By Samuel Adadi AKAPULE, Sumbrungu

Bolgatanga Technical University (BTU) in Upper East Region has launched DigiMarkt, a new digital marketing project aimed at equipping students, academic staff and industry players with essential digital skills.

The two-year initiative, co-funded by the European Union (EU), seeks to enhance Technical and Vocational Education and Training (TVET) in Ghana by building digital competencies relevant to today’s job market.

At the launch ceremony held at BTU’s main campus in Sumbrungu, Project Coordinator Dr. Benjamin Asunka explained that the project focuses on training TVET educators in modern digital tools, improving student employability and establishing a fully-equipped digital marketing laboratory.

Dr. Asunka, who also heads the Department of Marketing and Communication at BTU, said the newly established lab features tools for e-commerce, content creation and digital analytics. “The facility provides a hands-on learning space where students, staff and industry professionals can apply digital marketing skills in real-world scenarios,” he said.

He noted that some BTU academic staff had already participated in ‘train-the-trainer’ sessions led by EU partners. The training covered online teaching methods, digital platforms and modern marketing strategies.

Importantly, the project also targets industry professionals. Dr. Asunka encouraged businesses to send their staff for training to improve their competitiveness in the digital economy.

“The training is free for students. However, participants are expected to apply their skills in practice and submit progress reports,” he said. “With the growing demand for digital marketers in freelancing, agencies and in-house roles, this project offers flexible, future-ready career paths.”

As part of the project’s broader implementation, BTU is working with Akenten Appiah-Menka University of Skills Training and Entrepreneurial Development (AAMUSTED) and Cape Coast Technical University to co-develop and integrate digital marketing content into TVET curricula nationwide.

Academic experts will also localise global learning frameworks such as the Digital Competence Framework (DigComp) and the Entrepreneurship Competence Framework (EntreComp) for use in Ghana.

BTU’s Pro-Vice Chancellor, Professor Peter Boamah, stressed the importance of digital marketing in today’s education and job markets. “In the digital economy, lacking these skills puts you at a disadvantage. Countries that have progressed did so by embracing such technologies,” he stated.

Acting Registrar of BTU, Richard Atia, highlighted that this project aligns with the university’s mission to offer practical, career-focused education backed by applied research and entrepreneurship training.

The DigiMarkt project is also being implemented at AAMUSTED and Cape Coast Technical University with international support from Steinbeis Beratungszentrum (Germany), the Slovak University of Agriculture in Nitra and INT@E.


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