Introduction

In phase 3 of the MaCuDE project, the Marketing Task Force built on the recommendations from the previous two phases to develop a general curriculum framework to meet the emerging needs for business education in marketing. This curriculum framework addresses four critical areas identified as essential: strategic focus on value creation, implementation of open-source software, emphasis on coding skills, and integration of ethics throughout the curriculum.

Building on the findings of Phase 2, the framework identifies three crucial emerging roles: Marketing Analyst (undergraduate level), Generalist Translator (Master of Science level), and Digital Strategist (MBA level). These roles emerged from extensive industry consultation in Phase 2 and are mapped against the seven major skill themes specified by MaCuDE: 1) Data analytics and machine learning, 2) Programming, 3) Algorithms and artificial intelligence, 4) Emerging digital technologies, 5) Managing digital organizations, 6) Domain-specific skills, and 7) Domain-specific meta-skills.

Given this framework structure, the report specifies courses that teach these emerging skills, categorized into 1) General-breadth courses, 2) Content-specific courses (courses with significant digital coverage), and 3) Content-specific modules (“specific topic areas that may not be necessarily offered as full standalone courses but rather as modules or mini courses that could contribute to an undergraduate certificate in digital marketing”). The course count and sequencing are presented both in a maximal version (which presumes resource availability) and a minimal version (which establishes necessities or requirements even within a resource-constrained institutional environment).

Transformation of the Marketing field

The marketing field has undergone fundamental changes over the past two decades, primarily driven by digital technology. Four key transformations stand out:

First, AI and hyperpersonalization have revolutionized customer targeting. For example, retailers now use AI to analyze shopping patterns and create individualized promotional offers, while streaming services provide personalized content recommendations based on viewing history. E-commerce platforms can dynamically adjust product displays based on real-time user behavior, creating truly individualized shopping experiences.

Second, marketing decision-making has achieved new levels of precision through advanced analytics. Companies like Netflix use sophisticated algorithms to predict viewer preferences and guide content creation decisions. Retail chains employ predictive analytics to optimize inventory levels and pricing strategies across thousands of stores in real-time, something impossible with traditional methods.

Third, the advertising landscape has shifted to algorithm-based ad purchasing. Programmatic advertising platforms now execute thousands of ad placement decisions per second, using real-time bidding systems that consider user demographics, behavior, and context. This has transformed traditional media buying from a relationship-based business to a data-driven, automated process.

Fourth, data analytics have become universal in marketing operations. Companies like Amazon and Walmart use sophisticated data analytics to track customer behavior across multiple channels, predict demand patterns, and optimize supply chains. Social media platforms provide unprecedented access to consumer sentiment and trends, enabling real-time adjustment of marketing strategies.

Mobile technology as a central force

Mobile technology has emerged as the pivotal force in marketing transformation, serving as the primary connection point between customers and firms. Modern consumers use mobile devices for product research, price comparison, purchasing, and post-purchase engagement. This has led to the development of sophisticated mobile-first marketing strategies.

For example, retailers have developed integrated mobile apps that combine shopping, loyalty programs, and personalized recommendations. Location-based services enable real-time targeting of promotions based on customer proximity to stores. Mobile payment systems have simplified purchasing processes while generating valuable data about consumer behavior.

UNDERGRADUATE CURRICULUM – Marketing Analyst role

The Marketing Analyst role represents the entry point into digital marketing. Phase 2 identified strong demand for graduates who can operate digital marketing tools while understanding their strategic context. The role requires proficiency in digital advertising platforms, basic data analysis, and fundamental marketing principles.

Key competencies include ability to manage digital advertising campaigns, interpret marketing metrics, and understand customer segmentation. To address these needs, the report identifies one general breadth course, three content-specific courses, and three content-specific modules, as follows:

The core course, Digital Marketing Strategy, serves as the cornerstone, introducing students to modern marketing concepts with emphasis on AI applications and digital platforms. The course integrates traditional marketing principles with contemporary digital tools and techniques, ensuring students understand both fundamental marketing theory and its practical application in the digital age.

The report identifies three content-specific courses for the undergraduate curriculum. The Marketing Analytics course provides essential statistical concepts and their application to marketing problems. Students learn basic regression analysis, data visualization, and introductory predictive modeling. The course emphasizes hands-on experience with tools like R or Python, preparing students for entry-level analytical roles. The Digital Advertising Basics course focuses on modern advertising platforms and automated buying systems. Students learn about programmatic advertising, search engine marketing, and social media advertising. The course includes practical exercises in campaign setup and management across various digital platforms. The Mobile and Social Marketing course addresses these critical channels in the modern marketing mix. Content includes location-based marketing, app-based customer engagement, social media strategy, and influence marketing. Students gain practical experience in creating and managing social media campaigns.

