Title: Do the e-commerce and digital marketing curriculum of Indian B-schools embrace employability skills?

Authors: Girish Taneja; Anu Bala

Addresses: Department of Commerce, Business & Management, DAV University, Jalandhar, Punjab, India ' Department of Commerce, Business & Management, DAV University, Jalandhar, Punjab, India

Abstract: The marketing curriculum must evolve with the changing technological environment and the skills demanded by prospective employers. Management graduates want to earn skills to enhance their prospects of employment. The main purpose of this paper is to evaluate the curriculum of e-commerce, digital and social media marketing management courses studied in the post-graduate management programs of the top 100 National Institutional Ranking Framework (NIRF) listed management Indian institutes/colleges. This paper compared the curriculum with the skills demanded by the companies for entry-level e-commerce and digital marketing jobs. An analysis of program structure and syllabi of digital marketing, e-business/e-commerce and social media marketing was undertaken. Researchers identified the various skills required by the employers through the various job portals like naukri.com, shine.com, indeed.co.in, fresherworld.com and placementindia.com. This study will help Indian institutes to take a fresh look and re-design their program and courses of the e-commerce, digital and social media marketing to make it skill-oriented. This study can be considered as the first serious attempt to evaluate the curriculum of e-commerce, digital and social media marketing offered by Indian management institutes with regards to employability skills demanded by the industry.

Keywords: digital marketing; social media marketing; e-business; employability skills; digital marketing curriculum; e-commerce syllabi; e-commerce syllabi; digital marketing syllabi; e-business syllabi; e-business curriculum.

DOI: 10.1504/WREMSD.2023.130608

World Review of Entrepreneurship, Management and Sustainable Development, 2023 Vol.19 No.3/4/5, pp.178 - 194

Received: 05 Jan 2020
Accepted: 16 Sep 2020
Published online: 02 May 2023 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article