Undergraduate Thesis

This study sought to identify and assess the level of knowledge in digital marketing skillsets among selected business administration students and propose a digital marketing e-book to enhance further the digital marketing skillsets of the coming generation of marketing students in the academic satisfaction. It is aimed specifically to (1) Present the state of respondents’ proficiency in digital marketing skillsets, (2) Identify the Challenges of respondents in their learning experiences of digital marketing, (3) Assess the difference in skillset in terms of profile, (4) Identify Relationship of proficiency in skillset and challenges in learning digital marketing, (5) Develop a digital marketing e-book intended for enhancing digital marketing skillset. This research is a descriptive study that also employed a correlational research design to determine the relationship between digital marketing skillset proficiency and the challenges faced by business administration students. The seventy-two (72) respondents were selected through a non-probability clustered total enumeration sampling technique filtered via specific criteria. They are the 3rd and 4th-year Business Administration Students majoring in Marketing Management at Olivarez College Paranaque and Olivarez College Tagaytay. Research-made survey questionnaires were used to gather necessary data wherein the experts validated questionnaires. Quantitative data was calculated using Microsoft Excel and IBM SPSS with precise mean values and p-values to identify significant differences in the variables, and it was collected online using Google Forms. Results show that the respondents's state of proficiency in terms of digital marketing skills, Analytical Proficiency with an overall mean of 2.85, Core Marketing weighted mean of 2.91, Customer Centered Proficiency with a 2.96 mean, Skills with a 2.93 mean score, and Technical Skills with a 2.77 mean score. In terms of challenges faced the respondents with their learning experiences on digital marketing, results show that the personal factor got an overall mean of 2.76, the behavioral factor with a 2.56 mean score, and the environmental factor with a result of 2.73 weighted mean. Given the data, researchers conclude no relationship exists between core marketing skills, customer-centered skills, and challenges the respondents face regarding personal, behavioral, and environmental, with a p-value of 0.318, 0.199, 0.218, and 0.487, 0.372, 0.325, respectively. Meanwhile, analytical skills show a positive relationship between personal, behavioral, and environmental challenges with a p-value of 0.044, 0.026, and 0.024, respectively. On the other hand, technical skills indicate a positive relationship in behavioral challenges with a p-value of 0.025. Lastly, technical skills signify no relationship between personal and environmental challenges, with a p-value of 0.065 and 0.165, respectively.