This Online Peer Learning session aimed to build towards addressing the issue of skills mismatches through the presentation of a quantitative research study focusing on digital skills and competencies in marketing courses in Italy.
Through text mining, researchers from the University of Pisa have developed a model of automatic job competencies extraction from Italian texts. This was used to retrieve the digital skills expressed both in the exam’s descriptions of marketing courses provided by universities and in the relevant job vacancies.
The results allowed the researchers to analyse and compare the digital skills offered by higher education with the marketing sector’s skill needs in the Italian labour market. The study methodology (big data mining) is thus able to explore and highlight the digital gaps existing between the supply and demand in the Italian marketing sector, and is applicable to any other language.
The final paper of this research Are universities ready to deliver digital skills and competences? A text mining-based case study of marketing courses in Italy is available for reading. This session provided a detailed explanation of the text mining methodology used in the research, discussing the use of the results for matching and missing skills, as well as possible indications for educational designers.
The event itself was split into two parts. The first presented the contents and methodology of the main research study, while the second included an open brainstorming session to explore how this methodology can be used in other contexts.
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