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Oxford Saїd and General Assembly join forces to tackle the digital marketing skills gap

Oxford Saïd has announced that global training company General Assembly, a pioneer in education and career transformation, has joined the Oxford Future of Marketing Initiative; Saïd Business School’s academic-industry collaboration that aims to help understand and influence the future practice of marketing in a technologically complex world.

Recent figures from the Digital Capabilities Index (DCI) reveal that marketers within advertisers score an average of 57 out of 100 based on their organisations’ capabilities across a digital-marketing framework comprising nine categories of skills. As companies increasingly move to digital or omni-channel marketing, this disconnect between investment in channels and growth in capabilities, is particularly concerning. 

Oxford Saïd’s cutting-edge MBA curriculum in marketing equips students with a perspective that is technology focused, customer centric, value driven and rooted in real-world challenges. Now, General Assembly is supporting the curriculum in two key ways. By providing access to both DM1, its Digital Marketing assessment, students will have transparency into their own competencies in digital marketing. By providing access to GA's blended curriculum students will be able to complement the MBA teaching and learn a number of technical skills that are increasingly required by the marketing profession. 140 MBA students, representing almost half of this year’s class, are taking  GA’s curriculum in conjunction with the marketing electives on the Oxford programme.

‘This is an exciting step for Oxford, as one of the most storied educational institutions in the world, to help future business leaders adapt to the digital age and we are incredibly proud to be able to offer these students access to the same digital marketing assessments and online training program leveraged by 20% of Fortune 500 brands,’ said Jake Schwartz, co-founder and CEO of General Assembly. ‘In today’s skills-based economy, there is incredible value for professionals investing in both soft and hard, technical skills.’ 

Talking about the new partnership, L'Oréal Professor of Marketing and Associate Dean of Research Andrew Stephen, said:  ‘During a time where 77% of CEOs believe that exponential change in business will be fuelled by technology, our partnership with General Assembly has enabled us to help our students not only to develop the strategic thinking about the future of marketing, but to also build the skills needed for their future careers.

‘I’m delighted to welcome General Assembly to the Oxford Future of Marketing Initiative that we launched last November. Their involvement will play a key role in shaping the work Oxford Saïd and our other partners are doing at the intersection of the future of work and the future of marketing.’

The partnership with General Assembly is the latest move to help Oxford Saïd faculty and existing partners, which include Allianz, Kantar, L’Oréal, Nucleus Marketing Solutions, and Teradata, form a powerful community that seeks to influence the shape of marketing research and teaching, and impact marketing practice.



Andrew Stephen

Andrew Stephen View profile

Professor Andrew Stephen is the Associate Dean of Research and L’Oréal Professor of Marketing at the Saïd Business School at the University of Oxford. Andrew is one of the world’s leading academic marketing experts.