Digital Analytic and Marketing Competencies Needed By Business Education Students in the Fourth Industrial Revolution

Abstract

This study ascertained the digital analytic and marketing competencies needed by business education students in the fourth industrial revolution. Two research questions guided the study and two null hypotheses were tested at 0.05 level of significance. The study adopted a descriptive survey design and was carried out in public tertiary institutions in Anambra State. The population of the study comprised 116 business educators from universities and colleges of education in Anambra State. A structured questionnaire was used for data collection. Mean and standard deviation were used to analyze the research questions, while t-test was used to test the null hypotheses. Findings from the study revealed several digital analytic competencies and digital marketing competencies, that are needed by business education students for adaptation in the fourth industrial revolution. The study concluded that digital analytic and marketing competencies are indispensable to business education students in the fourth industrial revolution. Based on the findings of the study, it was recommended among others that Business Education curriculum planners should integrate practical instructions on digital marketing platforms such as Google Ads, Facebook Ads Manager, Search Engine Optimization (SEO) and Pay-per click advertising which could help the students to design, manage and evaluate marketing strategies in the dynamic digital environment.