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Marketing Micro-Credentials in Global Higher Education: Innovative Disruption

Marketing Micro-Credentials in Global Higher Education: Innovative Disruption
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Author(s): Pamela A. Lemoine (Columbus State University, USA), Wendy M. Wilson (Albany State University, USA) and Michael D. Richardson (Columbus State University, USA)
Copyright: 2018
Pages: 23
Source title: Marketing Initiatives for Sustainable Educational Development
Source Author(s)/Editor(s): Purnendu Tripathi (Arab Open University, Saudi Arabia) and Siran Mukerji (Arab Open University, Saudi Arabia)
DOI: 10.4018/978-1-5225-5673-2.ch007


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Now that society has assumed a global focus, supported by technology, higher education institutions are asked to offer the highest quality education, especially technology skills and competencies, to a widely diverse audience at a cost that can be supported by society. Credentialing is a new concept in higher education advocated for use in the acknowledgement of coursework typically completed online. Credentialing provides a method of accrediting content knowledge rather than course credit for specific knowledge. The award of a credential has been an accepted form of authenticating the official completion of a higher education course of study. Credentials are often used in other forms of education. Yet, credentials have not been widely accepted for use in higher education because they do not fit the traditional model of awarding degrees for program of study completion. However, credentialing is now being examined for wider applications in higher education.

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