08/02/2023
In an age of rapidly evolving technology, nothing remains immune to change for very long. In 2023, the pace is unlike anything we’ve ever seen and the field of marketing is leading the charge.
It’s been a while since the emergence of new advertising channels forced the old mainstays to take a back seat. Google, Facebook and Instagram quickly earned their place at the head of the table, to the detriment of the traditional big players like TV, radio and print media.
Having well and truly established itself on the scene, digital media is now facing its own turning point and IE University’s Master in Digital Marketing is adapting to ensure its students stay ahead of the curve.
The adage “Marketing is everything” rings truer now than at any point in history and the demand for digital expertise including strategy, content creation, social media management, campaign activation and data analytics is growing all the time. This, coupled with the soft skills promoted in the program such as strong communication and leadership, contributes to building a well-rounded and highly sought-after professional profile.
Big changes mean new skills are required
Digital marketing is at a crossroads as changing privacy laws and new practices are set to do away with third-party cookies and turn the industry on its head. Thankfully, the latest iteration of Google Analytics can use the power of machine learning to fill in the gaps and continue to provide accurate measurements.
Far from being redundant, a good understanding of web analytics and the ability to extract, visualize and translate data into insights will become increasingly indispensable skills in the marketing world.
While the power of digital advertising is already well understood, the possibilities provided by analytics remain largely untapped by countless businesses around the world. Thanks to big data, we are now able to collect valuable information on brands’ marketing campaigns and detect areas of improvement, as well as better understand target audiences, behaviors and interests. In the hands of properly trained professionals, this information can be used to optimize campaigns and create personalized content which drives far superior results.
It is little wonder data is fast becoming the single most valuable commodity in today’s business world but without the human resources to harness it, much of the potential is still being lost. That said, companies are fast becoming aware that individuals capable of capturing, analyzing and using data effectively could be worth more than their weight in gold.
Mastery of data means an ability to predict consumer behavior—and ultimately, that means greater revenues.
A Successful program has evolved still further
That’s why, in light of the next big sea change in the industry, IE University has taken action and refined its Master in Digital Marketing to place a greater focus on data analytics. A commitment to being at the forefront of developments across a broad range of industries ensures the program is a career booster for students, as they acquire skills that are highly valued by modern businesses. This is reflected in the variety of sectors our graduates opt for upon finishing their studies: some 30% go into consulting, 27% into consumer, luxury and retail and 24% into technology and other industries.
Specifically, corporations of the stature of Deloitte, Accenture, Amazon and Nike all acquire talent from our program, which speaks to the excellence of our graduates and their readiness for the world of work.
Based on our core principles of diversity, innovation, entrepreneurship and the humanities, this is a program that prepares students for every facet of digital marketing. However, we know that in today’s labor market, an ability to make data-driven decisions is key to helping candidates stand out from the crowd. And that’s why the Master in Digital Marketing has evolved.
