Digital literacy in the marketing curriculum

Employers seeking to capitalize on current marketing graduates’ technological savvy may find a disappointing gap between their expectations and students’ digital preparedness. This study examines these issues by investigating female students’ attitudes and expectations with regard to using digital tools in marketing coursework and in a future career. Although students often claim they are confident about using technology, many actually feel discomfort about their preparedness for using technology in career contexts. Females in particular struggle to feel confident about their technological competence. This presents a challenge for marketing instruction, because employers have indicated that digital tools are critical for new marketing careers. Thus, it is incumbent upon marketing faculty to help prepare students for the job market not only by offering instruction on marketing’s theoretical foundations but also by providing hands-on opportunities for students to improve their digital skills and confidence.

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