Digital Marketing Trends in Education for 2021

Featured Image 2021 Trends in Education

In a comparatively new business that’s quickly evolving, it may be daunting for latest school graduates to study digital advertising and marketing. Unlike many different fields of examine, digital advertising and marketing has been round for only some many years. And though the sector continues to be comparatively new, as latest occasions have demonstrated, the world is rapidly shifting to digital and these advertising and marketing jobs are wanted more than ever earlier than.

But this fast-paced transition might be arduous to maintain up with, particularly for school college students who’re simply studying about what the digital world can provide. What’s present and related in digital advertising and marketing one semester might utterly change the following, posing an ideal problem for each professors as they train and college students as they be taught concerning the business.

So how are future entrepreneurs making ready to enter the workforce? What and the way are professors educating? Which packages and courses are provided to assist college students get a really feel for the digital advertising and marketing realm? We requested professors from faculties and universities all through the nation about how they’re making ready college students to enter the digital advertising and marketing area:

What Marketing Channels Are Colleges and Universities Currently Focusing On?

While many post-secondary establishments have advertising and marketing packages for college students seeking to step into the normal advertising and marketing world, they fluctuate in phrases of the digital programs they supply. Some colleges present a number of digital advertising and marketing courses, whereas others provide total digital advertising and marketing levels. But irrespective of the strategy, it’s clear that the topic is turning into more and more distinguished on the school degree.

“I have fully immersed myself in digital marketing channels and it is my primary focus in the classes I teach. Four years ago, Strome College of Business at Old Dominion University proposed three new marketing concentrations for our program, one of which was a Digital Marketing track… Two new courses were created for this track, social media marketing and web analytics, and the department placed a course previously offered, Internet Marketing, into this track.”
Michelle Carpenter, Senior Lecturer, Strome College of Business, Old Dominion University

“My focus is on both traditional marketing channels and digital. Students need to know the foundations and concepts that are used in both of these key marketing strategies, and how they play a role in the solutions for businesses today.”
Andrew Burnstine, Ph.D., Associate Professor, College of Business and Management, Lynn University

“My focus is ‘Integrated Marketing Communication’ (IMC)- integrating the channels that will reach the clearly defined target. ‘Traditional’ used to be the primary way to reach the target with ‘digital’ as support. Today, digital is marketing … and ‘traditional’ is an important support.”
Sam R. Goldstein, Instructor of Marketing and Participating Faculty, Welch College of Business & Technology, Sacred Heart University

“I have taught a dedicated digital marketing class every year since 1998. We also have an information systems major in our business school for students who want to combine our digital marketing course with more advanced technology courses.”
Mary B. Harms, Associate Clinical Professor in Marketing, Smith School of Business

“I teach marketing strategy with a focus on social commerce, D2C startups, digital AI transformation, and ChinaTech. To be an effective university adjunct professor, you have to be current. Hence, we must make our own lesson plans… I want my students to be relevant marketers coming out of Baruch with job offers coming at them.”
Robb Hecht, Adjunct Professor of Marketing, Baruch College

“Our standard digital marketing courses cover a variety of topics: website design, SEO, paid search, online advertising, social media, and email. At the graduate level, there is also an emphasis on digital marketing strategy. We also offer a social media marketing course both at the undergraduate and graduate level.”
Mark Bender, Ph.D., Assistant Professor, University of South Florida

What Digital Marketing Topics Are College and University Students Currently Learning About?

Digital advertising and marketing embodies a variety of channels—you’ve acquired all the pieces from content material and technical web optimization to PPC and social media. While every advertising and marketing channel is equally necessary, it may be loads for college students to essentially grasp and put into observe as a complete after they’re restricted to only some semesters of studying. Professors need to be selective about what subjects and instruments they select to show their college students throughout the quick time they’re given every semester. Here’s what they’re educating with the restricted time they’ve.

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“Up to date digital marketing strategies and tactics, such as SEO, User Experience (UX), and website/social media analytics, as well as launching, managing, and analyzing a real digital marketing campaign and consulting projects. These projects allow (students) to work one-on-one, with both faculty and professionals in the field to learn about and create solutions for existing businesses.”
– Andrew Burnstine, Ph.D.

“It is absolutely critical that students are able to function in today’s data-driven, technologically complex marketing world. On the one hand, students need to know how to use current tools… However, on the other hand, tools come and go, so students need to be digitally agile, so the theoretical aspects are equally important. We try to balance theory and application by giving them real-world business projects and teach them critical thinking skills in order to transcend whatever tool they happen to be using at the moment.”
David G. Taylor, Ph.D., Associate Professor & Marketing Department Chair, Sacred Heart University

“Our program encompasses all the areas that I think students are required to learn for a successful career in DM. UX is incredibly important from a design perspective. Analytics is a really hot topic with the rise of data importance. And equally important, content development and campaign strategies for digital platforms. We want our students to hit the ground running even before graduation.”
Gerardo Moreira, Ph.D., Assistant Professor, Sacred Heart University

