The development of competent marketing professionals

Walker, I, TSARENKO, Y, Wagstaff, P, POWELL, I, Steel, M and BRACE-GOVAN, J 2009, 'The development of competent marketing professionals', Journal of Marketing Education, vol. 31, no. 3, pp. 253-263.


Document type: Journal Article
Collection: Journal Articles

Title The development of competent marketing professionals
Author(s) Walker, I
TSARENKO, Y
Wagstaff, P
POWELL, I
Steel, M
BRACE-GOVAN, J
Year 2009
Journal name Journal of Marketing Education
Volume number 31
Issue number 3
Start page 253
End page 263
Total pages 11
Publisher Sage Publications, Inc.
Abstract 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.
Subject Marketing Measurement
Keyword(s) competencies
skills
marketing graduates
employees
DOI - identifier 10.1177/0273475309345197
Copyright notice © 2009 Sage Publications
ISSN 0273-4753
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