Amid skyrocketing costs and student debt, much has been written about the increasing skepticism of whether a traditional four-year degree is “worth it.” Attitudes toward higher education are changing and this change does not favor traditional marketing programs. In the midst of this transformation, branded digital marketing certificates have presented themselves as a more economical alternative. Most worrisome of which is the recently announced Google Career Certificates, six-month long programs geared to prepare workers for the digital economy. Google leadership states these new certificates are meant to be the equivalent of a four-year degree given that “college degrees are out of reach for many Americans, and you shouldn’t need a college diploma to have economic security.” The purpose of this roundtable is to discuss what our response should be to the changing perceptions of value and increased competition. Are there opportunities for collaboration? How should we adapt or change our value proposition?