ESSENTIAL EMPLOYABILITY SKILLS FOR MARKETING CAREERS: GAP ANALYSIS OF EDUCATION AND PROFESSION

Kausar Saeed, Zaki Rashidi

Abstract


This study investigates generic skills, technical abilities and
conceptual knowledge required by employers of marketing
professionals. The first part of the research is based upon the content
analysis of 375 advertisements of marketing jobs. These competencies
were classified in two categories i.e. generic skills and technical
marketing skills. With regards to generic skills, oral/written
communication, leadership and team work has come out as preferred
by employers. The Industry knowledge and sales management are the
most desirable technical skills that are required by employers. In the
second phase 16 marketing executives ranked the competencies they
prefer while hiring marketing professionals. Lastly an exploratory
study was conducted to find out if essential competencies are delivered
through curriculum of marketing or not. ‘Industry specific knowledge’
and forecasting and budgeting are two areas that are not sufficiently
covered by the marketing curriculum.


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