The employability of marketing graduates in the era of digitalisation and globalisation

Titolo Rivista MERCATI & COMPETITIVITÀ
Autori/Curatori Chiara Mauri, Angelo Di Gregorio, Alice Mazzucchelli, Isabella Maggioni
Anno di pubblicazione 2017 Fascicolo 2017/4 Lingua Inglese
Numero pagine 22 P. 103-124 Dimensione file 179 KB
DOI 10.3280/MC2017-004006
Il DOI è il codice a barre della proprietà intellettuale: per saperne di più clicca qui

Qui sotto puoi vedere in anteprima la prima pagina di questo articolo.

Se questo articolo ti interessa, lo puoi acquistare (e scaricare in formato pdf) seguendo le facili indicazioni per acquistare il download credit. Acquista Download Credits per scaricare questo Articolo in formato PDF

Anteprima articolo

FrancoAngeli è membro della Publishers International Linking Association, Inc (PILA)associazione indipendente e non profit per facilitare (attraverso i servizi tecnologici implementati da CrossRef.org) l’accesso degli studiosi ai contenuti digitali nelle pubblicazioni professionali e scientifiche

Disruptions and challenges generated by increasing levels of digitalisation and globalisation are having a profound impact on the labour market and on career opportunities available to marketing graduates. This new paradigm crosses different industries and traditional marketing professions and stimulates the debate around the job readiness and employability of graduates. This study provides insights into the nature of this phenomenon by comparing firms’ requirements to the education programs offered by Italian universities at post-graduate level. By exploring the topic of marketing graduate employability, this study provides key recommendations for universities to be at the forefront of producing graduates equipped with the right skillset to start their career in the marketing function.

Keywords:Employability, Marketing, Marketing Graduates, Working positions, University curriculum, Skills.

