What is it about?
The practice of marketing has been transformed by the availability of large amounts of data for marketing analysis and planning. This study examines the knowledge, skills and personal attributes in listings for entry-level marketing jobs in the United States and the accompanying salaries. Our analysis of job postings reveals shifts in the knowledge, skills, and personal attributes desired by employers of marketing graduates. This study includes recommendations for curricular and co-curricular adjustments for marketing graduates seeking jobs at various salary levels.
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Why is it important?
This study provides important information for marketing faculty, marketing students, and marketing alumni to help them succeed in the workplace.
Perspectives
Marketing practitioners and students need to be aware of the changes in the knowledge and skills required for success in the marketplace. To avoid obsolescence, it is important to continuously update one's conceptual and technical skills. This study underscores the importance of life long learning to marketplace success.
Dr Regina Pefanis Schlee
Seattle Pacific University
Read the Original
This page is a summary of: Job Requirements for Marketing Graduates: Are There Differences in the Knowledge, Skills, and Personal Attributes Needed for Different Salary Levels?, Journal of Marketing Education, June 2017, SAGE Publications,
DOI: 10.1177/0273475317712765.
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