Equipping Graduates for the Digital Age: Evaluating Social Media Marketing Education in the Australian Context

Abstract

This exploratory study aims to assess the perceived industry readiness of graduates with a diploma in social media marketing in Australia, with a focus on identifying factors that may contribute to the success or failure of some graduates, despite all having the same academic qualifications. The study employs a mixed-method approach for data collection, and findings indicate that although the curriculum helps students acquire essential skills, graduates will benefit from hands-on, practical experiences and course updates. It also affirms a strong link between students’ self-assessed skills and their perceived career prospects, offering timely insights into curriculum design and the effectiveness of vocational training in an evolving digital marketing landscape.