Assessment of Digital Marketing Skills Acquired for Digital Marketing Activities Among Business Education Students in Universities in Bayelsa State

Abstract This study assessed the digital marketing skills acquired for digital marketing activities among Business Education students in universities in Bayelsa State. Two research questions guided the study and two null hypotheses were tested at 0.05 level of significance. The study adopted the descriptive survey research design. The population for the study was 274 respondents which comprised 98 male and 176 female Business Education final year students in Universities in Bayelsa State. There was no sampling because the population was manageable. The instrument used for data collection was a 13-item structured questionnaire titled “Digital Marketing Skills acquired for Digital Marketing Activities Questionnaire (DMSADMAQ)”. The instrument was validated by three research experts. To ascertain the internal consistency of the instrument, Cronbach Alpha method was used to collect data from a trial test. The computation yielded .79 and .80 for clusters 1 and 2 respectively. The instrument had an overall reliability index of .80 which indicated that the instrument was reliable. The research questions were answered using mean and standard deviation while the hypotheses were tested with t-test statistic. The findings of the study showed that social media marketing skills and content marketing skills are acquired by Business Education students for digital marketing activities in universities in Bayelsa State. In line with the findings, the researcher recommended among others that Universities in Bayelsa State should integrate comprehensive digital marketing courses into the Business Education curriculum, with a focus on enhancing social media and content marketing skills.