May 4, 2022

Seven “Must-Have” Digital Marketing Certifications

Where to start with Digital Marketing Certification

In our last blog post we talked about the different types of certifications, being tools, platform and skills-based. This post focusses on the seven top certifications that students in our Master of Science in Digital Marketing and Analytics program report as helping them in the workplace. In keeping with the spirit of the Artemis moon launch program, set to debut later this Spring, we offer seven certifications that can launch a digital marketing career. These certifications are all included in the Digital Marketing and Analytics Master’s Degree here at St. Edward’s University. In class, they are woven into a curriculum with a strong strategic marketing emphasis. Tableau and Marketo training is also included in the program. Since the certifications are paid, we let the students decide for themselves if they wish to pursue them.

Digital Marketing Certification Can Launch Your Career

1) Google Ads: This is a classic certification on the Google Ads platform. In class, the certification can be used in conjunction with a client project. We use it to prepare students for a search simulation. Students can take one of several certification or all of them. The basic search certification is a great place to start. Please note this certification and Google Analytics have moved to the Skillshop platform.

2) Google Analytics: The Google Analytics Individual Qualification (IQ) is another must-have certification opinion. Although there are other analytics platforms, GA gives students a good feeling for how web analytics applications work. Linking GA to a blog such as blogger provides an opportunity for students to see the effect of their efforts on a daily basis. Please note that as of this writing the IQ exam was not updated for the new GA4 format. GA is going away next Summer so we hope this oversight is corrected soon.

3) SEMRUSH: In keeping with the search theme, SEMRUSH has several SEO qualification exams including SEO fundamentals and keyword research. This certification would be particularly helpful for those seeking jobs and internships in organic search.

4) HubSpot Academy: HubSpot Academy has always been free and has been around for several years. HubSpot is a CRM tool but they offer certification in many areas such as Inbound Sales, Email Marketing, Social Media Marketing and CRM. Inbound Marketing and Inbound are the most popular and a good place to start.

5) Hootsuite: This is one of the most popular social media posting platforms. Platform training is free and social marketing training is free in an associated class approved by Hootsuite for students enrolled in an approved course. We include both of these certifications in our graduate program.

6) IBM Big Data Badge: This badge is useful for those interested in the data analytics side of digital marketing. We use it in our graduate program at St. Edward’s but it is suitable for undergraduates as well.

7) Twitter Flight School This platform is a great place to earn about advertising on the Twitter platform. There is no certification but students can earn various badges, including a Video Badge and one on how to get started on Twitter.

Some additional certification programs

There are also some excellent tools that have free training but don’t offer free certification.

1) Marketo This leading marketing automation tool, now offers free platform training and marketing training for but not free certification. These are free practice videos. The company offers certified associate and expert exams for a fee.

2) Tableau is a popular data visualization tool that has free access and training for university students but the Desktop exam still has a fee. Students have been able to get a one year license and this platform is used in our class in managing the digital organization.

3) Moz Academy courses have a fee except for the one on how to use the Moz Tool. The main certification exam (SEO Essentials Certificate) is not free as of this writing. Moz has a keyword planner tool and other tools that many instructors and students find useful for their classes

April 6, 2022

Three Types of Digital Marketing Certifications and What They are Worth

Whether you have been in the digital marketing space for years or just a short while, there is no doubt that you have been exposed to all of the kinds of certifications that are out there in the market. The question becomes: Which certifications are worth getting and which should you avoid?

Those are hard questions to answer, especially if you are new to digital marketing. We have provided the following information in helping you make your decision. We cover below why to get digital marketing certifications, the three types of certifications, and where to find them.

Digital Marketing Certifications are career accelerators

Why get Digital Marketing Certifications?

The first thing to consider is why get a digital marketing certification in the first place? Digital marketing certifications are a great way of showcasing basic knowledge of digital marketing principals, tools or platforms. They are worth getting to demonstrate a level of skill, especially if you are just starting out or trying to learn a new area of marketing. Our students in the MSDGMA (Master of Science in Digital Marketing and Analytics) program say the eleven certifications they get during the program are a ‘career accelerator.’ Certifications help with obtaining job interviews and also help students gain a certain level of confidence in their skills and knowledge.

