You have choices when it comes to your studies; whether you want to continue your education locally or abroad, pursue a professional career or progress into an entirely different area of study. Whatever your reasons for wanting to study, there are various degrees to choose from and all with their perks and quirks. One of the most in-demand degrees in 2020 is undoubtedly Digital Marketing. Employers are in the midst of a skills shortage and as the world becomes increasingly digital, the demand for skilled marketers rises accordingly.

If you’re looking to enter the field or are currently working in it and considering further study, then it’s important to do your research and consider what courses would be most beneficial to your future career. The decision to study abroad or in the UK and what program to pursue depends on many factors, but one of the most important considerations is whether you want to train to become a digital marketer or a traditional marketer. Let’s take a closer look at both options so you can make an informed decision about your future career plans.

Digital Marketing vs. Traditional Marketing

As the name suggests, digital marketing is all about marketing via the internet and other digital platforms. Over the past decade, we’ve seen the rise of digital marketing, which started as a somewhat separate entity to traditional marketing, which mostly consisted of offline marketing. The terms are often used interchangeably, but in practice, they have very different meanings. Traditional marketing is still heavily relied upon in some capacities, but overall, the rise of digital marketing has meant a paradigm shift in how we as marketers approach marketing.

Traditionally, marketers would devise a strategy for a particular campaign and then execute their plan. They might use marketing analytics to track the results of their campaign and evaluate its success. If they decided that a certain tactic had not panned out, then they would move on to another route. Everything was very much analogue – planning, strategizing, executing and measuring the results.

This is all very well and good, but the world of digital marketing is constantly in flux. What worked a couple of years ago may not work now – at least, not with the same efficacy. The pace of the industry is such that even experienced marketers are finding that their strategies need to be changed to stay relevant.

One of the biggest changes that we’ve seen in the field is the growing importance of brand loyalty in consumers’ minds. This evolved from early adopters seeking to differentiate their product choice and create brand loyalty, to a world where marketing and brand awareness are completely intertwined.

Traditional Marketing Specialties:

• Consumer Marketing
• Brand Development
• Advertising Agencies
• Public Relations Agencies
• Direct Marketing
• Inbound Marketing
• Data Analytics

In practice, however, all of these specialties still exist in some capacity and most certainly, each one will prove instrumental in your success as a future digital marketer. The above-listed specialties represent around 90% of all advertised marketing jobs and given the importance brand recognition plays in Digital Marketing, much of what you’ll study during your course will revolve around developing and maintaining customer relationships.

Which City or University for Study?

Depending upon where you’ll study, your opportunities for employment after graduation will be very different. If you’re pursuing a career in London, then you’ll have a wide range of options from which to choose. You’ll be able to explore a range of subjects including marketing, PR, social media and data analytics, among many others. Even then, though, you may not find it easy to secure a job in your chosen specialty because of the plethora of options available. If, on the other hand, you decide to study in a city like Manchester, then the choice will be much more limited. Your study will be much more focused on digital marketing and you’ll have fewer options available after graduation.

If you want to enter the field, then the first step is to determine which city you’d like to study in and then begin your search for universities with a clear marketing presence. Bear in mind that not all cities will suit you. For example, if you’re interested in a career in London, then you should probably look into Kingston University’s and Middlesex University’s marketing programs.

What Will You Study?

As we’ve established, traditional marketing is heavily relied upon in some capacities but also, quite frankly, out-of-date and inefficient, at least, when compared to modern approaches to marketing. This has resulted in a complete overhaul of the marketing curriculum with a heavy focus on digital marketing.

To begin with, you’ll need to decide how much you want to focus on theory and how much you want to put into practice. If you’re looking for a fully-fledged course, then you should aim to study a minimum of three to four years and get a good balance between theory and practice. Alternatively, if you’re looking for a self-paced online course, then you can study for several months and then join a university’s placement programme. Most major firms in the industry will require you to have some sort of marketing qualification before they’ll even consider you for a role, so make sure you have something concrete to show for your efforts.

Key Details about the Course

The above-listed details regarding the course and the various specialties listed within are just a small selection of the vital information you should be making note of before applying. Be sure to check out the website for the course or contact the university directly for more information. As with all courses and universities, the more you know, the more you’ll be able to contribute and the better your overall chance of securing a well-paid role in a marketing related field. So don’t hesitate to look into as much detail as possible, before making a decision. This will not only give you a leg up on the competition, but it’ll also help you determine whether or not this is the right course for you. The city or university you choose will play an instrumental role in your professional and personal development; the more you know about your chosen city and university, the better you’ll be able to ensure you make the right decision and the more you’ll contribute to the success of your future career.