Digital Marketing Soft Skills and University Students’ Perceptions of Employability

Over the past several decades, digital transformation of businesses has revolutionized role marketing environment within organizations. Consumer behaviour also fundamentally changed, affecting important requirements for professionals, and therefore, new hard soft skills are needed to become successful. In marketing, basic increasingly becoming more valued by employers relevant factors employability. Business graduate students need develop appropriate succeed in their career have a right balance skills. The aim study is explore gap between most employability skillset perceptions university based on analytics previous managerial quantitative research findings current research. A was conducted perceived importance related difference work experience. demand courses focusing Massive Open Online Courses (MOOCs) examined marketing. Key explored categories differences working usage MOOCs. Implications results further academic gaps students’ according requirements.