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Spend a little time on a job site and you might start to see a trend. Companies from Kohl’s to Kohler are actively seeking digital marketers to develop content, target customers, and fuel e-commerce.
“As people move more and more of their lives online – from shopping to socializing – the need to reach people where they are is of vital importance,” said Fred Ziegler, digital development director at BVK, a full-service advertising agency headquartered in Milwaukee.
In fact, Americans are doing so much online now that they spend more than 11 hours a day using electronic media, according to Nielsen’s Total Audience Report. To keep up with this opportunity, job listings on Indeed have increased an astounding 350% since 2011. It’s also a lucrative field, with an average annual salary of $70,000 for a digital marketing manager in Milwaukee, as reported by Indeed.
Yet, at the same time, many of these positions go unfilled due to a lack of qualified talent. A study conducted by the Online Marketing Institute found that a significant talent gap exists in digital marketing. Executives from advertising agencies and Fortune 500 marketing teams reported a 37 percent talent gap in analytics, a 29 percent gap in mobile marketing, and a 27 percent gap in each of the categories of social media, content marketing, and email marketing. The talent gap reflects the difference between the skills employers feel are important to have and their current in-house strengths.
“I struggle to find qualified digital marketing professionals,” said Erica Conway, president and co-owner of C2, a recruitment and placement specialist serving Southeastern Wisconsin’s creative industry. “There is a dearth of talent in our roster. In addition to requests for specialists in SEO, email and mobile marketing, pay-per-click and web analytics, I am increasingly seeing employers ask for these skills in account services, web design/development, and UX positions. Some of those are already tough to source.”
To help close this gap, Bryant & Stratton College is introducing new digital marketing associate and bachelor degrees. The Associate of Applied Science in Digital Marketing and Bachelor of Business Administration in Digital Marketing will give students an opportunity to be a part of the digital age – aside from just using Facebook and Snapchat. In addition to learning fundamental business and marketing concepts, students will engage with current technologies to promote brands, increase sales, and interact with customers. The program prepares students to assess advertising effectiveness and formulate digital strategies to create targeted digital marketing campaigns.
“This program not only fills an important void in the community, it’s also part of our mission to prepare graduates for in-demand careers,” said Ryan Ratajewski, state marketing director at Bryant & Stratton College. “We are looking forward to filling a need in the marketplace that will keep Milwaukee-area companies competitive in the Internet age.”
Both programs begin in the fall and will be available at all three Milwaukee-area campuses – Bayshore in Glendale, Milwaukee downtown, and Wauwatosa. Courses include content and social media marketing, web analytics and reporting, search engine marketing and optimization, pay-per-click and display advertising, mobile and email marketing as well as liberal arts requirements, career development and internships. The bachelor’s program also includes accounting, business principles, project management and more. Credits from the digital marketing associate program articulate into the Digital Marketing Bachelor of Business Administration degree – a business bachelor’s degree with a digital marketing focus – at Bryant & Stratton College.
Students will also benefit from the college’s Career LifePrep™, a unique set of experiences offered exclusively by Bryant & Stratton College that helps prepare students at every step in their academic journey, both while in school and after graduation. With a dedicated team of associates, especially faculty, to support and help them navigate their path to their career, students will experience what their chosen career is like while they are still in college, developing skills and confidence, and creating a competitive advantage when they graduate.
Students can enroll now by calling 800-895-1738 or by visiting the website on the associate and bachelor’s programs.
About Bryant & Stratton College
Founded in 1854, Bryant & Stratton College has built its reputation and success on a commitment to excellence and high standards. We're proud to be regionally accredited by the Middle States Commission on Higher Education (3624 Market Street, Philadelphia, PA 19104, (267) 284-5000). The Middle States Commission on Higher Education is an institutional accrediting agency recognized by the U.S. Secretary of Education and the Council for Higher Education Accreditation. Bryant & Stratton College has campus locations in New York, Ohio, Virginia and Wisconsin, as well as an Online Education division, and a Professional Skills Center. For over 160 years, Bryant & Stratton College has offered students access to career-relevant education leading to bachelor's degrees, associate degrees and professional certificates in the fields of business, criminal justice, design, financial services, healthcare, hospitality, human resources, paralegal studies and information technology. General information can be found on the college′s website at httsp://www.bryantstratton.edu.