So you just finished a marketing degree after completing matric. After that, you started working in the industry. You soon realise that what you have spent the last few years learning, is mostly out of date already. The marketing industry is ever changing, and its changing faster than university classrooms can keep up. It is a challenge for educators to stay ahead of modern marketing strategies and constantly update study material. The classroom or lecture hall has a disadvantage in a world where on-the-job learning seems a better alternative to stay on the cutting edge of modern marketing trends.

Stay on top
Whether you are still a student, or you have already entered the corporate world, it is important not to fall behind. There are many ways to ensure that you stay on top of the evolving industry;

• Educate yourself constantly
• Read marketing blogs
• Set up notifications via RSS feeds to alert you when new relevant articles are published
• Read trade publications
• Do courses through e-learning & online programs
• Read the latest industry relevant books
• Start following front-runners and specialists in your industry on social media platforms.

As for companies, your business stays on top of marketing trends only when your marketers are on top of them, so it is important to select new marketers carefully in the hiring process. Some would argue that hiring a marketing manager without a degree, but with a few years’ experience might be a better investment for your business than one that just completed his/her studies. The marketing manager with experience will most likely be more updated on modern marketing trends than the one who steps into the industry for the first time.

However, an investment in further education is never wasted and others would argue that the basic concepts of marketing gained through studying are a must. A marketing degree teaches a much wider range of methods and skills, like fundamentals of marketing, consumer behavior, problem solving, marketing communication and business planning to name but a few. These are valuable and important lessons that shouldn't be underestimated and can not necessarily be learned on the job.

Whether you have been in the industry for years, just graduated, or completed a few online marketing courses, be prepared to grow, change and evolve with the industry. Realise that we are in an era of lifelong learning. Your marketing degree or lack thereof should not determine your success in the industry. Rather take responsibility for your own development and learning, because keeping up with the current know-how is far more critical to your future success then a dusty marketing certificate on the wall.

Tell me what you think?

Lorraine Coetzee is a Digital Media Project Manager at Sound Idea Digital | Email: Lorraine@soundidea.co.za | Twitter: @SoundIdea