What's Expected of Marketing Graduates

Catherine McMullen; Ian Braithwaite

What's Expected of Marketing Graduates

Catherine McMullen, Ian Braithwaite

Research output: Book chapter/Published conference paper › Conference paper › peer-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 language	English
Title of host publication	ANZMAC 2002
Place of Publication	Melbourne, Australia
Publisher	ANZMAC
Pages	3221-3226
Number of pages	6
ISBN (Electronic)	0730025624
Publication status	Published - 2002
Event	Australian and New Zealand Marketing Academy Conference - Melbourne, Australia Duration: 02 Dec 2002 → 04 Dec 2002

Conference

Conference	Australian and New Zealand Marketing Academy Conference
Country/Territory	Australia
Period	02/12/02 → 04/12/02

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What's Expected of Marketing GraduatesAccepted author manuscript, 138 KB

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title = "What's Expected of Marketing Graduates",

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.",

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AB - 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.

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M3 - Conference paper

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PB - ANZMAC

CY - Melbourne, Australia

T2 - Australian and New Zealand Marketing Academy Conference

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ER -

What's Expected of Marketing Graduates

Abstract

Conference

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