EXPLORATION OF STUDENTS' DIFFICULTIES IN LEARNING MARKETING 4.0 CONCEPTS: A PHENOMENOLOGICAL APPROACH

Salsabila Maisah Andani, Mirza Sahil

Abstract


This study aims to explore in depth the difficulties experienced by students in understanding the concept of Marketing 4.0 using a phenomenological approach. Marketing 4.0, as a marketing paradigm that integrates online and offline interactions, requires a comprehensive understanding of digital technology, consumer behavior, and data-driven marketing strategies. Data were collected through in-depth interviews with marketing program students from several universities, as well as observations of the learning process. The findings reveal that the main difficulties include understanding the concept of digital integration, limited technological literacy, discrepancies between theoretical knowledge and field practice, and language barriers related to global marketing terminology. These findings indicate the need for more applicable learning methods, the use of up-to-date industry case studies, and the integration of technology-based learning media to strengthen students’ understanding. This research contributes to the development of digital marketing curricula in higher education to be more relevant to industry needs in the era of digital transformation.


Keywords


Marketing 4.0, learning difficulties, phenomenology, digital literacy, marketing education

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