International media-buying firm, Carat, has joined forces with University of Edinburgh Business School to deliver a new course for the next generation of digital marketers.

Developed in partnership with the School’s leading academics, the course will focus on the impact of digital transformations on contemporary marketing.

Students will receive cutting-edge insights on the latest trends to develop the skills needed to manage key elements of the increasingly complex multimedia environment – from branded content and broadcast advertising to mobile marketing.

The firm’s industry-leading practitioners will provide guest lectures and mentorship. Students will also gain invaluable hands on experience working on Carat’s real client projects, starting with a new digital campaign for Edinburgh Leisure.

Dr Ben Marder, Lecturer in Marketing will lead the course. He said:

“Digital disruption has changed the game for marketers. Engaging with fragmented audiences means that today’s practitioners need to have a detailed grasp on everything from traditional print and broadcast media to mobile, search and experiential marketing.

“It’s essential we give our students skills across these channels. So we’re very pleased to launch this partnership with Carat to give them real-world experience of this fast-changing landscape.”

David Crawley, Managing Partner of Carat Scotland, said:

“We are delighted to partner with University of Edinburgh Business School on the development of their marketing course.

“As the landscape continues to evolve and become increasingly digitally centric, we are proud to be working with such an established educational institution to ensure that the next generation have experience and insight into both the traditional methods of marketing.”