The development of competent marketing professionals

Walker, Ian, Tsarenko, Yelena, Wagstaff, Peter, Powell, Irene, Steel, Marion and Brace-Govan, Jan 2009, The development of competent marketing professionals, Journal of marketing education, vol. 31, no. 3, pp. 253-263, doi: 10.1177/0273475309345197.

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Title The development of competent marketing professionals
Author(s) Walker, Ian
Tsarenko, Yelena
Wagstaff, Peter
Powell, Irene
Steel, Marion
Brace-Govan, Jan
Journal name Journal of marketing education
Volume number 31
Issue number 3
Start page 253
End page 263
Total pages 11
Publisher Sage Publications
Place of publication Thousand Oaks, Calif.
Publication date 2009-12
ISSN 0273-4753
Keyword(s) competencies
marketing graduates
Summary The 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.
Language eng
DOI 10.1177/0273475309345197
Field of Research 1302 Curriculum And Pedagogy
1505 Marketing
Socio Economic Objective 970113 Expanding Knowledge in Education
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2009, Sage Publications
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Document type: Journal Article
Collection: Faculty of Business and Law
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