Bachelor of Commerce (Digital Marketing) - Postsecondary ...

Table 9 – Most Significant Future Marketing Shortages (n=15)
Digital Marketing 6
Sales Professional (Transportation) 4
Senior Level Managers 3
Brand Communications Manager 2
Web Marketing 2
Search Engine Marketing Specialist 1
Digital Technology Optimization 1
Social Media 1
Specializations
Most Employer respondents offered opinions on the marketing specializations most important to their
sector or industry, and ascribed high importance ratings to all four specializations presented in the
survey (Table 10). In each case, the majority of respondents ascribed importance ratings of greater than
somewhat important. Reflecting concerns about shortages of Digital Marketing Analysts, the marketing
specialization considered most valuable to employers was Digital Marketing, which rated 4 or 5 in
importance by fully 70% of respondents (Figure 11).
Table 10 – Marketing Specializations
n
Mean Don't
Importance know
Digital Marketing 46 3.8 16.4%
Marketing Analysis & Research 48 3.5 12.7%
Marketing & IT 48 3.4 12.7%
Marketing & Entrepreneurship 47 3.0 14.5%
n
Figure 11 – Marketing Specializations
Digital Marketing
Marketing Analysis and Research
Marketing and InfoTech
Marketing and Entrepreneurship
Not at all important
2
Somewhat important
4
Very important
.0 20.0 40.0 60.0 80.0 100.0
LKSB Degree Program Feasibility Study • 2011
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