This study analyses the role of digital literacy in marketing and business science curricula, focusing on its impact on students’ preparation for the digital labour market. It aims to understand the challenges and opportunities in acquiring digital skills and collaboration between the academy and business in the context of digital transformation. The research is based on a qualitative analysis of focus groups with marketing graduate students, exploring their perceptions about the adequacy of academic curricula in the face of digital market demands. The results reveal a significant gap between academic training and the companies’ practical needs and show the importance of continuous and closer collaboration between the educational and business sectors. Despite efforts to integrate digital skills, students feel insufficiently prepared to face the challenges of the digital market. The study presents practical recommendations to adjust marketing curricula, proposing a constant update of digital tools and a greater integration of practical projects and business collaborations to improve students’ preparation and facilitate the process of digital transformation in companies while also contributing to the theoretical understanding of digital literacy as a pivotal element in fostering collaboration between academia and the business sector during digital transformation processes.