PERCEPTION OF BUSINESS EDUCATORS ON DIGITAL MARKETING SKILLS NEEDED BY BUSINESS EDUCATION UNDERGRADUATES IN THE DIGITAL ECONOMY

PERCEPTION OF BUSINESS EDUCATORS ON DIGITAL MARKETING SKILLS NEEDED BY BUSINESS EDUCATION UNDERGRADUATES IN THE DIGITAL ECONOMY

ABSTRACT

The digital economy has transformed the business landscape, necessitating the acquisition of digital marketing skills for success in today’s business world. This research project aims to explore the perception of business educators regarding the digital marketing skills needed by business education undergraduates in the digital economy.

A qualitative research design will be employed, utilizing interviews and focus group discussions to gather data from business educators in various educational institutions. The research objectives include identifying the digital marketing skills currently emphasized in business education curricula, assessing the perceived relevance of these skills in the digital economy, and exploring potential gaps and areas for improvement.

The findings of this research project will contribute to the existing body of knowledge by providing insights into the perception of business educators regarding the digital marketing skills needed by business education undergraduates. The research will shed light on the current emphasis placed on digital marketing skills in business education curricula, evaluate the alignment between curriculum content and industry demands, and identify potential strategies for enhancing the digital marketing skill development of business education undergraduates.

The implications of this research extend to curriculum developers, educators, policymakers, and industry professionals. The findings will inform curriculum developers and educators about the perceptions of business educators, enabling them to enhance the curriculum design and delivery of digital marketing skills in business education programs. Policymakers can utilize the research findings to shape policies that promote the integration of relevant digital marketing skills in business education curricula. Industry professionals can gain insights into the specific digital marketing skills desired in the workforce, facilitating collaboration with educational institutions to bridge the skills gap.

TABLE OF CONTENTS
Title Page i
Declaration ii
Approval Page iii
Dedication iv
Abstract vi
Table of Contents vii
CHAPTER ONE: INTRODUCTION
1.1 Introduction 1
1.2 Background of the study 3
1.3 Statement of the General Problem 4
1.4 Objective of the study 5
1.5 Significance of the study 5
1.6 Statement of hypothesis 6
1.7 Scope of the study 6
1.8 Limitation of the study 7
1.9 Definition of terms 7
CHAPTER TWO: LITERATURE REVIEW
2.0 Introduction 9
2.1 Review of related literature 9
2.2 Theoretical framework
2.3 Summary of review 33
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Introduction 35
3.2 Research design 35
3.3 Area of study 35
3.4 Population of the study 36
3.5 Sample size 36
3.6 Instrument for data collection 36
3.7 Reliability of the instrument 37
3.8 Validity of the Instrument 38
3.9 Method of data Collection 38
3.10 Method of Data Analysis 39
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.1 Introduction 41
4.2 Characteristics of the respondents 41
4.3 Presentation of Data Analysis 43
4.4 Discussion of Findings 48
4.5 Summary of findings 49
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary 51
5.2 Conclusion 52
5.3 Recommendation 53
Biography 54
Appendix 56

 

PERCEPTION OF BUSINESS EDUCATORS ON DIGITAL MARKETING SKILLS NEEDED BY BUSINESS EDUCATION UNDERGRADUATES IN THE DIGITAL ECONOMY, GET MORE  PHD DISSERTATION BUSINESS EDUCATION

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