Why isn’t marketing attracting more college grads? That’s the topic we explore this week, starting with the results of a study commissioned by Marketing Week earlier this year which  found that just 3% of undergraduates think marketing offers them the best career opportunities.

The publication held a seminar to try to explore ways to better engage Gen Z, and we have several thoughts on the matter too. Colleges need to have more focused marketing programs, and businesses need to show that a wide range of skills and talents can be put to best use with marketing programs. Certainly there are obstacles, such as CEOs who think they are good marketers when they aren’t, or conflicts between sales and marketing staffs. But with big data becoming an essential part of the marketing discipline, there’s more opportunity for marketing to impact a company’s future than we’ve seen since the dawn on TV advertising.