The report also identifies three content-specific modules. The Coding module covers the fundamentals of coding and software development. Students learn to convert tasks described in natural language into formal algorithms, specify typical language means of a procedural programming language, and model simple and complex objects using suitable data structures. The module teaches students how to use library-based modules as a means to master complexity. By the end, students should be able to independently create Python scripts, apply them, and use them to solve simple tasks. The Ethics and Privacy module covers ethical considerations in digital marketing, including data privacy regulations, consumer rights, and responsible marketing practices. This component ensures students understand both legal requirements and ethical principles in digital marketing. The AI in Marketing module offers an overview of AI applications in modern business, though not necessarily marketing-specific. Students learn basic concepts in AI and machine learning, evaluate key developments and application areas, implement simple AI applications in Python, and interpret results in business contexts. Content includes methods of machine learning, supervised and unsupervised learning with Python, neural networks and deep learning, cluster analysis and dimension reduction, natural language processing, and business-specific applications.

The report recommends that in the maximal version all 7 courses/modules are offered, whereas in the minimal version only the Digital Marketing Strategy course is offered.

MASTER’S LEVEL CURRICULUM – Generalist Translator role

The Generalist Translator role requires professionals who can bridge technical implementation and strategic planning. The role demands a unique combination of technical literacy and strategic understanding. These professionals must bridge the gap between technical teams and business leadership, requiring strong analytical capabilities alongside communication skills. Phase 2 identified critical needs for professionals who can translate complex technical concepts into business value propositions.

To address these needs, the Master’s curriculum is more sophisticated, combining advanced technical skills with strategic understanding. More specifically, the report identifies three general breadth courses. The Digital Marketing Strategy core course introduces Master’s level students to marketing management concepts through the lens of AI, data management, and omnichannel platform management. Students learn about automated data gathering for consumer insights, enhancing customer satisfaction and value, and improving managerial decision-making. Includes introductory AI training for segmentation and targeting, plus familiarization with virtual/augmented reality, IoT, and robotics. The Marketing Analytics course covers statistics, optimization, and simulation tools for competitive advantage. Content includes probability, sampling, estimation, hypothesis testing, linear regression, goodness-of-fit tests, linear and nonlinear optimization models, and decision-making under uncertainty. Applications focus on marketing objectives like client prospecting, response propensity analysis, product affinity analysis, customer lifetime value modeling, and advertising effectiveness. The Marketing Research course introduces statistical and methodological tools for acquiring customer insights. Integrates traditional research methods with digital (real-time) data acquisition through online search, social media, and purchase history. Students learn problem definition, research design, study execution, and analysis presentation. Key methods include data-driven marketing tools, regression, cluster analysis, and conjoint analysis.

The report also identifies four content-specific courses. The Omnichannel course is a dedicated course that addresses the integration of various customer touchpoints in omnichannel marketing. Topics include customer journey mapping, channel integration strategies, and performance measurement across channels. Students work with real-world cases and projects to develop practical skills. The Social Media Marketing Analytics course examines social media’s role in customer insights, sentiment observation, and crisis response. Covers data mining methods for websites, search results, natural language processing, text mining, speech analytics, and sentiment analysis, emphasizing rapid decision-making. The Predictive Analytics course is an advanced course building on marketing analytics foundations, focusing on forecasting customer behavior for business optimization. Covers database structure, information retrieval, and modeling tools including decision trees, neural networks, market basket analysis, time series, and discriminant analysis. The Law, Policy, and Ethics course provides an understanding of digital marketing laws, regulations, and ethical frameworks. Covers ethics, fairness, privacy, free speech, intellectual property, truth in advertising, data security, targeting, and customer relationship management. Includes focus on online advertising, email, mobile, search, social media, and user-generated content.

The report recommends that in the maximal version all the above courses are offered, whereas in the minimal version only the 3 general breadth courses are offered.

MBA CURRICULUM – Digital Strategist role

The Digital Strategist role represents senior-level positions requiring extensive experience and advanced education. Digital Strategists need comprehensive understanding of how technology transforms business models and customer relationships. Phase 2 emphasized the need for leaders who can drive digital transformation while maintaining focus on fundamental business objectives. These roles require sophisticated understanding of both technology capabilities and strategic implications. The curriculum should emphasize strategic leadership while maintaining technical literacy. More specifically, for the MBA curriculum, the task force identifies one general breadth course, four content-specific courses, and four content-specific modules, as follows:

The general breadth course, Marketing Strategy and AI, provides comprehensive coverage of how artificial intelligence is transforming marketing strategy. Students learn to evaluate AI implementations, understand their strategic implications, and make high-level decisions about technology adoption.

