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

McClymont, Hoda and Volkov, Michael and Gardiner, Michael and Behjat, Nura and Geoghegan, Noel (2005) Employer (dis)satisfaction with Australian marketing graduates: the development of a research framework. In: Australian and New Zealand Marketing Academy Conference (ANZMAC 2005): Broadening the Boundaries, 5-7 Dec 2005, Fremantle, Western Australia.

Text (Published Version)

Download (377Kb)


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.

Statistics for USQ ePrint 6983
Statistics for this ePrint Item
Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Copyright retained by author. Conference website: http://anzmac2005.conf.uwa.edu.au
Faculty / Department / School: Historic - Faculty of Business - Department of Marketing and Tourism
Date Deposited: 05 Mar 2010 05:12
Last Modified: 14 Jun 2016 03:42
Uncontrolled Keywords: graduates; marketing; skills;
Fields of Research : 13 Education > 1302 Curriculum and Pedagogy > 130203 Economics, Business and Management Curriculum and Pedagogy
13 Education > 1303 Specialist Studies in Education > 130303 Education Assessment and Evaluation
15 Commerce, Management, Tourism and Services > 1503 Business and Management > 150305 Human Resources Management
Socio-Economic Objective: C Society > 93 Education and Training > 9302 Teaching and Instruction > 930299 Teaching and Instruction not elsewhere classified
URI: http://eprints.usq.edu.au/id/eprint/6983

Actions (login required)

View Item Archive Repository Staff Only