The position of marketing education

Presents the viewpoints of both students of marketing and employers of these students, in an attempt to ascertain if we, as educators, are satisfying the needs of both sets of customers, namely the students studying for a sound practical business degree, and the employers requiring students with a solid grounding in the essentials of business coupled with practical skills. Researches first‐year marketing students, outlining their expectations and understanding of the subject and focuses on recent employers of marketing graduates and their expectations and understanding of what a graduate should offer. Findings indicate that students are looking for a degree which furnishes them with a wide knowledge base, so improving their employment opportunities. Suggests that employers prefer business graduates, although they also consider there to be a requirement for task‐specific training.