A-Plus: Marketing Students Try Their Hand at Technology
It's nearly graduation time with a new legion of graduates about to enter the marketplace. In my previous post, I noted how many are seeking careers in data, and we're glad to have them in the marketing field. We need them by the thousands.
One prerequisite to a career in marketing (or just about anywhere) is having a demonstrated comfort level in technology. Universities are spending a mint designing and delivering digital labs in their technology builds—but in the world of advertising and marketing, there's not much measured in ad tech investments that I can find. Providing students with rewarding internships is one great way to give prospective marketing practitioners invaluable exposure to tech, working alongside professionals using these tools.
Some universities also have student-run ad agencies, providing real work for real clients. Perhaps the next opportunity is to arm these students with campaign management platforms and other advertising technologies that reflect what's really going on in the workplace today.
The University of Akron is doing just that, in its Taylor Institute of Direct Marketing. Three years back, during a Direct Marketing Association Conference, Professor William Baker initiated a conversation with Michael Hall, vice president of business development, V12 Group. "Michael was intrigued from the start," Professor Baker told me. "He explained V12 Group's Launchpad Marketing Cloud and we began to brainstorm ways that we could employ it in an educational setting. [We were looking for] Data, data and data, as well as the ability to apply the key concepts associated with Direct Interactive Marketing. As Confucius said, 'I hear and I forget. I see and I remember. I do and I understand.' Our goal was to find a way that we could enable our students to turn key a database digital interactive campaign as a part of their educational experience."