The article explores what many may have long suspected: there is a discrepancy between skills taught in school and those needed in the fast-evolving world of digital-anything. In this particular case, the example of digital marketing is clear. This is a constant struggle in any role which requires specific knowledge of software but also understanding of relevant channels for marketing.
the articles goes on to cite specific examples of content creation and distribution that are largely ignored in conventional marketing education, such as search engine optimization, the use of social media for business purposes, and adopting specific marketing software platforms.
The broader question remains whether it is the specific software or the underlying knowledge and approach that remains the most relevant for most students. Will the knowledge from understanding a specific software stand the test of time or is the broader concept of meshing social media as a viable avenue for marketing that will prove useful in future paradigms? I would argue the latter.
The question of digital knowledge is also tricky - as this is effectively kicking off a life-long learning process. Learning to code (anything) is a challenging undertaking, but with new languages and platforms emerging every few years, understanding one language and moving to the next simply requires re-learning the newer (seemingly more powerful) syntax at a later point in time.
http://www.fastcompany.com/3041253/3-key-digital-marketing-skills-students-dont-learn-in-college
the articles goes on to cite specific examples of content creation and distribution that are largely ignored in conventional marketing education, such as search engine optimization, the use of social media for business purposes, and adopting specific marketing software platforms.
The broader question remains whether it is the specific software or the underlying knowledge and approach that remains the most relevant for most students. Will the knowledge from understanding a specific software stand the test of time or is the broader concept of meshing social media as a viable avenue for marketing that will prove useful in future paradigms? I would argue the latter.
The question of digital knowledge is also tricky - as this is effectively kicking off a life-long learning process. Learning to code (anything) is a challenging undertaking, but with new languages and platforms emerging every few years, understanding one language and moving to the next simply requires re-learning the newer (seemingly more powerful) syntax at a later point in time.
http://www.fastcompany.com/3041253/3-key-digital-marketing-skills-students-dont-learn-in-college
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