In Spain, both public universities and vocational training centers related to marketing, as well as some business schools, should adapt their curricula and continuing education programs to the needs of the labor market, especially in an environment so influenced by technology.
Without wishing to enter into polemics, it is obvious that there is currently a certain degree of outdatedness in teaching programs, since they should train students from the very first minute they begin their training in this new technological ecosystem.
It is not logical that after four years of study, for example, they should wait to acquire this knowledge in a Postgraduate Master’s Degree. How much time wasted…
On the other hand, both companies and educational centers should complement each other, providing well-directed internships in which students can consolidate all this knowledge in an empirical way with the aim of promoting employability.
The challenge of new technologies:
Digital marketing, artificial intelligence, automation and data analytics are just some of the new technologies that have revolutionized the marketing field. These tools have changed the way companies communicate, attract customers and achieve results. However, in many educational institutions, curricula still focus on basic marketing principles without adequately incorporating these new technologies.
The curriculum gap:
The gap between traditional training and new marketing technologies is evident when looking at the curricula of some educational institutions in Spain.
Theoretical concepts and traditional strategies are often emphasized, while the practical application of digital tools and knowledge of the latest trends are relegated to the background. This can leave students unprepared and ill-equipped to meet the real challenges they will face in the workplace.
Marketing training must evolve to address the new digital realities. It is essential that educational programs are updated and provide students with the skills and knowledge necessary to meet the challenges of marketing in the digital age.
Philip Kotler
The importance of closing the gap:
To close this gap, it is essential that educational institutions adapt their curricula to incorporate new marketing technologies. Students should receive comprehensive training that enables them to understand and use digital tools, analyze data, develop strategies in line with current trends and understand the impact of artificial intelligence in marketing.
Jurgen Klartic, renowned lecturer, author and expert in neuromarketing and neuro-sales has conducted a very interesting research on education systems worldwide, “A Crime Called Education”. Totally enlightening.
“The education system should not teach children to be good employees, but to become excellent entrepreneurs of their own lives.”
Jurgen Klartic
How can we meet this challenge?
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- Updating curricula: Educational institutions should review and update their curricula to incorporate key aspects of digital marketing and new technologies.
- Collaborating with working professionals Establishing partnerships with digital marketing experts and professionals to offer conferences, workshops and mentoring programs.
- Increasing practical experience: Encourage student participation in real projects, where they can apply marketing tools and technologies under the guidance of industry professionals.
- Providing continuous learning opportunities so that graduates and professionals can keep abreast of the latest marketing trends and technologies.
In an increasingly digitized world, it is crucial to bridge the gap between traditional marketing training and new technologies. It’s time!
I do not want to generalize or polemicize, but I do want to call attention to what kind of training we are giving to our future professionals. The opportunities that the future offers us are enormous if we know how to take advantage of them as a society.