The report also identifies three content-specific courses. The Customer Analytics and AI course focuses on strategic applications of data and AI for customer insight. Students learn to interpret complex analyses, make data-driven decisions, and guide technical teams in implementing analytics solutions. The Omnichannel course examines management of brands across various channel models, from traditional stores to digital platforms. Focuses on structuring and managing partner networks into cohesive brand-enhancing ecosystems. The Digital Advertising course addresses advertising strategy and execution in the digital context, emphasizing creative brief development and management of creative partnerships. Covers advertising strategy, goal setting, target selection, and tactical execution planning. The Social Media Analytics course prepares leaders for effective marketing in digital landscapes, focusing on strategic decision-making in rapidly evolving environments. Covers digital marketing landscape assessment, strategic planning, and measurement techniques.

The report also identifies four content-specific modules. The Coding Bootcamp provides remedial training in open source programming languages, using intense, brief training format before main coursework begins. The Advanced Programming module offers theoretical overview of software design from computer science perspective, focusing on programming paradigms and architectural approaches. Enhances ability to manage data science teams. The Data Privacy module examines evolving data privacy landscape and regulatory environment. Covers identity change agents, cookie tracking, mobile monitoring, data breaches, and emerging opportunities like blockchain and NFTs. The Ethics and AI module explores ethical and societal implications of AI in business, addressing trust issues, ethical risk management, automation impacts, privacy concerns, bias management, and human-machine partnerships.

For the maximal version of an MBA program, the report recommends all the above courses/modules, whereas in the minimal version, the report recommends the general breadth course (Marketing Strategy and AI), two content specific courses (Customer Analytics and AI, Digital Advertising) and one content specific module (Data Privacy).

Implementation Considerations

The report provides detailed guidance for implementing these curricula across different institutional contexts. Specifically, the report identifies the following areas for consideration: 1) Resource Management: Institutions are advised to begin with essential components identified in the minimal versions and expand as resources become available. This includes strategic planning for faculty development, technology infrastructure, and industry partnerships; 2) Flexibility: it is important to maintain some degrees of flexibility in order to adapt to rapid technological changes; 3) Faculty Development: Comprehensive faculty development programs are recommended to support the technical requirements of the new curricula. This includes training in digital tools, analytics platforms, and emerging technologies; 4) Industry Integration: Strong partnerships with industry are emphasized to ensure curriculum relevance and provide practical experience opportunities for students. This includes guest speakers, internships, and collaborative projects. Regular industry consultation helps maintain curriculum currency; 5) Ethics: Integrate ethical considerations throughout the curriculum rather than treating them as separate components.

Future Considerations and Challenges

The report addresses the following key challenges and considerations for the future of marketing education: 1) Technological Evolution: Curricula must remain flexible to accommodate rapid technological change while maintaining focus on fundamental marketing principles. Regular review and updating of technical content are essential, 2) Balance of Skills: Programs must maintain an appropriate balance between technical proficiency and strategic thinking capabilities. The report warns against over-emphasis on technical skills at the expense of creative and strategic thinking, 3) Competitive Advantage: Schools should realize that while AI is currently crucial for routine business processes, future competitive advantage may come from ability to think beyond algorithmic recommendations, 4) Resource Allocation: Institutions must carefully manage resources to support these enhanced curricula, including investments in technology, faculty development, and industry partnerships. Regular assessment of curriculum effectiveness helps optimize resource allocation.

Conclusion

The report presents a comprehensive framework for modernizing marketing education across three distinct levels: Undergraduate, Master’s, MBA. It provides practical guidance for implementation while maintaining flexibility for institutional differences. The recommendations emphasize balancing technical skills with strategic thinking while maintaining focus on ethical considerations.

This approach ensures marketing education remains relevant and effective in preparing students for the evolving digital marketing landscape. The framework recognizes that success in modern marketing requires both technical proficiency and strategic insight. As artificial intelligence and automation become more prevalent in marketing operations, the ability to think creatively and strategically becomes increasingly valuable.

The curriculum recommendations provide a flexible framework that institutions can adapt to their specific contexts while ensuring graduates develop the essential skills identified in Phase 2. The integration of Phase 1’s foundational principles ensures that despite the emphasis on digital capabilities, the fundamental focus on value creation and customer centricity remains strong. The success of this curriculum transformation will depend on institutional commitment, faculty development, and ongoing industry engagement. Regular review and updating of content will be essential to maintain relevance in a rapidly evolving digital landscape. However, the fundamental principles of marketing strategy and value creation will continue to provide a stable foundation for these evolving technical capabilities.

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