The role and potential of digital literacy in the workplace from the perspective of undergraduate marketing students and employers

Digital Literacy is an increasingly important aspect of teaching in our digitally advanced world. Digital skills are also essential in the workplace. Digital Literacies are continuously developing and therefore it is the Higher Education Institution’s responsibility to engage with these developments and prepare students for this digital landscape. This study aimed to define Digital Literacy and to identify the capabilities required to be Digitally Literate in the context of marketing in the contemporary workplace. The study explores the view of Digital Literacy from the perspective of ten undergraduate students studying marketing who had undertaken a year-long placement. It aimed to understand the role and potential that Digital Literacy has in the workplace from the perspective of these students and from the perspective of the employers whom the students had worked for. In-depth, semistructured interviews were undertaken with students to explore their view of Digital Literacy before they began their placement and then on completion of their placement. Employers were interviewed to explore what they expected from students with regards to Digital Literacy. The research concluded that students recognised the role and the importance of Digital Literacy. Students’ perspectives of Digital Literacy developed throughout the placement and they became more reflective about their digital abilities. They understood the practical application of digital skills which highlighted that being Digitally Literate is about using digital tools in an applicable context. It is important for students to be adaptable to different digital tools and different contexts. Students’ capabilities in Digital Literacy developed throughout the authentic learning experience of the sandwich placement which aligned with social constructivist theory.