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A Teachers’ Overview of Digital Marketing Education in China
Guangzhi Chu & Chenyu Li
Advertising School, Communication University of China
Introduction
China has the largest digital media users in the world. It means great
potential for marketers as well as for marketing and communication
education. Until the end of 2011, there are 355 universities and
institutes enrolling undergraduate students majoring in advertising in
Mainland China.
Based on a national survey among advertising teachers in China, this
research aims to explore how advertising education come up with the
development of digital marketing.
Methods
Results
The survey targets members of China Advertising Education Society,
the biggest advertising education organization in China. Two
respondents were selected from each of those universities or
institutes. The questionnaire was designed by the authors.
This survey was conducted in May, 2012. In total, 314 questionnaires
were sent by email, and 146 completed questionnaires were
returned. After filtering out incomplete questionnaires, 131 valid
questionnaires were used in the analysis, covering 95 universities
and institutes in China.
WHAT DID WE FIND FROM THE RESEARCH INTERESTINGLY?
Figure2: Digital Media Mentioned in Digital
Marketing Courses in China
Among all advertising majors participating in this survey, 63 (48.1%)
have offered digital marketing courses, and 24 (35.3%) will develop
these courses in next school year.(see figure1). Internet advertising,
new media advertising and introduction of new media are the top three
digital marketing courses that participating universities and institutes
are offering to students. 95% of digital marketing teachers came from
their major or department.
Figure1: Digital Marketing Courses Offered in
Chinese Universities
Respondents from 63 universities and institutes that offer digital
marketing courses thought, to their knowledge, students held relative
high evaluation to digital marketing courses since the total percentage
of “very good” and “good” is 74.6%.
More interaction with practicer
in business
87.3%
Improving curriculum system
68.3%
Adjusting training objectives
42.9%
Updating teaching equipments
36.5%
Changing assessment methods
“Lack of professional practice”, “slow knowledge updating” and “pay
less attention to digital marketing” is the top three restrict factors.
28.6%
Others
9.5%
0.0%
Micro-blogs
84.1%
SNS websites
82.5%
Mobile media
76.2%
E-commerce websites
Types of digital media mentioned in courses
Micro blogs, social network sites, mobile phone, E-commerce website,
and search engine are the top five disciplines that digital marketing
courses pay attention at. Comparing to it, they paid less attention to
LBS, LED, and mobile TV in public transportations. (see figure 2)
Teaching in class (100.0%), discussion in class (76.2%), and homework
(52.4%) are the top three methods that teachers most often used.
Besides, they also invite guest lecturers from marketing and
communication firms, and encourage students to join digital marketing
competitions. Teachers are more likely interact with students at QQ (the
biggest IM platform in China) and Micro blogs after class.
Figure4: Improvements Needed in Digital
Marketing Education in China
73.0%
Search engine
The top two reasons that some universities and institutes did not
develop digital marketing courses are “Some courses have already
included digital marketing part”, “Lack digital marketing teachers”
(N=68). It means they realized the importance of digital marketing
education, and are promoting it. In these universities and institutes,
digital marketing is often taught in advertising media, advertising
creativity (planning), and marketing class.
69.8%
Video websites
New media marketing, social media marketing, mobile marketing, micro
blogs marketing, brand marketing (management), and IMC were seen
the most important courses that should be introduced (N=68).
68.3%
Forums and communities
63.5%
Official Websites
Figure3: Barriers from Teachers in Digital
Marketing Education in China
61.9%
IM tools
55.6%
52.4%
Blogs
Digital televisions
Lack of professional practice
41.3%
LED
80.0%
100.0%
Conclusions
(1) Digital marketing education still in its early stage in China. However,
it has great potential in China.
(2) It seems lacking of teachers specialized in digital marketing is the
biggest challenge that China’s digital marketing education is facing.
(4) It seems that renew the mind set of advertising education teachers
and managers are the key factors to promote digital marketing
education in China.
Less attention to situation of
digital marketing
46.0%
(5) Besides, the resources inside and outside universities or institutes
should be integrated.
33.3%
31.7%
30.2%
Car televisions
0.0%
60.0%
(3) It is notable that some problems exist for long time, before the rising
of digital media, such as lacking of interaction with marketing
practitioners.
47.6%
Outdated teaching methods
Others
40.0%
79.4%
Slow knowledge updating
36.5%
LBS service websites
20.0%
Less personal use of digital
media
7.9%
20.0%
40.0%
60.0%
80.0%
100.0%
Others
0.0%
28.6%
14.3%
20.0%
40.0%
60.0%
80.0%
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