The way we prepare young people for the world of work is changing. And as the UK looks at how technical education can better equip the next generation with the skills employers actually need, we believe marketing deserves a much bigger place in the conversation.
Marketing isn’t simply a career for people working in agencies or creative industries. It’s a fundamental business skill that can help organisations understand their audiences, communicate their value, build stronger brands and, ultimately, grow.
That’s why Claire MacDonald, Director of Teaching and Learning at The Marketing and Leadership Academy (TMLA), believes marketing education has the potential to support productivity across almost every sector of the UK economy.
Plans to strengthen technical education and give young people greater access to employment-linked learning represent an important opportunity to close the gap between education and the skills businesses need.
Much of the conversation around the UK skills gap understandably focuses on sectors such as construction, engineering, manufacturing and technology.
But there’s another skillset that cuts across all of them: marketing.
From a small hospitality business trying to attract new customers to a manufacturer entering new markets, organisations need people who understand audiences, brands, customer behaviour, digital channels and effective campaign planning.
Yet marketing can still be overlooked as a core business capability.
Claire explains:
At TMLA, we see the impact of developing these skills first-hand.
Over the past 12 months, we’ve delivered three sell-out digital marketing bootcamps to in-house marketers working across a huge variety of industries, including hospitality and manufacturing.
Covering practical areas such as branding, audience insight and campaign planning, these programmes are designed to help marketers take what they learn and put it into practice in their roles.
And that practical application matters.
The marketing landscape moves quickly. New technology, changing consumer behaviours, evolving platforms and the growth of AI mean the skills marketers need are constantly developing.
For businesses, that makes investing in marketing knowledge more than a training exercise. It’s an opportunity to build stronger in-house capabilities, make better decisions and create measurable impact.
For individuals, it’s a chance to build confidence, develop transferable skills and open the door to a career that can take them into virtually any industry.
There’s also an opportunity to think bigger.
What could happen if more young people were introduced to marketing as part of their education?
Marketing brings together creativity, commercial thinking, communication, data, psychology, technology and problem-solving. It gives learners the opportunity to understand not only how businesses operate, but how ideas connect with people and create change.
Claire says:
Giving young people greater exposure to marketing could help them discover career opportunities they may never previously have considered. At the same time, it could create a stronger pipeline of commercially aware, digitally capable talent for employers.
Education and industry have an important role to play together.
TMLA is a CIM-accredited study centre, working in partnership with award-winning marketing agency MacMartin. That connection between education and day-to-day agency experience helps us ensure learning isn’t confined to theory.
Because knowing marketing theory is valuable. Knowing how to apply it to a real audience, campaign or business challenge is where change starts to happen.
Our programmes support marketers at different stages of their careers, from practical bootcamps and our eight-week Marketing Accelerator through to CIM qualifications including the Level 6 Diploma.
Whether someone is discovering marketing for the first time or developing the strategic skills to take their next career step, the goal remains the same: build knowledge, confidence and practical capability that creates an impact beyond the classroom.
Marketing has the power to help organisations grow, innovate and connect with the people they serve. Giving more people the skills to use that power effectively could benefit businesses of every size and in every sector.
And that makes marketing an important part of any conversation about the skills we’ll need for the future.
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“As someone in the early stages of their marketing career, I really wanted to broaden my knowledge beyond the scope of my current role. I knew that having a solid, well-rounded understanding of marketing would help me grow and become more confident in my abilities – and that’s exactly what led me to TMLA and the CIM Level 4 course.
The course has given me a much deeper understanding of the wider marketing landscape. It’s really helped me see how all the different pieces fit together, which in turn has made me feel more confident and capable in my day-to-day work. What I love is how practical the course is – you can take what you’ve learnt and apply it straight away. I’ve already made changes to our business newsletter after a really insightful session on adding value for your audience (shoutout to Jessica for that one!). It’s made me think differently about how and why we communicate with our audience, not just what we’re saying.
The support from the tutors was brilliant – they’re always approachable and happy to answer questions, even outside the weekly sessions. And the wider TMLA team was just as great. Communication has been spot on and I’ve always felt well-supported throughout.
Another big plus for me has been how flexible the course is. The sessions are held online in the evenings, which makes it easy to fit around work and other commitments. On top of that, the exams can be taken at any point within the exam window, which has been really helpful – I’ve been able to sit my exams at a time that genuinely works for me.
Overall, I’d absolutely recommend this course to anyone looking to deepen their marketing knowledge. The content is engaging, the support is fantastic, and you walk away with skills and insights that you can use straight away. I feel so much more confident in what I am doing and how my career could progress.”
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