The Obsolescence or Investment of the Marketing and Sales Professional
Just as industry is primarily employing three generations of workers, Boomer, Generation X, and Millennial, it also employs three generations of marketers … the mass marketer, the target marketer, and now the digital marketer. Similarly, as Generation Z is making its presence known in the workforce, so is the analytical or automated marketer.
Over the past few decades, marketing and sales jobs have changed significantly, as higher education marketing, as well as marketing outside of academia, has shifted from broadcast and print and other mass media approaches to relational or target marketing, and now to maturing digital marketing. (Figure 1) Pre-2000 sales and marketing content or mass marketing approaches have become practically obsolete. The relational or target market approaches of sales and marketing degrees from the past decade (pre-2010) are considered foundational, and although not necessarily applied or transactional, they still hold value. If the sales and marketing professional is to keep pace, they will have to adopt today’s tools, such as digital or social media marketing, or they too will soon become obsolete.
Learn more about UPCEA's expert consultants.
Do you need help with your PCO unit or campus? We can help. Contact UPCEA Research and Consulting for a brief consult. Email [email protected] or call us at 202-659-3130.
Trusted by the nation's top colleges and universities, UPCEA Research and Consulting provides the best value in the industry today. UPCEA's industry experts have years of experience in Online and Professional Continuing education - put them to work for you!
UPCEA Research and Consulting offers a variety of custom research and consulting options through an outcomes-focused pricing model. Find the option(s) that best suit your institution.
Learn more about UPCEA Research & Consulting
The UPCEA Difference
Unmatched Experience: For more than 100 years, UPCEA consultants have exclusively served the needs of online and professional continuing education programs. UPCEA consultants leverage their extensive industry expertise to expedite solutions, anticipate upcoming shifts, and offer distinct best practices, effectively aiding clients in achieving their goals.
Cost Effectiveness: As a nonprofit, member-serving organization, we provide unmatched value, allowing you to maximize limited research and consulting budgets.
Action in Motion: Our cadre of experienced, skilled authorities and expert practitioners propels you forward, translating research and consulting into impactful implementation, a distinctive hallmark of UPCEA. Our team of current and former institutional leaders will support you, turning research and consulting into action.
Mission Alignment: Like you, our mission is to enhance and expand educational opportunities and outcomes for adult and other non-traditional learners. We share your values and work in partnership with you to advance access and excellence in education.