The State of Marketing Education 2017

History of Marketing Education

1. Founding the Field (1900-1920)

In the course of their first 20 years, marketing classes sought to teach students that their budding field was an economic institution and a practice in distribution. Which means at its base, the field of marketing was founded on the principle of economic efficiency; or in more simple terms, on finding an answer to the following question: how can we reach the greatest number of people while spending the least amount of money?

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The 25 Best Cities for Marketing Jobs in 2017

Like all professions, the marketing world is in the middle of an upheaval, in large part because of the effects of digital, which has forced marketers to rethink traditional practices and devise new strategies to reach consumers. Still, if the game is changing, the fundamentals still apply. Nor is marketing seeing the kinds of starkly negative effects endemic to other fields. Across the U.S., marketing, advertising, and promotional managers can expect 10% employment growth through 2024, faster than the national average. Sales occupations, in general, are steady at about 5-7% growth. Compensation levels also remain steady and competitive, with managers earning above $100k on average.

The below rankings list the best cities in the country for marketing professionals, according to metrics based on the number of available opportunities by population and the percentage of those jobs that paid in the top two-fifths of salary brackets. California is the most-represented state, anchored by excellent marketing jobs throughout the Bay Area — San Fransisco, Oakland, Fremont, San Jose — and in Southern California. Texas comes in second, anchored by the Dallas-Forth Worth Metroplex’s high concentration of corporate headquarters (plus some of the region’s best ad agencies). Many of the cities, perhaps predictably, are also among the country’s most expensive, but places like Atlanta, Dallas, Chicago, Philadelphia, Raleigh, and Denver offer both affordable living and premier career prospects. Other factors profiled include cultural attractions and overall economic benefits.
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What is Storyteller Marketing?

People would rather be told a story than be told what to do.

When was the last time you remember seeing an ad that told you to “Call Now” or “Click Here” and you called then or clicked there? 1995? Never?

Okay, so when was the last time you remember hearing a story and thought “Wow. That just changed my life.” Did you then go on to change your life, or at least view things differently? Whether or not you realize it, chances are you did. Which means chances are you’ve felt the impact of storyteller marketing.

“Marketing is storytelling.” – Seth Godin, author of All Marketers are Liars (2005)

Organizations from every industry in the world have used storyteller marketing at various points in time to frame their purpose, scope, and reach. It just so happens that more industries than usual are using it today, from automotive, to education, to online media, to manufacturing.
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Editor’s Choice: The 11 Best Books on Branding

Branding isn’t as straightforward as it once was. Remember the good old days when all you needed to brand your product was Jack Smithy to fire up the bellows and prod your heifer with a hot-lettered iron? Neither do we. But we do remember the principles of marketing, which like many of the ways that business is conducted, have changed over the years. And what we know about these changes is that as the years go by, the practice of creating a calling card that people can not only trust, but also come to love, value, and identify with your product, company, or organization over all others is as complicated as boiling down an ocean of information into a single word as easy to swallow as a glass of water. And that’s especially true in the era of Internet marketing, where we are constantly bombarded with wave upon wave of branded content every time we open our web browser.

Branding our own business can seem even more difficult when we consider the odds we’re up against: (1) the fact that all the best brands are simple, and (2) the fear that all the simplest ideas are taken. (Spoiler alert: they’re not).

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What Are the Best Practices for Self-Publishing on Social Media?

A marketer’s web presence makes a big difference. And if a modern promoter wants to go the route of digital or content marketing, it’s even bigger.

For social media marketers, our online presence is our brand. It matches a voice to a face, a message to a name. It helps us reach, grow, and maintain new audiences for our products, services, or just plain old information for information’s sake.

Whatever the reason for publishing ourselves, it’s important that we do so well and do so often as marketers of the twenty-first century: a time when every post is a publication. Which is why we’ve taken this post to explain some of the best ways that that you can implement the best practices when self-publishing on social media.
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Editor’s Choice: 10 Best Books on SEO

Search engine optimization is the method behind the madness of online marketing. At its most basic level, it’s the process of figuring out how to become the top result for Internet users who key a certain combination of words into Google, Bing, and other online search engines. At its most complex, it is the science of determining what combination of keywords, content, code, layouts, and marketing strategies optimize a website to maximally reach both its intended audience and the rest of the Internet.

