The Quality of the Academic Preparation of Undergraduate Marketing Majors: An Assessment by Company Recruiters

Undergraduate marketing programs have been criticized for their inability to inculcate the skills most critical for business success. The authors report the results from a national survey in which 314 on-campus recruiters rated the importance of and marketing students’ abilities relative to 22 skills or qualifications. They make recommendations on how marketing educators can help students improve critical skill abilities in five key areas.