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Employer (dis)satisfaction With Australian marketing graduates: the development of a research framework

McClymont, Hoda, Volkov, Micahel, Gardiner, Michael, Behjat, Nura and Geoghegan, Noel 2005, Employer (dis)satisfaction With Australian marketing graduates: the development of a research framework, in ANZMAC 2005 : Broadening the boundaries, conference proceedings, University of Western Australia, School of Business, Perth, W.A., pp. 124-129.

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Title Employer (dis)satisfaction With Australian marketing graduates: the development of a research framework
Author(s) McClymont, Hoda
Volkov, MicahelORCID iD for Volkov, Micahel orcid.org/0000-0002-2459-4515
Gardiner, Michael
Behjat, Nura
Geoghegan, Noel
Conference name Australian & New Zealand Marketing Academy. Conference (2005 : Fremantle, Western Australia)
Conference location Fremantle, Western Australia
Conference dates 5-7 December 2005
Title of proceedings ANZMAC 2005 : Broadening the boundaries, conference proceedings
Editor(s) Purchase, Sharon
Publication date 2005
Conference series Australian and New Zealand Marketing Academy Conference
Start page 124
End page 129
Publisher University of Western Australia, School of Business
Place of publication Perth, W.A.
Summary The gap between the skills and competencies of graduates on finishing their degrees and those required by employers is well documented in the literature with the development of educational curricula in business, and particularly marketing, being the subject of much research and debate over the past two decades. Nevertheless no comprehensive model appears to have been developed or tested within the Australian education sector to ensure the provision of adequate information on which to base decisions in this field. This paper attempts to contribute to this research area by presenting preliminary investigations into the needs of Australian businesses mainly in relation to marketing skills of graduates. Using a mail survey to collect data from 194 Australian businesses, a Wilcoxon signed-rank test was used to investigate the significant differences between the importance and satisfaction levels placed by employers on various graduate attributes. Findings of this research show that marketing skills appear to be valued at a lower level than general graduate attribute skills and that marketing programs may need to focus on basic marketing skills, more general skills and personal attributes rather than the higher level marketing skills that we currently teach at Australian universities.
Notes Reproduced with the kind permission of the copyright owner.
ISBN 064645546X
9780646455464
Language eng
Field of Research 130299 Curriculum and Pedagogy not elsewhere classified
HERDC Research category E1.1 Full written paper - refereed
Copyright notice ©2005, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30009793

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.