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Marketing Yourself in the Competitive Job Market: An Innovative Course Preparing Undergraduates for Marketing Careers

Department of Marketing, College of Business Administration, at Florida International University in Miami, 11200 SW 8th Street, RB 307, Miami, FL 33199, taylork{at}fin.edu

Marketing employers increasingly value general qualities, such as effective communication, presentation, and teamwork skills, in their entry-level new hires rather than specific knowledge of the marketing function. Thus, graduating with a marketing degree might not provide an advantage over other college majors in securing a position and succeeding in a marketing career. This article describes an innovative course designed to help marketing majors increase their marketability by gaining or improving skills in the areas most desired by employers. The course development process, including a benchmark study and focus group with marketing professionals, is discussed, and survey results assessing students’reactions to the course are presented. Suggestions for successfully implementing a similar course and useful references are also provided.

Key Words: career preparation • curriculum innovation • job skills • marketing careers

Journal of Marketing Education, Vol. 25, No. 2, 97-107 (2003)
DOI: 10.1177/0273475302250577


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