As traditional marketing changed, impacted by the digital technologies, marketing education changed as well. Around ten years ago, when you entered the classroom in the Principals of Marketing class and asked your students what their understanding of marketing was, the traditional responses were advertising or sales. Traditional marketing has always focused on promoting products or services and, ultimately – driving sales. The Internet, social media, and the proliferation of technology changed how marketing is perceived – so recent students will mostly identify marketing with social media marketing or influencer marketing.
We have entered a new marketing era, where web 3.0 and Generative AI transform how we think about and approach marketing. Nevertheless, are our current marketing education programs adequately preparing students for this changing landscape? Marketing education needs to change to produce marketing professionals that can keep up with the evolving marketing practice. One main challenge in this process is preparing students for 21st-century marketing while still teaching them about 20th-century marketing.
As marketing educators, we are equally puzzled and bedazzled as our students are with the newest developments in Generative AI. The pace of change is so rapid that it can be challenging to keep up. But as educators, we are responsible for staying on top of the latest trends and equipping our students with the skills they need to succeed in the ever-evolving marketing field.
So, what can we, marketing educators, do to stay on top of the latest developments and prepare students for the unpredictable and volatile job market?
Adopt the culture of lifelong learning
One of the most crucial things marketing educators MUST do is stay up-to-date with the latest trends in marketing. Attend conferences, take professional development courses and certifications, read industry publications, and network with industry professionals and marketing practitioners to stay informed about the latest developments. If you want to keep pace with the most recent marketing trends, my professional development recommendations are CIM | The Chartered Institute of Marketing and Digital Marketing Institute. LinkedIn Learning is also very helpful and continuously introduces courses on the most recent and relevant topics.