FORT MYERS, Fla. - eTradeWire -- Priority Marketing and Florida Gulf Coast University have collaborated to develop a micro-credential in digital marketing that helps students develop in-demand workforce skills and competencies.

Micro-credentials are certifications beyond a traditional college degree program that confirm an individual is proficient in a specific skill. Students who complete a course and pass a formal assessment are granted a digital badge that can be added to their professional portfolio or resume.

The micro-credential course, Fundamentals of Digital Marketing, focuses on digital strategies and tactics that businesses and nonprofits can develop to capture the attention of their target audiences. Digital marketing is a discipline within the marketing industry that includes search engine marketing, online display advertising, search engine optimization, social media advertising, email marketing and automation, retargeting campaigns, Google ads, reputation management, mobile geofencing, call tracking, over-the-top streaming, campaign analysis, SMS campaigns, IP targeting and more.

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"Digital marketing is just one component of an integrated marketing plan, but it's becoming increasingly important for businesses to leverage technology that can deliver a targeted message directly to potential customers or clients," said Priority Marketing President and Chief Creative Officer Teri Hansen, APR. "Our firm's relationship with FGCU dates back decades, and this collaboration will further equip students with specific skills and knowledge while providing local businesses with career-ready employees."

Nearly one-fourth of Priority Marketing's team are FGCU alumni, with 15 former Eagles and one intern currently on staff. The firm's robust internship program provides opportunities for experiential learning, and three former interns are now among the company's full-time staff. Priority Marketing employees also offer their expertise as guest speakers in communication, marketing and business classes in addition to partnering with the university for its Soaring Connections networking event, Career & Internship Fair and FGCU Leadership Academy.

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Through its Department of Innovative Education and Partnerships, FGCU offers a range of micro-credential courses in partnership with local organizations, including Lee Health, Arthrex, Gartner, Hertz and NeoGenomics.

Micro-credential courses are open to full-time students and working professionals looking to master new skills.

For more information about the digital marketing micro-credential, please visit FGCU.edu/IndustrySkills (https://www.fgcu.edu/industryskills), email ContinuingEd@FGCU.edu or call FGCU's Department of Innovative Education & Partnerships at 239-745-4700.