Bridging Marketing Education And Practice


A recent post by Forbes CMO Network editor Jenny Rooney highlights several efforts to bridge the gap between what’s taught in schools and what marketers actually do as part of their daily brand- and business-building activities.  She writes:

At a time when the business of brands is transforming so rapidly and dramatically; the gap between marketing practice and education is widening; fewer young people are choosing a career in marketing; and marketers now more than ever are struggling to attract and retain young talent to drive their organizations forward, bringing together universities and alumni for the benefit of all—professors, practitioners and students—is one way to solve those riddles.

That’s the goal behind the Forbes CMO University Alumni Series, launched four years ago, events at which those three groups can come together to share and learn.

It parallels a drive on the part of the industry initiated by Jeff Jones, former CMO of Target and now president of ride sharing at Uber, to get CMOs to prioritize and personally involve themselves with marketing talent development. The recently unveiled CMO Talent Challenge, for example, from the Association of National Advertisers, is a call for senior marketers to do just that. One key action step? Logging more hours on campus, speaking with students and professors.

Indeed, recent years have seen former marketing chiefs increase engagement with universities, either as visiting or adjunct or assistant professors, like former Procter & Gamble Global CMO Jim Stengel, adjunct professor at UCLA Anderson School of Management, or former David’s Bridal CMO Kim Whitler, assistant professor at University of Virginia Darden School of Business, or even program leaders. In fact, Rob Malcolm, former president of global marketing, sales and innovation at Diageo, has been executive in residence at McCombs for the past four years.

Read the full article here.

If you’re the head of your company’s marketing function and haven’t yet done so, please CLICK HERE to accept the CMO Talent Challenge, and make a difference to the future of the marketing industry.