Compare these two statements:
"79 percent of business leaders polled say there are 'noticeable skill gaps' on their teams--primarily in data, customer insight, and digital marketing techniques." --Circle Marketing's 2013 B2B Leaders report
"Out of the 200 business schools we contacted in 2013, a surprisingly high 64 still weren't offering a dedicated class on digital marketing." --Stuart Draper, CEO and founder of Stukent
Does there seem to be a bit of a disconnect there?
The Wheels of Higher Education Can Turn Exceedingly Slowly
The U.S. is a global business leader, and internet marketing is a huge part of how business is transacted today. The idea that most American colleges and universities don't offer internet marketing coursework sounds ludicrous, doesn't it? It's almost like saying the Air Force is not teaching pilots how to fly.
For insight, we talked to the professors themselves, since they are on the firing line of higher education.
In your opinion, why do so many schools not yet offer a concentration in internet marketing?
The Top Six Reasons Colleges Don't Teach Internet Marketing
Stuart Draper, whose simulation and digital textbook Internet Marketing Essentials is now being used by more than 150 business schools eight months after publication, says his research pointed to six primary reasons why the very people who should be at the forefront of education are lagging behind:
What Is the Solution?
I teach entrepreneurship at the Academy of Art. Similar to internet marketing, there isn't a lot of organized material for teaching a course in entrepreneurship. Not every school can recruit accomplished company founders to come and teach. The same goes for internet marketing. As I wrote this article, and considered Draper's list of reasons why professors don't teach internet marketing, I couldn't help thinking that there has to be a better way. What are your thoughts? How can these traditional universities do a better job of teaching this crucial subject?