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The development of competent marketing professionals

journal contribution
posted on 01.12.2009, 00:00 authored by I Walker, Y Tsarenko, P Wagstaff, I Powell, Marion SteelMarion Steel, J Brace-Govan
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.

History

Journal

Journal of marketing education

Volume

31

Issue

3

Pagination

253 - 263

Publisher

Sage Publications

Location

Thousand Oaks, Calif.

ISSN

0273-4753

eISSN

1552-6550

Language

eng

Publication classification

C1.1 Refereed article in a scholarly journal; C Journal article

Copyright notice

2009, Sage Publications

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