Tailoring course content for professional learners
To develop and launch the CM designation program, the CMA enlisted support from D2L, including project management, instructional and graphic design, and software development expertise. The association also deployed D2L’s Brightspace platform to host video, text, and audio content prepared by subject matter experts, many of whom are currently working in marketing leadership and prominent academic roles.
Gabriele Janes continues: “D2L’s Brightspace platform was ideal for the CM designation program; it enabled us to make course materials available anytime, anywhere, via any device, and empower learners to balance study with their full-time professional commitments. We can manage the course content through the platform as well as add supporting resources such as case studies and reports from industry leaders such as Google.”
Using the Brightspace platform’s competencies tool, the CMA created a unique structure for each of the five 12-week courses that make up the CM designation, with specific learning objectives tied to a series of assignments and quizzes. After progressing through three core courses on high-level topics, learners tackle more immersive, in-depth work in the final stages, including using the platform’s video assignments tool (integrated with Bongo) to record, assess, and submit video-based presentations.
In addition, D2L’s Brightspace platform supports both asynchronous learning, where learners pursue independent study, and synchronous events, including web conferences, discussion forums, and interactions with a program facilitator, who serves as a friendly guide to learners.
“D2L also played a key role in helping us make our course content as engaging as possible. They helped identify the right amount of material for each page, the most impactful color schemes for headings, and the best fonts to maximize accessibility and highlight key content for learners. Plus, D2L’s instructional designers helped us develop a style guide to present the whole course in a consistent, clear, and informative manner.” — Stephen Ghigliotty, Associate Vice President, Curriculum Development, CMA