Integrating digital skills in Business and Marketing Education: Preparing for a digital work environment [comunicação oral]

Abstract

This study investigates the integration of digital skills into business and marketing education, focusing on preparing students for a digital work environment. Using a qualitative approach, data are collected from focus groups with marketing students, exploring their experiences and perspectives on digital skills training in education. The results reveal a discrepancy between current marketing programs and the skill requirements of the digital market. Students demand curricula that include a more comprehensive range of practical digital skills and engagement with digital marketing tools and platforms, pointing to a need for curricular updates. The study highlights the necessity of integrating digital skills into marketing education and the importance of practical, experiential learning opportunities that reflect the digital marketing landscape. By exploring student perspectives on digital skills education, the research offers recommendations for curricular improvements, aiming to transform marketing education to meet the digital economy’s demands.