From your extensive experience in the professional certification sector in the Middle East and beyond, what do you think of the level of digital skills in graduates and professionals?
In the Middle East, graduates definitely lack digital skills because these specialist topics are not covered in the curriculum in higher level institutions. Therefore when students graduate, they have only been exposed only to traditional marketing channels. However this seems to be gradually changing, and I can see that in the next 2 years, universities and colleges will start to integrate digital disciplines into their curriculum.
For professionals, although many work in the digital space, their skills need uplifting. They are not exposed to the many tools they can use to make their job easier or enhance the quality of their work.