In addition to gaining credentials that demonstrate your expertise to current and future employers, the other benefit of getting digital marketing certifications is that you can get them at your own pace. Compared to a typical learning environment, most certifications are at your own pace and this really allows you to learn the material at your convenience.

The three basic types of certifications are 1) Knowledge 2) Platform and 3) Tools.

1. Knowledge-based Certifications

Knowledge-based certifications focus on key digital marketing concepts such as SEO, inbound marketing, social media, etc. These are really great if you are unfamiliar with the basic principles of digital marketing or you are looking to reinforce your knowledge. Either way these foundational certifications are great to have in your arsenal. Examples are:

HubSpot Academy Is the worldwide leader in inbound marketing, sales, and customer service/support training. The academy offers courses in digital marketing, social media marketing, content marketing, SEO, and more. These courses are well-designed and constantly updated and a good place to start.

LinkedIn Learning provides video courses taught by industry experts in software, creative, and business skills. It is a subsidiary of LinkedIn and many of the courses provide a certificate or badge of completion. The program is available for free to those enrolled LinkedIn Premium or for a monthly fee. Access is available through St. Edward’s University for our students. If you don’t have either of those two options, there is a one month free trial available.

2) Platform Certifications

Platform certifications focus on where digital marketing takes place and their respective advertising platforms. Platform certifications will teach you the ends and outs of one platform’s tool, capabilities, and full functionality. These tend to fall under one of two categories: 1. Social Media platform or 2. Search Engine Platform. Examples are:

Google Skillshop provides training on many skills you can apply right away, such as Google Ads and Analytics certifications. With e-learning courses designed by Google product experts, students can learn at your own pace and get Google products certified. These two certifications listed are considered must-haves in digital marketing, but the platform covers other certifications to help you make the most of marketing on Google.

Facebook (Meta) Blueprint courses are online learning courses, training programs and certifications that can help you get the most out of Meta marketing platforms. Facebook ads certification is a paid program but the Blueprint courses are free.

Twitter Flight School is an online learning program from Twitter. It offers courses that help you learn brand promotion, advertising, and social media marketing on Twitter. There are some badges available for proof of learning.

3) Tool-based Certifications

Tool-based certifications focus on the execution of digital marketing strategies and tactics, as well as providing some type of analytical insight. Email Marketing, Marketing Automation, Data Visualization, Analytics, and Content Management are just a few categories of certifications you can get. Examples include:

Hootsuite Academy provides certification in the Platform as well as Social Media Marketing. Students can get these two certifications for free if enrolled in a class. Currently both undergraduates and graduate students achieve these certifications in our classes.

Mailchimp Academy is an educational resource for freelancers and agencies who join Mailchimp & Co. You can join with an existing Mailchimp account have access to interactive courses to help you learn how to use Mailchimp, grow your marketing expertise, and earn free certifications.

Salesforce Trailhead allows you to get hands-on and learn Salesforce, plus hard and oft skills you needed to succeed in digital marketing. The courses are free. However, the certification Salesforce certification program is paid.

Should you pay for certifications?

The answer is maybe. If you are just starting out, don’t open your wallet immediately. There are several free options such as HubSpot Academy, Google Skillshop, and MailChimp Academy, which are a great way to get your feet wet for free. In our Master’s program, we use only free certifications and badges and the students graduate with a great set of skills.

A good rule of thumb is only pay if the tool is necessary for a particular job you are doing or if the jobs you are want to have demand you have working knowledge of that tool or platform. For example, if you are applying for a marketing manager role and they are looking for some with Hootsuite experience, paying to have some of the Hootsuite certifications may be beneficial to you. Also, consider enrolling in a program like the MSDGMA at St. Edward’s, where you will receive these tools-based and platform-based certifications in the context of how to use them for strategic digital marketing. Whatever, you decide, good luck on your road to certification.

Links to above-mentioned certifications and programs:

Twitter Flight School

Salesforce Trailheads

January 26, 2022

Five facts about the Digital Marketing and Analytics Master’s Degree [at St. Edward’s University]

Welcome to the blog for the Master of Science in Digital Marketing and Analytics at St. Edward’s University!

