What You’ll Learn

This 16-hour online self-paced course will guide you through key areas of marketing, equipping you with the knowledge you need to take the PCM® Marketing Management exam – which is included!

Meet Your Instructors

Alison Battisby

Alison Battisby is a social media expert and trainer who has worked with brands and agencies across numerous business sectors since 2008.

Alison launched Avocado Social in 2014 with the sole aim of empowering businesses to effectively manage their own brand’s social media and enable them to connect with customers. Alison is an accredited Facebook trainer based in London, UK, and has worked globally with a wide range of growing enterprises and big brands.

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Martin Waxman

Martin writes a popular Digital Marketing Trends newsletter, conducts AI research and leads digital and AI training workshops. Martin is also president of a consultancy and a member of the Institute for Public Relations Digital Media Research Center.

He regularly speaks at events across North America. Martin received the Institute for Public Relations Best Master’s Thesis Award in 2019, entitled “My BFF is a Chatbot” and the 2024 Thought Leader award from the Canadian Public Relations Society.

What You’ll Learn

• Identify key trends shaping the future of digital marketing and AI
• Explore strategies for adapting digital marketing tactics to align with evolving consumer preferences, regulatory changes, and technological advancements.
• Discuss how to prioritize trends to focus on based on business and customer needs

Course Content

• Prompt Engineering
• Multi-modal AI
• Synthetic Influencers
• AI Agents
• AI Adoption Across Brands

Meet Your Instructor

Martin Waxman

Martin writes a popular Digital Marketing Trends newsletter, conducts AI research and leads digital and AI training workshops. Martin is also president of a consultancy and a member of the Institute for Public Relations Digital Media Research Center.

He regularly speaks at events across North America. Martin received the Institute for Public Relations Best Master’s Thesis Award in 2019, entitled “My BFF is a Chatbot” and the 2024 Thought Leader award from the Canadian Public Relations Society.

Check out these resources:

Future of Marketing Institute: https://www.linkedin.com/company/future-of-marketing-institute

Digital Marketing Trends Newsletter: https://www.linkedin.com/newsletters/6642894648903823360/

What You’ll Learn

• Discover the latest social media statistics and user data for 2025
• Learn about new platform features and what this could mean for your brand
• Understand the latest algorithm changes and how this will impact your content strategy
• Explore best-in-class examples of brands innovating in social media and learn how to adopt key principles to engage your audience

Course Content

• AI-Powered Social Media Marketing
• Short Form Video Content
• Authenticity Over Perfection
• Microinfluencers
• Collaborative Advertising
• Niche Platforms
• Broadcast Channels
• Social Media Search
• Social Media Safety
• Augmented Reality Goes Mainstream

Meet Your Instructor

Alison Battisby

Social Media Trainer and Founder of Avocado Social

Alison Battisby is a social media expert and trainer who has worked with brands and agencies across numerous business sectors since 2008.

Alison launched Avocado Social in 2014 with the sole aim of empowering businesses to effectively manage their own brand’s social media and enable them to connect with customers. Alison is an accredited Facebook trainer based in London, UK, and has worked globally with a wide range of growing enterprises and big brands.

Course Overview

Ethical decisions in business are everywhere. Organizations have learned that the costs of unethical actions can be high, both legally, and from a public relations perspective. This course introduces the major ethical frameworks in business and seeks to give learners a strong foundation in ethical business practices, whether as individuals, as a leaders, or as stewards of the organization. This course reviews how organizations can establish and encourage an ethical culture while monitoring for compliance.

What You’ll Learn

• Describe the major ethical frameworks used in developing business ethics
• Explain the three components of the Ethical Triangle: Individual Ethics, Leadership Ethics, and Governance and Control
• Discuss key ethical challenges in the workplace
• Describe the use of organizational ethics codes
• Outline the ethical issues involved in the employer-employee relationship including Employment at Will, due process and fairness
• Discuss the use of ethics training
• Explain how organizations monitor ethical performance
• Describe the relationship between Corporate Social Responsibility (CSR) and ethics
• Outline issues involving corporate governance
• Explain how sustainability is an ethical concern
• Discuss ethics and the regulatory environment (Sarbanes-Oxley Act; U.S. Foreign Corrupt Practices Act)
• Explain the issues around whistleblowing
• Describe the role of leadership in establishing an ethical culture

What You’ll Learn

• Explain the general concepts of business analysis and its strategic importance
• Discuss the role of the business analyst in different organizations and identify skills needed
• Describe the concept of requirements and identify the various types of analysis
• Create a needs assessment and roadmap to the future state
• Analyze current capabilities, design future state options, and recommend the best option for implementation
• Identify and engage with stakeholders to prepare them for the transition to the future state
• Define requirements elicitation and outline the elicitation process
• Employ analysis tools and techniques to refine requirements in order to validate, verify, and prioritize requirements and essential product information
• Manage changes, linkages, and dependencies related to requirements
• Evaluate the solution to determine business value and the product’s fitness for release

What You’ll Learn

• Discuss the role of emotional intelligence for managers
• Explain why improving emotional intelligence can have a positive impact on managerial performance
• Recognize the importance of emotional intelligence in successful management
• Discuss the nine key EI factors
• Apply EI factors to business management scenarios

Course Overview

Nearly half of all working adults are women, and women now make up the majority of students pursuing undergraduate and graduate degrees. Despite these indications that they have the skills and education to be leaders in the workforce, women are still underrepresented in many areas, and the persistent wage gap demonstrates that their work is often undervalued. This certificate explores both the social and psychological mechanisms that create challenges that professional women often face.

