SeeHer Education Certificate Program | School of Marketing | ANA

SeeHer Education Certificate Program

If you are registering for the SeeHer Education Certificate Program as required by your school, then by registering for this program, you are acknowledging and agreeing that your registration and progress information for this program may be provided to your school.

In a collaborative effort between the ANA Educational Foundation (AEF) and SeeHer, SeeHer Education brings together top professors and practitioners who are leading efforts to eliminate gender bias in marketing and advertising from the outset.

The core objectives of SeeHer Education are threefold:

Eliminate Gender Bias: equip the next generation of marketers with the tools to eliminate gender bias from the outset, creating a talent pipeline for the industry that champions a gender-equity mindset.
Promote Accurate and Fair Representation: demonstrate how to increase accurate and fair portrayals of women and girls in marketing, advertising, media, and entertainment.
Deliver a First-in-Class Credential: offer a professional credential that blends academic theories with best industry practices.

WHAT IS INVOLVED IN THE CERTIFICATE PROGRAM?
The SeeHer Education Certificate Program is a comprehensive 8-hour online certificate program. It represents the culmination of an extensive effort, building on peer-reviewed research and the collaborative scholarly efforts of an advisory board of academic experts from leading universities in the United States and Canada. It utilizes SeeHer member case studies, resources, and interviews with leading marketers, offering practical examples and industry perspectives. The eight online courses can be used in part or in its entirety to earn the full certificate.

Learning Experience

This program offers courses in multiple formats and varying levels of interactivity, including fully interactive multimedia and video-based interviews. All courses feature activities, guiding questions, and resources for further exploration.

Who is this Certificate Program For?

This open-access certificate program is well-suited for both undergraduate students and marketers alike, catering to anyone with an interest in gender equity or marketing.

Certificate Program Outline

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Course: Historical Perspectives on Gender and Advertising

This module provides an overview of the long story of advertising’s sexist and racist messages to and about girls and women in the United States. It also shows how women were involved in the advertising workplace, even when significant barriers were preventing them from doing so. It focuses on both women who entered the profession of advertising in each of the time periods and representations of women in advertising, from print to digital.

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Course: Analytics and Measurement

This module focuses on understanding the measurement of gender in advertising and marketing representations. Participants will explore Gender Equality Measurement (GEM®) Scores and their practical applications. The module aims to enable learners to articulate ways in which data can be harnessed to track and actively work toward achieving gender equality in advertising and marketing practices. By delving into these concepts, participants will gain insights into the practical tools and methodologies that contribute to fostering more equitable gender representations in the field.

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Course: Social and Cultural Change

This module guides participants in understanding the pivotal role of advertising in driving social change, stressing the need for advertisers to balance societal impact with brand profitability. It prompts a critical examination of the authenticity and intentionality behind messaging, urging participants to question whether advertisements genuinely contribute to social change or uphold existing norms. The module directs attention to the sustainability and authenticity of corporate efforts in demonstrating social responsibility through branding. Participants are prompted to assess the alignment of these efforts with concrete actions and policies within agencies and companies. Ultimately, the module encourages reflection on the authenticity of brand narratives, insights from industry professionals and scholars, the ongoing societal and cultural changes across history, and the potential of individuals and the advertising industry to foster inclusivity and equity.

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Course: Identities and Intersectionality

This module provides an overview of intersectionality and its importance in achieving gender equity through advertising and marketing, examines advertisements in relation to the representation and presentation of women and marginalized groups, and reflects on how representations of intersectionality in marketing and advertising can have a greater impact on society.

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Course: Business of Diversity

No exploration of gender equity would be complete without a comprehensive understanding of diversity, equity, and inclusion (DEI) within a business context. Learners will delve into a nuanced exploration of the importance and multifaceted benefits associated with fostering diversity in the workplace, encompassing enhanced innovation, improved decision-making, and overall organizational success. Furthermore, learners will engage in self-reflection exercises aimed at increasing self-awareness and expanding their knowledge of foundational concepts related to the business case for DEI.

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Course: Leadership in Ethical Decision-Making

In this module, learners will delve into the ways gender representations are used in advertising and marketing matters and how they can sometimes present ethical issues. This module provides valuable industry insights from leaders in advertising and marketing, offering a deep understanding of their decision-making processes in balancing brand success with societal responsibility. By engaging in frameworks, case studies, and personal reflection, learners will develop practical skills in ethical decision-making, equipping themselves to navigate the complexities of gender-related issues in advertising.

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Course: Inspiring Social Change

In this module, learners will explore the dynamics of social change, gaining a comprehensive understanding of how societal transformations occur. The significance of gender in shaping norms and attitudes will be highlighted, emphasizing its pivotal role in driving positive change. Learners will hear from changemakers in the advertising and media industries on how they pursue positive social change and how they hope to inspire others to follow suit.

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Course: Career Guide

In this module, participants will be guided toward success as they engage with insights from women at three pivotal career stages: early, mid, and senior levels. Panel interviews with these accomplished women reveal invaluable experiences and advice, offering a unique opportunity for individuals to transition from learning to application. This module serves as a platform to not only absorb knowledge but also to reflect on its relevance to one’s evolving career and to begin shaping a personal mission. Viewers are encouraged to contemplate their goals and strategies, forging a path towards success.

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In addition to completion of the courses, this certificate program includes an outtake survey, certificate of completion, and digital badge, which can be displayed on your resume, email signature, social media profiles, etc.

Estimated Length of Completion

Approximately 8 hours. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Note: When you register for a Certificate Program you will automatically be registered for all the Courses listed in the Program. All Courses in the Program will only be available through the Certificate or Certification Program listed in your Enrollments on the learning portal where you access your on-demand training.

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $0 Silver Tier $0 Individual $0 Nonmember $0

Instructors

trainer

Catherine Coleman, Ph.D.

Chair of Strategic Communication and Professor Strategic Communication
Texas Christian University


trainer

Ed Timke, Ph.D.

Assistant Professor of Advertising + Public Relations
Michigan State University


trainer

Jason Chambers, Ph.D.

Associate Dean for Diversity, Equity, and Inclusion
Professor of Advertising
University of Illinois, Urbana-Champaign


trainer

Jean Grow, Ph.D.

Founder & Chief Truths Teller at GROW
Professor Emerita at Marquette University


trainer

Joanna Jenkins, Ph.D.

Affiliate Professor, St. Joseph's University
Visiting Scholar, Rutgers University


trainer

Kathleen Franz, Ph.D.

Title Chair and Curator, Division of Work & Industry, National Museum of American History, Smithsonian Institution and Associate Professor of History, History Department, American University, Washington, D.C.

Smithsonian


trainer

Latha Sarathy

Chief Research Officer
ANA


trainer

Laurel Steinfield, Ph.D.

Assistant Professor of Entrepreneurship, Ivey Business School, Western University
Former Associate Professor of Marketing, Bentley University


trainer

Linda Tuncay Zayer, Ph.D.

Professor of Marketing and John F. Smith Chair in Business Administration
Chair of the Department of Marketing
Loyola University, Chicago


trainer

Mahzarin Banaji, Ph.D.

Richard Clarke Cabot Professor of Social Ethics
Harvard University


trainer

Susan Dobscha, Ph.D.

Marketing Professor
Bentley University


trainer

Sunny Tsai, Ph.D.

Professor, Department Chair of Strategic Communication
University of Miami


trainer

Tyrha Lindsey-Warren, Ph.D., MBA

Managing Director at L.A.I. Communications
Clinical Associate Professor of Marketing at Baylor University