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

Paper


McClymont, Hoda, Volkov, Michael, Gardiner, Michael, Behjat, Nura and Geoghegan, Noel. 2005. "Employer (dis)satisfaction with Australian marketing graduates: the development of a research framework." Purchase, Sharon (ed.) Australian and New Zealand Marketing Academy Conference (ANZMAC 2005): Broadening the Boundaries. Fremantle, Australia 05 - 07 Dec 2005 Fremantle, Western Australia.
Paper/Presentation Title

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

Presentation TypePaper
AuthorsMcClymont, Hoda (Author), Volkov, Michael (Author), Gardiner, Michael (Author), Behjat, Nura (Author) and Geoghegan, Noel (Author)
EditorsPurchase, Sharon
Journal or Proceedings TitleProceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC 2005)
Number of Pages6
Year2005
Place of PublicationFremantle, Western Australia
ISBN064645546X
Web Address (URL) of Paperhttp://www.anzmac.org/conf2005
Web Address (URL) of Conference Proceedingshttp://anzmac2005.conf.uwa.edu.au
Conference/EventAustralian and New Zealand Marketing Academy Conference (ANZMAC 2005): Broadening the Boundaries
Event Details
Australian and New Zealand Marketing Academy Conference (ANZMAC 2005): Broadening the Boundaries
Parent
ANZMAC Conference
Event Date
05 to end of 07 Dec 2005
Event Location
Fremantle, Australia
Abstract

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.

Keywordsgraduates; marketing; skills;
ANZSRC Field of Research 2020390103. Economics, business and management curriculum and pedagogy
390402. Education assessment and evaluation
350503. Human resources management
Public Notes

Copyright retained by author.

Byline AffiliationsDepartment of Marketing and Tourism
School of Management and Marketing
Kumbari Ngurpai Lag
Faculty of Education
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