Do you need an academic qualification to become a digital marketer?

Dr Ekant Veer is an award winning researcher and Professor of Marketing at Te Whare Wānanga o Waitaha | University of Canterbury. He's also the programme coordinator for our online Postgraduate Certificate in Digital Marketing.

With the plethora of resources freely available online is there really any need for an academic qualification to be a digital marketer? Equally, in the fast-paced world of digital marketing that is fuelled with equal parts technological advancement and triple shot espressos, how current can an academic qualification be? Surely by the time the content is written it’s already out of date...

Well, yes and no.

Is a qualification absolutely necessary? Like with many fields, not really. Independent online study, experience, trial and error can absolutely give you enough knowledge to use popular digital marketing tools. Many digital marketing companies are thriving through this method.

However, there are absolutely benefits to studying a digital marketing qualification in a more formalised manner (and they go beyond having a nice certificate and marching across the stage at graduation in a gown - although that is fun!).

So what does an academic qualification in digital marketing have to offer?

1) A structured approach to learning

There is clear pedagogic evidence that a structured approach to learning will generally deliver better outcomes than independent learning without expertise to guide you.

You may be able to pick up the various tools and techniques independently but that does not mean you’ve been able to engage in the content in a systematic way and collate your knowledge in a cohesive manner. Having someone do this for you can often save a lot of heartache in the long-run. The formalised learning pathway also enables you to ‘buy out’ time to complete your study rather than leaving it to do “when I have the time”.

2) Credibility

I saw a meme in early 2022 saying the two fastest things in the universe are the speed of light and the rate at which people declared themselves as AI Experts when ChatGPT was released. As an academic who studies Digital Marketing I’m always ‘impressed’ at the speed at which new ‘gurus’ enter the market.

Source: Reddit

This is where academic qualifications can provide you a sense of security in that what is developed and presented to you is both evidenced-based and challenged, regularly. A qualification from a recognised institution also aids in promotion conversations or client recruitment. There is a reason that people put their qualifications and alma mater on their CV and LinkedIn profile!

3) A view of the bigger picture

Knowing the tools used in digital marketing doesn’t mean you know when to use them or why they may work. Marrying the best of academic knowledge and practical experience will ultimately provide a platform that is far better suited to future advancement. Again, when the pace of digital marketing is moving so rapidly there is little reason learning how to use, say, the Google Analytics platform, unless you have an understanding of why analytics helps in decision-making, what data to look for, how to analyse the numbers provided etc.

That means, if a new analytics platform emerges the ability to pick up the new tool is relatively simple because you already know the foundations of why the tool exists.

One thing that a qualification can offer, that is often overlooked, is enhancing your ability to learn. Learning how to learn and think critically is so underrated but one of the key skills that many managers routinely ask for in new hires. Being able to not just learn what to do but why you are doing it and challenging the established knowledge associated with the practice is often done in an academic environment that fosters and hones these skills.

If you've skipped ahead to the answer: no one size fits all.

Some can and will succeed without formal training. Some will never be able to find the time to upskill without a cohort of people around them and a structure that enables them to focus their efforts. Some will be stars in their company and dominate the market without a qualification whilst others may never hold the credibility to validate their knowledge without a piece of paper to prove it.

More often than not, though, it is the combination of both skills, depth of knowledge, critical thinking and credentials that work for most people. In this way, an academic qualification in digital marketing can help.

If you do decide to pursue an academic qualification, look for programmes that offer a balance of theory and practical application. Seek out opportunities for internships, real-world projects, and networking. And remember, your learning journey doesn't end when you toss your cap in the air – digital marketing requires continuous education, whether you have a qualification or not.

So, piece of paper or not, the most important thing is to stay curious, keep learning, and never stop experimenting. After all, in the world of digital marketing, the only constant is change.

And maybe cat videos. Always post the cat video.

Ready to take on an academic qualification? Find the future you with our Postgraduate Certificate in Digital Marketing.