A Day in the Life of Raquel Collins: Insights from the UBC Sauder School of Business

DARRM.org

Introduction to Raquel Collins

Hi Raquel, thank you for joining our blog series. For our readers, could you please give us a quick bio as to who you are?

Hi David, thanks for inviting me to this interview. It’s a pleasure to connect with the DARRM.org community.

I have been a passionate advocate for lifelong learning and professional development for over two decades, primarily with the University of British Columbia (UBC). My journey here has been one of continuous evolution, much like the industries we serve. I am currently the Senior Director of Professional Programs, where I lead the strategic expansion of our open programs for individuals in Executive Education and Continuing Business Studies. This newly merged unit at UBC Sauder School of Business reflects our commitment to meeting modern educational demands.

My Career at UBC

My career at UBC has been incredibly rewarding. I’ve worn many hats throughout my time here, serving as Director of UBC Sauder Continuing Business Studies and as Associate Director of Technology, Media, and Professional Programs. These roles have provided me with a unique viewpoint to observe technology's transformative impact on business and the immense need for accessible and flexible leading-edge education.

I hold a Bachelor of Commerce from Saint Mary's University and a Master of Education from UBC, focusing on Adult Learning and Global Change. I have always believed in practicing what I preach, earning certificates in Internet Marketing and Agile Leadership from UBC. Additionally, I am a Certified ScrumMaster.

Throughout my career, I've been deeply involved in the development of numerous award-winning certificate programs in areas such as project management, business analysis, agile leadership, and change management. A significant part of my focus has been on pioneering online learning, which makes quality education accessible to professionals globally. This has involved forming strong partnerships between the university and industry to ensure that our programs are not only academically rigorous but also immediately applicable in the real world.

I have been honored to receive recognition for my contributions to the professional community, including the Digital Analytics Association (DAA) Crystal Award. I also serve on several advisory boards, which helps me stay at the forefront of industry trends and connect with a network of inspiring professionals.

My Involvement in the DARRM™ Program

... and why did you get involved in the Digital Assets Rights and Risk Management (DARRM™) program?

That's an excellent question, and it really gets to the heart of the challenges and opportunities we're facing in the digital age. The principles of Digital Assets, Rights, and Risk Management (DARRM™) are deeply embedded in the work I've been doing for years. My involvement is a natural extension of my career path.

Beginning of My Digital Journey

My journey into the world of digital assets began in the early 2000s. At that time, the internet was evolving from a static information repository to a dynamic commercial and social space. Businesses were grappling with how to leverage this new frontier. At UBC Continuing Studies, we were at the forefront, developing programs to equip professionals with the skills they needed to navigate this new landscape.

One of the earliest and most successful programs I was involved in was the UBC Award of Achievement in Digital Analytics, launched back in 2006. This groundbreaking program was offered entirely online and attracted students from around the world. We taught professionals how to manage a new and valuable digital asset: website data. Understanding how to collect, analyze, and ethically use this data to drive business decisions is crucial.

Expanding My Focus

From there, my focus expanded. The rise of social media, mobile technologies, and cloud computing has resulted in an explosion of digital assets that organizations need to manage. This was not just about data anymore; it involved content, brand reputation, intellectual property, and customer relationships—all in digital form.

The proliferation of digital assets brings a complex web of rights and risks. Questions arise about who owns the data, privacy implications, and how to protect a digital brand from infringement. Our program participants face these challenges daily, highlighting the need for a holistic approach.

My work in developing change management programs, particularly the Certificate in Change Management, reinforced my focus on risk. Implementing new technologies or digital strategies is a significant change initiative, fraught with risks—operational, financial, reputational, and legal. My goal has always been to equip professionals with the frameworks and tools to manage these risks effectively.

The Importance of DARRM™

To summarize, my involvement in DARRM™ is the culmination of over twenty years of experience helping professionals and organizations adapt to the digital world. It’s about empowering them to protect digital assets and unlock their potential while responsibly managing associated rights and risks.

Success of the Digital Analytics Program

Can you please speak to the success of the digital analytics program?

The success of our early digital analytics program was a watershed moment. When we launched the UBC Award of Achievement in Digital Analytics in 2006, the field was still in its infancy. Many businesses were collecting website data, but few knew how to utilize it effectively.

Key Factors for Success

The success can be attributed to several key factors. Firstly, it was one of the first programs of its kind globally, offered by a reputable university—giving it immediate credibility. We attracted leading thinkers and practitioners to help develop the curriculum and teach courses, ensuring students learned the latest best practices.

Secondly, the fully online format was a game-changer. It democratized access to specialized knowledge. We had over 1,600 students from 60 different countries, enriching the learning experience for everyone involved. This diversity demonstrated the immense global demand for skills in managing and interpreting digital assets.

Practical and Results-Oriented Curriculum

The curriculum was designed to be highly practical and focused on results. We went beyond data collection to teach students how to translate that data into actionable insights. They learned to measure the effectiveness of online marketing campaigns, improve website usability, and ultimately enhance customer experiences. The return on investment was clear.

The program’s success was also due to our industry partnerships. By collaborating with the Digital Analytics Association (DAA), we ensured our curriculum aligned with industry standards, equipping graduates with competencies that employers were seeking. This collaboration led to the Certificate in Web Intelligence, solidifying our leadership in this space.

Legacy of the Digital Analytics Program

The legacy of this program continues today. It laid the groundwork for numerous courses at UBC Sauder in data and marketing analytics. The fundamental principles from back then—data-driven decision-making, ethical considerations of data privacy, and strategic value of digital assets—are more relevant than ever. The program’s success clearly indicates that providing accessible, practical education in emerging fields catalyzes professional growth and economic progress.

Learning Outcomes from the DARRM™ Program

What do you expect program participants would learn from the DARRM™ program? (Learning outcomes)

Based on my experience and current market needs, I expect DARRM™ program participants to gain a comprehensive understanding of managing digital assets. Here’s a breakdown of what I envision they would learn:

1. A Strategic Framework for Digital Asset Management

Participants would identify and classify digital assets—from customer data to brand reputation. They’d develop a holistic digital asset management strategy that aligns with business objectives.

2. Deep Dive into Digital Rights Management

Understanding legal and ethical dimensions of digital assets is crucial. Topics would cover intellectual property, data privacy governance, and licensing contracts.

3. Proactive Risk Management and Mitigation

Participants would learn to anticipate and mitigate risks associated with digital assets, addressing cybersecurity threats, reputational risk, compliance risk, and operational risk.

4. The Intersection of Technology and DARRM™

The program would explore technologies shaping digital asset management, including blockchain, AI, machine learning, and DAM systems.

5. Leadership and Change Management in a Digital World

Finally, participants would develop the leadership skills needed to champion a DARRM™-focused culture, communicate its value, lead change initiatives, and foster a culture of digital responsibility.

In essence, a DARRM™ program would equip participants with the skills needed to navigate our digital world. They would emerge as strategic leaders ready to unlock the immense value of digital assets while safeguarding their organization from risks.

Find out more at www.darrm.org and register for the DARRM™ Fundamentals here.