According to a recent study, half of university students feel unprepared for the job market, while 39% of employers believe fresh grads aren't fit for the employment. Many people are asking how well institutions prepare students for life after graduation in light of these data.

Graduates are up against tough competition, which is made more difficult by the fact that they are not fully equipped for their intended careers. Furthermore, companies are having an increasingly difficult time identifying the appropriate applicant to join their team due to the absence of extra skills and certifications on applications other than a degree. Universities are trying to improve their programmes to assist students meet employer expectations, but are these adjustments enough? In this article, we'll look at how colleges and universities might better prepare students for careers in marketing.

Search engine optimization, return on investment, cost-per-click, and conversion rate are all words that marketers are familiar with. And that's only the tip of the iceberg when it comes to the skills needed for a marketing job.

The need for digital transformation has accelerated across industries, particularly since Covid-19 mandated that all marketing activities be conducted online. As a result, companies are looking for marketing graduates with digital abilities who can help them build brand awareness, generate leads, and enhance revenue.

The problem is that many university and college graduates lack the digital skills that businesses want. Nearly 80% of businesses say that recent graduates lack all of the skills necessary for employment.

Marketing educators may help students prepare for today's digital jobs in a variety of ways.

When the world paused for Covid, there was a profound sense of loss in higher education, as the remote experience failed to recreate or replace the immersive on-campus experience. While higher education came to a halt, the rest of the world continued to move forward. In fact, the digital transformation of the economy has accelerated. Back in May of 2020, MIT's David Autor described the pandemic as a "automation-forcing event," a prediction that has proven prophetic as companies ramp up their digital transformation efforts in order to engage with all stakeholders — customers, suppliers, shareholders, lenders, and, most importantly, employees — remotely.

As students return to campus this autumn and campus administrators laud a return to some kind of (masked) normalcy, it's natural to want to throw frisbees around the quad and put all the digital, remote things behind us. Headlines about the booming labour market for college grads make it even more tempting. Regrettably, considering the recent digital revolution on campus, this is the calm before the storm. Colleges and institutions must figure out how to equip students with appropriate work experience and digital platform skills as fast as feasible. Institutions that do so will be at the forefront of higher education in the post-pandemic period.

Prior to Covid, higher education was experiencing an employment crisis, with roughly half of all college graduates finding themselves jobless. This catastrophe has been brewing for decades. While universities have done an excellent job of preparing students with the critical thinking, problem-solving, and executive function talents they need to succeed as professionals, workplaces have changed. Systems and processes that used to be physical or manual are now digital and automated, and they're managed by complex new business software or SaaS platforms that take dozens, if not hundreds, of hours to grasp.

# What are the educational requirements of today's students?

After investing time and money studying for a degree, marketing graduates want to leave academia with skills that will aid them in the job market. They want to be able to apply for a job and know that if they do, they will be invited for an interview - or, better still, employed!

Unfortunately, for the vast majority of individuals, this is not the case. Working in the marketing sector has fast grown to include a variety of specialisations, like sponsored search, content marketing, social media marketing, and data analytics, to name a few.

Students want higher education to emphasise skills that will boost their employability and to invest in activities that will benefit them in the future.

66 percent of graduates desire more real-world experience, according to Cengage's "Graduate Employability" report, and feel institutions should focus on:

- Online study and certification programmes, as well as hands-on experience

- Sponsored internships by the school

- Mentorship and introductions to local business leaders

Marketers today are not only expected, but also required, to have more advanced digital abilities than other grads. In addition to real-world experience, marketing students want the following:

- Familiarity with digital platforms and technology

- An employer-recognized qualification or credential that boosts career prospects.

- Soft skills, including critical thinking, problem-solving, and creativity, to name a few.

# Exceeding Your Employer's Expectations

Employers believe grads should be able to jump right in when hired, yet the prevalent criticism among employers is that graduates aren't good enough and don't meet their expectations. Universities must adjust to meet these demands and teach students to fulfil them.

- Career Path That Is Appropriate

Many grads spend years in school only to discover they don't fit in once they have a job. Long before they graduate, students should think about their employment prospects. Students can assess if they are entering the proper field by interviewing potential employers about the position and expectations. Universities should make these materials available to students so that they can figure out what job route is best for them before they graduate.

- Experiential Education

Students devote far too much time to listening to lectures and far too little time to putting what they've learned into practice. Employers commonly remark that young graduates lack practical experience and merely have classroom skills. Hands-on training should be introduced into the curriculum to better equip students to meet employer expectations and work demands.

Internships are a fantastic method to gain experience in a certain field.

In order to obtain more experience, students should have completed a couple of internships by the time they graduate. Employers want students to have performed one to two internships prior to graduation in order to secure an entry-level position, according to 91 percent of employers. Prior to graduation, those with work experience have a huge edge over those who do not.

