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Determining Efficacy in University Marketing Programs to Satisfy Employer Talent Needs: A Descriptive Comparative Study

机译：确定大学营销计划中满足雇主人才需求的功效：描述性比较研究

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摘要

For decades, business leaders have openly inferred higher education fails to prepare graduates to perform job duties successfully. An unprepared workforce makes it difficult for businesses to compete and produce a profit. The discipline of marketing experiences the most rapid changes due to technology advances and marketplace needs. Marketers play a critical role in the financial success of a business. A descriptive, comparative study was used to determine the efficacy of college marketing program curriculum and tested the assertions from industry leaders concerned about skills gaps related to the field of marketing. Multiple university marketing programs throughout the Midwest United States were investigated to determine what the required courses included. Additional reports from LinkedIn job recruitment sites offered current marketing employment skill requirements and employer preferences. Survey recruitment encompassed a random sampling of academic business dean's, marketing instructors from two-year, and four-year universities across the Midwest United States. Business participants comprised of small to large Fortune 500 companies, nonprofits, business alliances and chambers of commerce within the Midwest United States. Groups completed survey questions self-ranking marketing courses for job relevancy and rated communication attributes judged essential to succeed as a marketing practitioner. Participants agreed digital marketing and social media ranked as the most relevant courses to master for job success. There existed significant differences for the remaining ranked courses between educators and practitioners. Practitioners placed greater emphasis on analytical skill attainments such as accounting, micro, and macroeconomics over educators. Principles and practices of selling, public relations, and strategic marketing courses topped requirements marketers desired for proficient job performance. Academics ranked business ethics, international marketing, new product development, and supply chain logistics, as critical courses graduates should master. Groups revealed verbal and written communication were the top two communication attributes determined necessary to perform job duties effectively. Educators perceived attire illustrated a practical element towards job success whereby practitioners placed less emphasis on appearance. The findings of this study contribute tactical knowledge towards the discipline of marketing, for it promoted curriculum relevance within university programs designed to supply a pipeline of workforce talent. This investigation uncovered several established collaborations between academia and business as of 2017. The study recommends consistent, standardized industry and academic partnerships nationwide as accreditation criteria from the Higher Learning Commission, which may also serve as a supplemental foundation for workforce talent development.
机译：数十年来，企业领导者公开推断高等教育未能使毕业生做好成功履行职务的准备。缺乏准备的劳动力使企业难以竞争并产生利润。市场营销学科由于技术进步和市场需求而经历了最快的变化。营销人员在企业的财务成功中扮演着至关重要的角色。描述性的比较研究用于确定大学营销计划课程的有效性，并测试了行业领导者有关营销领域相关技能差距的断言。对整个美国中西部的多个大学营销计划进行了调查，以确定所需的课程。 LinkedIn招聘网站上的其他报告提供了当前的市场营销职业技能要求和雇主偏好。调查招聘包括从美国中西部的两年制和四年制大学的学术业务主任，市场营销讲师的随机抽样。商业参与者包括美国中西部地区大小不一的《财富》 500强公司，非营利组织，商业联盟和商会。各小组完成了针对工作相关性的自测市场营销课程的调查问题，并确定了被认为是成功成为营销从业人员必不可少的沟通属性。参加者们一致认为数字营销和社交媒体是掌握工作成功最相关的课程。在教育者和从业者之间，其余排名课程之间存在显着差异。与从业者相比，从业者更加强调分析技能的获得，例如会计，微观和宏观经济学。销售，公共关系和战略营销课程的原理和实践是营销人员精通工作绩效的最高要求。学术界将商业道德，国际营销，新产品开发和供应链物流列为毕业生应掌握的重要课程。小组发现，口头和书面沟通是有效执行工作所必需的两个最重要的沟通属性。教育者认为着装说明了获得工作成功的实际因素，因此从业者较少强调外表。这项研究的发现为市场营销学科贡献了战术知识，因为它促进了旨在提供劳动力人才的大学课程中与课程相关性。这项调查揭示了截至2017年学术界与企业之间已建立的若干合作关系。该研究建议在全国范围内建立一致，标准化的行业和学术合作伙伴关系，作为高等教育委员会的认证标准，这也可以作为劳动力人才发展的补充基础。

著录项

  • 作者

    Rutley, Carla.;

  • 作者单位

    Capella University.;

  • 授予单位 Capella University.;
  • 学科 Business education.;Marketing.;Curriculum development.
  • 学位 D.B.A.
  • 年度 2018
  • 页码 121 p.
  • 总页数 121
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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