Being the most popular search engine, Google has been responsible for leading the charge among for professional search engine optimizers, having literally and virtually set the bar for search engine optimization practices. And yet, because of the fact that the leading search engine is always undergoing updates that fundamentally alter how search engine optimizers operate, there has been a surplus of books published on SEO over the past 10 years. In their effort to keep up with the world’s tech giant and other search engine algorithms, authors have published literally hundreds of books to hit a very fast-moving target. And like so much content on technology, most of these authors and their books have either missed the mark completely or become obsolete due to the time-sensitivity of their target. But some, whether through yearly editions or sheer dint of authorial declaration, have withstood the test of time to hold their shelf life and become titans of SEO advice. Which is why we’ve created this ranking. To find those titans, and share their SEO advice with you.

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The 20 Best Online Marketing MBAs 2016-2017


In a day and age where everything is a business, professionals who hold a Master of Business Administration tend to earn careers in almost every industry you can imagine. This is definitely true of traditional business roles in the C-suite that demand managerial or administrative expertise. But it is increasingly true of educators, politicians, non-profit personnel, and even artists and entertainers. Did you know Shaquille O’Neal holds an MBA? What about Arnold Schwarzenegger? Dr. Oz? Former U.S. President George W. Bush? All of these leaders share the terminal business degree in common. In fact, at least two (i.e., O’Neal and Schwarzenegger) were ahead of the popular curve in earning their MBA from a distance.

Although times have changed since these celebrities earned their stripes in business administration, they have arguably done so for the better of the degree. In fact, today’s MBA had grown into the most popular master’s degree—one that is increasingly offered 100% online. And for good reason. The MBA intrinsically offers the best bang for our buck in terms of its flexibility and its proven potential to accelerate job growth, permitting earners to their pick of the greatest number of public, private, for-profit, non-profit, academic, research, and corporate jobs out there—especially those that involve number-crunching, consulting, and marketing—which is why now is as good a time as any to get your Masters in Business Administration with a concentration in Marketing.

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Editor’s Choice: The 10 Best Books on Content Marketing

Content marketing has arguably been with us since before the beginning of recorded history, and certainly since the advent of mass-distributed publishing. In fact, entrepreneurs have almost always used publications that contain free and useful information as a means to market their products. Poor Richard’s Almanac is widely thought of as the first credible and best historical example of content marketing: a booklet of weather predictions that Benjamin Franklin began printing for farmers in 1732 to promote his own printing business—a practice in promotion that almanacs continue to this day.

It’s only in the last five-to-ten years that the method of information marketing has grown so popular that it constituted 93 percent of modern business-to-business (B2B) marketing strategies in 2014, and 88 percent of B2B marketing strategies in 2016. Compare those figures with Google Trends’ search interest in the term “content marketing” from 2004-present, and we see that interest in the term has grown 88 percent in popularity, up from 10 percent in January 2004 to 98 percent in October 2016, i.e. now. This growth period includes sustained linear and at times explosive growth from January 2011 and on through to its present peak, meaning that the search term “content marketing” has currently reached a new zenith in search interest.

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What’s the Difference between Inbound Marketing and Outbound Marketing?

Although the line that professional marketers have drawn in the sand is increasingly disappearing, the difference between inbound marketing and outbound marketing could almost be described as the difference in conversion strategies between paid content marketing and display banner advertising. That description may be in the right ballpark, but it only lands us on first base.

There are in fact a myriad of differences between inbound and outbound marketing (of which differing conversion strategies are only one small part), differences which even the most celebrated thought leaders among us are sometimes guilty of boiling down to the timeworn distinction between “old” and “new”.” Such comparisons may be helpful to digital marketers young and old who want to believe in the goodness of their profession, but they rarely move the ball forward for the rest of the marketing world.

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Do I Need a Marketing Degree?

Marketing is one of the few fields that is indispensible, regardless of the industry you’re in. It’s also a lucrative field, and for a certain type of creative, problem solver, or thrill seeker is a very rewarding field of work. Because marketing is such big business, and there are so many opportunities at every level of the field, we regularly get asked about the best way to enter into a marketing career. By proxy, the question often takes the form of “do I need a marketing degree?” Many of the best marketers i’ve met have degrees — often very rigorous ones — but not necessarily degrees in marketing. This might be because the academic discipline of marketing is relatively new, or because they work in settings that value results more than credentials. Take with this the fact that many of the top marketers in organizations hold a variety of degrees, and the picture becomes a bit more complex. In short, needing a marketing degree or not just depends…

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