What are the most valued skills in the marketing job market today?

Currently, the job market in the marketing field values a combination of technical and behavioral skills.

Among the technical skills, the following stand out:

• Data analysis and metrics with AI: The ability to interpret data is essential for making strategic decisions, as well as using AI to personalize campaigns and predict consumer behavior.
• Proficiency in digital tools: Marketing automation platforms, SEO, content marketing, social media management, and community management.
• Knowledge of Artificial Intelligence: The importance of AI in becoming more competitive is indisputable.

Behavioral skills:

• Critical thinking and problem-solving – The ability to analyze complex situations and find innovative solutions is highly valued.
• Adaptability and flexibility – With rapid changes in the market, being adaptable and flexible is a significant competitive advantage.
• Effective communication – The ability to communicate clearly is crucial in any work environment.
• Creativity and innovation – Professionals who bring new ideas and creative approaches are highly valued, as they help the company stay competitive.

How have training programs evolved to keep up with changes in the industry, especially with digital and AI?

At Lisbon Digital School, staying up to date and anticipating trends is a constant concern.

We continuously revisit our training programs to align with the rapid transformations in the industry, especially regarding digital technologies, Artificial Intelligence (AI), and teaching methodologies.

Recognizing the growing role of AI in marketing and management, LDS has designed specialized courses that empower professionals to integrate AI into their strategies and daily professional routines.

We have challenged all our trainers to enrich their programs with AI, either as part of the curriculum or used as a tool in class dynamics.

We adopt a hands-on approach in our courses, ensuring that the content is aligned with the latest trends and market needs. The practical focus allows students to immediately apply what they learn.

3. What is the current importance of soft skills (communication, creativity, critical thinking) in marketing training?

Soft skills, such as communication, creativity, and critical thinking, have become essential competencies in marketing training, especially in an ever-evolving digital context.

Currently, the market values professionals who, in addition to technical skills, demonstrate the ability to adapt, collaborate, and innovate. These are crucial competencies to tackle complex challenges and stand out in a competitive environment.

At Lisbon Digital School, we recognize the importance of these skills and, therefore, integrate them across our programs. We believe that developing soft skills is essential to prepare well-rounded professionals who are adaptable to the demands of the current market.

In summary, soft skills are not only complementary to technical skills; they are decisive for the success and sustainability of careers in marketing.

4. Do your courses include internships, projects with companies, or other types of practical experience?

Lisbon Digital School stands out for its practical focus and for having trainers who are professionals in the job market with over 10 years of experience in the fields they teach.

This maturity and market knowledge, through the daily challenges they face while working with the brands they collaborate with, allows them to bring relevance and applicability to our training, making it relatable to each individual’s reality.

It allows us to understand the ‘pain points’ of companies, providing opportunities for our school to empower these professionals, who will be transformational agents for the companies they represent.

All courses are accompanied by real cases, some of which, especially the medium and long-term ones, involve projects from real brands that are worked on in the classroom by the students.

At Lisbon Digital School, we have a dedicated pedagogical team that guides and supports our students daily, ensuring they feel accompanied throughout their journey. We strive to make the experience at Lisbon Digital School enriching and valuable, from the moment they request information, through the training process, ongoing support from our trainers, and up to the potential integration into the job market through partnerships with numerous companies and agencies.

Many LDS alumni have integrated into the job market after completing their courses, with opportunities that come from our partner companies.

5. Are there specific areas of marketing where you notice a higher demand for training (e.g., content marketing, automation, analytics)?

The main trends we observe are, on one hand, a widespread curiosity across all areas about the digital ecosystem, not limited to Marketing, Communication, or Management.

There is an awareness of the importance of a relevant digital presence for all brands across every sector, which is why our 360º Digital Marketing courses are in growing and widespread demand.

On the other hand, once this broader knowledge is established, there is a move towards specialization in one of the digital marketing disciplines, such as SEO, Social Media, Copywriting, Data Analysis, among others.

Social Media and Content Production are areas of immense interest, including creating engaging and impactful content, amplification on social networks, and community building.

AI, ever-present, from a perspective of productivity acceleration or strategy creation, through these AI tools.

Innovation, an area we started exploring a year ago, and we are now witnessing a growing interest, as it is the driving force for the future of companies and the development of Digital Products.

6. What is the typical profile of students seeking marketing training – recent graduates, professionals in transition, or others?

The profile of Lisbon Digital School students is quite diverse, reflecting the breadth and adaptability of our training programs.

Although our main target is digital marketing and innovation professionals, we currently identify:

• Recent graduates and university students: The school has specific initiatives for this target group, such as the free training program ‘Your Future is Digital,’ now in its 5th edition this year, in May, aimed at university students across the country. This training covers areas such as strategy, branding, social media, artificial intelligence, and performance, providing a practical introduction to digital and the first contact with the digital ecosystem.
• Career transition professionals: Many students seek Lisbon Digital School to redirect their careers. Courses such as the Digital Marketing and Strategy Specialization are ideal for those entering the job market, in career transition, or for entrepreneurs who wish to apply digital marketing knowledge to their businesses.
• Professionals in continuous learning: We offer numerous intensive short-term courses focused on topics such as Digital, Innovation, and AI, aimed at industry professionals seeking updates on emerging topics. With a training offering that includes both short and long-term courses, in-person and online, Lisbon Digital School adapts to the continuous learning needs of its students.

