Students at the Chilliwack campus of the University of the Fraser Valley. (Darren MacDonald/ UFV)

UFV to offer brand new micro-credential course in digital marketing

UFV is sharing in $4 million in provincial/federal funding put towards short duration courses

Fraser Valley NDP MLAs Kelli Paddon and Pam Alexis are applauding $4 million in funding for ‘micro-credentials’ at 14 B.C. post-secondary institutions.

The University of the Fraser Valley (UFV) is sharing in the money provided by the provincial government and the Canada-BC Workforce Development Agreement.

Micro-credentials are short courses that help people gain specific skills for high-demand careers. The short duration makes it easier for people to balance learning with work and family commitments.

The micro-credential course being offered at UFV is in Digital Marketing.

“We know that balancing our lives has become even more challenging amidst the COVID-19 pandemic,” said Paddon, MLA for Chilliwack-Kent. “As a parent, I understand how difficult it is to be able to access education outside of your day-to-day schedule. These micro-credential courses will allow British Columbians to upgrade their skills and seek new career opportunities, without having to sacrifice their income or family life.”

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The micro-credential funding is part of B.C.’s Economic Recovery Plan designed to help people, businesses and communities impacted by COVID-19. The province’s total response to the pandemic exceeds $8.25 billion.

“The COVID-19 pandemic has seen many people lose their jobs or have to rethink their futures,” said Alexis, MLA for Abbotsford-Mission. “That’s why we are thrilled to offer these new and exciting education opportunities. These accessible courses will help British Columbians on the path to economic recovery, while strengthening their career options moving forward.”

Province-wide, 24 micro-credential courses are being offered, with ties to CleanBC and climate action, technology and emerging economies, health and human services, and construction maintenance.

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Many will be recognized as a launching pad toward completion of longer programs. Over time, micro-credentials could become ‘stackable,’ with learners having the opportunity to combine individual micro-credentials to earn full credentials, such as certificates and diplomas.

“Micro credentials are an exciting new initiative for B.C. post-secondary education that will enable learners to get the education and skills they need to access high-demand jobs,” said Anne Kang, Minister of Advanced Education and Skills Training. “My ministry worked with the post-secondary sector, which was quick to accept the challenge to develop and implement micro-credential offerings that would suit learners from a wide range of employment or education backgrounds.

“I’m confident that the first wave of 24 micro credentials will help people get the skills they need to get back to work and get ahead.”


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