Abstract:
As digital marketing continues to grow at a rapid rate, the majority of graduates with
academic degrees cannot keep up with job demands. This study explores the causes
of this gap and the changes needed in academia to equip students for the challenges
of the digital marketing career. A qualitative inductive research approach was
adopted. According to purposive sampling, 25 digital marketing industry experts
occupying positions as managers, workforce development professionals, and digital
marketing strategists were chosen through in-depth interviews. The interviews
gathered insights into the challenges faced by new graduates and the evolving needs
of the industry. A thematic method of data analysis with an emphasis on determining
prevalent issues and recurring trends was used. The findings indicate a huge gap
between academic training and industry practice. Employers emphasised that there is
a huge need for exposure to the real world, flexibility, and analytical skills, which
tend to fall short in the traditional studies. Industry challenges such as employee
imposter syndrome, dependence on dynamically shifting algorithms, demand for
quick results, and unrealistic expectations of clients have been identified as well.
These findings indicate the necessity of practice-oriented and revised teaching. The
study contributes to the academic literature on digital marketing education by
pointing out the limitations of theory-driven curricula. It suggests a shift towards
experiential learning, the integration of innovative technologies like AI and
automation, and regular professional training to impart graduates with the pace of the
digital marketing environment. This research is ground-breaking in its approach to
bridging the gap between industry and academia. It links industry feedback with
education reform, and it offers practical aid in creating a more competent, confident,
and industry-capable digital marketing professional.
