Shaping future marketers for digital and dynamic world
In an interview with The Tribune, Tushar Bhattra, Assistant Professor, PG Department of Commerce and Business Administration, at Khalsa College, Amritsar, shared his insights on how business education must evolve to equip students with essential marketing skills
Today’s market is more dynamic than ever before, which has tremendously changed the role of a marketing professional. Business students need to navigate an ever-evolving world driven by cultural shifts, technological advancements and growing social responsibility.
In modern times, marketing jobs require candidates to possess at least a basic skill set revolving around data analysis, synthesis and interpretation. It is practically impossible to succeed in marketing without knowing how to use social media, internet tools, or other research tools to gather information about consumers—information that is now more accessible than ever before.
Students today must be trained in effective approaches to data analysis, interpretation, and the development of marketing strategies based on those insights. Knowing how to use analytics platforms such as Google Analytics, Excel, Tableau, Power BI, and others is no longer optional—it is a necessity.
Students are best prepared for the workforce when educational institutions emphasise strong, data-supported decision-making through project-based learning, classroom instruction and internship opportunities. These skills not only enhance employability but also help businesses become more socially responsive and responsible.
Digital marketing
The modern marketer is expected to be skilled in using social media and online tools for advertising, customer engagement and relationship management. Content marketing, social media marketing, email marketing and search engine optimization (SEO) are essential skills for students entering the workforce. They must be able to create and implement marketing strategies using these tools and the classroom is the best place to start. Institutions must assign practical tasks that help students become valuable contributors to companies from day one. By equipping students with these essential skills, both businesses and society benefit directly.
Strategic thinking skills
In an era of unpredictable market changes, such as sudden shifts in consumer behaviour and heightened competition, marketers need to respond quickly and wisely. It is highly beneficial for students to develop strategic problem-solving abilities through simulation exercises, case study competitions and advanced problem analyses. These experiences enable graduates to thrive professionally while contributing to the resolution of societal challenges through responsible social marketing.
Marketing students should be trained to empathise with customer experiences, create innovative campaigns, and differentiate brands in a creative manner. Using design thinking techniques—such as identifying consumer pain points, crafting solutions and designing marketing prototypes—helps students align with consumer expectations in a meaningful way. By developing products and campaigns that genuinely serve community interests, marketers contribute not only to organisational success but also to the betterment of society.
Communication Skills
Marketing professionals must be able to express ideas clearly and work effectively with team members, stakeholders, and clients. There is a growing need to integrate teamwork through group assignments, enabling students to prepare presentations and engage in cross-disciplinary collaboration.
Mastering communication equips students to advocate for strategic and positive changes within organisations and the broader society. As marketing trends continue to shift, adaptability remains a key trait that students must develop to stay relevant throughout their careers. Students should be encouraged to participate in workshops, certification programs, internships, and industry seminars to further enhance their skills and employability. Professionals who engage in continuous learning are not only more innovative but also more capable of contributing to societal progress.
Ultimately, enhancing business education to meet the evolving demands of the marketing field is a complex but necessary challenge. Preparing students requires deep integration of analytical capabilities, digital skills, strategic thinking, behavioural flexibility, creativity, strong communication, and proactive career development.
Punjab
