Research Details

Abstract

Marketers are living through an unprecedented time of transformation, hinging on a massive increase in the acquisition and depth of information about consumer preferences and unlocking more efficient targeting of marketing communications and product development. We review insights gathered through the Management Curriculum for the Digital Era (MaCuDE, https://macude.org/) initiative, which aims to specify the educational requirements for the next generation of business leaders. The changing nature of marketing places Artificial Intelligence as the pivotal central theme connected to three challenges for future training: omnichannel distribution, proximity marketing, and ethical considerations. In addressing these challenges, we make education recommendations for each of three emerging roles for marketing professionals in the new digital economy: 1) Marketing Analyst, 2) Digital Strategist, and 3) Digital Transformer.

Type

Book Chapter

Author(s)

Neal Roese, Can Uslay, Silvana Dakduk

Date Published

2024

Citations

Roese, Neal, Can Uslay, and Silvana Dakduk. 2024. Educating marketers for the digital future..