After a long hiatus, we are relaunching the blog for the Digital Marketing and Analytics Master of Science degree. In future months we will be highlighting what is happening in the classroom and how students are applying what they learn, student success stories, and general program updates. I’m the program director for the Master of Science in Digital Marketing and Analytics, Debra Zahay-Blatz, a full professor of marketing here at St. Edward’s University. My specialty is digital marketing and analytics and I teach and write in this area. I also teach other academics how to teach digital marketing.

In our program, students learn the basics of digital marketing, search, social, web/mobile design and email marketing and how they fit together. They also learn analytical tools to evaluate program success. All of this knowledge is explored in the background of a sound business education. Students learn frameworks, models and theories of marketing that help prepare them for leadership positions in digital marketing and analytics. Many students have said that the course is not just a ‘how to’ or skills-based program but equips them to operate in a broader managerial context and to make decisions for their organizations.

The Digital Marketing and Analytics Degree at St. Edward’s University encompasses all elements of online marketing from search to social to data and web analytics.

Here are five facts of which you may have been unaware, which also provide a quick update on our program and provide more context.

Fact One: 122 Students have graduated.

We have enrolled over 150 students since our launch in 2018. 122 students have completed the program and graduated. Students take the following The program takes about eighteen months and is fully online. We have had students from across the United States, including Puerto Rico. Several of our domestic students have completed the degree while overseas. We accept students in the Spring and the Fall and for the most part they move through the courses together, in the same sequence. This flexible program includes the following ten courses to complete the degree:

MKTG 6320: DM Fundamentals
MKTG 6322: Marketing Data Analytics
MKTG 6332: Buyer Behavior Analysis
MKTG 6344: Model Building & Analysis
MKTG 6336: Marketing Metrics & Analytics
MKTG 6330: Social Media Marketing
MKTG 6342: Social Media Analytics
MKTG 6334: Marketing Tools & Technology
MKTG 6338: Customer Experience Marketing
MKTG 6350: Managing the Digital Marketing Organization

Fact Two: Students earn eleven certificates in Digital Marketing.

Students graduate with relevant eleven relevant certificates in digital marketing. These certificates in our program supported by outside vendors, most of whom have academic programs. We know that employers look for certifications and that helps our students in the marketplace. That also means most of these certifications are free. Here is a short list of the current offerings.

Google: Search Ads & Analytics
Hootsuite: Social Media & Platform
HubSpot: Inbound & Content Marketing
IBM Big Data Badge
SEMRUSH: SEO Fundamentals & Keyword Research
Twitter Flight School Video Badge
Stukent: Certified Digital Marketer

Fact Three: We teach both digital marketing and analytics.

Students receive a sound background in not only marketing theory relating to digital marketing but use various analytical software tools and tools to support the digital marketing process the following is a short list of what is currently offered.

SPSS and SPSS Modeler
Facebook Blueprint training
Major SM Platforms
Marketo Training
WordPress
Excel
Tableau
NodeXL (social networks)
MailChimp/HubSpot CRM

In addition, While they are learning online students have access to all the resources of a St. Edward’s University, which is based in Austin, TX, a technology center in the United States. Resources include an extensive online library. Students also have access to LinkedIn Learning to obtain expertise other tools or concepts that might interest them and add to their value in the marketplace.

Master of Science Digital marketing and Analytics

Our online Master of Science degree is based in our beautiful campus in Austin, Texas.

Fact Four: Our faculty all have industry experience.

Our program was designed and is taught by Ph.D. qualified full-time faculty, all with industry experience that informs our teaching. In addition, we have a talented list of instructors from industry to help us out, all with current and relevant work experience. Our Full-time faculty include me as Program Director, Debra Zahay-Blatz, Dr. Monica Hernandez, our MBA Director, Dr. Chandra Srivastava, our newest marketing faculty member, and our Department Chair, Dr. Wes Pollitte. Among our industry faculty, Dr. Julz James is a leading expert in marketing automation and Dr. Kyle Allison expertly runs an ecommerce operation. Another outstanding contributor is Dr. Carol Portillo, who brings her extensive industry knowledge from Dell to our classrooms. Dr. Alan Christopher has over 30 years of industry experience which he has leveraged to become an award-winning instructor.

Fact Five: Our graduates immediately apply what they learn in the program.

