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

Stephen Carter, Amy Chu May Yeo

    Research output: Contribution to journalArticle

    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 languageEnglish
    Pages (from-to)240-260
    Number of pages21
    JournalHigher Education, Skills and Work-Based Learning
    Volume7
    Issue number3
    DOIs
    Publication statusPublished - 14 Aug 2017

    Keywords

    • student perceptions
    • marketing knowledge
    • skills and competencies
    • employability
    • Malaysia

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