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Marketing and Communications

Enhancing our value to the professions we serve

Wednesday, November 20, 2024
9:00 AM – 10:00 AM East Coast USA Time
Location: Flicker 2
I.C.E. Exchange Program Description: Associations and credentialing programs hold unique places in the professions we serve. We provide excellent programs, but we often struggle to understand and portray the value of our role and our credentialing programs in terms employers value — such as certificants being more efficient, an increase in retention, corresponding service enhancement, or creating competitive success.

Although challenges exist, we have an unprecedented opportunity to increase our value to the professions we serve through use of models such as assessment-based certificates, micro-credentials, longitudinal assessments, and learning & assessment workforce skills programs. We will discuss current trends, how to analyze stakeholder value, and build programs to develop new and more diverse paths to our professions (paths that can start sooner), enable a greater degree of specialization for professionals, and provide ongoing professional development.

Learning Objectives:

  • How to understand & portray stakeholder value in terms industry understands
  • Going beyond certification to use of credentialing for lifelong relationships
  • Creating new - and earlier - pathways into your profession