Abstract
Business leaders expect their current organisational practices to become further orientated towards digital business models, however a lack of digital literacy skills in current marketing graduates is a concern. This study will examine the digital skills gap and provide recommendations for Universities. Data were collected using six semi-structured in-depth interviews. Participants were practitioners in separate digital marketing agencies located in a major Australian capital city and analysed using Rubin and Rubin (2011) framework for interview analysis. Key finding suggests that many graduates lack a good understanding, or ability to apply creativity that can leveraged business strategy. The overall findings suggest that academics need to more holistic and authentic in their course offerings to enhance students creativity and business skills. One recommendation is to offer courses embedded within organisations through industry placement for students to learn specific practical applications of digital marketing strategies from creative design to implementation and measurement.
Original language | English |
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Title of host publication | ANZMAC 2017 Conference proceedings |
Subtitle of host publication | Marketing for impact |
Editors | Linda Robinson, Linda Brennan, Mike Reid |
Publisher | ANZMAC |
Pages | 532-535 |
Number of pages | 4 |
Publication status | Published - 06 Dec 2017 |
Event | Australian and New Zealand Marketing Academy Conference: ANZMAC 2017 - Swanston Academic Building, RMIT University, Melbourne, Australia Duration: 04 Dec 2017 → 06 Dec 2017 https://anzmac.wildapricot.org/resources/Documents/ANZMAC%202017%20Conference%20Proceedings.pdf (Conference proceedings) |
Conference
Conference | Australian and New Zealand Marketing Academy Conference |
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Abbreviated title | Marketing for Impact |
Country/Territory | Australia |
City | Melbourne |
Period | 04/12/17 → 06/12/17 |
Internet address |
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