Skills vs. Knowledge in College Classes

One of my favorite peers, when teaching college students often tells his students that you “need skills to pay the bills”. With the demands on graduating students to pay their bills, his statement rings true on many levels.  At the same time, we want to produce students who can analyze, problem solve, and reason their way through challenges.  Does teaching the latest platforms benefit them in the long run?  Will their first jobs get them up to date on the latest platforms or proprietary software?  How do we strike the balance?

I am sure this question is running through the mind of most professors designing new classes or teaching marketing classes in the spring.  A search for the right balance continues but I am certainly devoted to having students create and measure digital content in my digital media class this semester.  Let’s see where it leads…