A Critical Assessment of Skills and Knowledge for Entry-Level Marketing Jobs: A Delphi Study

Autor/in	Yeoh, Poh-Lin
Titel	A Critical Assessment of Skills and Knowledge for Entry-Level Marketing Jobs: A Delphi Study
Quelle	In: Marketing Education Review, 29 (2019) 4, S.242-265 (24 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1052-8008
DOI	10.1080/10528008.2019.1661258
Schlagwörter	Entry Workers; Marketing; Job Skills; Employment Qualifications; Communication Skills; Problem Solving; Creativity; Research Skills; Knowledge Level + Suchen Sie Ihr Suchwort? Produktive Fertigkeit; Employment qualification; Vocational qualification; Vocational qualifications; Berufliche Qualifikation; Kommunikationsstil; Problemlösen; Kreativität; Forschungsleistung; Wissensbasis
Abstract	While the marketing education literature has contributed to our understanding of the skills that are important for successful employability, there has been limited effort to study both technical and non-technical skills together and second, their relative importance. This study addresses these gaps by conducting a Delphi study with a panel comprising of 12 human resource managers and 15 marketing managers. Among the list of 51 skills identified, the panelists selected and ranked 20 skills as being the most critical for entry-level marketing graduates. We further compared our results with four different industry studies and discuss their implications for marketing education. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01