Getting employment upon graduation can be difficult if you lack applied skills to make it in the business world of today. Most marketing schools still emphasize teaching students about the most fundamental elements of marketing, such as the Four P’s (product, placement, price, promotion).
Although these concepts are still valid, the techniques needed for successful marketing have evolved. As well the things marketing schools teach, here are some important competencies that marketing schools should be teaching (but generally don’t).
Content and Social Marketing
In today’s digital world, content and social media marketing are the pillars of success for any business. Unfortunately, there is no coursework on content and social media marketing skills being taught in marketing schools. This is because most marketing schools view it as a subsidiary to other tactics. Although there may be some truth in that statement, content is the center of today’s marketing universe.
Hence, all other marketing tactics should spawn from the various formats of that content. For a business to attract and nurture prospects, leads and current clients, it should begin with creating fresh and valuable content that conveys its brand’s core messages to prompt interactions from its prospects. They can use social media platforms to have the content shared across a larger spectrum of potential clients.
Marketing schools do not teach their students the importance of building a real rapport with their customers. Today, relationships are essential to any successful business. Marketers are expected to go beyond just marketing their products, but the design and develop products aimed at meeting customer needs. The relationships marketers build with their prospects and clients’ help them map out what those needs are.
Other than that, today’s consumers require continuous interactions to keep them engaged. They do not sit around to wait for the next campaign to buy a product. Instead, they leverage Google, social media, and other online channels to research products, review them, launch complaints and solicit recommendations. Hence, is it imperative that you create relationships to influence your loyal customer’s buying habits? Further reading: relationship strategy.
Business and Professional Networking
Marketing schools do not teach its students the importance of networking in business. The students are taught how to mingle and get to know other people but are not taught how to use these networks to their advantage. They are not taught how and why to network the right way. It is important that business schools train these students on just how critical business and professional networking is to the success of business from different angles.
Writing for Search Engines and the Web
Marketing schools should also take the time to teach their students how to operate in the evolving world of search engine marketing. A good website needs to be optimized for search engines and local SEO where applicable. Hence, marketing schools should have SEO as a course in their marketing curriculum. It should cover areas where SEO could help companies enhance their visibility online, where much of today’s shopping happens. Also, since the content is King, there should be a school curriculum that teaches the students how to write for the web. This will help marketers know how to create scan-able content for websites.
Today, every marketing decision is based on data. Unfortunately, marketing schools do not have lessons about the technology of analytics, which is vital to any business’ success. Analytics can display customer journey cycle. It can show you their awareness of your products, consideration, conversion, and advocacy. Analytics tie all these channels together to give you a detailed customer journey cycle.
Analytics help businesses understand how well their campaigns and websites are performing. Hence, the company can identify which programs are working and which ones are not. It aids in decision-making and also helps marketers identify weak spots to their marketing efforts, helping them to better analyze and act upon the errors.
Basic Design and Coding
Since content marketing is an important aspect of business marketing, so is basic design and coding for marketers. Unfortunately, marketing schools do not have lessons on base level HTML. A successful marketer should be able to create a website or a landing page for their online marketing. Marketing schools should at least, offer a starter-level understanding of design principles and HTML to help their students be able to execute content marketing from the get go.