Enhancing the Application of Digital Resources for Marketing Skills Development of Business Education Students in Federal University Otuoke, Bayelsa State

Abstract The study focused on enhancing the application of digital resources for marketing skills development of business education students in Federal University Otuoke, Bayelsa State. The researcher adopted descriptive survey research design for this study. Two research questions guided the study and two null hypotheses were tested at 0.05 level of significance. The population for the study comprised 295 business education students (94 males and 201 females). There was no sampling because the population was manageable. The instrument for data collection was a researcher developed questionnaire titled “Digital Resources for Marketing Skills Development of Business Education Students Questionnaire (DRMSDBESQ)”. The instrument contained 14 items based on the two research questions. Research experts in the Department of Business Education, Federal University Otuoke, Bayelsa State validated the instrument. The reliability of the instrument was determined using Cronbach Alpha method which yielded .82 for cluster 1 and .80 for cluster 2 with an overall reliability index of .81 which indicated that the instrument is reliable. In answering the research questions, the researcher used mean and standard deviation. The hypotheses were tested using t-test statistic. In rating the mean, each response option had a numerical value based on real limit of numbers: VGE= 3.50-4.00; GE= 2.50-3.49; LE = 1.50-2.49; VLE = 0.00-1.49. t-test statistic was used to test the null hypotheses at 0.05 level of significant. The findings of the study showed that business education students at Federal University Otuoke utilized Search Engine Optimization (SEO) tools for marketing skills development to low extent. Also, level of awareness and application of social media marketing tools among business education students for digital marketing practices was low. In line with the findings, the study recommended among others that the university should integrate comprehensive digital marketing courses, including SEO and social media marketing, into the business education program.