Over the past 20 years, digital marketing has slowly become a dominant part of all marketing strategies. From search engine marketing to online reputation management, organizations of all sizes have had to develop some strategy to maintain a digital presence. And, while, a digital presence is important to all businesses, the power in digital marketing is not in awareness, but statistics.
According to Salesforce, organizations that leverage digital analytics, on average, are 19 times more likely to be profitable. 19 TIMES!?!?! Yet, so few organizations in our region allocate meaningful resources to this effort. Why? Well, many of them have a hard time finding the talent needed to leverage digital marketing data to make decisions. Business executives have confirmed this need from focus groups we’ve conducted in determining our business undergraduate programming. And, it’s not just a regional trend.
According to an icrunchdata Big Data Jobs Index report, Todd Nevins stated that big data jobs are “one of the most hyper-growth niches of employment in a century” [Forbes]. In that same article from Forbes Magazine, it goes on to say that marketing-related analytics hires were up 136% between 2012 and 2015. So, how do we in the Mike Cottrell College of Business help meet the needs of industry?
Beginning this fall, the University of North Georgia’s Mike Cottrell College of Business is offering a new concentration in digital marketing for undergraduate marketing students. Students in the program take a short list of standard marketing courses, such as Principles of Marketing, Consumer Behavior, Marketing Research and Marketing Management. However, in addition to this coursework, they are exposed to new courses in Digital Marketing, Digital Analytics, Social Media & Content Marketing, Emerging Issues in Digital Marketing or a Digital Marketing Practicum (aka internship).
The first of these new courses, Digital Analytics (MKTG 4710) is being offered for the first time this spring (Spring 2018). Students participating in the class will know and be prepared to leverage digital analytics to make a difference in their organizations. In addition, students will be required to complete Google Analytics Individual Qualification (IQ) certification as part of the course.
So, students considering digital marketing as a career, we have an opportunity for you.