Interested in a career in marketing? Marketing hiring managers indicate they want not only macro credentials (e.g., degrees) but also micro credentials such as professional certifications like those offered by HubSpot and Google. I incorporate certifications from industry leaders into the curriculum of courses I teach, when possible. Below are some examples from my Digital Marketing and Business Analytics courses.
Digital Marketing Certifications
Social Media Responsiveness
Dapko, Jennifer, Stefanie Boyer, and Eric Harris. “The Importance of Timely Social Media Responsiveness.” Journal of Digital & Social Media Marketing 8, no. 4 (2021).
Screening for Self-Directedness
Dapko, Jennifer and Greg Snyder. “Screening for Self-Directedness: A Method for Recruiting Savvy Analysts in a Dynamic Business Environment.” Journal of Applied Marketing Analytics 7, no. 1 (2021).
Framework for Transparency in Business
Parris, Denise Linda, Jennifer Dapko, R. Wade Arnold, and Danny Arnold. “Exploring Transparency: A New Framework for Responsible Business Management.” Management Decision 54, no. 1 (2016).
Guide to Writing Sales Prospecting Emails
Dapko, Jennifer L., and Andrew B. Artis. “Writing Effective Prospecting Emails: An Instructional Guide.” Journal of Selling 16, no. 1 (2016).
The Use of Appeal and Linguistic Cues in Sales Emails
Dapko, Jennifer L., and Andrew B. Artis. “Less is More: An Exploratory Analysis of Optimal Visual Appeal and Linguistic Style Combinations in a Salesperson’s Initial-Contact E-mail to Millennial Buyers Within Marketing Channels.” Journal of Marketing Channels 21, no. 4 (2014): 254-267.
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