CHALLENGES AND RISKS IN THE EDUCATION OF STUDENTS, FOR THE ACQUISITION OF NEW COMPETENCES CORRELATED WITH THE DIGITAL MARKET NEEDS

One of the most important challenges for the universities, nowadays is to correlate, in an efficient way, the academic competences with the practical competences needed for the labor market. Being situated both under the pressure of globalization and clients’ needs (employers and employees), the new labor market has difficulties facing the new challenges and risks. Thus, the solution represented by the digital market is one of the most valuable and appreciated ideas in the economic environment.

Using the increasingly sophisticated IT technology, the digitization process needs also to correlate with the industries’ needs. This process involves also an important number of specialists with new competences in this area. But the new competences cannot be acquired only outside the university. The aim of this scientific paper is to identify which are the main competences regarding the subject of digitization that the employers are seeking when hiring new candidates, especially students. We have conducted interviews with different managers (about the subject of digital marketing) but also with students, in order to identify the key competences requested. In addition, the study aims to analyze the universities’ involvement in offering digital competences for the students.