Developing Self-Marketing Skills for Student Career Success

Abstract

Marketing, the focus of our students' education, has been applied rather sparingly to marketing majors' job search situations. In this article, the process (understanding! application of marketing strategies) and outcome (useable end result) benefits of implementing a "self-marketing plan" project are explained. In addition, student responses to project participation that support the projects continued use and its perceived benefits are provided. The authors also conclude that a self-marketing plan project can provide students with self-marketing skills that can be useful throughout their careers.

Get full access to this article

View all access options for this article.

References

Boatwright, E. W. , and Miriam B. Stamps (1988). "Employers' Importance Ratings of Student Characteristics: A Conjoint Analysis Approach." Journal of Marketing Education, 10 (Summer): 74-78.

Bolles, Richard Nelson (1990). The 1990 What Color 18 Your Parachute? Berkeley, CA: Ten Speed Press.

Cohen, William (1985). "A Tentative Model for Student Self-marketing." In 1985 AMA Educators Conference Proceedings, edited by Robert F. Lush et al . Chicago: American Marketing Association, pp. 110-113.

Figler, Howard E. (1990). "Give Your self Permission to Pursue the Career You Really Want." In CPC Annual. Bethlehem, PA: College Placement Council.

Goldgehn, Leslie A. (1989). "Student Placement: The Challenge of Helping Our Undergraduate Marketing Students Prepare for the Job Marketplace and Their Careers in Marketing." Journal of Marketing Education, Fall: 78-82.

Goldgehn, Leslie A. , and Eric Soares (1986). "Student Marketing Portfolios: Professionalizing Our Discipline and Integrating Our Curriculum." Journal of Marketing Education, Summer, 14-17.

Hafer, J. C. , and C. C. Hoth (1981). "Growing Your Marketing Students to Match the Employer's Ideal Job Candidate." Journal of Marketing Education, Spring, 15-19.

Hite, Robert , and Joseph Bellizzi (1986). "Student Expectations regarding Collegiate Internship Programs in Marketing." Journal of Marketing Education, Fall: 41-49.

Kelley, Craig A. , and Ralph M. Gaedeke (1990). "Student and Employer Evaluation of Hiring Criteria for Entry-level Marketing Positions." Journal of Marketing education, 12 (Fall): 64-71.

10.

Kotler, Phillip (1983). "Educators Must Professionalize Marketing." Marketing News, 5 August: 16-17.

11.

Kotler, Phillip (1988). Marketing Management: Analysis, Planning, Implementation, and Control. Englewood Cliffs, NJ: Prentice-Hall.

12.

Lutz, Richard J. (1975). "Measurement and Diagnosis of Student Attitudes toward a Career in Advertising." Journal of Advertising, 4 (Summer): 36-40.

13.

McCorkle, Denny E. , and Memo F. Diriker (1991). The Self Marketing Advantage for Business College Students. Greeley, CO: Self-Marketing Institute.

14.

Parker, Yana (1989). The Damn Good Resume Guide. Berkeley, CA: Ten Speed Press.

15.

Ries, Al , and Jack Trout (1991). Horse Sense: The Key to Success Is Finding a Horse to Ride. New York: McGraw—Hill.

16.

Snelling, Robert O. , and Anne M. Snelling (1985). Jobs! What They Are...Where They Are...What They Pay! New York: Simon and Schuster.

17.

U.S. Department of Labor (1990). Occupational Outlook Handbook. Lincolnwood, IL: VGM Career Horizons.

18.

Walbert, Laura R. (1985). "A Foot in the Door." Forbes, 18 November: 240, 244.

19.

Walker, Bruce J. (1981). "The Job Hunting Seminar Series: Applied Marketing for Graduating Seniors." Journal of Marketing Education, Fall: 59-63.

20.

Weeks, William A. , and Danrel D. Muehling (1987). "Students' Perceptions of Personal Selling." Industrial Marketing Management, 16: 145-151.

21.

Wright, John W. , and Edward J. Dwyer (1990). The American Almanac of Jobs and Salaries. New York: Avon Press.