Bolgatanga Technical University (BTU) has launched a new initiative called “DigiMarkt,” a digital marketing project designed to equip students, academic staff, and industry professionals with advanced digital marketing skills.
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Bolgatanga Technical University DigiMarkt Project Overview
The two-year project, co-funded by the European Union (EU), is designed to strengthen Technical and Vocational Education and Training (TVET) in Ghana. It seeks to empower youth, teachers, and professionals with practical digital skills to meet the demands of an ever-evolving job market.
Enhancing Skills through Digital Competence
At the launch event held at BTU’s main campus in Sumbrungu, Dr. Benjamin Asunka, the Project Coordinator, outlined the main objectives of the DigiMarkt project. He explained that the initiative aims to build the capacity of TVET educators, enhance students’ employability, and establish a fully equipped digital marketing laboratory.
State-of-the-Art Digital Marketing Lab
Dr. Asunka, also the head of BTU’s Department of Marketing and Communication, announced that the digital marketing laboratory has already been established on campus. The lab is equipped with tools for e-commerce, content creation, and digital analytics, providing a hands-on learning environment for students, staff, and industry professionals.
“This facility will offer a practical space where users can apply their knowledge in real-world scenarios,” Dr. Asunka said. Additionally, several BTU academic staff members have participated in ‘train-the-trainer’ programs organised by EU partners, covering topics such as online pedagogy, emerging digital tools, and modern marketing strategies.
A Broader Focus on Industry Professionals
Dr. Asunka emphasised that the project is not limited to students and lecturers but also targets industry professionals. He encouraged businesses to send their employees for training to enhance their digital competitiveness.
“The training is offered free to students. However, participants will be expected to apply their skills and submit progress reports on their digital marketing practices. Given the high demand for digital marketers in freelancing, agencies, and in-house roles, this project offers flexible, future-ready career paths,” he added.
Collaboration with Other Universities
As part of its broader strategy, BTU is collaborating with Akenten Appiah-Menka University of Skills Training and Entrepreneurial Development (AAMUSTED) and Cape Coast Technical University. The partnership aims to co-develop and integrate digital marketing content into TVET curricula across Ghana.
“Academic experts will work to contextualise global frameworks such as the Digital Competence Framework (DigComp) and the Entrepreneurship Competence Framework (EntreComp) for local use,” Dr. Asunka explained.
Significance of Digital Marketing Education
Professor Peter Boamah, Pro-Vice Chancellor of BTU, highlighted the importance of digital marketing skills in modern education and employment. He urged both students and faculty to embrace the opportunity, stressing, “In today’s digital economy, lacking digital marketing skills puts you at a disadvantage. Nations that have made remarkable progress have invested in technologies like this.”
Aligning with University’s Mission
Mr. Richard Atia, Acting Registrar of BTU, noted that the DigiMarkt project aligns with the university’s mission to provide career-focused education, supported by practical training, research, and entrepreneurship development. He emphasised that the project would help strengthen BTU’s efforts to offer skills-based education in a conducive learning environment.
Support from International Partners
Apart from BTU, the DigiMarkt project is also being implemented at AAMUSTED and Cape Coast Technical University, with support from international partners, including Steinbeis Beratungszentrum (Germany), the Slovak University of Agriculture in Nitra, and INT@E.
