Knowledge and skill requirements for marketing positions: the gap between employers' and undergraduate marketing students' expectations in Kuching, Sarawak
Marketing education has seen a tremendous growth over the years. Thus, marketing education has a responsibility of preparing marketers of the future with the relevant knowledge and skills essential for subsequent organizational and career success. However, there is little research done on the effect...
| Main Author: | |
|---|---|
| Format: | Research Reports |
| Language: | English |
| Published: |
Research Management Institute (RMI)
2013
|
| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/28667/ |
| _version_ | 1848807098319634432 |
|---|---|
| author | Gregory, Margaret Lucy |
| author_facet | Gregory, Margaret Lucy |
| author_sort | Gregory, Margaret Lucy |
| building | UiTM Institutional Repository |
| collection | Online Access |
| description | Marketing education has seen a tremendous growth over the years. Thus, marketing education has a responsibility of preparing marketers of the future with the relevant knowledge and skills essential for subsequent organizational and career success. However, there is little research done on the effectiveness of marketing education in Malaysia focusing on purely marketing elements. Our research attempts to identify what undergraduate marketing students in Sarawak expect of their jobs and how these expectations can be compared to the needs of the job markets and identifying areas of commonality and difference. This study will use qualitative and the quantitative method. Data will be analysed using the SPSS 17.0 software and descriptive analysis will be used extensively in this study. With a greater insight into the expectations of employers and students alike, we hope to draw some conclusion about the effectiveness of the current degree program in encouraging students to develop the capability required if they are to be employed as fresh graduates. Furthermore, the findings would provide suggestions for how courses offered by the universities and institutions of higher learning could be adapted to reflect employers' needs. |
| first_indexed | 2025-11-14T22:37:25Z |
| format | Research Reports |
| id | uitm-28667 |
| institution | Universiti Teknologi MARA |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T22:37:25Z |
| publishDate | 2013 |
| publisher | Research Management Institute (RMI) |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | uitm-286672020-03-04T04:38:44Z https://ir.uitm.edu.my/id/eprint/28667/ Knowledge and skill requirements for marketing positions: the gap between employers' and undergraduate marketing students' expectations in Kuching, Sarawak Gregory, Margaret Lucy Business education Marketing Branding (Marketing) Marketing education has seen a tremendous growth over the years. Thus, marketing education has a responsibility of preparing marketers of the future with the relevant knowledge and skills essential for subsequent organizational and career success. However, there is little research done on the effectiveness of marketing education in Malaysia focusing on purely marketing elements. Our research attempts to identify what undergraduate marketing students in Sarawak expect of their jobs and how these expectations can be compared to the needs of the job markets and identifying areas of commonality and difference. This study will use qualitative and the quantitative method. Data will be analysed using the SPSS 17.0 software and descriptive analysis will be used extensively in this study. With a greater insight into the expectations of employers and students alike, we hope to draw some conclusion about the effectiveness of the current degree program in encouraging students to develop the capability required if they are to be employed as fresh graduates. Furthermore, the findings would provide suggestions for how courses offered by the universities and institutions of higher learning could be adapted to reflect employers' needs. Research Management Institute (RMI) 2013-01 Research Reports NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/28667/1/LP_MARGARET%20LUCY%20GREGORY%20RMI%20Q%2013%20_5.PDF Gregory, Margaret Lucy (2013) Knowledge and skill requirements for marketing positions: the gap between employers' and undergraduate marketing students' expectations in Kuching, Sarawak. (2013) [Research Reports] (Unpublished) |
| spellingShingle | Business education Marketing Branding (Marketing) Gregory, Margaret Lucy Knowledge and skill requirements for marketing positions: the gap between employers' and undergraduate marketing students' expectations in Kuching, Sarawak |
| title | Knowledge and skill requirements for marketing positions: the gap between employers' and undergraduate marketing students' expectations in Kuching, Sarawak |
| title_full | Knowledge and skill requirements for marketing positions: the gap between employers' and undergraduate marketing students' expectations in Kuching, Sarawak |
| title_fullStr | Knowledge and skill requirements for marketing positions: the gap between employers' and undergraduate marketing students' expectations in Kuching, Sarawak |
| title_full_unstemmed | Knowledge and skill requirements for marketing positions: the gap between employers' and undergraduate marketing students' expectations in Kuching, Sarawak |
| title_short | Knowledge and skill requirements for marketing positions: the gap between employers' and undergraduate marketing students' expectations in Kuching, Sarawak |
| title_sort | knowledge and skill requirements for marketing positions: the gap between employers' and undergraduate marketing students' expectations in kuching, sarawak |
| topic | Business education Marketing Branding (Marketing) |
| url | https://ir.uitm.edu.my/id/eprint/28667/ |