“Students are required to complete the first segment of Google Analytics Academy; they are also required to create a personal professional website/portfolio, they also work in teams on a semester-long project where they redesign a website and the online presence for a small business or nonprofit, we also have several guest speakers who present educational segments with followup hands-on projects for the students to complete.”
– Mary B. Harms

“Customer Journey, Social Commerce, Data Strategy, Analytics, Content Strategy, D2C product development, Amazon, Salesforce.com, Google Analytics, Google Ads, are good topics for students to know about and become certified in. As digital certifications gain in importance, university programs must teach logical thinking along these coveted digital credentials.”
– Robb Hecht

“Right now, we ask students to consider how businesses may consider leveraging mobile and geolocation targeting for marketing purposes in a client-based semester-long project (they are also tasked with SEO, paid search, etc. recommendations for this client).”
– Mark Bender, Ph.D.

To correctly put together college students for the “real world,” professors work arduous to remain forward of the curve and anticipate the digital advertising and marketing traits their college students might witness as they enter the business. Especially during the last yr, the digital realm has seen some large shifts, and professors wish to ensure that their college students are able to dive in head-first and sort out comparable challenges which may come up in the longer term.

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“We are seeing a difference in the types of jobs available. More traditional marketing roles are more scarce as companies tighten their belts in this challenging economic environment. Companies are actively looking for graduates who can span the worlds of technology and business. Our vision is to produce graduates who are able to traverse these two worlds with current skills, as well as the ability to adapt as technology changes.”
– David G. Taylor, Ph.D.

“Having an online presence will become even more important for brands, there will be an increased focus on agile advertising approaches, and marketers will try to focus more on the brand experience to provide more assurance to customers. To prepare the students, we are adapting our marketing course materials almost in real time to provide them knowledge about how the industry is changing.”
Aaron Joyal, Ph.D., Assistant Professor, Daemen College

“What I think has changed is the messaging. Marketers need to understand what has shifted in the minds of their buyers, where the concerns are, what matters now that didn’t last year. As marketers, we’re always looking for ways to make sure our messages resonate. The tactics haven’t changed, but what we use them for needs to change.”
Jerry Rackley, Executive-in-Residence, School of Marketing & International Business, Oklahoma State University

What Advice Do Professors Have for Those Entering the Digital Marketing Field?

As beforehand talked about, it’s arduous to suit the entire of digital advertising and marketing into a number of semesters at any post-secondary faculty. Although professors might not have on a regular basis they wish to get their college students prepared, they nonetheless provide helpful recommendation to college students and up to date graduates as they unfold their wings and depart the nest.

“If you want to succeed, take on that internship and another if possible, get involved and be a leader in student organizations, and work hard on any student projects so you can build a portfolio that stands out. Build your own personal brand on LinkedIn and become proficient in key social media platforms. Follow the leaders on social media and see what they are doing. Finally, keep writing; content continues to be king. You must be an effective communicator if you are going to be successful in this industry.”
– Michelle Carpenter

“‘According to Darwin’s Origin of Species, it is not the most intellectual of species that survives; it is not the strongest that survives; but the species that survives is the one that is able best to adapt and adjust to the changing environment in which it finds itself.’ (1) I say this on repeat more than a scratched disk in a vinyl player and as corny and overly stated as it is, it is highly relevant in the world of DM. The best [digital] marketers are those that can quickly and effectively adapt to the ever-changing industry demands.”
– Gerardo Moreira, Ph.D.

“To become a good marketer, you need to put in the time and the effort. Classes and instruction will only take you so far; you need to get ‘hands-on’ experience as soon as you can. I’d also suggest that they read as much as they can about the field and to seek out experts in the field who make their experience available online for free. Finally, start to attend networking events as soon as you can, as in this industry (like many others), who you know can sometimes be more important than what you know.”
– Aaron Joyal, Ph.D.

“Understand all aspects of marketing: inbound marketing, content marketing, digital marketing, experiential marketing, PR, and a combination of each. Integrate them. ‘Back in the day,’ we would do mass (marketing) to reach the target. Today, we do target so they can reach out to the masses.”
– Sam R. Goldstein

“Students are pretty adept at learning the tools, technologies, and approaches of digital marketing. But many see their professional success hindered because they don’t know how to have a meaningful conversation with someone they just met. Or they don’t know how to write a great blog post. This ability to communicate well is the biggest differentiator I am seeing in the graduate pool these days.”
– Jerry Rackley

Explore Your Options

Just because the digital panorama is consistently creating, so are the educating and studying approaches in greater training. In the present age, it’s crucial that entrepreneurs be accustomed to digital techniques. Students in digital advertising and marketing have many choices to select from and will discover what totally different establishments have to supply. The world awaits you!

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(1) Meggins, L. C. (1963), “Lessons from Europe for American Business,” Southwestern Social Science Quarterly, 44(1) 3-13, at p. 4.

Jerry Gordon

About Jerry Gordon

Webmaster, nature and tech lover. Jerry manages the day-to-day operations at DigiToolsadvisor. He loves enjoying his free time, but most of all, trying new tools to master.