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Journal of Marketing Education
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What's this?

The Development of Competent Marketing Professionals

Ian Walker

Monash University, Melbourne, Australia

Yelena Tsarenko

Monash University, Melbourne, Australia

Peter Wagstaff

Monash University, Melbourne, Australia

Irene Powell

Monash University, Melbourne, Australia

Marion Steel

RMIT University, Melbourne, Australia

Jan Brace-Govan

Monash University, Melbourne, Australia

The process of transition from university undergraduate to business professional is a crucial stage in the development of a business career. This study examines both graduate and employer perspectives on the essential skills and knowledge needed by marketing professionals to successfully perform their roles. From in-depth interviews with 14 graduates and 14 employers, it is apparent that the transition trajectory is both diverse and dynamic. The first main finding is that the transition from marketing graduate to employee is marked by a lack of skills to organically "fit the organization." Another finding is related to specific competencies such as the ability to have and, most importantly, apply marketing knowledge. These findings have strong implications for the development and redesign of curricula to produce highly skilled, employable graduates and to assist universities in retaining a competitive advantage within the tertiary sector.

Key Words: competencies • skills • marketing graduates • employees

This version was published on December 1, 2009

Journal of Marketing Education, Vol. 31, No. 3, 253-263 (2009)
DOI: 10.1177/0273475309345197
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