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This paper presents a dual-timeframe analysis of the evolution of skill prioritization in marketing skills between 2020 and 2025. A significant shift in both current perceptions and future expectations is present. Both timeframes reveal that adaptability in dynamic environments is important. Current needs slightly declined, but future expectations increased. The present findings point at the four main recommendations for curriculum development: 1. integrating practical hands-on digital and data analytics training with real-world applications; 2. emphasizing AI literacy through dedicated modules that would cover fundamentals and practical marketing applications; 3. developing essential soft skills, including adaptability and communication together with technical competencies; and 4. promoting the application of collaborative projects the simulate original marketing challenges. By using quantitative analysis of the trends, this study provides actionable insights for educational institutions to develop adaptive training programs that strategically prepare newly graduated students for emerging workforce demands.

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Adapting Marketing Education to the AI Revolution: A Longitudinal Perspective on Skills and Workforce Preparedness

  • 章节

  • 发表日期：

    2026年

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  • Emira Limani,
  • Piotr Kwiatek,
  • Stavros Papakonstantinidis,
  • Blerim Limani

摘要

This paper presents a dual-timeframe analysis of the evolution of skill prioritization in marketing skills between 2020 and 2025. A significant shift in both current perceptions and future expectations is present. Both timeframes reveal that adaptability in dynamic environments is important. Current needs slightly declined, but future expectations increased. The present findings point at the four main recommendations for curriculum development: 1. integrating practical hands-on digital and data analytics training with real-world applications; 2. emphasizing AI literacy through dedicated modules that would cover fundamentals and practical marketing applications; 3. developing essential soft skills, including adaptability and communication together with technical competencies; and 4. promoting the application of collaborative projects the simulate original marketing challenges. By using quantitative analysis of the trends, this study provides actionable insights for educational institutions to develop adaptive training programs that strategically prepare newly graduated students for emerging workforce demands.