We are excited to share progress on our work package (WP) aimed at identifying the digital and sustainability skills required by European marketing professionals and assessing their presence in current Vocational Education and Training (VET) and higher education programs.
Objectives of this WP between December 2023 and May 2024 were:
- Identify affected stakeholders, including VET and higher education institutions, marketing/business teachers and students, marketing professionals, and European businesses.
- Conduct a survey and focus groups with target groups to evaluate marketing sector needs, identify in-demand digital and sustainability skills, and assess their presence in current programs.
To achieve these objectives, our partners worked to identify participants for our research, which involved filling out a survey and, in some cases, participating in a Focus Group. The survey was developed in January and February 2024 in English and then translated into the respective languages by each partner. In March 2024, it was disseminated to the public identified by each partner in December 2023.
Survey Structure:
- General Characterization: Questions about gender, age, country, and current occupation.
- Occupation-Specific Questions: a) Students: Experience with internships or Erasmus programs. b) Teachers: Duration of teaching courses or subjects in Digital Marketing. c) Labor Market Professionals: Length of service, position held, economic sector, and company size.
- GreenComp and DigiComp Competencies: Evaluation of the importance of these competencies for the marketing sector.
Most questions are multiple-choice, making it easier for respondents and facilitating later analysis when responses are translated back into English.
A total of 256 people responded to the questionnaire, providing valuable insights into the importance of digital and sustainability skills in the marketing sector.
- Average Age: 31 years
- Majority Group: Students (56.6%)
- Gender Distribution: Predominantly female (154 respondents, 60.2%)
- Minority Representation: 18 respondents (7.0%) mentioned belonging to minority groups, including those with physical disabilities, immigrants, or different religions.
Educational Background: The survey revealed a diverse range of educational backgrounds among respondents:
- VET (Vocational Education and Training): 85 respondents (33.2%)
- Bachelor’s Degree: 71 respondents (27.7%)
- Master’s Degree: 62 respondents (24.2%)
The results are now being analysed. The aim is to build a comprehensive picture of the current digital and sustainability skills landscape in the marketing sector across Europe. News will be shared in the meantime.
We thank all participants and partners for their continued support in this vital project to shape the future of education and the labor market in marketing across Europe.