Identifying Industry-Relevant Digital Marketing Competencies Using Text Mining of Job Postings

One of the ways synergies between higher education and industry can exist is through embedded partnerships, which requires higher educational programs to prepare learners with appropriate industry-relevant competencies and skills. This research focuses on identifying such competencies using text mining of job postings. A sample of 77 job postings from Washington State were analyzed using text mining, revealing critical competencies, skills, tools, and techniques in the digital marketing field, which has implications for maintaining relevancy and currency of digital marketing programs. In addition, an emergent synergistic framework is proposed to translate job attributes to higher education program characteristics.