Pathways for 21st Century Learners: Integrating Industry-Based Certifications into the Marketing Curriculum

Abstract

Industry-based certifications (IBC) are test-based credentials that are administered and accredited by third-party organizations. IBCs are increasingly demanded by employers as a more precise, reliable indicator of job candidates’ skills. A new marketing course, Digital Marketing Strategy, has integrated IBCs as a course enhancement to motivate students to achieve marketing credentials prior to graduation. Over the course of several semesters, students have reported that the credibility and reputation of these certificates has had a significant impact on their career success.