Interview

One of the biggest challenges faced by companies in achieving their Martech goals is, according to the respondents, lack of competence. So we asked Karina T. Liljedal, a docent at Stockholm School of Economics, regarding her general thoughts on this as an expert on the topic.

What type of competence is required by companies looking for employees in areas such as marketing, sales, and technology?

Some schools have traditionally been focusing on theoretical aspects, but it is crucial to shift the attention toward supporting talents and fostering an intrapreneurial and entrepreneurial mindset.

To meet the needs and interests of our students effectively, it is essential to understand their preferences and curiosities. Sustainability emerges as a prominent topic, surpassing the allure of technology. It is worth noting that students inclined towards technology often choose other educational institutions, indicating a lower demand for tech-related subjects at Stockholm School of Economics. Additionally, there is a discernible trend where women exhibit a greater interest in sustainability compared to men.

Talented students have a natural inclination to stay informed about current events and possess a genuine curiosity for acquiring knowledge. Furthermore, it is evident that students around the age of 25 significantly contribute to the class dynamics, bringing valuable perspectives and experiences. Conversely, younger students may still be in the early stages of their development.

Regrettably, the impact of the pandemic has been profound, resulting in notable differences among student groups throughout the years. The challenging circumstances imposed by the pandemic have presented difficulties for students, hindering their progress and well-being.

In light of these observations, it is imperative for schools to adapt its approach by nurturing talents, embracing entrepreneurial thinking, and catering to the interests and curiosities of our students. By addressing these needs and acknowledging the specific challenges faced by different student groups, we can create an environment that supports their growth and facilitates a more rewarding academic journey.

How easy is it to find competence that teaches these areas?

We want to have lectures with knowledge and experience from these different competence areas. Thanks to the large network linked to both Stockholm School of Economics and personal contacts we often find the appropriate lectures. It’s often regarded as an honor to hold a lecture at Stockholm School of Economics so we are thankful for the attractiveness of our strong brand.

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What education do you have in the borderland between marketing, sales, and technology?

Many offers a more academic education that needs to be relevant in the practical world.Schools like Berghs School of Communication and Hyper Island are already more practical.

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What do you teach in Martech?

It all depends on the definition of Martech: If we look at the evolution of marketing it is nowadays more linked to the skills of Business Development and the program Business Administration covers that. We don’t offer a specific Martech course as we don’t have specific skills for that, but we do cover some parts of Martech within retail management.

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What are you doing to meet the development of market roles that should be responsible for the entire customer experience in the borderland between marketing, sales, and technology?

Marcom is an integral component of our retail program, with a specific focus on fostering a deeper understanding of the industry. In this program, half of the lecturers are esteemed guest lecturers from the business sector, offering invaluable connections to real-world dynamics. Complementing these industry experts, the other half of the teaching staff consists of experienced educators. This unique blend ensures that practical insights as well as academic rigor are emphasized, with a strong emphasis on understanding the customer journey.

In addition to the core curriculum, we offer specialized courses in retail analytics and programming. These courses include practical applications such as conducting A/B tests, enabling students to gain hands-on experience in utilizing advanced technologies. Moreover, we have guest lecturers that dive into Artificial Intelligence (AI), further enriching the educational experience. The inclusion of tech-focused subjects is contingent upon the selection of competent instructors and guest speakers who possess deep expertise in the field.

To provide our students with a comprehensive learning experience, we facilitate interactions with industry-leading companies operating within the retail sector. This opportunity allows students to gain practical insights and broaden their understanding of real-world practices.

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What are the possible challenges in offering this width?

The current state of research often operates in silos, with specialized courses focusing on distinct areas. This compartmentalization poses challenges in terms of achieving comprehensive oversight and coordination. While we cannot fully control the topics covered by guest speakers, we can provide guidance to ensure they address the necessary subjects. Furthermore, it is important to acknowledge that our society as a whole tends to operate in silos, resulting in a slower pace of change within the academic sphere.

The depth of learning and the willingness of students to explore additional areas of knowledge are highly individualized. Personal motivation and incentives play a significant role in determining the extent to which students pursue new learning opportunities.

By nurturing a culture of curiosity and intellectual growth, we can transcend the limitations imposed by siloed thinking. Encouraging students to embrace a broader perspective and fostering a genuine desire for holistic learning will facilitate more profound and meaningful academic exploration.

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What is in demand in other countries and how does Sweden compare to other countries?

Stockholm School of Economics is dedicated to enhancing the competitiveness of Swedish businesses, and as a result, many of the cases presented at our institution focus specifically on the Swedish context, in contrast to more general international cases prevalent in the field of marketing. This approach allows us to cater to the unique challenges and opportunities faced by Swedish companies. However, it is worth noting that a substantial portion of marketing cases tend to be centered around American companies.

This collaboration and the trust bestowed upon us by Swedish companies have significant advantages. Firstly, it grants us access to relevant and valuable data, which proves beneficial for researchers on an international scale. The availability of such data facilitates a more comprehensive understanding of various marketing phenomena. Secondly, the established report with Swedish companies simplifies the process of initiating further collaborations. This mutual trust and familiarity provide a solid foundation for future partnerships and mutually beneficial endeavors.

By focusing on the Swedish business landscape while also drawing insights from international cases, Stockholm School of Economics aims to strike a balance that is both relevant and globally informed. This approach ensures that the students and researchers gain a nuanced understanding of marketing practices within Sweden, while also benefiting from broader perspectives that can be applied on an international scale.

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Is the Martech definition too vague and misleading?

Yes, it changes continuously. There is no good definition of advertising just like there is no good definition for Martech.