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Marketing graduates concerned over internet teaching techniques
Tuesday, 05 June 2007
Sales and marketing
A survey of UK marketing graduates has found that many see their most likely career paths to be with internet-based companies - but that many feel that their university course did not place sufficient emphasis on online techniques.
The poll was conducted at a recruitment event for media agency Bigmouthmedia, asking to more than 100 marketing graduates from Edinburgh, Heriot Watt and Napier universities for their views about their course and future career prospects, reports e-consultancy.com
When asked whether they agreed that internet marketing had better long-term career prospects than more traditional forms of marketing, 35 per cent of the marketing graduates quizzed said they 'slightly agreed', while another 29 per cent said they 'strongly agreed'.
Many current university courses may, however, be failing some students in the sector, as the marketing graduates were strongly divided as to whether their courses had adequately prepared them for a possible career working online.
Almost four in ten of respondents to the poll said they felt their universities had not done nearly enough in highlighting the importance of the internet as a medium for marketing and commercial growth. Opinion elsewhere remained lukewarm, with just five per cent feeling fully prepared for an internet marketing career by what they had been taught at university.
As online uptake continues to spiral upwards, a recent study by the Internet Advertising Bureau found that, at 39 per cent, the UK now accounts for the highest share of online advertising of any European nation.