ADAPTING UNIVERSITY CURRICULUM TO MEET THE DEMANDS OF THE DIGITAL MARKETING INDUSTRY

Abstract

As the workforce becomes increasingly digital, it is crucial that university graduates possess the necessary skills and knowledge to succeed in a world driven by technology. This is particularly true for Gen Z students who are known for their strong affinity towards digital technologies. This article examines the essential skills required of business university graduates in the field of digital marketing, with a particular focus on multimedia content marketing. The article begins by discussing the importance of multimedia content marketing and its role in modern business. Then it delves into the specific skills required for effective multimedia content marketing, including digital design, video production, social media management, and data analysis. Additionally, the article will also explore the key skills required to build a corporate visual identity, such as branding, digital design, typography, and color theory. According to current surveys of market requirements, digital marketing and content marketing specialists are among the best entry-level and junior digital marketing positions in recent years. The article also provides insight into how universities can teach these skills to students through hands-on experiences, practical applications, and collaborative efforts. Furthermore, the presentation examines the attitudes and behaviors of Gen Z students toward digital technologies, including their preference for mobile devices and the use of social networks. This article aims to help universities adapt to the changing demands of the labor market by equipping their students with the necessary skills and knowledge required to thrive in a technology-driven world. The focus will be on practical experience, practical application, and cooperation, with the aim of preparing students for successful careers in multimedia content marketing.