The launch of this programme is in line with a long-term strategic initiative aimed at helping professionals gain skills without the need to pursue another degree.
Ursula Sullivan, incoming Marketing Chair for the faculty’s Marketing Department, emphasized the strategic vision behind the program.
“Typically, the idea behind any kind of certification program is what I call 'upskilling,'” she says. “It's about raising the skill level and knowledge base beyond what they are today. Everything is digital now, especially with advancements like AI in business. The goal of upskilling people is exactly what we were aiming for, and we found a way to make it happen. Thankfully, our outreach people (Office of Continuing and Professional Education) were a big help in this collaboration.”
The development process was led by Digital Marketing Program Director Jacqueline Crawford, who focused on conducting competitive and market research to ensure the curriculum was robust and relevant, and she shared her findings with Associate Dean Anthony Preston and current dean of the School of Marketing, Vijay Krishnan, whom Sullivan will succeed.
“What I'm most proud of about this certificate program is that it's not just an overview, but allows learners to delve into digital marketing concepts they might not otherwise have the opportunity to explore,” Crawford said.
These programs are designed with flexibility in mind and cater to the needs of working professionals. “We're a little bit different in that if you have any questions, you can reach out to us. We're here for you. I think that's one of the biggest differentiators,” Sullivan said.
The asynchronous format of the program is especially advantageous for working professionals: market research shows that our certifications are highly sought after, primarily in the digital marketing field, and help you leave a lasting impression on your resume or job application.
“By providing asynchronous and 100% online learning options, students can continue their professional development wherever they are, with the Northern Illinois University College of Business supporting them every step of the way,” Crawford said.
For those considering enrolling, Crawford offers some practical advice.
“Set aside time each week to complete the modules, like meetings,” she said. “Bring dedicated notebooks and don't be afraid to ask questions. The professors in these courses are real people and they're here to help you.”
These certificate programs are part of a broader vision to build a community of lifelong learners who can adapt to the rapidly evolving digital marketing environment.
NIU’s approach ensures that learners are active participants in the community, rather than merely passive recipients of knowledge.
“NIU is known for caring about its students and being extremely responsive to their needs, and this program is no exception,” Sullivan said. “You will have access to our faculty and resources and will be part of a caring and supportive community.”
With the initial rollout of the Digital Marketing Strategy course being enthusiastically received and upcoming courses on AI in Digital Marketing and SEO planned, Sullivan is optimistic about the program's growth.
“We'll have five different courses that people can take, and eventually we're hoping to turn it into a larger certificate program,” she said, noting that the certificate will also serve as a gateway to further education. “Hopefully people will find the coursework is great and want to get a Master of Science in Digital Marketing.”
The launch of NIU’s Digital Marketing Certificate program marks a major milestone for our College of Business, demonstrating our commitment to providing a 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 and to enroll in the Digital Marketing Certificate Program, click here. Please visit https://cpelearn.niu.edu/digital-marketing/.
