The Needs Assessment Report reveals the growing importance of digital and sustainability skills in the marketing industry. As the field evolves, professionals must build a strong foundation in technological adaptation and environmental responsibility to meet market demands.
🔎 Key Findings:
– Sustainability is now a core strategic element for businesses, with GreenComp competencies like Circular Economy, Resource Stewardship, and Sustainable Marketing Integration leading the way.
– Digitalization remains crucial, with data protection, cybersecurity, and digital content creation emerging as essential skills.
– Educational Gaps: Current Vocational Education and Training (VET) and Higher Education programs often lack structured approaches to integrating these competencies, treating them as peripheral rather than essential.
– Practical Training: Focus groups emphasize the need for hands-on experience with digital tools, sustainable business models, and data-driven decision-making.
– Ethical Considerations: Protecting Personal Data and Privacy, Ethical Communication, and Consumer Advocacy are highly valued competencies, highlighting the importance of transparency, accountability, and responsible data management.
Conclusion: This report underscores the urgent need to bridge the gap between education and industry expectations. Marketing curricula must evolve to reflect the growing demand for sustainability and digital proficiency, incorporating practical, ethical, and strategic dimensions into learning pathways.
Stay tuned for the upcoming phases of the project, which will focus on translating these insights into actionable educational solutions, giving students and professionals the necessary skills to thrive in a rapidly changing environment.
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