Vicky Roberts Resourcing the Digital Revolution...Resourcing the Digital Revolution for the Tourism Sector Vicky Roberts Staffordshire University Structure 1. Setting the Scene 2.

Resourcing the Digital Revolution for the Tourism

SectorVicky Roberts

Staffordshire University

Structure

1. Setting the Scene 2. The Paradox 3. Meeting the Challenge 4. New Awards 5. New Teaching Approaches 6. New Student Experiences 7. Conclusion and Questions

Setting the Scene

• The marketing profession is changing. • “Data is the currency of success. It is not enough for

marketers to know that analytics and data science can help – they need to know how to use them to make good choices. They must take a scientific approach.” Chartered Institute of Marketing (2015)

The Paradox

Classical Marketing V• “The customer remains at the centre

of marketing and as [such] marketing remains people centric ..”(CIM 2015).

• “Understanding the digital consumer is more than “a set of numbers” (CIM 2015).

Digital Marketing• “Big data, web analytics, mobile,

content marketing and social media are the future of marketing”.(Guardian 2015).

• “The most difficult skills to recruit”.

Impact on Higher Education

• Academics are under pressure to ensure that their graduates have the skills marketing employers need.

• Traditional marketing degrees have tended to focus on developing soft skills such as creativity, team working and communication.

• However marketing jobs are increasingly technical and data-driven. • 745,000 more workers will be needed in the industry to meet demand by

2017. (O2 2015).

The Skills Gap in Marketing

(Marketing Week 2014)

Meeting the Challenge

• New awards – BSc Digital Marketing Management – MSc Digital Marketing management – Updated professional awards from CIM

• New modules • New student experiences

BSc Digital Marketing Management(New for 2016)• New modules such as web analytics, social media

measurement and effective website design. • “Multi-Platform Traffic Creation”. • The Digital Marketing Institute (2015) : the most sought

after roles in the marketing profession include: – SEO Specialist/Inbound Marketer – PPC Executive – Content Manager

MSc Digital Marketing Management (New for 2015)

• Offers marketing graduates the opportunity to up-skill for the digital marketing environment and explore alternative professional accreditations.

• New and emerging themes relating to branding & the influences of design, as well as content curation and digital marketing strategy.

• A clearly differentiated position. • Design influenced by CIM and IDM ( Institute of Direct Marketing)

CIM Digital

• CIM Individual Module in Digital Marketing Academic Credits

• CIM Individual Module in Digital Strategy Academic Credits

• CIM Certificate in Professional Marketing Professional Certificate

• CIM Diploma in Professional Marketing Professional Diploma

New Student Experiences-Work Based Projects• Stone Food and Drink Festival

New Student Experiences-Work Based Projects

• Barcelona – Events and Tourism Students

New Student Experiences-Work Based Projects• Stuttgart and Munich BMW, Porsche, Audi and Mercedes-Benz

New Student Experiences-Work Based Projects• Middleport Pottery

New Student Experiences-Work Based ProjectsVega’s story- Touchstone Wines

New Student Experiences-Work Based Projects• Our partners, Barcelona, China & Vietnam

Conclusion

• Many opportunities for students to work with all types of businesses. • Micro- enterprises • SME’s • MNE’s • From internship opportunities to work based projects with a digital focus. • Contact us for more details.

• Vicky Roberts - [email protected] • Jon Fairburn - [email protected]

Thank You

Vicky Roberts ; [email protected] ; Linkedin ; https://uk.linkedin.com/pub/vicky-roberts/20/b46/6b