Colin Lewis: Marketers need strategic knowledge, not just tactical tips

The phrase ‘that might work in practice, but does it work in theory?’ is invariably attributed to economists.
Unfortunately, the theoretical aspect is also what holds precedence in marketing degrees in many of our universities. In an article on Medium in 2016, Tribefire founder Daniel Palmer described studying marketing at university as “a frustrating waste of time”.  When he was asked “Hey mate, you’re studying marketing at uni. Can you help me with my b