This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Marketing continues to evolve and brings digital transformation as a useful tool that has served to face digital age. By allowing to be in contact with current and potential customers, it makes easier the purchase journey and improves companies to become more competitive. The purpose of this study is to examine the importance of digital marketing from the point of view of the university student from the bachelor’s degree in Marketing, Promotion and Sales Administration at the University of Panama, considering the strengthening of their skills and developing capacities in this area of marketing. The investigation is a mixed type, quantitative and qualitative, where an instrument was sent electronically with response from fifty-five students of this bachelor’s degree at the Regional University Center of San Miguelito whose participation was voluntary and anonymous. The results showed that 97% recognize the importance of studying digital marketing, and 38% suggest updating the academic program. The understanding of digital marketing would help students for a better performance of their future profession and entering to the workforce, concluding that its knowledge offers opportunities in the business and professional fields.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.