This diversity of profiles enriches the learning experience, promoting the exchange of knowledge and experiences among students from different backgrounds and with different professional goals.

7. What partnerships do you have with companies or digital platforms (e.g., Google, HubSpot, Meta) to enhance your programs?

Lisbon Digital School establishes strategic partnerships with various entities to enrich its training programs. These collaborations aim to provide students with an educational experience aligned with market demands.

The school integrates tools and knowledge from leading platforms in the digital sector.

For example, we offer specialized courses in tools like Google Analytics 4, focusing on the reinvention of digital analytics, and in Facebook and Instagram Ads, concentrating on managing advertising campaigns on these social networks (Meta).

Similarly, in the Email Marketing course, we explore the Egoi platform, where we provide students with a trial.

8. Is marketing training becoming more technical and specialized? Or is there still room for a more generalist approach?

Marketing training is evolving towards a more technical and specialized approach, driven by the increasing complexity of the digital environment and market demands. However, there is still room for a more generalist approach, especially for professionals at the beginning of their careers or transitioning into the sector.

With the advancement of technologies and the multiplication of digital channels, there is a growing demand for professionals with specific skills in areas such as:

• Search Engine Optimization (SEO) e Search Engine Marketing (SEM)
• Content Marketing
• Marketing Automation and Email Marketing
• Data Analysis and Marketing Analytics
• Social Media Management and Digital Advertising
• Inteligência Artificial aplicada ao Marketing

This specialization allows companies to have experts capable of implementing effective strategies in specific areas, addressing the particular needs of each business.

Despite the trend towards specialization, generalist training remains relevant, especially for:

• Professionals at the beginning of their careers, who need a comprehensive view of digital marketing.
• Managers and team leaders, who benefit from a holistic understanding to coordinate different areas.
• Entrepreneurs and small business owners, who need diverse knowledge to manage multiple functions.

Generalist training provides a solid foundation, allowing professionals to adapt to various roles and contexts within digital marketing.

The choice between specialized or generalist training should align with each individual’s professional goals and career stage. A balanced approach, combining broad knowledge with specific skills, can be the key to success in the dynamic field of digital marketing.

9. How is the updating of teachers and trainers done in a rapidly changing sector?

The updating of teachers and trainers at Lisbon Digital School is ensured through a combination of continuous practical experience, active involvement in the sector, and integration into innovative ecosystems.

The trainers at Lisbon Digital School are experienced professionals who hold senior positions in renowned agencies, brands, and multinational companies, with over 10 years of experience. They are daily involved in the subjects they teach, ensuring that the training content reflects the most current practices and market trends.

The school is part of WYgroup, one of the largest marketing and communication groups in Portugal. This integration provides trainers with access to innovative projects and interdisciplinary collaborations, enriching their experience and practical knowledge.

In addition to practical experience, trainers have access to continuous training programs and specialized events, staying updated on the latest tools, platforms, and teaching methodologies.

This approach ensures that the trainers at Lisbon Digital School are always aligned with the sector’s developments, providing students with relevant and up-to-date training.

10. What differentiates your approach from other offerings in the market, including online training and bootcamps?

Lisbon Digital School stands out in the landscape of digital marketing and innovation training in Portugal for its practical, up-to-date approach centered on real market experience. This approach contrasts with many online offerings or bootcamps that, while valuable, may not provide the same level of depth and personalization.

The courses at Lisbon Digital School have a strong practical component. For example, in the Digital Marketing and Strategy Specialization, students develop a final project based on a real brand briefing, allowing them to apply the knowledge acquired in concrete situations.

The trainers are recognized professionals actively working in the sector, bringing updated insights and real cases to the classroom. This direct connection to the market ensures that the content taught is aligned with the current demands of companies.

The school offers a wide range of courses, from short-term training to long-duration programs, in both online and in-person formats. This diversity allows students to choose the path that best suits their needs and availability.

Lisbon Digital School benefits from a network of companies in the areas of marketing, creativity, technology, and data, providing students with unique opportunities for networking, practical application of knowledge, and integration into the job market, with close support from the faculty and team.

The school has a clear mission to combat digital illiteracy in Portugal by promoting free and accessible initiatives aimed at democratizing access to digital knowledge. This year, we are running our Everywhere Digital School initiative, which consists of free in-person digital training across the country, including the mainland and islands.

In summary, Lisbon Digital School offers training that combines theory and practice, taught by professionals active in the market, with a diverse range of courses and a strong commitment to the digital transformation of Portuguese society.