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“What’s hot in marketing?” is the question I posed to a former professor of mine.

“Supply chain management, logistics, ethics, ecommerce, viral marketing, consumer-produced ads…lots of stuff,” is the first part of the response I received.

It was interesting to note that all those things are either a key function of a successful ecommerce business or an emerging channel inside the digital medium.  Growth and opportunity; two things that should be music to an undergrad’s ears.  Focus is shifting from traditional media to more non-traditional venues and I was curious to see if this is reflected in the collegiate course work of tomorrow’s marketers.

Looking at the current demographic (Millennials, Gen Y) would certainly suggest a natural progression towards interactive media; these students live a digital life.  Whether it be through texting, instant messaging, MySpace, Facebook, or email; today’s typical college student has the ability to connect anytime, anywhere.  It is only natural that they will gravitate towards the interactive space, if shown the path.  I have seen first-hand how exposure to online marketing piques their interest.

Another level of interest exists in those who are studying marketing or management when they see what they have learned over the past two-plus years is applicable in the digital realm.  So, what are these kids studying these days?  Let’s have a look at classes offered at some esteemed universities (Oxford, Drexel, Texas, Boston, Iowa, and Ithaca).  Worth noting is that there is not a high area of focus in regards to online marketing.  Many schools offer courses on this topic, but the ratio of traditional marketing to new marketing skews heavily in favor of the former.  However, as we all know, much of what is learned transcends all advertising channels.

• Introduction to Marketing Strategy
• Web Business Strategy
• Marketing Research
• Consumer Behavior
• Principles of Electronic Commerce
• Advertising Theory
• International Marketing
• Marketing on the Internet
• Advertising and Promotional Strategy
• Marketing Information Management
• Integrated Marketing Communications Management
• New Product Planning, Strategy and Development

The gap in sheer volume of talent in this industry is about to get smaller.  While not yet a major area of focus at every university; educators, administrators, and students are going to have no choice but to jump on the bandwagon.  It will be up to the professors to teach, talent evaluators to identify, and subsequent managerial skills/ tactics to develop those that will help grow the interactive advertising industry.