Main competencies and skills that a digital marketing professional should have today
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Abstract
The spread of digital technology is transforming society and the economy. These changes affect the labor market. Modern employers need flexible marketing people who can think creatively and make decisions in conditions of high environmental turbulence. For this, it is necessary to change the focus in the training of future specialists, that is, to use those tools and methods in the teaching of marketing disciplines that allow them to develop their creative professional skills in the most efficient way possible. The object of study was to identify the main soft and hard skills required to develop a marketing professional in the context of today's world. The research methodology was based mainly on the documentary and bibliographical review, starting from the theoretical references regarding labor competencies and the types of competencies. Subsequently, according to the investigations and previous references updated to date, the general competences were identified and presented in the first place, in second place those related to cognitive abilities and finally those of a behavioral nature or also known as soft skills, which students must have digital marketing professionals.
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Eva Rosario Chávez-Rojas , Universidad Técnica Estatal de Quevedo - Ecuador
Doctorate in Business Administration, Master in Marketing, Graduate in Graphic Design with a Diploma in Community Management, educator at the Faculty of Business Sciences of the State Technical University of Quevedo, Marketing Major. Author of scientific articles. Professional experience in private companies in Graphic Design and Marketing departments, teaching experience for 14 years providing my services for different Universities including Pontificie Universidad Católica del Ecuador, Universidad Tecnológica Equinoccial and UTEQ.
Emma Yolanda Mendoza-Vargas, Universidad Técnica Estatal de Quevedo - Ecuador
http://orcid.org/0000-0002-2595-7154
• Marketing Engineer – UTEQ. • Higher Diploma in Strategic Marketing Management -UNIANDES. • Project Management Specialist – UNIANDES. • Master in Business Management with Emphasis in Strategic Management – UNIANDES. • Master in Neuromarketing - International University of La Rioja. • Master in Digital Marketing - International University of La Rioja Professor at the State Technical University of Quevedo for 15 years until now.
Rubén Neptalí Ávila-Peralta, Universidad Técnica Estatal de Quevedo - Ecuador
https://orcid.org/0000-0002-1885-4085
Engineer in Marketing and International Trade, Master in Marketing, mention in Digital Marketing, PhD candidate in Administration. Professor at the Faculty of Business Sciences of UTEQ, with experience in the design, implementation and evaluation of projects; strategic and operational marketing planning; He is the author of several scientific publications on entrepreneurship and marketing.
Harold Elbert Escobar-Terán, Universidad Técnica Estatal de Quevedo - Ecuador
http://orcid.org/0000-0001-9165-6627
University professor with degrees in Commercial Engineering and Social Communication, supported by master's degrees in Research for Development and Decision Engineering. My focus is on the intersection of entrepreneurship, education, and data analytics, areas that I consider fundamental for the future of the business and social world. My goal is to inspire my students to explore new ideas, develop solid business skills, and understand the transformative power of data in strategic decision-making.
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