This program’s inception aligns with a long-term strategic initiative aimed at helping professionals build skills without the necessity of pursuing another degree.
Ursula Sullivan, our incoming marketing chair of the Department of Marketing, emphasized the strategic vision behind this program.
“Typically, the idea behind any kind of certificate program is what I call ‘upskilling,’” she said. “It’s about increasing your skill level and knowledge base beyond what you currently have. Especially with advancements like AI in business, everything is digital now. The whole goal of upskilling people was really where we wanted to be, and we found a way to do it. Thankfully, the outreach folks (in the Office of Continuing and Professional Education) were instrumental in this collaboration.”
The development process was led by Jaclyn Crawford, director of digital marketing programs, who conducted competitive and marketplace research and focused on ensuring the curriculum was robust and relevant. She brought her findings to Associate Dean Anthony Preston, and current Department of Marketing chair Vijay Krishnan, who will be succeeded by Sullivan.
“What I am most proud of in this certificate program is that it’s not just an overview but allows the learner to dig into digital marketing concepts they might not have the chance to otherwise explore,” Crawford said.
These programs are designed with flexibility in mind, catering to working professionals. Sullivan noted, “We’re going to be a little bit different in the sense that you’re going to be able to reach out to us if there’s something that’s not quite clear to you. We’re here for you, and I think that’s one of the biggest differentiators.”
The program’s asynchronous format is particularly advantageous for working professionals. Based on market research, our certificates are primarily useful in digital marketing fields and are highly sought after. They can help people make a positive and lasting impression on résumés and job applications.
“By providing asynchronous and 100% online avenues of learning, students are able to continue growing in their professional development from wherever they are and have Northern Illinois University College of Business there to support you every step of the way,” Crawford said.
For those considering enrolling, Crawford offers practical advice.
“Set aside time every week, as you would a meeting, to complete your modules,” she said. “Get a dedicated notebook and don’t be afraid to reach out and ask questions. Our professors in these courses are real people and are here to help.”
These certificate programs are part of a broader vision to create a community of lifelong learners who can adapt to the rapidly evolving digital marketing landscape.
NIU’s approach ensures that learners are not just passive recipients of knowledge but active participants in a community.
“NIU is known for taking care of our students, for being very in tune with their needs. This program will be no different,” Sullivan said. “You’ll have access to our faculty and resources, and you’ll be part of a caring and supportive community.”
The initial rollout of the digital marketing strategy course has been met with enthusiasm, and future courses on AI in digital marketing and SEO are in the pipeline. Sullivan is optimistic about the program’s growth.
“We hope to have five different types of courses that people can take, eventually forming a larger certification program,” she said, noting that the certificate programs also serve as a gateway for further education. “The hope is that people see how wonderful the coursework is and think, maybe I do want to get a Master of Science in digital marketing.”
The launch of NIU’s digital marketing certificate program signifies a major milestone for our College of Business. It represents a commitment to providing relevant, cutting-edge education that meets the needs of today’s professionals.
“We have the knowledge, we have the content, and now we have a way to get it into the hands of people who want to learn in a flexible, supportive environment,” Sullivan said.
For more information about our digital marketing certificate program and to enroll, visit https://cpelearn.niu.edu/digital-marketing/.
Source: NIU Today – NIU’s marketing department launches digital marketing certificate program
