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19Rochester Institute of TechnologyAbout ILI TLS Services RIT Online Services ILI Website8 of 3218 of 328 of 32onal and Demand for Marketing and Digital Marketing Jobs are Projected to Expand inmployer the Next Eight YearsDemand An analysis of job postings records that traditional marketing job postings includerequirements for digital marketing skills, which is consistent with contact observations thattraditional marketers require higher data proficiency. However, students with digitalmarketing skills may find specialized digital marketing jobs such as a digital marketingmanager, specialist, and strategist or a digital advertising account executive, digital mediaplanner, or social media specialist.1 Traditional marketing and advertising jobs expect a 14percent growth rate in the next eight years, (same as average).2 However, analytics marketingjobs such as market research analysts expect a 41 percent growth rate in the next eight years,which is much faster than average.3 (Chart 10 in Appendix II lists further occupations fordigital marketing jobs).Changes in Jobs Postings Requiring Digital Marketing SkillsBetweenJanuaryRequiring2010 and December2012Changes in JobsPostingsDigital MarketingSkillsBetween January 2010 and December 54,9894,6434,6431,9621,0091/2010 6/20101/2010 -7/2010 12/20107/2010 -1/2011 6/20117/2011 12/20111/2011 -7/2011 -1/2012 6/20121/2012 -7/2012 12/20127/2012 -Program administratorsface continuouschanges in theirprogram industriesupdate6/201012/20106/201112/20116/2012 and 12/2012curricula annually to ensure graduates possess skills that meet employer demand andindustry practices.Program administrators face continuous changes in their program industries and updatecurricula annually to ensure graduates possess skills that meet employer demand andMethods to Align Program Curricula with Employer Demand and Industry Practicesindustry practices.The curriculum at University of Pittsburg includes client projectsFormtopartnershipswithCurriculanearby companies.Students formrelationshipswith potentialMethodsAlign Programwith EmployerDemandand IndustryPracticeswith industryprofessionalsemployers, employers identify top talent through review of theThecurriculumat Universityof Pittsburgincludesclientprojects,and programadministratorsidentifyskills setsthatprojectsForm partnerships withnearby desirecompanies.Studentsformrelationshipswith potentialemployersthroughemployerfeedbackon projects.with industryemployers, employers identify top talent through review of theProgram administrators at University of Pittsburg ask employers inAsk employers to projects, and program administrators identify skills sets thatprofessionalsNumber of Postings for Digital Marketing Jobs by OccupationBetween February 2012 and February 2013review syllabithe surrounding area to modify syllabi to reflect current skillemployersdesireemployer feedback on projects.requirementsfor throughjob openings.Program administrators at University of Pittsburg ask employers inMarketing ManagersMarket Research AnalystsPublic Relations SpecialistsGeneral And Operations ManagersWeb DevelopersSearch Marketing StrategistsIndustrial Production Managers3922652042031,2351,024The program director at University of Minnesota requestsAsk employers totheprofessionalssurroundingareato modifyto reflectDesigncurrentskill tofromtheirpartner,syllabithe SustainableInstitute,reviewsyllabiForm anadvisory3,262boardForm an advisoryboardAnalyze jobpostings30 of 32n 10,180 job postings with 370 unspecifiedChart 9: Number of Postings for Digital Marketing Jobs by Desired SkillBetween February 2012 and February 2013Top industries that desire digital marketing skills include advertising, retail, pharmaceutical,financial, and broadcasting. Advertising agencies and retail companies such as Dick’s SportingSocial Media5,551Goods and American Eagle employ digital marketing students from University of Pittsburg.Marketing2,625UrbanOutfittersposted 14 jobs for directors of marketing and 11 jobs for marketing ies seek a high numberof digital markets: Amazon.com posted 26 jobs forAnalytics1,740marketingseven jobs for user experiencedesigners, and five jobs for heads of socialMarket advertising.Marketing Management1,578Bayer Corporation,seeks digital marketing skills in job postingsContentManagement a pharmaceutical company,1,472 2012 The Advisory Board Companyfor nagers. JP Morgan Chase,aEmail Marketing1,354 2012 The Advisory Board Companyrequirementsjob openings.serve on theirforadvisoryboard. Contacts observe advisory boardsconsist of industry leaders and faculty, but often remain inactiveThe program director at University of Minnesota requestsunless program directors actively solicit input and participation.professionals from their partner, the Sustainable Design Institute, toProgramadministratorsat DuquesneUniversityanalyzed postingsserveon theiradvisory board.Contactsobserve advisoryboardsfor jobsdesigndevelopmentskillsin careersearchconsistofrequiringindustry webleadersandandfaculty,but .com,andwebsitesofprogramunless program directors actively solicit input and participation.area organizations, such as interactive design. Burning GlassTM, analyzedProgramadministratorsat inDuquesneUniversityanalyzedpostingsthis report,compiles similarinformationLabor/Insightjob postingwebwebsites.foracrossjobs requiringdesign and development skills in career searchAnalyze jobtools such as Monster, higheredjobs.com, and websites of programProject management programs partner with the Project ManagementpostingsJoinprofessional area organizations, such as interactive design. Burning GlassInstitute (PMI), which researches industry trends, projections forTM, analyzed in this report, compiles similar informationmembershipsLabor/Insightproject managementjobs, and desired skill sets.across job posting websites.Connect withJoin professionalalumnimembershipsSurvey withstudentsConnectalumniSurvey studentsThe director of the project management program at UT-Dallas ttwo on-campuseventsper year partnerfor alumnito thereturnto rojectionsexperiences,andsuggestareas forindustrymodificationto theprogram forcurriculum.projectmanagement jobs, and desired skill sets.Theproject ofmanagementdirectorat WesternCarolina hostsThedirectorthe projectprogrammanagementprogramat UT-DallasUniversitysurveysstudentson usefulnesstwoon-campuseventsper yearfor alumnioftocurriculareturn toandcampus, nces, and suggest areas for modification to the programcurriculum.The project management program director at Western CarolinaEducationAdvisoryandBoardUniversity surveys students on usefulnessof curricula2445 M Street NW Washington, DC 20037effectiveness of instructorsand pedagogy.Telephone: 202-266-6400 Facsimile: 202-266-5700 www.educationadvisoryboard.comEducation Advisory Board2445 M Street NW Washington, DC 20037Telephone: 202-266-6400 Facsimile: 202-266-5700 www.educationadvisoryboard.com

