Quality of Marketing Education And Employability Skills of Marketing Graduates’: Graduates as Products
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Date
2021-06
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Addis Ababa University
Abstract
Higher education institutions are required to make fit learners for the world of work by
equipping with the necessary knowledge and skills that are required to accomplish assigned
tasks in a way they need to be performed. Enhancing graduate employability and making
graduates fit for the world of work is partly the responsibility of higher education institutions.
Recently studies are being held to assess the paradigm shift whether students should be
considered as products or customers of higher education institutions. Based on the different
understanding of the output of higher education institutions, in the definition of educational
products, scholars have produced two opposing views which are the student-product view and
service-product view of higher education. Higher education institutions can be seen as
manufacturing companies where their products are graduates with the needed specifications
demanded by the labor market consumers, employers. However; the development process is
influenced by quality of education. The primary objective of this paper was to assess quality of
Marketing education, examine its relationship with employability skills of Marketing graduates
and measure the effect of quality of Marketing education on employability skills of Marketing
graduates. The study viewed quality of Marketing education as the quality of lecturers’, the
methods of teaching they employed and availability of learning resources. To address the
objectives of the study, data were collected through a structured questionnaire from Marketing
graduates working in different government offices and employers of Marketing graduates in
different industries. The study employed quantitative methods of research. For both Marketing
graduates and employers more than 400 questionnaires were distributed. Returned
quetionnareswere organized and analyzed through SPSS version 23. The finding revealed that
quality of Marketing education has a positive relationship and significant influence on
employability skills of Marketing graduates. Of all the dimensions of quality of Marketing
education, methods of teaching is found be the most influential variable followed by quality of
lecturers and lastly availability of learning resources
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Keywords
Quality, Marketing education,, graduates