- How to Conduct an Interview

Universities must collaborate with students to assist them pass interviews, as 42% of companies believe grads are just unprepared, and 26% say a candidate's demeanour turns them off. Students will need more advanced interview preparation, such as etiquette, appearance, and soft skills.

# What are the talents that businesses are searching for in new grads today?

Marketing graduates who are both work-ready and socially talented, as well as those who can use modern technology, are in high demand by businesses. Marketers with experience in social media, e-commerce, and data analytics are in high demand, according to Marketing Week.

While analytical thinking, creativity, and flexibility will be the most sought-after skills by 2025, data and artificial intelligence, content production, and cloud computing will be the top rising vocations, according to We Forum. In the future years, marketers' demand for digital skills will only increase. Customers are growing more demanding and discriminating, wanting individualized and relevant content and communications. This will result in increased automation, improved user experience, and improved customer service thanks to AI-driven technology. So, how can universities and colleges turn out marketing graduates who are ready to work? And, more importantly, what are the solutions to the difficulties they're facing?

# Get Rid of Out-of-Date Training

Students are regularly given obsolete information and advice by universities. The marketing industry is always changing, especially as technology progresses. Students must be taught what is occurring now in marketing and advertising, not what was happening 20 years ago, in order to be diversified and adapt to the ever-changing marketing business.

- Preparation for and in the Present

Marketing trends change every year, prompting changes in the skills, tactics, and strategies necessary. Students must be prepared for present changes as well as expected future changes in order to adapt to the industry once they graduate. If they can adapt, they will be able to keep their marketing abilities as well as their careers from becoming obsolete.

- Implementing marketing strategies and assessing their efficacy

Recent graduates frequently struggle to adjust to a new marketing department; as a result, they must know how to deal with this change in order to do their jobs effectively, which includes the ability to apply the correct marketing strategies they've learned and then track how well those strategies perform. Many students learn how to implement ideas, but few learn how to track their progress and make the required adjustments to ensure a successful campaign. All parts of training must be covered before, during, and after a campaign.

# What are the challenges educators face?

Only 28% of business leaders believe the education system delivers appropriate digital training, according to Microsoft's research, "Unlocking the UK's Potential with Digital Skills."

According to an ITIF report, the situation in the United States is even worse, with one-third of workers missing digital skills, 13% having none, and 18% having weak digital abilities.

So, what challenges do higher education institutions confront when it comes to providing digital marketing training?

1) Outdated marketing education - Many colleges and institutions do not update their curricula every year, let alone every two years, resulting in outdated content. In many circumstances, digital marketing is completely ignored.

2) Finding the necessary teaching talent - Universities and training organisations frequently have a digital marketing skills gap, making it challenging to teach students current digital marketing expertise.

3) Knowing what employers want - There is often a misalignment between what employers want from graduates and what a university or college believes employers want.

4) Time limits - Resources are limited in higher education, and generating or upgrading course content takes time. Frequently, the resources required are unavailable.

5) Cross-collaboration challenges - It might be challenging to create a cohesive plan throughout the institution and get all essential departments and functions on the same page.

6) Rapid change - Digital technology and platforms evolve at a rapid pace, making it difficult to keep current and incorporate this into the curriculum and teaching.

Colleges and universities require aid in educating students with digital skills because they face so many challenges. Let's have a look at how we can make this happen.

# Make an Impact in a Crowd

A third of companies are looking for someone who can stand out from the crowd by bringing an open mind, innovation, and leadership skills to the table. Employers do not want to recruit another another generic graduate. Yes, students must be taught all of the usual marketing skills, but they must also be taught how to differentiate themselves from their classmates by adding that extra flair.

- Use your imagination and think outside the box.

Employers are seeking for employees that can think outside the box to solve challenges and provide new ideas. They want someone who doesn't always go with the flow and steers clear of broad concepts and theories. Employers seek people who can apply what they've learned in school to create the next big thing.

- Making plans for the future

Students must think strategically in order to succeed. They are unable to make broad generalisations about all situations. They must be able to deconstruct a project into its constituent elements and then create the optimum tools and approaches for each.

- Market on a Tight Budget

If a graduate wants to impress a potential employer, they must be able to successfully complete a project while saving money. Companies are always looking for methods to save money, and not every business can afford to conduct a huge marketing campaign. The graduate will stand out by devising a marketing strategy that can be implemented for a fraction of the cost estimated.

# How does educational digital marketing look in the future?

It might be challenging to ensure that marketing graduates have marketable skills and are ready to work. When it comes to bridging the skills gap between businesses and students, universities and colleges, on the other hand, are in the driver's seat.

The key to a successful marketing strategy is to develop content that is both relevant and current. Students will receive essential knowledge and skills by using case studies and experiential learning to incorporate real-world experiences.

Mentorships, links with local business, and work-integrated learning can all help fresh grads gain important hands-on digital marketing experience.

Above all, consider incorporating digital marketing courses into your marketing plan. This strategy will not only deliver innovative and industry-relevant content, but it will also add value, perhaps improving student enrollments and employability.