Marketing High Performance Professional Skills: A Case Study of How An American University Teaches Employability Skills

Abstract: American companies have complained that students entering the workforce do not have the skills to meet the challenges of a high- performance workplace. To that end, marketing professionals and academics have sought to identify the skills graduates need to succeed in today’s competitive marketplace. They agree graduates must have hard and soft skills or employability skills rather than specific marketing knowledge. This article describes an innovative professional skills-based course developed at a large U.S. public university that is helping marketing students increase their employability. It details how the course was modified to mimic the workplace. It lists the course topics, how they translate to specific skills, and the unique methods used to teach the skills. These methods have lift and can be re-used throughout the students’ careers.

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Authors: Tye W. Jackson