Marketers are familiar with search engine optimization, return on investment, cost-per-click, and conversion rate. And that’s just the beginning regarding the expertise required for a marketing position.
The desire to be digitally changed has accelerated across businesses, especially since the pandemic mandated that marketing activities be directed online. As a result, companies require marketing graduates with digital skills who can raise brand awareness, generate leads, and increase revenue.
The problem is that many university and college graduates lack the digital skills that businesses want. According to Graduates who are already working: In the present day scenario, nearly 80% of employers believe fresh graduates are not prepared enough for jobs. They lack the skills that make them job-ready.
In this blog, we’ll look at seven ways universities and colleges can improve the employability of marketing graduates and solve the digital skills gap.
What Exactly are Students Looking for in Today’s Time?
Marketing graduates wish to leave the academy with skills that will help them in the job market after investing time and money studying for a degree. They want to be able to apply for a job and be confident that they get called for an interview – or, better yet, that the company will surely hire them.
Unfortunately, this is not the case for the majority of people. Working in the marketing industry has quickly grown to encompass specializations such as sponsored search, content marketing, social media marketing, and data analytics, among others.
Students want their institution to focus on skills that will improve their employability and invest in activities that will enhance their future.
Marketers nowadays are not only expected to have more advanced digital abilities than other grads but are also required to have them. Marketing students want the following things in addition to real-world experience:
- Working knowledge of digital platforms and technology is essential.
- A certification or qualification that improves job prospects and is recognized by companies.
- Some essential soft skills such as analytical reasoning, quick thinking, problem-solving, creativity, etc., are required mandatorily.
What are the abilities that today’s employers are looking for in graduates?
Businesses require marketing graduates who are both work-ready and socially proficient, as well as those who can use modern technologies. According to Marketing Week, demand for marketers with social media, e-commerce, and data analytics skills is on the rise.
Marketers’ desire for digital expertise will only grow in the coming years. Customers are becoming more discerning and demanding, expecting individualized and relevant content and communications. AI-driven technology will result in increased automation, improved user experience, and improved customer service.
So, how can universities and colleges produce marketing graduates ready to enter the workforce? And what are the solutions to the problems they’re dealing with?
What are the difficulties that Marketing Instructors face?
Only 30% of the companies believe that educators provide enough skills to digital marketers before entering the real world. Some digital marketers have nearly no skills, and some have minimal skills. Such is the sad story of today’s world.
So, what are the problems that higher education institutions have in providing digital marketing training?
- Marketing curriculum that is no longer relevant: Many colleges and institutions do not update their curricula every year or even every two years, resulting in outdated content. In a lot of cases, digital marketing isn’t even mentioned.
- Finding the proper teacher for the job: There is typically a digital marketing skills gap within university/training teams, making teaching students up-to-date digital marketing knowledge challenging.
- Knowing what employers are looking for: It’s possible that what businesses desire from a graduate differs from what a university or college believes employers want.
- Time constraints: Higher education has limited resources, and creating or updating course content takes time. Often, the necessary resources are not available.
- Cross-collaboration challenges: Creating a unified plan throughout the institution and getting all essential departments and functions on the same page can be complex.
- The rate of change is increasing: Digital technology and platforms develop quickly and frequently change, making it challenging to stay current and represent this in the curriculum and instruction. With so many obstacles to overcome, schools and universities require assistance in providing students with digital skills. Let’s have a look at how we can accomplish this.
How can Marketing Educators assist students in achieving professional success?
Universities and colleges have a distinct advantage. They serve as a link between graduates and employers, allowing them to match talents to job market demands. Here are seven practical ways educators can assist students in achieving professional success:
1. Provide work-based learning opportunities:
This new strategy will assist higher education institutions in incorporating workplace learning into their curricula. IIDM, Nagpur has created a pilot program that uses the platform to integrate short-term projects into their curriculum that provide employers with
2. Provide an up-to-date digital credential from a third-party source:
If you’re having trouble producing or upgrading course content for your marketing curriculum, consider partnering with a reputable third-party certification authority that provides universities and institutions with industry-validated content.
3. Staff should be trained in digital skills:
Upskill university or college employees in digital marketing so that they have a better understanding of the industry and can apply what they’ve learned to aid students.
4. Obtain certification for your digital marketing course:
Offering an industry-recognized external accreditation will strengthen your offering and help graduates find work.
5. Collaborate with local businesses and brands:
This will allow you to connect with local businesses while providing students with real-world information and experience through internships or work placements.
6. Experiment with different teaching strategies:
Integrate digital tools such as gamification and experiential learning into the classroom.
7. Consider changes in the marketplace:
Create some add-on resources to supplement classes that you may incorporate into the curriculum.
What does digital marketing’s future hold in the education field?
It’s challenging to ensure that marketing graduates have marketable skills and are ready to work. Universities and colleges, on the other hand, are in the driver’s seat when it comes to bridging the skills gap between businesses and students.
The idea is to develop relevant and up-to-date content for your marketing campaign. Students will gain significant knowledge and skills by incorporating real-world experiences through case studies and experiential learning.
Mentorships, connections with local businesses, and work-integrated learning can provide essential hands-on digital marketing experience that many recent grads lack.
Above all, think about including digital marketing courses in your marketing strategy. This strategy will not only provide new and industry-relevant content, but it will also provide value, potentially increasing enrollments and student employability.