Marketing skills they don't teach in school

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My education at the University of Oregon was absolutely invaluable to what I do today. I am one of the few, it seems, who actually majored in the very thing I do for a living. If you can believe it, I actually knew what I wanted to do in high school and therefore chose Oregon because of its advertising program. And, while I learned a lot about advertising (prof. Ann Maxwell, among others), marketing, psychology, consumer behavior (shout out to prof. Dalakas!), and grammar -- yes, I had a grammar class -- there are a few things that I've picked up since I graduated about 15 years ago. Hopefully the following discoveries can help you ace your next career test.

Marketing skills they don't teach in school

Budgets, numbers, and dashboards

For most marketers, as was the case with me, the last math class they take is in high school (I got a Bachelor of Arts). Or, if they do take math in college, it starts with panning the class directory to answer the question, "Which of these looks like the easiest class I can take and that still satisfies the minimum math requirements?"

Unfortunately for me, marketing is completely different today than it was 15 years ago. Math is more important than ever. Statistics and dashboards are the latest weapons in marketing. Business intelligence and advanced analytics are part of the language and, ultimately, performance is paramount. The common denominator between your budgets and results are dollars and cents. You aren't going to present your creative brief and story boards in the board meetings.

 

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