IDENTIFYING THE COMPETENCIES OF BUSINESS STUDENTS TO CREATE EFFECTIVE MULTIMEDIA CONTENT BY USE OF ASSOCIATION RULES

Abstract

In recent years, online commerce has gained popularity and online shopping has become an essential part of our lives. Consequently, marketers are increasingly asked to create multimedia content for electronic shops in order to attract and retain customers. The ever-increasing number of e-shops also increases the demands on their quality and user-friendliness. This includes the use of multimedia elements that enhance the user experience. The aim was to evaluate the specific skills that students should have after graduation in the field of the e-commerce industry. The current digital generation of our students is known for being very tech-savvy, with a strong preference for mobile devices and social media, and they like to shop in e-shops. These characteristics and appropriate knowledge in the field of multimedia content creation offer them important employment opportunities in the labor market. This article aims to examine how e-commerce businesses use multimedia elements in their online shops and compare it with the subjects taught in the "Multimedia in Company Operations" study specialization. The objective is to ensure that students acquire competencies that align with the current industry needs in creating effective multimedia content for e-shops. In addition, the study proposes what specific skills students should have after graduation to succeed in the field of the e-commerce industry. To achieve this, the study uses association rules, which belong to the fundamental data mining techniques. By analyzing these association rules, the study can identify key combinations of multimedia elements that e-commerce businesses use to attract and retain customers. The findings of this research can then be used to adjust the content of the study specialization to better prepare future multimedia professionals for the e-commerce industry's needs. The results are used to compare industry practices with key competencies acquired by students in each subject, allowing adjustment of the content of these subjects. This work provides a new perspective on the relationship between theory and practice in the field of multimedia.