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
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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.

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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