Professional certifications, not universities, are the future of marketing - The Drum

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There are three basic types of general marketing education: receiving university degrees, being self-taught, or completing professional certifications. In his new Promotion Fix column, Samuel Scott looks at the new developments to see what students and professionals should do to learn more in the field.

Student loan debt in the US now totals $1.73tn, with the average borrower owing nearly $40,000. For the UK, the respective figures are 160bn total and 45,000 in average debt for students who finished their studies in 2020.

When higher education becomes so expensive, it is not surprising that many now question the value of university marketing degrees. But there are alternatives for students and professionals who want to start or continue their studies in the field.

This month, Kaplan, a worldwide online education provider, and the global Digital Marketing Institute (DMI), jointly announced a new certification program. Those who finish earn two certificates: DMI’s Certified Digital Marketing Professional and the American Marketing Association’s (AMA) Professional Certified Marketer in Digital Marketing.

For better and worse, such certifications will likely become much of the future of marketing education.

“Professional certifications are primarily focused on practical application, execution, and job readiness,” Michael Goeden, DMI’s head of group strategy and development, told me.

“The advantage is that they are generally shorter in...

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