A UTILIZAÇÃO DO MARKETING DIGITAL COMO OPORTUNIDADE DE MERCADO PARA OS EGRESSOS DO CURSO DE ADMINISTRAÇÃO: REVISÃO SISTEMÁTICA

The digital transformation in the marketing era has brought significant changes, such as the personalization of campaigns, advanced data analysis, automation and a stronger online presence. This allows for greater audience segmentation, strategy optimization and more effective communication with consumers. The graduate should enable the administrator to approach problems and opportunities in a systemic way, understanding the environment and modeling processes based on scenarios. The aim of this review is to analyze and available in the literature on the use of digital marketing as a market opportunity for marketing as a market opportunity for graduates of the Business Administration course. graduates. This is a systematic review, with searches in databases such as Scopus, Scientific Electronic Library Online (SciELO), which has an emphasis on scientific research and the digital library Portal de Capes digital library. Twelve articles were selected as the basis for our analysis. our analysis. Most of the students are still in the process of improving their knowledge and developing their professional careers. their professional careers. The analysis revealed that the majority of students are young, still improving their knowledge and developing their professional careers. It is important to emphasize that personal marketing goes beyond physical appearance and includes strategies that professional positioning, such as differentiation from other professionals. It is also important to emphasize that digital marketing is not restricted to only to large corporations, but also offers opportunities for entrepreneurs and small businesses to entrepreneurs and small businesses to expand their online presence and reach their target their target audience more efficiently.