This study examines which competencies are most necessary for entry-level employees in digital marketing from the perspective of employees with 0-3 years of experience. Qualitative methods were used to conduct in-depth interviews with 12 recent graduates with 0 to 3 years of industry experience in digital marketing. Transcriptions of audio recordings were organized into individual data units. These were thematically analyzed with a grounded theory framework resulting in six main themes about the most valued competencies, as well as six subthemes. Findings suggest that in the field of digital marketing, verbal and non-verbal communication skills such as interpersonal communication, public speaking, and writing are often more valuable for new graduates than even technical or data analytical skills.
Communication and Media Technologies (MS)
Department, Program, or Center
School of Communication (CLA)
Kelly Norris Martin
Benjamin M. Zwickl
Raghuraman, Anita, "Entry-Level Employees’ Views of the Skills Gap in Digital Marketing" (2017). Thesis. Rochester Institute of Technology. Accessed from
RIT – Main Campus