  1. Aa.Vv. (2014). Lessons from the Leading Edge of Customer Experience Management. Harvard Business Review Analytic Services
  2. Ackerman D. S., Gross B. L., and Perner L. (2003). Instructor, Student, and Employer Perceptions on Preparing Marketing Students for Changing Business Landscapes. Journal of Marketing Education, 25(1): 46-56, DOI: 10.1177/0273475302250572
  3. Low G.S., and Fullerton R.A. (1994). Brands, Brand Management, and the Brand Manager System: A Critical-Historical Evaluation. Journal of Marketing Research, 31(2): 173, DOI: 10.2307/3152192
  4. Marketing Science Institute (2016). 5 Things I Know about Marketing. -- Retrieved from http://www.msi.org/articles/5-things-i-know-about-marketing/.
  5. Mishra K.E., Wilder K., and Mishra A.K. (2017). Digital literacy in the marketing curriculum. Industry and Higher Education, 31(3): 204-211, DOI: 10.1177/095042221769783
  6. Morse J.M., and Field P.A. (1995). Nursing research: The application of qualitative approaches. Nelson Thornes.
  7. Neslin S.A., Grewal D., Leghorn R., Shankar V., Teerling M.L., Thomas J.S., and Verhoef P.C. (2006). Challenges and Opportunities in Multichannel Customer Management. Journal of Service Research, 9(2): 95-112, DOI: 10.1177/1094670506293559
  8. Neslin S.A., and Shankar V. (2009). Key Issues in Multichannel Customer Management: Current Knowledge and Future Directions. Journal of Interactive Marketing, 23(1): 70-81,
  9. Payne A.F., Storbacka K., and Frow P. (2008). Managing the co-creation of value. Journal of the Academy of Marketing Science, 36(1): 83-96,
  10. Prahalad C.K., and Ramaswamy V. (2004a). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3): 5-14,
  11. Prahalad C.K., and Ramaswamy V. (2004b). The future of competition: co-creating unique value with customers. Harvard Business School Pub.
  12. Rae D. (2007). Connecting enterprise and graduate employability. Education +Training, 49(8/9): 605-619, DOI: 10.1108/00400910710834049
  13. Schor J. (2004). Born to buy: the commercialized child and the new consumer culture. Scribner.
  14. Teichert T.A., and Schöntag K. (2010). Exploring consumer knowledge structures using associative network analysis. Psychology and Marketing, 27(4): 369-398,
  15. Verona G., and Prandelli E. (2006). Collaborative innovation. Marketing e organizzazione per i nuovi prodotti. Roma: Carocci.
  16. Walker I., Tsarenko Y., Wagstaff P., Powell I., Steel M., and Brace-Govan J. (2009). The Development of Competent Marketing Professionals. Journal of Marketing Education, 31(3): 253-263, DOI: 10.1177/0273475309345197
  17. Webster F.E. (1992). The Changing Role of Marketing in the Corporation. Journal of Marketing, 56(4): 1, DOI: 10.2307/1251983
  18. Wellman N. (2010). The employability attributes required of new marketing graduates. Marketing Intelligence & Planning, 28(7): 908-930, DOI: 10.1108/02634501011086490
  19. Lamberton C., and Stephen A.T. (2016). A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry. Journal of Marketing, 80(6): 146-172,
  20. Krippendorff K., and Bock M.A. (2010). The Content Analysis Reader. Sage Publications, Inc.
  21. Kolbe R.H., and Burnett M.S. (1991). Content-Analysis Research: An Examination of Application with Directives for Improving Research Reliability and Objectivity. Journal of Consumer Research, 18(2): 243-250. -- Retrieved from http://www.jstor.org/stable/2489559.
  22. Kerr G.F., and Proud B. (2005). Hiring graduates: perspectives from advertising and public relations employers. In: Purchase S. (Ed.). Proceedings of the 2005 Austarlia and New Zeland Marketing Academy Conference. University of Western Australia, Perth.
  23. Kelley C.A., and Bridges C. (2005). Introducing Professional and Career Development Skills in the Marketing Curriculum. Journal of Marketing Education, 27(3): 212-218, DOI: 10.1177/0273475305279526
  24. Kassarjian H.H. (1977). Content Analysis in Consumer Research. Journal of Consumer Research, 4(1): 8-18, DOI: 10.1086/208674
  25. John D.R., Loken B., Kim K., and Monga A.B. (2006). Brand Concept Maps: A Methodology for Identifying Brand Association Networks. Journal of Marketing Research, 43(4): 549-563,
  26. Hopkins C.D., Raymond M.A., and Carlson L. (2011). Educating Students to Give Them a Sustainable Competitive Advantage. Journal of Marketing Education, 33(3): 337-347, DOI: 10.1177/0273475311420241
  27. Harrigan P., and Hulbert B. (2011). How Can Marketing Academics Serve Marketing Practice? The New Marketing DNA as a Model for Marketing Education. Journal of Marketing Education, 33(3): 253-272, DOI: 10.1177/0273475311420234
  28. Hamid Saleh M.A. (2016). Themes and Topics of Research in Marketing: A Content Analysis of the Articles Published in Three Marketing Journals. International Journal of Business Administration, 7(1),
  29. Grønholdt L., and Martensen A. (2005). Marketing redefined changes and challenges. The Marketing Review, 5: 101-109.
  30. Gibbs G. (2002). Qualitative data analysis: explorations with NVivo. Open University.
  31. Finch D.J., Hamilton L.K., Baldwin R., and Zehner M. (2013). An exploratory study of factors affecting undergraduate employability. Education + Training, 55(7): 681-704, DOI: 10.1108/ET-07-2012-0077
  32. Fallows S., and Steven C. (2000). Building employability skills into the higher education curriculum: a university_wide initiative. Education + Training, 42(2): 75-83, DOI: 10.1108/00400910010331620
  33. Edelman L.F., Manolova T.S., and Brush C.G. (2008). Entrepreneurship education: Correspondence between practices of nascent entrepreneurs and textbook prescriptions for success. Academy of Management Learning & Education, 7(1): 56-70.
  34. Cycyota C.S., and Harrison D.A. (2006). What (Not) to Expect When Surveying Executives. Organizational Research Methods, 9(2): 133-160, DOI: 10.1177/1094428105280770
  35. Coppola L. (2011). NVivo: un programma per l’analisi qualitativa. FrancoAngeli. Cova B., Dalli D., and Zwick D. (2011). Critical perspectives on consumers’ role as “producers”: Broadening the debate on value co-creation in marketing processes. Marketing Theory, 11(3): 231-241.
  36. Brandes U., Kenis P., and Raab J. (2006). Explanation Through Network Visualization. Methodology, 2(1): 16-23, DOI: 10.1027/1614-2241.2.1.16
  37. Botsman R., and Rogers R. (2011). What’s mine is yours: how collaborative consumption is changing the way we live. Collins.
  38. Belk R. (2007). Why Not Share Rather Than Own? The ANNALS of the American Academy of Political and Social Science, 611(1): 126-140, DOI: 10.1177/0002716206298483
  39. Bastian M., Heymann S., and Jacomy M. (2009). Gephi: An Open Source Software for Exploring and Manipulating Networks. In Third International AAAI Conference on Weblogs and Social Media (pp. 361-362).
  40. Anseel F., Lievens F., Schollaert E., and Choragwicka B. (2010). Response Rates in Organizational Science, 1995-2008: A Meta-analytic Review and Guidelines for Survey Researchers. Journal of Business and Psychology, 25(3): 335-349,
  41. Andrews J., and Higson H. (2008). Graduate Employability, “Soft Skills” Versus “Hard” Business Knowledge: A European Study. Higher Education in Europe, 33(4): 411-422, DOI: 10.1080/03797720802522627
  42. Alpert F., Heaney J.-G., and Kuhn K.-A.L. (2009). Internships in marketing: Goals, structures and assessment – Student, company and academic perspectives. Australasian Marketing Journal (AMJ), 17(1): 36-45,
  43. Wickramasinghe V., and Perera L. (2010). Graduates’, university lecturers’ and employers’ perceptions towards employability skills. Education + Training, 52(3): 226-244, DOI: 10.1108/00400911011037355
  44. Xhaet G., and Fidora G. (2015). Le nuove professioni digitali. Risorse, opportunità e competenze per la tua carriera online. Hoepli Editore.
  45. Yorke M. (2006). Employability in higher education: what it is – what it is not. Learning & Employability,
  46. Zani S., and Cerioli A. (2007). Analisi dei dati e data mining per le decisioni aziendali. Milano: Giuffrè Editore.

  • Employability skills for future marketing professionals Angelo Di Gregorio, Isabella Maggioni, Chiara Mauri, Alice Mazzucchelli, in European Management Journal /2019 pp.251
    DOI: 10.1016/j.emj.2019.03.004
  • Directions of formation of digital competencies of personnel of large companies Matvey Oborin, in Moscow University Economics Bulletin 47576058/2021 pp.163
    DOI: 10.38050/0130010520216.8
  • INTERNATIONAL CONFERENCE ON TEXTILE AND APPAREL INNOVATION (ICTAI 2021) Alena Vankevich, Iryna Kalinouskaya, Olga Zaitseva, pp.060003 (DOI:10.1063/5.0078827)

Chiara Mauri, Angelo Di Gregorio, Alice Mazzucchelli, Isabella Maggioni, The employability of marketing graduates in the era of digitalisation and globalisation in "MERCATI & COMPETITIVITÀ" 4/2017, pp 103-124, DOI: 10.3280/MC2017-004006