Preparing students for careers in digital marketing requires marketing educators to design and deliver courses with relevant and timely content and learning activities that facilitate knowledge comprehension and skill acquisition. Marketing educators may incorporate online training and certification programs on digital marketing in their courses to address this challenge. Branded digital marketing certifications are one type of such training. While these programs provide affordable (and often free) educational materials on digital marketing topics, their pedagogical soundness and value is largely unexplored. This article describes the findings of a research study which assessed the pedagogical value of and implementation considerations relevant to marketing educators who wish to incorporate branded digital marketing certification programs into their course designs.

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评估品牌数字营销认证计划的教学价值

为学生从事数字营销职业做准备需要营销教育者设计和提供具有相关及时知识和学习活动的课程，以促进知识理解和技能获取。市场营销教育者可以在他们的课程中加入有关数字营销的在线培训和认证计划，以应对这一挑战。品牌数字营销认证是此类培训的一种。尽管这些程序提供了有关数字营销主题的负担得起的（并且通常是免费的）教育材料，但其教学的合理性和价值在很大程度上尚未得到开发。