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 | |
| Publication status | Published - 14 Aug 2017 |
Keywords
- student perceptions
- marketing knowledge
- skills and competencies
- employability
- Malaysia