Students usually come to us to enhance their current careers or to pivot in the direction of digital marketing. We recently have had two students able to make the switch to digital marketing and analytics just by being enrolled in the program. Employers see the value of what we offer and students like being able to apply the classroom knowledge immediately in their work environment. You can learn more in this video where some of our graduates outline their experiences.

Let me know if you have any questions about this program at dblatz@stedwards.edu.

March 6, 2020

W2O Group’s Bob Pearson Addresses Digital Marketing Students at Speaker Series

Communications Media Is Constantly Evolving And Creating New Methods

On Oct. 20, the Department of Marketing and Entrepreneurship at St. Edward’s University hosted Bob Pearson, president of W2O Group, for the Distinguished Marketer Speaker Series. The event drew a crowd of students interested in hearing speaker Bob Pearson’s perspective on the evolving nature of communications and media. Pearson began the event explaining that what he was going teach students that night were lessons he was still learning himself. The way media is communicating with audiences is always changing, he said. Traditional methods of advertising to customers are out-of-date.

Pearson explained that traditional market segmentation is not working anymore. Rather, micro-segmentation is necessary to reach the right audience. For example, he said, reaching out to the right five people for your product or service, instead of 5,000 people, is a more successful tactic because those five people will share your message with others looking for the same solution.

Getting Meaningful Media Across To Your Audience

The Carter Auditorium was overflowing with students to hear Bob Pearson’s talk

Shared, earned and owned media (POEM) has more impact than paid media alone, Pearson said. Earned or shared media, such as Facebook or LinkedIn, provides the best way to reach customers because they are already on those platforms. Pearson argued that email was never the right model for conversion. 99% of customers will see the email, ignore or delete, he said. Instead of reeling customers in for a sale, emails drive them away. Although email is a great tool for retention, many companies have had poor experiences using emails to attract customers. The rate of .5% vs 5-15% conversion rate of prospecting emails is not effective.

Marketing campaigns can be slow and miss trends. For an audience, there are at least 42 people that can heavily influence the conversation. They can reach out to the audience in a way that can make the rest of the world move within the conversation and make the news spread. Repacking the news, moving the conversation, and seeing everything online from the audience. Online is where brands can communicate with the audience and see what they need, which is essential for a campaign. Online is where marketers can see the behavior of the audience and how to move the news that needs to be communicated. Pearson said that “customers like to see three things online more any others: ideas, knowledge, and solutions”. The media landscape has completely changed. The things online hat drive attention, news, and conversation are blogs, Twitter, Facebook, and and video, more than mainstream media. All forms media are much more visual and attractive.

The Fundamentals Of Media Efficiency

Bob Pearson meets with Dr. Wesley Pollitte, Dr. Zahay-Blatz, and Mr. Mortada Mohamed

Pearson explained that there were five fundamentals of media efficiency: listening, influencers, language, content, and distribution. Listening is insights driven by publishing platforms that can be on any device. Influencers are people telling the story. It is important to get the right people to tell the story. Pearson said that for every top 50 people within an audience, there are 4 top influencers. Regarding language, there are top 15 keywords that optimize search. The content is what drives the message and gets the attention of the audience. It is important to engage the audience within 3 to 7 seconds, or else they are clicking to the next thing. Distribution is where they are receiving the information.

Tips On How To Drive Your Content Media

According to Pearson, marketers need to have a coverage plus model. Sharing coverage with an audience is done via shared media (which is earned and strategically paid media). Another trend is that people are reading less than ever and seeing more visual media (television, videos, images, etc). Pearson gave a 1, 9, 90 model for earned and shared media: 1% of the audience create the content (influencers), 9% of the audience actually share and repackage the media (advocates), and 90% will just listen and learn the media (enthusiasts). A marketer must use paid media strategically and build content knowing there are only three seconds to get a customer’s attention. Rethinking how to promote the firm’s website, videos, media, and how you talk to your public/talk in public. Another important point is knowing which people and outlet drive the search position you care about because your reputation is being formed with or without you. If you form it, you have control in how it is portrayed. If you do not, then the media that it around you will portray you for you.

Bob Pearson answers student questions after his talk

For more of Bob Pearson’s findings and teachings of communications media, check out his book “Storytizing”.

Digital Marketing and Analytics at St. Edward's University

Preparing Graduates for the Marketing Future

Tag Archives: Digital Marketing