The employability of marketing graduates in the era of digitalisation and globalisation

Abstract

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.