Date of Award

4-23-2019

Document Type

Dissertation

Degree Name

Doctor of Education (EdD)

Department

Educational Leadership

First Advisor

Jim Vander Putten

Abstract

Marketing professionals commonly use technology for communications, advertising, and data collection and analysis. Entry-level marketers who can harness the power of digital tools will be favorably situated to meet the challenges of today’s digitally-based world of work. This qualitative study investigated the undergraduate marketing curriculum with a focus on preparing students for careers in digital marketing. The two, main research questions are as follows: (1) how well are colleges and universities preparing students for technology-based marketing jobs upon graduation, and (2) what knowledge/skills do employers seek when hiring employees for technology based marketing jobs? Data were collected from four sources, including digital marketing job postings, undergraduate marketing programs of study, marketing professionals, and marketing faculty, in order to investigate this topic. Data were analyzed using QSR International’s NVivo Pro. Results were structured according to the SWOT Model and included considerations related to technologies in the classroom, faculty development on these technologies, and the importance of soft skills, such as writing and teamwork. A discussion of opportunities and threats followed.

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