Abstract

This study aims to examine the factors influencing the acquisition of digital marketing skills and enhancing employability among marketing students in selected tertiary institutions in Delta State, Nigeria. This study adopted a descriptive survey research design. It employs a mixed-methods approach and collects cross-sectional data for empirical analysis. The study population consisted of 3,500 undergraduate marketing students from selected tertiary institutions. A sample size of 558 was determined using Krejcie and Morgan’s table and Bowley’s allocation formula. A stratified random sampling approach was adopted to select the sample size for this study. A 5-point Likert scale-structured questionnaire was used. The data collected were analyzed using correlation and multiple regression analysis via IBM SPSS version 27. The findings showed that digital marketing courses (β = 0.260, p < 0.05), effective practical sessions (β = 0.119, p < 0.05), marketing lecturers’ expertise (β = 0.548, p < 0.05), and marketing studio facilities (β = 0.449, p < 0.05) can significantly enhance digital marketing skills acquisition and employability among marketing students. The study concludes that if these key determinants are placed in the proper context, marketing students will be exposed to modern-day digital marketing skills, increasing their chances of future employment. Therefore, the study made some recommendations that the federal government, through educational agencies, authorities of various institutions, and policymakers, should implement to enable students to acquire relevant digital marketing skills and become employable, hence reducing unemployment in Nigeria.