There is a clear need, for schools to enhance the entrepreneurial career choices of their pupils preparing them at the same time, with the appropriate entrepreneurial and digital skills.
In fact, the proposed Digital Marketing Competency Profile (DMCP) is based on survey research carried out on educational institutions, teachers, DM Professionals/entrepreneurs and established frameworks found in the literature. Specifically, two major guidelines were considered that identify Entrepreneurial and Digital Sets of competencies: EntreComp, which builds on previous work of Joint Research Centre (JRC) of the European Commission on behalf of the Directorate General for Employment, Social Affairs and Inclusion (DG EMPL), and DigComp Digital Competence Framework for Citizens, conducted to establish a common reference framework for citizens' digital competence.
Note, that digital competence is one of the eight key competences for life-long learning developed by the European Commission, and is a requisite for personal fulfilment and development, active citizenship, social inclusion, and employment in a knowledge society.
The proposed Digital Marketing Competencies Profile (DMCP), presents a framework of skills under a set of five Units consisting of:
UNIT 1. Digital Marketing Strategy,
UNIT 2. Search engine optimization (SEO),
UNIT 3. Content Marketing,
UNIT 4. Social media marketing,
UNIT 5 E-mail marketing.