Job Requirements for Marketing Graduates: Are There Differences in the Knowledge,Skills,and Personal Attributes Needed for Different Salary Levels?

Abstract

Several studies in the business press and in the marketing literature point to a “transformation” of marketing caused by the availability of large amounts of data for marketing analysis and planning. However, the effects of the integration of technology on entry-level jobs for marketing graduates have not been fully explored. This study examines the knowledge, skills, and personal attributes in listings for entry-level marketing jobs in the United States and the accompanying salaries. Our analysis of job postings reveals shifts in the knowledge, skills, and personal attributes desired by employers of marketing graduates. This study includes recommendations for curricular and cocurricular adjustments for marketing graduates seeking jobs at various salary levels.

Keywords

marketing careers marketing education conceptual knowledge personal attributes data analysis skills marketing technology skills

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