Transfer of Digital Skills as a Strategy for Inclusion and Local Development: A Teaching Case Study of Validation of Marketing Plans for SMEs in Guanacaste, Costa Rica

Abstract

This teaching case presents an academic intervention carried out with 17 small and medium-sized enterprises (SMEs) from the Tourism and Services sectors in the province of Guanacaste, Costa Rica. The initiative involved the design and presentation of Digital Marketing Plans developed by university students enrolled in the E-Commerce course at the National University (UNA), Liberia Campus. The action focused on the transfer of strategic digital competencies as a mechanism to mitigate the Digital Divide and foster inclusion in business environments with limited resources and expertise. The main objective was to validate the relevance, usefulness, and applicability of the plans. Results obtained through a validation form completed by SME owners showed full agreement regarding the adequacy of the proposed platforms and content strategies (100%) and a high willingness to implement the plans (94.1%). The findings indicate that the Academia-SME cocreation model strengthens trust, facilitates the adoption of digital planning practices, and contributes to sustainable local development, reinforcing the role of higher education as a key agent of community transformation.