Hiring Graduates for Marketing – Advantages, Disadvantages and Competency Requirements

Radim Dušek,Monika Hrubá,Petra Skálová,Karolína Brodská,Z Caha,M Ruschak,V Velková

doi:10.1051/shsconf/20219001004

Radim Dušek, Monika Hrubá + Show 5 more

Open Access

https://doi.org/10.1051/shsconf/20219001004

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Abstract

The selection of suitable employees is becoming more and more demanding because of the increasing number of job applicants that want to get into a marketing career. The aim of this contribution is to find out which marketing competencies a competent graduate of economics should possess to be attractive for marketing related jobs in SMEs in the Region of South Bohemia, as well as to identify the positives and negatives of hiring such graduates. Based on data obtained from 93 SMEs with their own marketing department, the desired competent graduate for marketing related jobs can be described as a communicative and creative individual with the ability to analyse information. The main advantages of hiring graduates include creativity, the ability to work with modern technologies and/or enthusiasm for learning. On the other hand, a lack of experience and/or the longer training time are the main disadvantages of hiring fresh graduates for marketing-related jobs.

Highlights

In developed countries, major efforts have been made by universities to prepare graduates of business or economic degrees, and who want to be marketers, to meet actual labour market requirements
The latter is considered to be one of the most suitable pedagogical tools for the development of students’ marketing competencies. This approach is characterized by the creation of student research teams that work on long-term projects connected to real world business practice with the purpose of solving the actual business tasks and problems [23, 24]. The aim of this contribution is to find out which marketing competencies a competent graduate of economics should possess in order to be attractive for marketing related jobs in small and medium-sized enterprises (SMEs) in the Region of South Bohemia
Using the Friedman ANOVA to determine the significance of a specific marketing competence, the following hypotheses were tested at the significance level of α = 0.05: H0: The average significance of the individual marketing competencies determined by the surveyed companies is identical

Summary

Introduction

Major efforts have been made by universities to prepare graduates of business or economic degrees, and who want to be marketers, to meet actual labour market requirements. Key competencies can be defined as a generic complex of knowledge, values and attitudes, but primarily life skills, such as problem solving, communication, collecting and analysing information, ability to work independently, leadership, creativity, ability to cooperate effectively, and the desire to participate in lifelong learning [4, 5]. These competencies allow individuals to act appropriately and efficiently within various professional and personal life situations. They represent and incorporate a wide range of long-term qualifications and requirements for a flexible response to changing labour market demands, as well as ensure maximum performance in the defined tasks [6]

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