Pioneering Marketing Technology major to bridge critical skills gap

Pioneering Marketing Technology major to bridge critical skills gap

RMIT has announced the launch of a groundbreaking Marketing Technology major, the first of its kind in the Asia-Pacific region and only the third globally.

The innovative program addresses the urgent need for skilled professionals in the rapidly evolving landscape of marketing technology (MarTech).

As data proliferation, artificial intelligence, and shifting consumer expectations redefine the marketing sector, demand for expertise in cutting-edge MarTech solutions is soaring. 

The industry, valued at $700 billion, commands over a quarter of organisational operational budgets and offers more than 14,000 solutions, a doubling in size over the last five years. 

Despite this, only 28% of businesses currently boast adequate in-house MarTech capabilities, with 74% acknowledging a critical skills gap. 

Dean of Economics, Finance and Marketing at RMIT’s College of Business and Law, Heath McDonald said the new major aims to equip students with the essential technical skills demanded by today's market. 

“We know the industry is looking for people with a deep understanding of MarTech and how best to leverage it for their brands and customers,” McDonald said. 

“As a result, this new major is going to really boost our students’ employability, and the skills they learn will help them add value as soon as they enter the workforce.

McDonald said graduates would not only meet industry needs but also enjoy significant financial rewards, with industry data showing business graduates with MarTech expertise earn on average $30,000 more annually. 

14 March 2025

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Part of the University’s new Bachelor of Commerce, the program has been co-designed with industry leaders and officially partners with Accenture, ANZ, L’Oreal and Salesforce.

A key partnership within the Marketing Technology major is The MarTech Weekly, a global leader in providing insights, research and data to marketers, journalists, researchers and technology leaders. The partnership will give students access to industry relevant content, trends and case studies.

The MarTech Weekly CEO, Juan Mendoza said the company was thrilled to partner with RMIT University as they embark on creating new and exciting pathways for the MarTech industry. 

“For years our members and readership have been crying out for clearly defined ways to equip their own teams and future talent with a foundational set of skills that up until now have only been learned ‘on the job’," he said.

“RMIT's mission is aligned with ours to empower the Martech industry with the highest quality and most useful resources and we can't wait to get started!"

For more information, visit RMIT’s Bachelor of Commerce page.

 

Story: Brett Simon

14 March 2025

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