What's Expected of Marketing Graduates

Catherine McMullen, Ian Braithwaite

    Research output: Book chapter/Published conference paperConference paperpeer-review

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    Abstract

    Universities are increasing being required to make explicit the desired educational outcomes of their graduates. Currently many universities are developing graduate capability statements to address this expectation. In this paper, we explore desirable capabilities for marketing graduates and present a schema outlining discipline knowledge and a range of generic capabilities that are necessary to make use of marketing knowledge. In doing this we draw on the concepts of expertise and tacit knowledge and present them in a marketing context. Some broad recommendations are made how these capabilities can be developed.
    Original languageEnglish
    Title of host publicationANZMAC 2002
    Place of PublicationMelbourne, Australia
    PublisherANZMAC
    Pages3221-3226
    Number of pages6
    ISBN (Electronic)0730025624
    Publication statusPublished - 2002
    EventAustralian and New Zealand Marketing Academy Conference - Melbourne, Australia
    Duration: 02 Dec 200204 Dec 2002

    Conference

    ConferenceAustralian and New Zealand Marketing Academy Conference
    Country/TerritoryAustralia
    Period02/12/0204/12/02

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