Digital competence as a key component of marketers' training in the context of global and national challenges

Трушкіна, Наталія Валеріївна and Юрченко, Олександр Анатолійович (2025) Digital competence as a key component of marketers' training in the context of global and national challenges Інвестиції: практика та досвід (24). pp. 101-111. ISSN 2306-6814

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Abstract

The article examines the formation of digital competence of marketing specialists as a critical determinant of their professional effectiveness in the context of rapid digital transformation and the restructuring of business models. Based on a systematic analysis of international frameworks (DigComp 2.2, Digital Marketing Competences Framework), global labour market trends, and analytical reports by leading institutions (European Commission, Eurostat, McKinsey, Deloitte, Gartner), the study substantiates the growing importance of technological proficiency and the transition of digital skills from supplementary to fundamental professional requirements. The study conceptualizes digital competence as a multidimensional construct encompassing technical, analytical, communication, strategic, and managerial components that shape a marketer's ability to operate in a technologically complex environment, apply data-driven tools, manage digital communication channels, and make strategic decisions based on data. The empirical survey of 27 Ukrainian enterprises revealed significant barriers to digital transformation, including low levels of digital skills among employees, insufficient motivation for continuous learning, financial constraints, lack of internal digital experts, and weak integration of CRM, BI, and SMM tools into business practices. These findings indicate a substantial mismatch between business needs and the current level of workforce readiness. An analysis of educational programs in Ukrainian higher education institutions demonstrated fragmented integration of digital disciplines, limited access to real digital platforms, and insufficient practical orientation of training. Based on the synthesis of theoretical and empirical results, the article proposes key directions for modernizing marketing education: updating curricula in line with international competency frameworks, expanding practical work with CRM, analytical and marketing automation platforms, integrating online courses and certifications, strengthening cooperation between universities and businesses, and fostering a digital learning culture. The findings provide a scientific and practical basis for further research on digital competence and the development of effective models for preparing marketing professionals in the digital economy.

Item Type:	Article
Uncontrolled Keywords:	digital competence; digital marketing; digital skills; DigComp; CRM; data analytics; digital marketing communications; professional training; digital transformation; digital technologies; information systems; educational system; sustainable development
Subjects:	Статті у базах даних > Index Copernicus Статті у періодичних виданнях > Фахові (входять до переліку фахових, затверджений МОН)
Divisions:	Факультет економіки та управління > Кафедра міжнародної економіки
Depositing User:	доцент Олександр Анатолійович Юрченко
Date Deposited:	29 Dec 2025 08:20
Last Modified:	29 Dec 2025 08:20
URI:	https://elibrary.kubg.edu.ua/id/eprint/55703

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