;Laverie, Humphrey, Manis, & Freberg, 2020;Russell & Weaver, 2008) of conducting an exploratory, qualitative inquiry. Further, using reflection papers to understand student learning is customary in the marketing SoTL literature (Laverie et al, 2020;McDonald & Derby, 2015;Minton & Krszjzaniek, 2020). Adapted from Bloom (1984) and Krathwohl (2002).…”

Section: Grounded Theorymentioning

confidence: 99%

Experiential Learning: A Study of Simulations as a Pedagogical Tool

Laverie

Hass

Mitchell

2020

Marketing Education Review

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Experiential learning is an effective way to involve students in learning by doing. By using marketing simulations, a dynamic learning experience is created where students develop rich knowledge and skills. While there is strong anecdotal evidence simulations develop knowledge and that involvement in simulations is important, the empirical evidence is mixed. This article presents two studies examining the use of simulations as a pedagogical tool. In the first study, we explore how involvement is related to a positive learning experience, the achievement of course student learning outcomes, effectiveness as a learning tool, and student satisfaction with the simulation. With the knowledge that students perceive the simulation as a positive and effective learning experience, we explore the marketing content knowledge students develop from the simulation in the second study. Knowledge frameworks constructed from the qualitative data provide evidence that students gain marketing content knowledge and cognitively engage with marketing content through higher-order thinking. Students moved beyond conceptual knowledge to gain marketing content knowledge at the procedural and metacognitive levels. The findings of study two suggest that using a marketing simulation helps students develop marketing content knowledge and develop higher-order thinking skills. Additionally, our results demonstrate that involvement positively influences several student outcomes when using a simulation as a pedagogical tool.

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The Digital Era Has Changed Marketing: A Guide to Using Industry Certifications and Exploration of Student Perceptions of Effectiveness

Cited by 27 publications

References 35 publications

Certifications in the Academic Process Oriented to the Reputational Capital of Brands of Brazilian HEIs

Certifications in the Academic Process Oriented to the Reputational Capital of Brands of Brazilian HEIs

The Use and Value of Badges: Leveraging Salesforce Trailhead Badges for Marketing Technology Education

Experiential Learning: A Study of Simulations as a Pedagogical Tool

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