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

The purpose of this paper 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 practicing marketer and, conversely, what curriculum developers need to do if there is a “shortfall”.

Based on a total sample of a UG student population from an Accountancy, Finance and Business Faculty, the primarily descriptive, positivist, cross-sectional study used inferential statistics to measure the relationship between the four components of marketing knowledge, skills and competencies (the marketing mix, performance, social and emotional competencies, and responsible decision making).

Quantitative results revealed that all student perceptions of the requirements to be a “fit for purpose” marketer were highly correlated with requirements from the literature, subject benchmarks and practice with few exemptions.

The findings are based on one institution. Moreover, knowledge, skills and competency requirements by students’ level of study and practitioner experience may vary by type of HEI, organisation and geographic location.

Recommendations are made for curriculum development to address both employability and career development, particularly in terms of interdisciplinary co-operation and the teaching and learning of concepts.

Using the student perceptions of the requirements for being a practicing marketer, HEIs can adjust/add to their curriculum by comparing these to documented sources from academia and practice and by making any necessary adjustments by course of study.