Transformación digital y competencias en marketing en la formación del mercadólogo, UNAN-Managua/ CUR-Estelí

Abstract

Digital transformation has brought about a radical change in what was considered essential for marketing professional training, as new skills are now required, including the strategic use of technologies, data analysis, and communication through digital media. This academic essay analyzes the impact of this transformation on marketing education at UNAN-Managua/CUR-Estelí, based on a document review and a critical analysis of academic literature. The review identifies opportunities to strengthen digital skills and strategic thinking, as well as challenges related to faculty development, pedagogical innovation, and the alignment of training content with the demands of the professional environment. Digital transformation is not merely the incorporation of technological tools; it is a comprehensive transformation of the training processes themselves, which must respond to the demands of an increasingly dynamic and competitive market.