College is great for teaching marketing fundamentals, but it doesn't always help you learn real world skills. Here, we take a look at 12 different marketing skills that college students should learn before they start their first job.
9. Skill 1: Excel at Excel
When to use it:
Daily. Seriously, you can do amazing things with excel. From organizing
and tracking information to performing calculations, you can do nearly
everything. Become a master and your job prospects will go way up. Put
this high on your list; Excel is nearly universal.
How to learn it:
o Lynda.com – See if your school has a subscription.
o YouTube – Less structured, but still great info.
o Get your hands dirty!
10. Skill 2: Google Analytics
When to use it:
A lot of marketing today is done online, and a company’s website is at
the center of it all. Google Analytics is a free and powerful tool to see
who is on your website, where they came from, and what they’re doing
there.
How to learn it:
o Google Analytics Academy is a free course (Google it.)
o Bonus: Complete the course, take the test and get certified (cha-
ching!)
11. Skill 3: Basic Statistics
When to use it:
A basic understanding of statistics will help you make sense of the data
you collect. It’s important to separate trends from coincidences, and to
make more informed decisions.
How to learn it:
o Naked Statistics by Charles Wheelan: Highly accessible, not too dry.
o Take a class at your school.
o Vegas (I’m kidding…kind of.)
12. “
Get your certifications. I would say
getting Google Analytics certified
is huge no matter the digital field
you land in.
- Wesley G., Search Marketer
13. “
Become familiar with all of the free
tools out there in the digital space,
especially Google Analytics.
Understanding numbers is important
across the board.
- Sean F., Account Manager
16. Skill 4: Public Speaking
When to use it:
Whether you’re pitching a client, asking for a raise, or speaking in
front of a large group, you need to capture (and keep) your
audience’s attention.
How to learn it:
o Practice! Practice! Practice!
o Join your local Toastmasters chapter.
o Read aloud (Get used to hearing your voice!)
17. Skill 5: Email (Yes, Email)
When to use it:
The average business person sends and receives 131 emails each
day. You need to learn how to get your point across quickly and
cut the fluff. Less is more folks.
How to learn it:
o Be concise. State your intentions. Always include next steps.
o Read this article from the Muse.
o Pet peeve: Don’t ”Reply All” unless you need to.
18. Skill 6: Learn Communication Styles
When to use it:
Everyone has a different communication style. Learn the most popular
styles so you can be a better communicator. Understand your own
strengths and weaknesses to identify opportunities and landmines.
How to learn it:
o Take the DISC test, and read all the profiles.
o Take the Myers Briggs test, and read the profiles.
o Self-evaluate – be honest and write your strengths/weaknesses.
19. “
Learn to communicate by presenting
your ideas in a structured way, so
others will understand. This is
especially true with written
communications.
- Jennifer G., Red Bamboo Marketing
20. “
Most of my day is spent
communicating with clients through
email, phone and meetings. I never
learned this skill in school, and it was a
big adjustment for me when I started
work.
- Sean F., Agency Account Manager
23. Skill 7: Get Familiar with HTML
When to use it:
Writing a blog? Sending a marketing email? Tweaking a landing page? In
all of these situations, knowing some HTML basics will go a long way in
helping you troubleshoot problems and get things done.
How to learn it:
o Take a free course on CodeAcademy
o Start a free blog on WordPress.com
24. Skill 8: Design Fundamentals
When to use it:
Much of today’s marketing is visual. You’ll need attractive graphics for
social media posts, website pages, printed collateral and more. I’m not
saying to become Picasso – but you should understand the basics.
How to learn it:
o Visit Canva.com for beautiful pre-built design templates
o Learn the basics of typography
o Learn the basics of color
25. Skill 9: Dig Deeper into Search
When to use it:
Understanding how search engines work is essential when dealing with
online marketing. This includes learning how to get more out of search
engines, and how to get found on search engines.
How to learn it:
o Research like a pro with Google Search Operators
o Learn the basics of SEO with Google
o Learn even more with Moz
26. “
Learn PhotoShop and basic HTML.
Marketers are expected to know all of
these things right now, you can't just
be a great writer and have good ideas.
They want you to handle all of it.
- Christine R., Public Relations Specialist
27. “
Understanding how people search goes
beyond SEO. It teaches you to think the way
your customer’s think, to understand their
motivations and to speak their language. This
skill applies across the board.
- Stephen Murphy, Red Bamboo Marketing
30. Skill 10: Ask Questions
When to use it:
Asking questions is not a sign of weakness. It is an attribute of
innovators and leaders. If you don’t know the answer, ask someone
who does – or go find it on your own.
Tips for Success:
o Follow the “5 minute rule” – if you can’t figure it out on your own in
less than 5 minutes, ask someone!
o Keep a running list of questions so you can ask all at once.
31. Skill 11: Learn to Listen
When to use it:
“We have two ears and one mouth so that we can listen twice as
much as we speak.” - Epictetus
Tips for Success:
o Be an active listener.
o There’s a difference between what someone says, and what
they mean. Find out what they want.
o Follow Skill 10. Ask more questions.
32. Skill 12: Self Educate
When to use it:
Marketing is constantly changing. While fundamentals and strategy may
stay consistent, tactics of today are drastically different from even a few
years ago. You must always be learning.
Tips for Success:
o Read everyday. Blogs, books, magazines, social media, forums, etc.
o Run experiments. Try something for yourself, see if it works, then
replicate.
33. “
I can’t stress the importance of
listening enough. You need to listen
closely to understand the needs of
your boss, your company and your
customers.
- Jennifer G., Red Bamboo Marketing
34. “
Try to do your own projects to get
experience. Master your day-to-
day, and then focus on what you
can do outside of what is
"required" of you. Managers love
this go-getter attitude.
- Wesley G, Search Marketer