As part of WP2 of the Digistainability project, ACEEU conducted focus groups with diverse stakeholders in April 2024 to identify the digital and sustainability skills needed by European marketing professionals. Our discussions with six diverse participants, including workers, a graduate student, and a business owner from Germany, revealed several key insights.
Participants emphasized the critical importance of mastering digital tools like social media, Google Ads, AI, and Photoshop for creating compelling content and campaigns. They also highlighted that soft skills, such as empathy, communication, and strong customer relationships, are crucial. Effective writing, graphic design, and creativity were noted as indispensable for capturing audience attention in a content-saturated landscape.
The graduate student underscored the importance of communication and interpersonal skills in marketing, suggesting that international marketing courses should prioritize these skills while also incorporating creativity and analytical abilities. The business owner stressed the need for transparency in communication to build trust and avoid greenwashing. They highlighted the importance of honesty, a commitment to sustainability, and a deep understanding of sustainable practices. Additionally, they discussed the relevance of addressing social issues and the ESG framework in marketing.
These insights are crucial as we shape future strategies to enhance the effectiveness of marketing and communication across diverse stakeholder needs and preferences.
Stay tuned for more updates!
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