July 19, 2018

Aleena Ferlin: How to Jump-Start a Marketing Career

Aleena Ferlin | GreenFig Student
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Aleena Ferlin | GreenFig Student

Our Student Stories blog series highlights the experiences of GreenFig students currently enrolled in our Digital Marketing Science course.  Here, we will introduce several current students, find out what drove them to GreenFig, what skills they are developing right now, and what they aim to achieve with their microdegree from GreenFig.

Fall 2017 Digital Marketing Science: Looking to Jump-Start a Marketing Career

After graduating from college in 2014 with a degree in business administration and marketing, Aleena Ferlin struggled to land a position in the marketing field. Every job opening she came across was either too entry level or required extensive marketing experience, which she did not have.

Aleena gratefully landed an office administration position at a venture capital firm “to get her career going”. Knowing she had an interest in marketing, one of the firm’s partners encouraged Aleena to enroll in the GreenFig’s Digital Marketing Science course

She says in-depth skill development in pay-per-click, Marketo training, Google Adwords, and Google Analytics will be especially relevant in her quest to transition into a digital marketing role post-course.

“I definitely did not have the opportunity to learn those skills in college,” she says. “I do not know if it was even relevant back then.” And back then was less than four years ago!

She went on to note since her firm is increasingly relying on Google Analytics, her new skills will translate to an immediate impact at work.

Aleena attends GreenFig classes “virtually” and praises how interactive the experience has been despite the fact she is not “technically there”.

Living in the Bay Area, she notes the option to attend classes remotely is a huge win for her. Even if they were held within 20 miles, she says facing Bay Area congestion after work to attend class would be a no-deal for her. 

“But, feeling like I’m in the class environment versus watching a recording,” she adds, “really helps me learn.”

Aleena says she is confident the skills she’s learning from GreenFig’s expert instructors, all of whom are current CMOs or marketing execs in the industry, will jumpstart a career more aligned with her professional interests in the marketing space.

“GreenFig instructors are living it,” she says. “With GreenFig you are getting real-life, real-time examples and lessons in applications they are using now.”

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Why GreenFig? The Value of a Microdegree in Applied Business Science

The World Economic Forum cites, “[the digital economy] is disrupting almost every industry in every country. And, these changes herald the transformation of entire systems of production, management, and governance.” Where land, oil, and capital drove the past three Industrial Ages, this new “4th Industrial Age” is powered by “digital oil” – data. Companies are building and deploying systems of intelligence to prospect, discover, and refine the digital oil of the digital economy. And, the miners of this digital oil are “business scientists”. Business scientists must understand how to capture, observe, and utilize customer, financial, market, and product data. They do not necessarily have to be technical – as in know how to code – instead, they must learn how to generate and review business data and use their creative skills to operate business application software. In the US, politicians, academia, and industry leaders are currently placing a tremendous focus on technical training, coding, and other STEM programs. However, the unspoken truth is that many of these positions will eventually be eliminated through advances in artificial intelligence and machine learning. Additionally, many people are simply not interested or well-suited for these technical programs, degrees, and jobs. However, people who are creative and critical thinkers – products of liberal arts programs – are ideally suited to fill the positions of the digital economy. All they need is some additional specialized training and knowledge. Micro Education companies and microdegrees are well-designed to provide such training.

Thursday, July 19, 2018

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