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Abstract
In the educational field, soft skills development is central to academic performance and is of paramount importance in the professional preparation of marketing students. However, their development remains insufficient in many institutions, limiting the development of essential skills such as leadership, communication, and teamwork. This study examines how soft skills influence the academic performance of marketing students in higher education. The research uses a mixed approach with a non-experimental field design. Structured questionnaires were developed with closed questions and questions with Likert scale, key competences were evaluated, on the other hand, academic performance was measured through grades and results in group projects. The sample includes 122 selected students with a 95% confidence level. These questionnaires were applied anonymously with the aim of ensuring students' privacy. This measure was implemented to generate an atmosphere of trust, allowing participants to respond with greater honesty and freedom, without fear of judgment or repercussions. By ensuring anonymity, the aim was to obtain more honest and representative answers, which contributes to the validity and reliability of the data collected. 100% of students with high soft skills levels achieved higher academic performance, which is reflected in higher grades, as well as better results in group projects. The results obtained will serve as a basis for designing pedagogical strategies which integrate these competences into the subject’s curricula. This study will benefit students, teachers, and educational institutions in a comprehensive way, promoting integral learning and stronger vocational training in the field of marketing.
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