What Do Australian Practitioners’ Expect from Marketing Graduates?

There have been many empirical investigations into industry requirements regarding the education of marketing graduates. These studies have been conducted in many countries, in many different industries and from many perspectives. While the emphasis of the present study still lies on understanding what the industry wants from marketing graduates, an additional aspect is explored: the existence and nature of sub-groups of recruiters who prioritize different aspects of the candidate’s qualifications. An empirical study is conducted in the larger Sydney and Illawarra region. Groups of recruiters with different views on what graduates should deliver were constructed and described.