DIGIT: People and algorithms in organizations: competencies to work in the digital environment

The concept of Marketing 5.0 (Kotler et al., 2021) defines the use of technologies that mimic human behavior to create, communicate, deliver, and increase the value experienced by the customer. Its implementation is currently a challenge for organizations that are being forced to undergo digital transformation. This requires competencies related to accessing information, the development of technology, and its use in communication and cooperation. Marketing 5.0 necessitates a new approach to work organization and the development of competencies that deal with the lack of stability and clarity in managing such work. The role of automation in human resources, tasks and project management, especially about learning in the digital context and using data in customer service, is a dilemma that needs to be solved. This is especially evident when working with generative AI.

The project objectives:

1. Strengthening partnerships with European universities to jointly conduct research and educational projects on marketing 5.0.
2. Diagnosing the competencies needed for work and effective work management in the digital economy.
3. Development of tools to support and stimulate research and teaching on work management in marketing 5.0.
4. Shaping digital competencies needed to manage work in marketing 5.0, taking into account social and environmental responsibility.