Dr. Ignatius Onwusa Ossai*
&
Moluno Shedrack Uwadinisu (Ph.D.)
Department of Entrepreneurship,
Delta State University of Science and Technology
Ozoro, Delta State, Nigeria
*For correspondence, email: ossaioi@dsust.edu.ng
Abstract
The convergence of digital pedagogy and entrepreneurial marketing is critical for fostering a competent workforce in Nigeria’s evolving economy. This study empirically investigates the relationship between the integration of digital tools in pedagogical education and the development of entrepreneurial marketing skills among undergraduate students in Nigerian universities. A mixed-methods approach was employed, using a structured questionnaire administered to 350 students (330 valid responses) from three federal universities from three federal universities and conducting semi-structured interviews with 12 academic staff. Quantitative data were analyzed using Pearson correlation and linear regression, while qualitative data were examined through thematic analysis. The findings reveal a statistically significant positive correlation (r = 0.68, p < .001) between exposure to digital pedagogical tools (such as learning management systems, simulation software, and social media for coursework) and students’ perceived competence in core entrepreneurial marketing skills, including digital content creation, social media analytics, and customer engagement strategies. However, infrastructural deficits, inconsistent internet access, and limited faculty digital proficiency were identified as major impediments. The study concludes that a deliberate, resource-supported strategy to embed digital technologies within pedagogical frameworks is imperative for enhancing entrepreneurial marketing competencies. This research provides actionable implications for university administrators, policymakers, and educators to redesign curricula and invest in digital infrastructure, thereby better preparing graduates for the demands of the modern entrepreneurial landscape.
Keywords: Digital Pedagogy, Entrepreneurial Marketing, Digital Skills, Higher Education, Nigeria, Curriculum Development, Mixed-Methods Research.
