I spend a lot of time monitoring the business education ecosystem for NBEA including the marketing education vertical.  Here are several key trends and issues that we have found teachers should be conveying to students in their marketing programs.

As educators, it is crucial to equip students with the knowledge and skills necessary to navigate the ever-evolving landscape of marketing. The field of marketing is continuously influenced by emerging trends and accompanied by a range of issues that shape the way businesses interact with consumers. By highlighting these trends and issues, teachers can empower students to understand and adapt to the dynamic nature of marketing. Here are some key trends and issues in marketing that teachers should convey to their students:

Digital Transformation:
The proliferation of digital technologies has revolutionized marketing strategies. It is imperative for students to comprehend the significance of digital transformation and its impact on consumer behavior, communication channels, and data-driven decision-making. Concepts such as search engine optimization, social media marketing, and e-commerce should be covered to familiarize students with the digital landscape and its opportunities.
Research Citation: According to a study by Statista, global digital ad spending is projected to reach $389 billion in 2021, highlighting the growing importance of digital marketing in the industry (Statista, 2021).

Personalization and Customer Experience:
Today's consumers seek personalized experiences, and businesses are responding by tailoring their marketing efforts accordingly. Students should understand the importance of crafting customized messages and experiences that resonate with individual customers. Emphasize the significance of customer journey mapping, user experience design, and the use of data analytics to better understand customer preferences and deliver exceptional experiences.
Research Citation: A study by McKinsey & Company found that personalization can lead to a 10-30% increase in revenue for businesses by creating more meaningful customer experiences (McKinsey & Company, 2017).

Ethical Marketing:
In an era of heightened social consciousness, ethical marketing has gained prominence. Students should learn about responsible advertising practices, transparency in data collection and usage, and the importance of promoting diversity and inclusion. Encourage critical thinking around ethical dilemmas in marketing, such as greenwashing and deceptive advertising, to help students develop a strong ethical compass.
Research Citation: A survey conducted by Edelman found that 64% of consumers around the world buy from or boycott brands based on their beliefs and values, emphasizing the significance of ethical marketing (Edelman, 2018). NBEA friend organization MBA Research has a curriculum on ethics that could be integrated into other courses. You can find out more about that program here.

Influencer Marketing:
The rise of social media influencers has transformed the marketing landscape. Students need to comprehend the concept of influencer marketing, including the benefits and challenges associated with it. Discuss the role of influencers as brand ambassadors, the importance of authenticity, and the potential risks of influencer collaborations. Additionally, explore the ethical considerations surrounding influencer marketing, such as disclosure and transparency.
Research Citation: According to a study by Mediakix, 80% of marketers find influencer marketing to be effective, indicating its growing importance in brand promotion (Mediakix, 2019).

Data Privacy and Security:
With increased data collection and utilization, concerns around data privacy and security have become paramount. Students should understand the importance of safeguarding consumer data and complying with regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). Educate them about ethical data handling practices, the significance of consent, and the potential consequences of data breaches.
Research Citation: A survey conducted by Pew Research Center revealed that 79% of Americans are concerned about the way their personal data is being used by companies (Pew Research Center, 2019).

Conclusion:
By conveying these trends and issues in marketing to students, teachers can prepare them to enter a rapidly evolving professional landscape. Equipped with a solid understanding of digital transformation, personalization, ethical marketing, influencer collaborations, and data privacy, students can navigate the dynamic world of marketing with confidence