Abstract

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.

Publication Date

5-19-2017

Document Type

Thesis

Student Type

Graduate

Degree Name

Communication and Media Technologies (MS)

Department, Program, or Center

School of Communication (CLA)

Advisor

Andrea Hickerson

Advisor/Committee Member

Kelly Norris Martin

Advisor/Committee Member

Benjamin M. Zwickl

Campus

RIT – Main Campus

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