Undergraduate perceptions of the knowledge, skills and competencies required of today's practicing marketer

Stephen Carter; Amy Chu May Yeo

doi:10.1108/HESWBL-12-2016-0084

Undergraduate perceptions of the knowledge, skills and competencies required of today's practicing marketer

Stephen Carter, Amy Chu May Yeo

Research output: Contribution to journal › Article

2 Citations (Scopus)

Abstract

The purpose of this study is to investigate how students in a Malaysian context, as a result of their experience of a Higher Education Institution (HEI) undergraduate teaching and learning experience in the subject of Marketing, perceive the knowledge, skills and competencies required of a practising marketer and, conversely, what curriculum developers need do if there is a ‘shortfall’.

Original language	English
Pages (from-to)	240-260
Number of pages	21
Journal	Higher Education, Skills and Work-Based Learning
Volume	7
Issue number	3
DOIs	https://doi.org/10.1108/HESWBL-12-2016-0084
Publication status	Published - 14 Aug 2017

Keywords

student perceptions
marketing knowledge
skills and competencies
employability
Malaysia

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10.1108/HESWBL-12-2016-0084

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