Alongside commentary from women leaders, the material also provides concrete and data-driven recommendations for advancing in your career. The courses in the certificate introduce key concepts and practices that all successful business people should be familiar with, thereby serving as a general introduction to topics like leadership, management, communication, work-life balance, networking, negotiation, and body language.

Learning Format

This self-paced certificate program utilizes games, videos, interactive exercises, quizzes, real-world case studies and other engaging content to ensure rapid mastery of the content and direct application.

Courses Included in This Certificate

Prove your skills! When you finish this course, you’ll get a certificate of completion to show your current boss and future employers your commitment to keeping your knowledge up-to-date.

Skills You’ll Gain

Listening Stakeholder Management Customer Engagement

What You’ll Learn

• Gain insights into the strengths and challenges of building and using listening skills
• Learn the four core competencies for listening to Customers & Stakeholders

9 Modules

Meet Your Instructors

Mark L. Vincent

Mark facilitates Maestro-level leaders, teaches introductory and core competencies courses for those seeking a professional credential and authored the book: Listening Helping Learning: Core Competencies of Process Consulting. His accumulated experience includes more than thirty-five years of pioneering various approaches to leadership and organizational capacity-building, entrepreneurship, interim executive leadership, CEO peer-based advising, and professional development and credentialing. His focus on a process approach to helping organizations and leaders live their mission has led to successful adaptive change initiatives with more than 800 clients across varied domestic and international marketplaces.

Jennifer Miller

Chief Marketing Officer and Owner of Strategically Connected

Jennifer is a Fractional Chief Marketing Officer and Owner of Strategically Connected. She has managed and built both sales and marketing teams from the ground up and believes that people are the core of driving change and growth in organizations and processes. Her passion for supporting companies to build scalable processes has impacted many organizations over the years, one of which received the honor of the #1 Fastest-Growing Technology company in Austin and #86 on the 2019 Inc 5000 list. In addition, the range of experience Jennifer holds in both small startup and Fortune 100 companies have given her both scalable and strategic insight into how to build an organization’s brand. Jennifer believes that every problem is “figureoutable” and she strives to help bring simplicity to complex situations.

Skills You’ll Gain

Digital Accessibility Inclusive Marketing Accessibility

What You’ll Learn

• Get tips for how you can be more inclusive of people, no matter their ability
• Understand what digital accessibility is and how it can exclude people from employment, entertainment and education
• Learn insights on the business case for disability inclusion and why you need to care
• Discover best practices for digital accessibility and actionable steps you can take to make your digital content more inclusive for all people
• Gain empathy for others and how they engage with your content

11 Modules

Meet Your Instructors

John Samuel

Co-Founder & CEO, Ablr

John focuses on helping organizations be more inclusive by removing the barriers that have hindered people with disabilities from accessing education, retail, entertainment and employment. John’s passion for his work is very personal, as he is blind and wants to ensure the obstacles he has faced are removed for others. Over the past 15 years, John has held leadership roles domestically and internationally. While launching and serving as the CEO for Aster Cameroon, a global telecom infrastructure Joint Venture, he built a $45 million business bringing internet access across Africa. Afterward, he became an early member of Homestrings, a USAID-backed crowdfunding platform, where he helped raise capital for startups in emerging markets.

John holds his MBA from George Washington University, BS in Accounting from North Carolina State University. John is a former Triangle Business Journal’s 40 under 40 award recipient and was selected to the Business Journal’s Influencers: Rising Stars, a national list of 100 young influential business leaders. He also serves on the Board of Directors of Aravind Eye Foundation, the world’s largest eye care provider, and the United Arts Council of Raleigh and Wake County.

Kim Casey

Director of Accessibility, Ablr

Kim joins the Ablr team after 19 years with Sendero Group, a company dedicated to finding accessible solutions for independent wayfinding. Kim has authored and participated in several federally funded grants totaling over $4 million since 2001 to develop accessible wayfinding tools. Her previous experience with creating accessible products has translated seamlessly into her new role as a digital accessibility consultant at Ablr. Kim has earned the DHS Trusted Tester Certification. Kim holds a BA in Economics and Spanish from the University of California, Davis.