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Aligning University Communication Curricula with Digital Market Demands in Ecuador, South America

Abstract:

Background: As digital competencies become essential for labour market integration, universities must continuously adapt their curricula to prevent a disconnect between academic training and industry demands. Objective: This study evaluates the perceptions of students, alumni, industry experts, and youth leaders regarding the modernisation of communication education—specifically in strategic and transmedia communication—at the Universidad Técnica Particular de Loja, Ecuador, within its distance and online learning modalities. Methodology: A mixed-methods approach was employed, utilising surveys for students and alumni alongside semi-structured interviews with experts and youth leaders. Data were collected between January and March 2025 using non-probability convenience sampling via a "snowball" distribution dynamic. The study incorporated a content analysis of existing curricula and a longitudinal comparison with 2021 data to identify evolving academic interests. Results: Findings identify digital communication, social media, transmedia, marketing, and organisational communication as critical areas for reinforcement. Alumni noted a significant gap between theoretical training and professional practice. Students identified digital media production, marketing, and sustainability-focused communication as the most promising career sectors. Experts highlighted the absence of local transmedia benchmarks in Ecuador, suggesting an opportunity to develop new communication logics. Meanwhile, youth leaders emphasised the high consumption of social media while affirming the professional value of communication. Conclusion: The study underscores an urgent need for practical training through organisational partnerships, media engagement, and entrepreneurship. It concludes that student preferences have shifted toward transmedia and strategic communication, with an apparent demand for applied, rather than purely theoretical, pedagogical models. Unique Contribution: This research provides a roadmap for curriculum reform in emerging communication fields. It advocates integrating Big Data, Artificial Intelligence, and ethical frameworks into future academic offerings to ensure that graduates are equipped to navigate the complexities of the global digital economy.