Professional certifications add clout to resumés

AlexisAldamuy14 copyDeborah Goldring’s undergraduate Digital Marketing Strategy class is designed to look at strategic decisions and tactical applications in digital marketing from the perspective of the marketing manager. Students learn to implement key marketing objectives such as brand awareness, customer acquisition and retention. And it’s the first marketing class to require students to be certified in Google Adwords and Hubspot Inbound.

“Two certifications are required and I offered some optional ones as well, because they take a lot of time to do,” explained Deborah Goldring, Ph.D., assistant professor of marketing. “The certifications are completed outside the classroom experience. It’s part of the enhanced learning of our unit system.”

“What I’m doing in class is teaching conceptual ideas and frameworks about digital marketing,” said Goldring. “And then the students can apply that knowledge to high-value marketing certifications.. This class fits with Stetson’s value of personal responsibility. My students are going to interviews and most employers look at the brand name of the university. Stetson has a great reputation and brand. A business degree also puts you ahead of a lot of people because it’s a very practical degree. But there is so much competition for good jobs. . You need a way to separate yourself from the pack. And these certifications really show something more.”

Alexis Aldamuy, ‘14, (pictured above) is a student in Goldring’s class, who is majoring in communication and media studies and minoring in marketing and journalism.

“Digital marketing is much denser than other forms of marketing,” said Aldamuy. “Getting the certifications was challenging. The first time taking the test was to get a feel for how I would be tested on the information. Then came the studying for the next couple of weeks. The tests are really applied, not simple questions like ‘what is the definition of impressions and click-through rate?’ A great thing about this course, though, is that with these certifications, we participated in a digital simulation where we were able to put these certifications into practice. That was when we really got to learn what they are all about. We were able to actually use what we have learned in specific situations.”

Aldamuy was able to get an internship with EdgeCore, an award-winning digital marketing agency in Winter Park whose clients include Tijuana Flats, Sonny’s BBQ, Courtyard Marriott, and Verizon Wireless, among others. Stetson graduate and Digital Marketing Manager Heather Lyles spoke to the class about Edgecore and Alexis made the connection.

“Alexis’ certification definitely gave her a leg-up,” said David Wheeler, vice president of Operations at EdgeCore. “The company created a paid internship program within the last year,” said Wheeler, “and the more certifications any applicant has, the better chance they have of receiving the internship. But it is unusual to find students who are about to graduate with these kinds of credentials.”

“This is a new partnership with Stetson,” continued Wheeler, “and it’s a great asset to the company. The quality of Alexis’ Stetson education says a lot about her.”

By George Salis