People are spending more and more of their lives online and smartphones mean that most people now have a 24-hour rolling news service, shopping centre and social support network available to them. With this digital transformation, it is hardly surprising that higher education is following this pattern and increasingly offering online programmes.
The discipline of marketing, like so many others, has had to adapt. As the industry adapts, so too must the courses that educate future workers. Higher Education should no longer be thought of as a purely physical location that you must journey to in order to receive the required information, just as the local library is no longer the only place you go for research.
Marketing courses must evolve and, if they are truly to equip students with the skills needed to succeed in this digital age, must be prepared to walk the walk as well as talk the talk. There is no reason why students shouldn’t be able to study their full marketing degree online.
For example, University of Exeter’s MSc in Marketing is offered 100% online. Students can participate in class discussions and lectures at their own pace from anywhere in the world with an internet connection. The program still allows for collaboration with students and faculty. Students take part in case studies and tackle other real world challenges in the marketing field.
The online marketing course offers a Student Support Advisor to help you throughout the programme. An innovative online learning environment means that class materials are always available.
It makes sense to offer marketing online as the marketing world has been changed by the digital age.
In the past, companies bought adverts in a particular newspaper because they knew the profile of the audience that was likely to read it. They’d advertise on billboards based on the economic data of the people who lived in that area and the number of cars that drove past it per hour. But online advertising has revolutionised how we can be targeted. Facebook can be used to target users based on age, gender, location, interests and pretty much any combination you can dream of and can upload and track your customer list.
Digital skills are necessary in today’s world of marketing, and online learning can dovetail nicely into developing those skills.