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Why isn’t marketing attracting more college grads? That’s the topic we explore this week, starting with the results of a study commissioned by Marketing Week earlier this year which  found that just 3% of undergraduates think marketing offers them the best career opportunities.

The publication held a seminar to try to explore ways to better engage Gen Z, and we have several thoughts on the matter too. Colleges need to have more focused marketing programs, and businesses need to show that a wide range of skills and talents can be put to best use with marketing programs. Certainly there are obstacles, such as CEOs who think they are good marketers when they aren’t, or conflicts between sales and marketing staffs. But with big data becoming an essential part of the marketing discipline, there’s more opportunity for marketing to impact a company’s future than we’ve seen since the dawn on TV advertising. 

About David Strom

David Strom is a former editor-in-chief of Network Computing and Tom's Hardware who has written two computer networking books and thousands of articles about B2B IT.

About Paul Gillin

Paul Gillin, host of FIR B2B, is a veteran technology journalist and a thought leader in new media. Since 2005, he has advised marketers and business executives on strategies to optimize their use of social media and online channels to reach buyers cost-effectively. Full bio