A [in]satisfação com o ensino do marketing e um caso de estudo da Delta Cafés

Abstract

The main objective of this study was to understand the impact of growing technological evolution on upskilling and reskilling programmes in the field of marketing. Delta Cafés was also studied. We identified the most relevant points about upskilling and reskilling programmes, taking into account the profile of marketing professionals. After the theoretical study, we developed a questionnaire. The convenience sample, obtained through social media, consisted of 110 respondents, all of whom are enrolled in higher education and are taking courses related to marketing. The data was analysed quantitatively and qualitatively based on the narrative responses. The main objective of the questionnaire is to understand the perception of students attending higher education and studying marketing-related courses on upskilling and reskilling programmes, given the current technological context. A certain dissatisfaction was noted with the teaching of marketing in higher education. In addition, a targeted interview was conducted with the head of innovation and former marketing director of the Delta-Cafés brand (Pedro Assude). Delta Cafés is gradually adapting to the new market demands arising from the digital transformation we are experiencing. This is particularly true with regard to AI. We are increasingly aware of the need for prior preparation for the effective changes that, in a specific context, could become a competitive advantage for any company. We have also seen a growing need for creativity in shaping upskilling and reskilling programmes, taking into account different variables.