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
Recommended Citation
Raghuraman, Anita, "Entry-Level Employees’ Views of the Skills Gap in Digital Marketing" (2017). Thesis. Rochester Institute of Technology. Accessed from
http://scholarworks.rit.edu/theses/9451
Campus
RIT – Main Campus
