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Developing Self-Marketing Skills: Are Marketing Students Prepared for the Job Search?

College of Business Administration at Southwest Missouri State University, Springfield

Joe F. Alexander

Kenneth W. Monfort College of Business at the University of Northern Colorado, Greeley

James Reardon

Kenneth W. Monfort College of Business at the University of Northern Colorado, Greeley

Nathan D. Kling

Kenneth W. Monfort College of Business at the University of Northern Colorado, Greeley

Sooner or later, most marketing and business students realize that today’s job market is competitive, challenging, and requires substantial effort in order to pursue successfully. This article presents the authors’ observations, job market statistics, relevant academic literature, and survey results concerning the marketing and business student job search process. The research findings guide several recommendations for developing student self-marketing and job search skills, with the perspective of teaching students to apply what they have learned in their marketing courses.

Key Words: self-marketing • skills • job • search • students

Journal of Marketing Education, Vol. 25, No. 3, 196-207 (2003)
DOI: 10.1177/0273475303257517


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