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The development of competent marketing professionals
journal contribution
posted on 2009-12-01, 00:00 authored by I Walker, Y Tsarenko, P Wagstaff, I Powell, Marion SteelMarion Steel, J Brace-GovanThe process of transition from university undergraduate to business professional is a crucial stage in the development of a business career. This study examines both graduate and employer perspectives on the essential skills and knowledge needed by marketing professionals to successfully perform their roles. From in-depth interviews with 14 graduates and 14 employers, it is apparent that the transition trajectory is both diverse and dynamic. The first main finding is that the transition from marketing graduate to employee is marked by a lack of skills to organically "fit the organization." Another finding is related to specific competencies such as the ability to have and, most importantly, apply marketing knowledge. These findings have strong implications for the development and redesign of curricula to produce highly skilled, employable graduates and to assist universities in retaining a competitive advantage within the tertiary sector.
History
Journal
Journal of marketing educationVolume
31Issue
3Pagination
253 - 263Publisher
Sage PublicationsLocation
Thousand Oaks, Calif.Publisher DOI
ISSN
0273-4753eISSN
1552-6550Language
engPublication classification
C1.1 Refereed article in a scholarly journal; C Journal articleCopyright notice
2009, Sage PublicationsUsage metrics
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