Purpose of the study: To determine the effectiveness of co-creation implementation by using students’ mastery of 10 skills as a new product, and to analyze the readiness stage for digitally integrated marketing communication 4.0 in higher education. Methodology: The technique of data collection was administered by giving questionnaires to respondents. The questionnaire consisting of 10 closed questions was created by researchers. Afterward, the data were processed by the SPSS application. The results proved to be valid if each indicator question had a value of Pearson correlation significant 1-tail less than 0.05. Meanwhile, the data are reliable if the Cronbach’s alpha reliability value is more than 0.60. The average final score can be converted into a level of product quality qualitatively with ideal assessment guidelines. Main Findings: The average percentage of students’ mastery of 10 skills in IAIN Salatiga is 47 percent for ability to solve complex problems, 49 percent for critical thinking, 50 percent for creativity, 51 percent for organizational ability, 57 percent for ability to corporate, 52 percent for emotional intelligence, 55 percent for daring to make a decision, 54 percent for contentment to serve, 52 percent for negotiation ability, and 55 percent for flexibility thinking. The students ‘mastery average of all skills is 52 percent in the range of Fair (F). The readiness to continue the next steps of digital integrated marketing 4.0 is quite ready (QR). Applications of this study: This study can be useful for practical review for the implementation of co-creation in higher education as the new vision of marketing in the 4.0 era. Novelty/Originality of this study: This study proposes that the effectiveness of co-creation in higher education can be measured by the students’ mastery of the 10 skills.