ABSTRACT

This presents study which is hinged on assessing the digital marketing skills required by business education student for economic survival after graduation was necessitated by the reoccurring situations of unemployment among youths (graduate) as well as the global economic demands for more digital skills especially that which is relevant to the business space. Six research questions guided the study and two null hypotheses were tested to achieve the objectives of this study. Descriptive survey research design was adopted. The population of the study encompass all business education students in the University of Benin. A total of 88 students were sampled. A 4-point likert scale questionnaire containing 15 items were validated by experts, which was further used for data collection. Mean and standard deviation were used to analyse data to answer the research questions and determine the homogeneity or otherwise of the respondents views while the t-test was used to test the null hypotheses at 0.05 level of significance. Findings indicate that digital marketing skills required by business education students for survival in the current economy landscape includes; content creating skills, data analysis skills, risk management, email marketing and social media marketing, and the students showed high extent of awareness to the relevance of this skills in the business space, also there is no significant difference between the level of awareness among male and female business education students. Based on the findings, it was concluded that it was concluded that Digital skills are important because they underpin so much of how modern business is conducted. It can be thus be said that the future of Business Education depend to a large extent on the digital skill acquired.