Student & Faculty Stories
"What I like... is that it’s not about writing papers, but learning skills and techniques that can help you do your job better."
Sallie Anthony was already deeply involved in digital marketing when she signed up for the eMarketing certificate program at UVa. She is a digital strategist for Genworth Financial, a company that provides services designed to help people enjoy a secure retirement. She also leads the company’s email strategy.
“When I was a sales communications leader, I found that I really liked the online space,” she says, “I decided I wanted to move my career in that direction.” Sallie’s manager recommended that she find an online certificate program to boost her skills and suggested UVa’s eMarketing program. “I did a little research and thought it would be perfect for someone like me who is already in the workforce and has a career,” she says.
Anthony is pursuing her eMarketing certificate a course a semester, a pace that enables her to meet the demands of her job. “What I like about these classes is that it’s not about writing papers, but learning skills and techniques that can help you do your job better,” she says. Sallie has used insights from the Strategic Database Marketing course to increase the response rate to her email campaigns.
She also likes the way the program has expanded her perspectives. “The instructors bring in case studies and guest speakers,” she says. “This helps you stay abreast of the field as the technology evolves.” She also values the interactions with her classmates facilitated through UVa’s online platform. “I think it’s essential to see how other people are using eMarketing in their jobs.”
Sallie is currently taking her fifth and last class, but the program has already made a difference. She believes her enrollment was a factor in her promotion to her current position on the digital strategy team.