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Professional Education: Methodology, Theory and Technologies

Article

Assessment of factors influencing the development of digital competence among Bachelor’s students in marketing at higher education institutions

Tetiana Voloshyna*, Yelyzaveta Sydoruk, Valentyna Korolchuk

y.kryvobok@nubip.edu.ua

Retrieved from Vol. 12, No. 1, 2026 Pages 8–18
Received
15.10.2025
Revised
24.03.2026
Accepted
12.05.2026
Published
19.06.2026
Views
65

Abstract

The study aimed to identify the determinants of the development of digital competence among Bachelor’s students in marketing and to assess their significance in the context of the digital transformation of higher education, with a view to strengthening the requirements for their professional training. The research methodology included a structured questionnaire developed based on the DigComp 2.2 and DigCompUA digital competence frameworks, enabling a comprehensive assessment of the importance of regulatory, content- related, technological, methodological and personal factors. A rating scale was used to assess the significance of selected factors, followed by summarisation of the results using descriptive statistics and comparative analysis. The study involved 245 prospective marketing specialists in their second to fourth years of study and 16 academic staff from higher education institutions involved in delivering the programme. Respondents identified priority areas for developing digital competence, assessed the role of the educational environment, the extent to which digital tФools were integrated into educational components, and their readiness to use these tools in their professional activities. The study focused on analysing institutional conditions, the content of the educational programme, the use of modern digital platforms and services, pedagogical approaches, and the personal characteristics of future specialists, particularly their motivation for digital self-development and their ability to learn independently. The results showed differences in the perception of priorities among different groups of respondents. Students focused more on technological resources and the practical use of digital tools in marketing activities. At the same time, academic staff prioritised regulatory support, methodological support and the systematic integration of digital technologies into educational content. It was established that the effective development of digital competence requires a coordinated combination of institutional support, the updating of educational programmes, the introduction of modern teaching methods and the development of students’ personal responsibility for their own professional developmentcombination of students’ intellectual, emotional, and practical development 

Keywords

educational process; professional training; educational programme; determinants; future specialists

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Suggested citation

Voloshyna, T., Sydoruk, Ye., & Korolchuk, V. (2026). Assessment of factors influencing the development of digital competence among Bachelor’s students in marketing at higher education institutions. Professional Education: Methodology, Theory and Technologies, 12(1), 8-18. https://doi.org/10.69587/pemtt/1.2026.08