EXTENT OF ACQUISITION OF DIGITAL MARKETING SKILLS FOR SELF RELIANCE AMONG BUSINESS EDUCATION STUDENTS IN TERTIARY INSTITUTIONS IN RIVERS STATE
Abstract
This study investigated the extent of acquisition of digital marketing skills among business education students in tertiary institutions in Rivers State. Three specific purposes and research questions guided the study. Descriptive research design was adopted for the study. The population of the study was made up of 618 final year undergraduate business education students during the 2021/2022 academic session from four tertiary institutions in Rivers State. Fifty percent of the entire population which is 309 was used as sample size. Proportionate stratified sampling was used to select the sample. A researchers-designed structured questionnaire was used to collect data for the study. Data collected from the respondents were analyzed using mean and cluster mean to answer research questions. Analysis of Variance (ANOVA) was used to test hypotheses formulated at 0.05 level of significance. The findings revealed that business education students from the three tertiary institutions in Rivers State opined that to low extent they acquire digital content creation skills and search engine optimization skills for digital marketing, while to a high extent they acquired social media marketing skills. The finding also revealed that there is no significant difference between the extents of acquisition of digital marketing skills among business education students from tertiary institutions in Rivers State. Based on the findings, it was concluded that business education students in tertiary institutions in Rivers State lack the requisite digital marketing skills such as digital content creation and search engine optimization skills for self-reliance in global market. It was recommended that business education lecturers handling marketing and digital marketing courses should design learning activities that allow students to use internet and software, search engine optimization, and social media platforms to create content for promoting products or service online before graduation.
Keywords: business education, marketing skills and digital marketing skills.
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