TY - JOUR
T1 - A CRITICAL ASSESSMENT OF SKILLS AND KNOWLEDGE FOR ENTRY-LEVEL MARKETING JOBS: A DELPHI STUDY
AU - Yeoh, Poh-Lin
N1 - Publisher Copyright:
© 2019, Copyright © 2019 Society for Marketing Advances.
PY - 2019
Y1 - 2019
N2 - While the marketing education literature has contributed to our understanding of the skills that are important for successful employability, there has been limited effort to study both technical and non-technical skills together and second, their relative importance. This study addresses these gaps by conducting a Delphi study with a panel comprising of 12 human resource managers and 15 marketing managers. Among the list of 51 skills identified, the panelists selected and ranked 20 skills as being the most critical for entry-level marketing graduates. We further compared our results with four different industry studies and discuss their implications for marketing education
AB - While the marketing education literature has contributed to our understanding of the skills that are important for successful employability, there has been limited effort to study both technical and non-technical skills together and second, their relative importance. This study addresses these gaps by conducting a Delphi study with a panel comprising of 12 human resource managers and 15 marketing managers. Among the list of 51 skills identified, the panelists selected and ranked 20 skills as being the most critical for entry-level marketing graduates. We further compared our results with four different industry studies and discuss their implications for marketing education
UR - https://www.tandfonline.com/doi/abs/10.1080/10528008.2019.1661258
M3 - Article
VL - 29
SP - 242
EP - 265
JO - Marketing Education Review
JF - Marketing Education Review
IS - 4
ER -