  The updating required by students in the marketing area is of utmost
importance, since they cannot wait until they are professionals to be updated,
especially in entrepreneurship and around digital marketing. The objective of
this work was to develop a digital marketing specialty module that allows
changing the academic-entrepreneurial-entrepreneurial paradigm of the graduate
of the Centro Universitario de los Altos (CUAltos) in economic-administrative
sciences at the undergraduate, graduate and specialty levels. The module aims
to instruct the student in the latest in digital marketing. As part of this,
two surveys were applied to the teachers of this center to know the viability
and willingness to participate in this module. Among the results, it was
discovered that marketing research specialists who work as teachers at CUAltos
are willing to train other teachers and students of the University of
Guadalajara's system, as well as to advise students in their ventures so that
they can apply different components of this field.
