DIGITAL MARKETING SKILLS AND GRADUATE EMPLOYABILITY: HOW WELL DO UNIVERSITY COURSES ALIGN WITH THE LABOUR MARKET IN ALGERIA?

Abstract

Digital transformation is reshaping the skills required in marketing roles, heightening the risk of a mismatch between the skills developed through university education and those sought by the labour market. This study analyses the alignment between university-level marketing education and the requirements of digital marketing in the Algerian context, whilst also examining the role of institutional support in reducing the digital marketing skills gap. A sequential exploratory mixed-methods approach was adopted. The quantitative phase is based on a survey of 200 marketing students, supplemented by a qualitative analysis of the perceptions of lecturers and programme directors. The data were analysed using descriptive statistics, reliability tests, exploratory factor analysis, correlations and multiple regression. The results reveal a significant gap between the skills perceived to be taught and those considered to be required by the labour market. They also show that institutional support and teaching quality contribute significantly to reducing this gap. The convergence of students’ and lecturers’ views highlights the need for regular updates to the curriculum, the strengthening of lecturers’ digital skills, and closer collaboration between universities and businesses. The study thus contributes to the debate on adapting Algerian higher education to the changes in the digital labour market.