Doing UG from open universities? Here’s how a course on digital marketing can skill you

Traditional higher education often becomes exclusionary by design. It erects barriers like entrance tests, academic records scrutiny, interviews and geographical displacement, making it inaccessible for many. Open universities step in as the solution to this problem. 

There are over 15 open universities in India including Indira Gandhi National Open University (IGNOU), Dr BR Ambedkar Open University (BRAOU), Tamil Nadu Open University, Delhi University School of Open Learning and Jamia Millia Islamia’s Centre for Distance and Open Learning.

According to a Commonwealth Educational Media Centre for Asia (CEMCA) report, in our country alone, there are 17 open universities and 220 dual-mode institutions, each serving as a beacon of accessibility and flexibility in higher education. 

Thanks to technological advancements and innovative learning platforms, students can now pursue undergraduate studies from virtually anywhere in the world. 

Open universities epitomise the democratisation of education, providing learners with access to quality education tailored to their individual needs. This inclusivity opens doors for students whom traditional educational institutions might have otherwise left behind. Their dynamic design has increased their relevance and adoption in the current times, specifically after COVID-19. As per the EPW research foundation, enrolment in open universities has increased from 31.5 lakh in 2012 to 45.7 lakh in 2022, which showcases its growing popularity amongst the Indian youth.

But open universities are just one piece of the puzzle. Skilling courses, particularly in fields like digital marketing, are becoming increasingly vital in today’s job market. These courses offer practical, hands-on learning experiences that equip individuals with the expertise needed to thrive in their chosen fields. 

Digital marketing, in particular, has emerged as a strategic asset for businesses across industries, driving demand for skilled professionals adept at navigating the digital space. This is not to undervalue the role of full-time professional courses like BCom or MBA, but rather providing complementing tools to these courses. Let us take a peek into some key roles that students can explore in digital marketing:

Digital marketing specialist or consultant

These professionals are responsible for creating and implementing digital marketing strategies to enhance brand visibility, drive website traffic, and generate leads. Roles may include SEO specialists, social media managers, email marketers, and digital advertising specialists. Once established as a digital marketer, you can become a consultant and guide businesses to achieve their objectives.

Content creator

Crucial in building brand identity, establishing thought leadership, and engaging target audiences, content creation is at the heart of digital marketing. Students with strong writing, design or multimedia skills can pursue careers as content creators, crafting engaging and compelling content for websites, blogs, social media platforms, and email campaigns.

Marketing analyst

Students with strong analytical skills and a deep understanding of digital marketing metrics can pursue careers as marketing analysts, providing valuable insights to optimise marketing campaigns, measure ROI, and identify emerging trends.

Influencer or affiliate marketer

With the rise of social media and influencer marketing, students with a strong online presence and the ability to create compelling content can collaborate with brands and explore careers as influencers or affiliate marketers. 

The above list is only an introduction to the broad spectrum of promising career avenues that courses like digital marketing open up for an individual. For someone who has just completed their school education, open universities offer a plethora of courses to choose from, and supplementing these with specialised professional courses can effectively prepare them for the job market. 

Things to consider before enrolling 

– Before enrolling in any course, it is essential to take a practical approach. Take the time to thoroughly review the course content, ensuring it aligns with your interests and serves the purpose you intend to pursue for. 

– Whether your interests lie in crafting innovative digital marketing strategies, creating captivating content, venturing into entrepreneurship, or delving into insightful data analysis, there exists a pathway for you to flourish. 

– Just remember – everything depends on your motivation, goals, and dedication.

(Gargi Rawat is an assistant professor at IIM Kashipur and Aditya Kulashri is a PhD Scholar from IIM Calcutta)