DMI, industry leaders unite to tackle marketing skills gap

Members of the Digital Advisory Council at the launch of its national syllabus
Members of the Digital Advisory Council at the launch of its national syllabus

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7 August 2014 | 0

The Digital Marketing Institute (DMI) has announced the launch of its Syllabus Advisory Council, bringing together experts across the digital marketing sector to develop a formalised, professional syllabus and an advisory council to provide ongoing support.

The Institute worked with representatives from Google, Twitter, Facebook, Microsoft, Yahoo, Paypal, Ogilvy and RMG to review and validate course content, ensuring that students are graduating with the digital marketing skills and knowledge required by the industry.

The syllabus has over 1,400 individual learning items and combines the rigour of an academic course structure and certification with the flexibility of regular adjustments as advised by the advisory council.

Advisory council member Martin Murray of Google said: “Working with advertisers and media agencies right across Europe, a common theme we hear again and again is that the under-availability of digital marketing competence is a barrier to growth across all industries. This ongoing collaboration with the Digital Marketing Institute acknowledges the importance of defining the skills agenda in an ever-shifting industry to produce more competent and market-ready digital marketing professionals.”

Ian Dodson, co-founder and director of the Digital Marketing Institute, said: “Digital marketing is a comparatively young industry, and its meteoric growth rate has left a gaping skills shortage. In a rush to upskill, marketers have been let down by a lack of standardised, industry approved and accredited education programmes, and businesses have been left without sufficiently skilled candidates to fill all the positions being created.

“In response, we have brought the industry’s leading brands and agencies together to define exactly what skills today’s digital marketing candidates need. The resulting syllabus is now being lectured across our programmes spanning 46 countries and producing an estimated 6,000 industry-ready candidates in 2014 alone.”

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