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Week 8 - MBA 6101 - CASA Marketing: The Changes from Year to Year Based on Top Skills

CASA is a marketing education platform that offers courses to help learners improve their skills in digital marketing. The courses are developed based on the top skills that get people hired, and the way that core skills relate. In this article, we look at the changes from year to year based on the content regarding CASA Marketing.

CASA's founder based the courses on this question: "What would be four courses that could have the most impact on helping learners find work or work better?" Digital marketing has been a top skill since 2013 and continues to be one of the top skills in demand. Every year, LinkedIn puts out a list of top skills in demand, and it is critical to consider the implications.




In 2021, LinkedIn's top skills in demand included digital marketing as a top-five "hard" skill. This makes sense in terms of where the pandemic has increased online business activity. Data, coding, and tech skills are also top skills. It is beneficial to have these skills even if you don't intend to become a data analyst or a software developer. LinkedIn also offers free courses.

Looking at past data, digital marketing has been a top skill that has gotten people hired since 2013. LinkedIn's data from 2014 confirms and broadens this approach. The top skills that got people hired in 2015, according to LinkedIn, centered around cloud and distributed computing, statistical analysis and data mining, and user interface design. In 2016, the top skills were cloud and distributed computing, statistical analysis and data mining, and web architecture and development frameworks. In 2017, the most promising jobs included marketing and sales roles, data and analytics roles, and software development and programming roles. In 2018, the most promising jobs and in-demand skills included cloud computing, artificial intelligence, and analytical reasoning. In 2019, the skills companies sought were creativity, persuasion, collaboration, adaptability, and emotional intelligence. In 2020, the most in-demand hard and soft skills included creativity, persuasion, and collaboration, as well as cloud computing and artificial intelligence.



Year to year, digital marketing continues to come out on top of all skills for getting people hired, even up against coding and software development. Based on industry analysis and experience, the suggested four course areas provided by CASA are social media marketing, search engine marketing, web analytics, and content.

Social media marketing is unquestionably a growth area, and the course teaches students how to create and monitor the performance of social media marketing campaigns. Search engine marketing is the area of online marketing that produces the most revenue, and the course introduces learners to search engine marketing and live campaigns. Web analytics is an increasingly significant area that businesses need to measure impact, and the course teaches students about Google Analytics and how to develop insights. Content has a significant impact on any ad campaign, including search marketing and Search Engine Optimization (SEO). The course instructs students on how to develop digital content and the fundamental concepts of SEO.



In conclusion, year to year, digital marketing continues to be a top skill in demand. Based on industry analysis and experience, social media marketing, search engine marketing, web analytics, and content are the four core areas that can have the most impact on helping learners find work or work better. As the job market continues to evolve, it is imperative to stay updated on the top skills in demand and to continue to learn relevant skills to remain competitive.

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