publication . Article . 2016

Educating graduates for marketing in SMEs: an update for the traditional marketing curriculum

Cheng, R; Lourenço, F; Resnick, S;
Open Access English
  • Published: 16 May 2016
  • Publisher: Emerald Group Publishing
Purpose – Despite rising graduate unemployment in the UK, there are insufficient numbers of graduates employed in small and medium sized enterprises (SMEs). The literature suggests that a teaching emphasis on large organisational business models in Higher Education Institutions (HEI), particularly in the teaching of marketing theory, renders the SME sector unattractive to graduate employment and conversely, it is perceived that graduates lack additional ‘soft skills’ vital for SME development and growth. The aim of this study is to provide an analysis of how SMEs define marketing and to compare student perspective on marketing within a SME context. This paper al...
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