DIGITAL MARKETING SKILLS: CAN JOINT EUROPEAN MASTER'S DEGREE CONTRIBUTE TO BRIDGE THE GAP?

Abstract

Digital marketing talent crisis is global and part of the wider digital skills deficit. Even the digital natives' generation has digital skills shortfalls. European Commission monitoring of the digital single market identifies that many of the EU countries have a deficit in digital capacities. The aim of the paper is to explore the opportunities that Joint European Master's Degree in Digital and Social provide for bridging the skills gap. it is grounded on the supported by Erasmus programme JEMSS project partners' research and findings. Desk and primary research lead to the conclusions that the digital marketing studies attract students with various bachelor degrees. The major challenge of the Joint European Master's Programme in Digital and Social Media Marketing is to develop an attractive content combing theory and practice. Such programme has a potential to narrow the digital marketing gap in the project partners' countries. However, the probability to implement it today is low due to the numerous administrative issues that have to be resolved.