Exploring the business environment’s vision of digital media skills development: A case study of the Republic of Moldova

Abstract

The rapid digitalization of economic and social processes has reshaped labour market demands, making digital media skills essential across sectors. This study examines the business environment’s perception of digital media competencies in the Republic of Moldova, drawing on survey data from 56 companies collected within Deliverable 4.1 of the ERASMUS+MEDIA-Project (Project No. 101082889). The exploratory quantitative analysis assessed employers’ views on graduates’ skills, the use of digital media tools in business operations, and expectations for university–industry collaboration. Findings reveal a significant gap between graduates’ basic content creation abilities and the advanced, strategic skills required by companies, particularly in social media campaign planning, content management, digital marketing strategy, data analytics, and communication. Employers also highlight the need for applied training, internships, and practitioner involvement in education. The results emphasize the importance of flexible, practice-oriented learning programmes aligned with real market needs and provide evidence to support the development of the digital media micro-credential programme under the MEDIA-Project. Strengthening these competencies is essential for enhancing workforce readiness and advancing Moldova’s digital transformation.