Diagnostic of the Inclusion of Digital Marketing in the Bachelor's Degree in Marketing, Promotion, and Sales Administration: Study at the San Miguelito Regional University Center of the University of Panama

Abstract

The purpose of this research was to assess the perceptions of students in the Bachelor's Degree in Marketing and Sales Promotion at the San Miguelito Regional University Center (CRUSAM) regarding the inclusion of digital marketing courses in the current curriculum. A quantitative approach was applied, with a descriptive and cross-sectional design. The results demonstrate a high level of student interest: 97.2% agreed with the inclusion of digital marketing-related courses, and 100% indicated that such inclusion would improve their job market readiness. The most preferred areas were digital advertising, content marketing, and social media management. It was also found that more than a third of students do not perceive adequate training in the use of digital tools within the current curriculum, reinforcing the need for a curricular update. The importance of aligning the curriculum with the digital skills required by today's professional environment is highlighted. This assessment provides evidence to support curriculum revision and promote modernization proposals that respond to both student expectations and the demands of the digital labor market.