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The development of green skills is essential due to the pressing environmental, social, and economic challenges faced today. Issues such as biodiversity loss, climate change, and social inequality demand integrated and sustainable solutions. Businesses play a crucial role in addressing environmental and social issues by adopting responsible practices, with marketing influencing consumer behavior and promoting sustainability. Integrating sustainability into marketing education provides students with the necessary skills to tackle these challenges effectively. Additionally, digital transformation is revolutionising marketing, offering unprecedented opportunities through technologies such as social media, Big Data, IoT, and AI. Developing digital skills in higher education is crucial for students to excel in this rapidly evolving landscape. Through an Erasmus+ project, a study was designed to identify which competencies from GreenComp and DigiComp are considered most important by stakeholders in the marketing field. Consequently, a survey was disseminated at the beginning of 2024 to understand the significance of these competencies for the future of marketing professionals. Green skills aligned with business-driven initiatives and consumer-driven actions are highly valued. From DigiComp, competencies in Safety stand out the most.

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Empowering Tomorrow’s Marketers: Required Digital and Sustainability Skills

  • 会议论文

  • 发表日期：

    2025年

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  • Inês Araújo,
  • Célio Gonçalo Marques,
  • Hélder Pestana,
  • Vasco Silva,
  • Aitor Ruiz

摘要

The development of green skills is essential due to the pressing environmental, social, and economic challenges faced today. Issues such as biodiversity loss, climate change, and social inequality demand integrated and sustainable solutions. Businesses play a crucial role in addressing environmental and social issues by adopting responsible practices, with marketing influencing consumer behavior and promoting sustainability. Integrating sustainability into marketing education provides students with the necessary skills to tackle these challenges effectively. Additionally, digital transformation is revolutionising marketing, offering unprecedented opportunities through technologies such as social media, Big Data, IoT, and AI. Developing digital skills in higher education is crucial for students to excel in this rapidly evolving landscape. Through an Erasmus+ project, a study was designed to identify which competencies from GreenComp and DigiComp are considered most important by stakeholders in the marketing field. Consequently, a survey was disseminated at the beginning of 2024 to understand the significance of these competencies for the future of marketing professionals. Green skills aligned with business-driven initiatives and consumer-driven actions are highly valued. From DigiComp, competencies in Safety stand out the most.