Job Requirements for Marketing Graduates: Are There Differences in the Knowledge, Skills, and Personal Attributes Needed for Different Salary Levels?

Schlee, Regina Pefanis; Karns, Gary L.

doi:10.1177/0273475317712765

Cited by 57 publications

(75 citation statements)

References 42 publications

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“…About 68% of retailers had satisfactory skills in entrepreneurial activities by the standards of Terjesen, Hessels, and Li (2016). About 69% of retailers had satisfactory marketing skills by the standards of Schlee and Karns (2017). About 60% of retailers had satisfactory networking skills by the standards of Livingstone, Mascheroni, and Staksrud (2018).…”

Section: Number Of Respondents and Percentagementioning

confidence: 99%

Factors that affect customer loyalty in small enterprises

Worku

2019

Innovative Marketing

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The study was conducted by collecting the data from 608 customers of migrant retailers working in the retail industry of Pretoria West in South Africa in order to identify socioeconomic factors that affect customer loyalty. Data was collected from eligible respondents by using a pre-tested, validated and standardised questionnaire of study that was self-administered by respondents. The study found that about 69% of customers were loyal to their retailers. About 68% of customers had a favorable attitude towards their retailers. About 68% of retailers used appropriate promotional measures for marketing their goods to potential customers. About 69% of retailers provided their customers with satisfactory quality of services. About 67% of customers were loyal to their retailers’ brands. Factor analysis was used for extracting 3 influential predictors of customer loyalty. These factors were entrepreneurial skills, marketing skills, and selling price. The percentage of variance explained by the 3 extracted factors was equal to 92.58%.

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Section: Number Of Respondents and Percentagementioning

confidence: 99%

Factors that affect customer loyalty in small enterprises

Worku

2019

Innovative Marketing

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“…Across the range of marketing activities, the gap between marketing skills needed in the labor force and the ones developed in higher education is a key topic in academia (Bacon, 2017). This gap is constantly changing, as the body of knowledge required to perform at all levels and in every position is very dynamic (Schlee & Harich, 2010;Schlee & Karns, 2017). Academics are continuously evaluating if the skills needed in industry are coordinated with the concepts covered in a marketing degree (Ang, D'Alessandro, & Winzar, 2014).…”

Section: Literature Reviewmentioning

confidence: 99%

The Skills Marketing Majors Believe They Acquire: Evidence From a National Survey

Hartley

Routon

Torres

2018

Journal of Marketing Education

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Drawing from a panel survey of over 400,000 college graduates from over 600 different colleges and universities in the United States, this article addresses three questions related to skill change during college tenure. First, as judged by the students themselves, how much change in 15 skill categories do marketing majors experience during college? Second, how do these skill changes compare with those reported by other business majors and college students from all other majors? Finally, controlling for a host of relevant student and institutional characteristics, what is the impact of marketing education on the changes reported for each of these 15 skills? Findings indicate that marketing students’ perceptions of their own skill developments are generally very positive, but in some cases other business majors or the broader array of college students rated themselves more favorably. Taken in combination with employers’ contrasting perceptions of graduates’ workforce readiness, these results have implications for the improvement of marketing curricula and course design including greater emphasis on experiential learning and other opportunities for students to apply the knowledge they gain.

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“…In this age of digital and mobile technologies, today's marketing graduates are expected to have the ability to manage, analyze, and understand the implications of “big data” on marketing management (Schlee & Karns, ; Wedel & Kannan, ). Big data refers to the increased volume, velocity, variety, and veracity of data that has become available through the explosive growth of media, channels, digital devices and software applications.…”

Section: Introductionmentioning

confidence: 99%