Educating Marketers for the Digital Future

Neal J. Roese (), Silvana Dakduk and Can Uslay
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Neal J. Roese: Kellogg School of Management, Northwestern University
Silvana Dakduk: Universidad de los Andes School of Management
Can Uslay: Rutgers University

A chapter in Leading and Managing in the Digital Era, 2024, pp 397-411 from Springer

Abstract: 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.

Date: 2024
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DOI: 10.1007/978-3-031-65782-5_25

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