Abstract

This research evaluates the current responsibilities, skills, and knowledge set required of digital marketing professionals. It identifies roles, qualifications, competencies, and desirable personality traits within the digital marketing environment. Our content analysis of 320 job announcements posted in 2019 and 2020 resulted in a picture of knowledge, skill, and qualification sets sought from prospective digital marketing professionals. Technological advances increasingly demand knowledge related to soft and technical skills. The results of this study provide insight into the current and ideal future curriculum design of digital marketing programs.

摘要

本研究评估了数字营销专业人士当前所需的职责、技能和知识。它确定了数字营销环境中的角色、资格、能力和理想的个性特征。我们对 2019 年和 2020 年发布的 320 份工作公告的内容分析得出了一幅来自潜在数字营销专业人士的知识、技能和资格集的图景。技术进步越来越需要与软技能和技术技能相关的知识。这项研究的结果为数字营销计划的当前和理想的未来课程设计提供了洞察力。