Australian Interactive Marketing praises flagship universities for evolving marketing course content away from archaic curricula.
Outsourced sales and marketing giants Australian Interactive Marketing have heaped praise on Harvard Business School, Yale School of Management and Singapore Management University for working with brands to better balance marketing theory with practicality.
Australian Interactive Marketing believe evolving the course content towards more practical elements of sales and marketing was always going to happen, it was just a matter of time, as this is what the firm believes the majority of employers want.
Australian Interactive Marketing have been working to bring sales and marketing out of the digital world and back into the real one; offering a range of customer acquisition campaigns that deliver unique brand experiences. Understanding current trends plays a huge role in the quality of service they are able to deliver, so having people with more practical experience and skills than just a degree is often essential;
“As far as we are concerned, we don’t necessarily need to seek out candidates with MBAs or MAs if such qualifications are not balanced with a lot of really good practical understanding and experience,” said a company spokesperson for Australian Interactive Marketing
Of course the theory is important, but illustrating how this plays out in real life marketing scenarios is vital, states Australian Interactive Marketing. The news that some of the best universities in the world are making conscious efforts to explore current trends into their course programmes is music to the firm’s ears.
The tension between company’s perceptions of marketing degrees as being too theoretical, and the decisions universities make on how to run their courses is nothing new. Indeed, Australian Interactive Marketing have been pleading with universities to make such changes since late 2014, describing past modules and course content as ‘archaic’ in nature.
This has occasionally resulted in the firm interacting with individuals and graduates who believe their knowledge of sales and marketing is far superior to others’ – simply because they’ve read it extensively in a textbook.
“While we acknowledge that you can’t expect an undergraduate to come out as a fully-fledged marketer, being tested in more real-world environments and marketing simulations offers students invaluable experience of what it takes to succeed in the current climate of sales and marketing,” added the company spokesperson.