Is It Irresponsible For Colleges To Continue To PUSH Traditional Marketing As A Major?

Marketing Degree

 

We are at a transitional period with technology and things are changing very quickly. It is quite amazing to be aware and involved with this transition from what is considered a traditional means of advertising and marketing to the very technology focused era of digital marketing.

 

I remember when the Internet initially became mainstream, it was a very exciting time as a technology user to be involved.  I remembered thinking how cool it would be to be involved with technology from the inside, as a person actually driving the growth of the technology.

 

The first boom of technology really put us in a position to see such growth in this field. It was so very different than what is online now; it is quite amazing how things have grown and how quickly they have grown.  The Internet initially was VERY text driven and basic. I you go to a website called the Wayback Machine you can actually see how your favorite website displayed during the first boom of the Internet. You will be quite amazed at the changes and growth of technology in a relatively short period of time.

 

A few years ago I decided to go back to school after returning ten years previously to get my Bachelors Degree in Business. This time I decided to get a Graduate Degree in Internet Marketing and this was driven by my need to be a part of the evolution of technolgy.  When I started doing my research online every search produced Full Sail University as the only option that taught everything thing that I was interested in learning. They were very cutting edge and differed from any other University that I’ve ever seen with their platform and coursework. So of course Full Sail was the option for me.

 

After spending so much time in traditional sales and marketing industries and having a love for all things Internet related, this was a natural progression for me.  So I went full steam ahead into this exciting and evolving industry.  I felt a real sense of urgency when moving into this field because I knew that is would be life altering and I was correct.

 

Digital Marketing has truly changed how all industries are promoting and advertising their organizations. Traditional marketing, which was partially driven by physical media, has had a 180-degree change. I am not minimizing the role of traditional marketing only stating that it has changed.  It has change so quickly that it has grown even beyond what I was taught in Graduate school just 2 years ago. That is astounding.

 

When I attended Full Sail University the curriculum was geared toward giving students the most cutting edge knowledge needed to either work with an organization, start your own organization or grow your current organization. Honestly I’ve never seen a University embrace cutting edge technologies as I’ve seen Full Sail University. This really makes me proud to be Alumni, because I graduated from the best!

 

Attending such a cutting edge university made me take a look at the offerings of some of the other universities.  This is when I realized that there are so many universities and colleges still offering degrees in Traditional Marketing. I am really amazed that more universities have NOT pursued offering degrees in Digital/Internet Marketing or even altered their curriculum to incorporate MORE digital marketing courses.

 

I was speaking to a few people about traditional marketing degrees and the dire need for colleges and universities to take a look at what they are teaching. Hello? Traditional Marketing as we once knew it, does not exist anymore.   I am not saying that it’s totally gone, only that it is a hybrid of what it once was at best. Due to this fact colleges and universities should address their curriculum immediately.

 

Teaching traditional marketing in a world that no longer exclusively utilizes this media as a primary means of advertising and marketing is irresponsible on the part of the university. The goal of colleges and universities are to prepare students for work in the real world. Continuing to teach marketing as it was many years ago only prepares students for a world that no longer exists.  We have evolved way past brochures, print media, flyer and other traditional marketing strategies.

 

Time to step it up colleges and universities that have not altered their marketing curriculum in the past two years or so. What you are teaching is obsolete at worse and dated as best. Either way it does NOT prepare your graduates for the new world of Digital Marketing.

 

The takeaway: When looking for a college or university make sure their curriculum is up to date and prepares you for the field that will best put you on the best path for your career.

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About anisesmith

Anise Smith has a Masters Degree in Internet Marketing from Full Sail University. She is President and Director of Anise Smith Marketing which specializes in New Media Marketing Strategies such as Mobile Web, QR code Products, Virtual World Integration and more. She has clients primarily focused in the entertainment and music industries which include music producers, artists, managers and booking agents. Anise is also the Digital Marketing Specialist of a Full services healthcare Company, located in Cherry Hill, NJ. She uses her healthcare and pharmaceutical marketing background to implement cutting edge digital marketing strategies that merge traditional and digital mediums. She is in charge of creating and implementing marketing strategies for seven internal health services brands. Her strategy for a new media marketing mix includes digital marketing, social media optimization, web analytics, video creation/editing, eCommerce platforms, mobile web readiness, custom CMS driven iFrame pages, custom branded WordPress layouts, building traditional/digital brand awareness and more. Her ultimate goal is to merge traditional marketing with digital marketing strategies to increase brand awareness, increase exposure and potentially increase sales online and offline within the health care services industry. She also works as an advocate for a soon to be non profit organization which provides college and educational resources for inner city kids, Urban Freshman. When she is not online she is a rabid Philadelphia EAGLES Fan, closet Foodie and single mom to a miniature male version of herself.

Posted on November 3, 2012, in Career, Digital Marketing, Internet Marketing, Marketing, Technology in Education and tagged , , , , , , , . Bookmark the permalink. 4 Comments.

  1. Your point is clear, and for sure universities have to modernize the course. But even digital scene ‘needs’ the methodology of brand valuation & building, market segmentation, business tactics to bring value. Even an app developer with a ‘secured’ distribution network and target market, without this basic business logics will not have a viable long-term growth. Not to mention the social business making and the startups outside the tech industries (of course they will use tech tools, new comms methods / community building / social networking etc), but their brands should create value for shareholders.

    • Hi! Thanks for taking time to read and comment! It is imperative that universities incorporate more digital marketing strategies into their curriculum. The basic principles of Marketing are extremely important and play a huge role in what I do on a daily basis. Traditional Marketing Principles will probably always be the backbone of any and all marketing coursework; However, to ignore the change and continue to forge on as usual WITHOUT addressing the evolution of marketing is NOT good practice. I’m not suggesting we throw out the baby with the bathwater only that we adapt to the change and integrate digital marketing strategies into traditional marketing curriculums.

  2. Many universities still need to reevaluate how they are teaching marketing and how the marketing program is setup. Sure, they need some Marketing history and traditional foundation courses, but they cannot be dumb and leave off 21st century marketing courses!

    • Thanks for taking time to read and comment Dwayne! Building UPON what once was Traditional Marketing is very necessary and should be mandatory for all universities. Teaching Traditional Marketing as it once was before the movement toward Digital Marketing is NOT beneficial to the university, student or workplace. I still utilize a lot of traditional marketing strategies on a regular basis so I would never throw out these basic principles. Coming from a traditional sales and marketing background with my undergraduate work in traditional principles AND having my graduate degree in digital marketing, I recognize that change needs to take place. AGAIN, I am not suggesting that we ignore or throw out basic principles ONLY that we adapt to the evolution of Marketing. Teaching Marketing as it once was ten years ago without addressing the change is not beneficial to anyone.

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