20Rochester Institute of TechnologyAbout ILI TLS Services RIT Online Services ILI WebsiteNew Online Course/Program Proposal SupportOnceanCredentialonline opportunityRITOnlineReview is identified through demand research, KeyDraftit is then aligned with college programs (draft of process below).ProcessCollege Identified Opportunityor Other (EMCS, RIT Online.)NoNewCredentialOpportunityNoComment1. Identify MarketDemandReview DemandReport with Provost2. Identify RITCampus ProgramsProvostApproved?Yes3. DiscussCredential w/ DeanDeanApproved?DocumeDemand ReportList of PotentialCredential ProgramsCredential Agreement(Provost, Dean, Dept.)Yes4. Action PlanDevelopment5. Write and SignDocumentation6. ProgramPlanning/ReviewNYSEDApproval ProcessRIT Process within AcademicAffairsProgram Action PlanCredentialApproved

21Rochester Institute of TechnologyAbout ILI TLS Services RIT Online Services ILI WebsiteDesign & Marketing SupportRIT Online is the outward facing unit that will be responsible forthe marketing of the online courses and programs at RIT.RIT Online marketing tools and services to promote onlinecourses and programs include:RIT Online Website, Virtual Campus, PR Campaign Strategy,Social Media Marketing, “Try Before You Buy” Course Modules,Brand Messaging, Design of Digital Promotional MaterialsRIT Online will work cooperatively with the Office of Part-time &Graduate Enrollment Services to ensure an integrated approach.

Rochester Institute of Technology22About ILI TLS Services RIT Online Services ILI Website

Rochester Institute of Technology23About ILI TLS Services RIT Online Services ILI Website

24Rochester Institute of TechnologyAbout ILI TLS Services RIT Online Services ILI WebsiteKEVIN SURACE“If you don’t disrupt yourown business today, you’llprobably be out of businesstomorrow.”Change Agent Snapshot: Kevin Surace“I believe at the heart of our economic future lies creativity and disruptive innovation. So inspiring,encouraging, and rewarding creativity is a huge part of being a change agent in the world today.”Career highlights: Surace, who has been awarded 23 U.S. patents, was named Inc. magazine’s Entrepreneur ofthe Year in 2009. The following year, CNBC named him one of 15 Leading Innovators for the Next Decade, andthe World Economic Forum named him a Tech Pioneer.Current position: CEO of Appvance (www.appvance.com), a provider of web app validation software andservices. Appvance’s technology drives scalability and performance in business and consumer websites andapps.Career path: Surace served as chairman, CEO and president of Serious Energy (formerly

An analysis of job postings records that traditional marketing job postings include requirements for digital marketing skills, which is consistent with contact observations that traditional marketers requir