Tumishang Sekhu, Thérèse Roux, Johan de Jager
Abstract
Research lacks consensus on fundamental employability skills for marketing graduates, reflecting diverse needs globally. Understanding employers’ needs in specific industries and countries is vital for ensuring post-graduation employment and improving industry perceptions. This study examined the perceptions of marketing practitioners regarding the employability skills of marketing graduates in a South African context. Employing a descriptive quantitative research design, an online survey was completed by 169 marketing practitioners from various sectors. To ensure relevant and diverse representation, judgemental sampling was applied to select relevant respondents from marketing organisations. A questionnaire assessed the importance and performance of employability skills, identifying gaps. Findings revealed significant statistical variances in importance ratings across skill dimensions. Communication was deemed most crucial, while analytical skills were least important. Performance ratings showed significant differences, with personal traits and teamwork skills rated highest. Unfortunately, significant gaps were found across all skills dimensions indicating unmet industry expectations. The study offers practical recommendations for educators and employers to bridge these gaps and better prepare graduates for the marketing industry.