Digital divide: The student skill gap

Mehmet Mehmet, Felicity Small

Research output: Book chapter/Published conference paperConference paperpeer-review

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Business leaders expect their current organisational practices to become further orientated towards digital business models, however a lack of digital literacy skills in current marketing graduates is a concern. This study will examine the digital skills gap and provide recommendations for Universities. Data were collected using six semi-structured in-depth interviews. Participants were practitioners in separate digital marketing agencies located in a major Australian capital city and analysed using Rubin and Rubin (2011) framework for interview analysis. Key finding suggests that many graduates lack a good understanding, or ability to apply creativity that can leveraged business strategy. The overall findings suggest that academics need to more holistic and authentic in their course offerings to enhance students creativity and business skills. One recommendation is to offer courses embedded within organisations through industry placement for students to learn specific practical applications of digital marketing strategies from creative design to implementation and measurement.
Original languageEnglish
Title of host publicationANZMAC 2017 Conference proceedings
Subtitle of host publicationMarketing for impact
EditorsLinda Robinson, Linda Brennan, Mike Reid
Number of pages4
Publication statusPublished - 06 Dec 2017
EventAustralian and New Zealand Marketing Academy Conference: ANZMAC 2017 - Swanston Academic Building, RMIT University, Melbourne, Australia
Duration: 04 Dec 201706 Dec 2017 (Conference proceedings)


ConferenceAustralian and New Zealand Marketing Academy Conference
Abbreviated titleMarketing for Impact
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