A New Hope

A new term is about to start here at The University of Fun, and I notice that recruitment onto the BA in Digital Marketing Communications programme currently sits at 4 students. On top of that, I also notice that a number of students are opting to transfer in the second year of their degree programme from the Digital Marketing degree to a more traditional marketing and advertising programme that I also teach on.

Why might this be? Why aren’t people flocking to do the Digital programme (unlike the Masters programme of the same name which is pretty much “full”)? It’s difficult to understand why, when there are clear signs of a continued business leaning towards digital away from traditional. In these enlightened and recessional times, we keep seeing a path away from unmeasurable offline mechanisms towards more quantifiable digital communication levers.

Standing on my soapbox – I blame the teachers and careers officers in schools who have to kept up with the state of the industry. I blame the candidates for not researching the industry themselves and thinking that it’ll just be one long carry on into media. I blame the industry for not marketing itself to potential new recruits.

And I blame myself for not getting to enough careers fairs, schools and open days. But there are only 24 hours in a day.

You folks out there are going to have to help me out here and start pushing this industry not just to your potential customers but to your future workforce, because at the moment they don’t seem like they’re convinced.


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