The proliferation of digital touchpoints available to consumers has changed the way marketers conduct and view their roles within business.
According to Adobe’s “Digital Distress” report (PDF), 76% of marketers said they believe marketing has changed more in the past two years than in the past 50 years. (Adobe is CMO.com’s parent company.) This rapid change in the marketplace is largely why only 48% of respondents–who were digital marketers–said they felt highly proficient in digital marketing.
Part of this issue is that while the skill set required of today’s marketer has evolved, educational institutions have not kept pace: More than 80% of respondents to the Adobe report said they learned their digital marketing skills on the job.
To date, no formal training has been available in technical digital marketing skills; students either pursue a business degree in marketing or a technical degree in computer science.
As a consequence, the number of businesses that can manage digital transformation well is capped by the skill set in the marketplace–and the marketing sector is in desperate need of people skilled in digital transformation and innovation.
This shortage set the scene for a collaboration between Adobe and Melbourne’s Swinburne University of Technology to create a new major: digital advertising technology. This major, offered as part of a Bachelor of Media and Communications or Bachelor of Arts, aims to equip graduates with the technical digital marketing skills that are in such high demand.
Students can combine this new major with majors in marketing or advertising to become graduates with comprehensive knowledge of the principles and practice of digital marketing and advertising.
The curriculum is rooted in real-world requirements. It covers content management; user experience design; search, social media, and video marketing data analytics; campaign management, ad technology operations, and programmatic media buying.
The program initially will be offered at Swinburne’s Hawthorn campus. Plans are in place to offer this curriculum across Swinburne’s partner university network throughout the Asia-Pacific region.
The availability of a similar course in the Americas and Europe is also under investigation.