PERCEPTIONS OF BUSINESS EDUCATORS ON DIGITAL MARKETING SKILLS REQUIRED BY BUSINESS EDUCATION GRADUATES FOR SELF EMPLOYMENT IN UNIVERSITIES IN SOUTH-SOUTH, NIGERIA.
Keywords:
Business educators, Business Education, Digital marketing skills, social media marketing skills, Affiliate marketing skills, Self-employment.Abstract
The study examined the perceptions of Business Educators on digital marketing skills required by Business Education graduates for self-employment in universities in South-South, Nigeria. Two research questions guided the study and two null hypotheses were tested at 0.05 level of significance. Descriptive survey research design was adopted in the study. The population of this study consisted of 85 Business Educators (57 males and 28 females) in eight public universities in South-South, Nigeria. The entire population was studied without sample as size was not too large. A structured questionnaire titled “Digital Marketing Skill Assessment Questionnaire” adapted for data collection and were analysed descriptively, using mean to answer the research questions, standard deviation to determine the homogeneity and closeness of the responses and t-test to test the null hypotheses at 0.5 level of significance. The Instrument consists of 14 structured questions arranged in two clusters. All the clusters were based on four-point scale of Highly Required, Required, Moderately Required, and Not Required. The instrument was validated by three experts with the reliability coefficients of 0.82 and 0.84 respectively. Data collected relating to the research questions were analysed using Cronbach Alpha to determine its reliability. Findings of the study revealed that the respondents perceived that affiliate marketing skills and social media marketing skills as required in Business Education in South-South, Nigeria for self-employment of the graduates. Based on the findings of the study, it was concluded that unless these graduates are adequately equipped with these skills, they will hardly be successful in entrepreneurial endeavour in this digital era. It was recommended that stakeholders should design learning activities that allows students to use internet and social media platforms while in school and that Business Education graduates should embark on further digital marketing skill training programmes to acquire affiliate marketing skills.
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