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.

Library of Congress Subject Headings

Internet marketing--Research; Internet marketing--Public opinion; Vocational qualifications; Internet marketing--Employees--Attitudes

Publication Date


Document Type


Student Type


Degree Name

Communication and Media Technologies (MS)

Department, Program, or Center

School of Communication (CLA)


Andrea Hickerson

Advisor/Committee Member

Kelly Norris Martin

Advisor/Committee Member

Benjamin M. Zwickl


Physical copy available from RIT's Wallace Library at HF5415.1265 .R34 2017


RIT – Main Campus

Plan Codes