Digital marketing skills at companies in European countries

Abstract

This master's thesis aims to analyze digital marketing skills that correlate to tasks performed by digital marketing professionals, variations in their educational backgrounds across different company sizes, and variations in knowledge acquisition among professionals in four European countries (Finland, Portugal, Poland, and the Netherlands). It precisely explores the potential differences in these aspects across the selected countries. It analyzes the tasks undertaken by digital marketing professionals in organizations of different sizes and uncovers digital marketing patterns influenced by company sizes.

Furthermore, it examines the impact of educational backgrounds on digital marketing within companies in four European countries. Through this multifaceted analysis, this study seeks to deepen the understanding of the intersection among tasks, education, professional roles, and dependent factors in digital marketing. Additionally, it examines the impact of company size on digital marketing skill sets and job roles, providing insights for educational curricula and professional development in the field.