Aligning Education with Market Demands: A Case Study of Marketing Graduates from Daffodil International University
Keywords:
DIU marketing graduates; tracer study; transition employment; curriculum; skillsAbstract
This study conducted a comprehensive tracer analysis of 197 graduates from Daffodil International University’s Marketing bachelor program between 2019 and 2022. The main objective was to evaluate the program's alignment with labor market requirements and its effectiveness in equipping students with the necessary skills to navigate the complexities of the global market. A cross-sectional descriptive design was employed, utilizing a survey questionnaire as the primary data collection instrument. The target population consisted of graduates of the marketing program, selected through purposive sampling to ensure the inclusion of individuals with relevant experience. Data were analyzed using descriptive statistics to identify trends and percentages. Key findings revealed a significant gender disparity, with more male graduates than female, and high unemployment rates, which highlighted ongoing employment difficulties. While 75.5% of graduates affirmed the curriculum’s relevance to their professional roles, a gap was noted between the theoretical knowledge imparted and its practical application. The study suggests integrating comprehensive career preparation and extensive networking opportunities into the curriculum to mitigate employment barriers. Additionally, enhancing the curriculum to support entrepreneurial ventures is recommended. The findings emphasize the importance of ongoing curriculum revisions and the development of dynamic career support services to improve graduate employability and adapt to the evolving demands of the marketing profession. This research provides valuable insights for policymakers, curriculum developers, and educational researchers to enhance the relevance of higher education to the workforce, facilitating successful transitions into the labor market.
https://doi.org/10.26803/ijlter.23.8.8
References
Abdulloh, F. F., Rahardi, M., Aminuddin, A., Sharazita, D. A., & Nugraha, A. Y. A. (2022). Observation of imbalance tracer study data for graduates’ employability prediction in Indonesia. International Journal of Advanced Computer Science and Applications, 13(8). https://doi.org/10.14569/IJACSA.2022.0130820
Afroz, M. R. (2023). Problems and prospects of online teaching and learning at the tertiary level in Bangladesh. American Journal of Education and Technology, 2(1), 10–20. https://doi.org/10.54536/ajet.v2i1.1081
Akazaki, J. M., Rocha Machado, L., Barvinski, C. A., Alba Wildt Torrezzan, C., & Alejandra Behar, P. (2023). Undefined socio-affective scenarios in a virtual learning environment. International Journal of Advanced Corporate Learning (IJAC), 16(2), 4?17. https://doi.org/10.3991/ijac.v16i2.35651
Albina, A. C., & Sumagaysay, L. P. (2020). Employability tracer study of information technology education graduates from a state university in the Philippines. Social Sciences & Humanities Open, 2(1), Article 100055. https://doi.org/10.1016/j.ssaho.2020.100055
Al-Kiyumi, A., & Hammad, W. (2020). Preparing instructional supervisors for educational change: Empirical evidence from the Sultanate of Oman. SAGE Open, 10(2). https://doi.org/10.1177/2158244020935905
Areesophonpichet, S., Bhula-Or, R., Malaiwong, W., Phadung, S., & Thanitbenjasith, P. (2024). Thai higher education institutions: Roles and challenges in attracting international talent to accelerate Thai competitiveness in the main economy and industry. International Journal of Learning, Teaching and Educational Research, 23(2), 145–164. https://doi.org/10.26803/ijlter.23.2.7
Ashida, A. (2023). The role of higher education in achieving the Sustainable Development Goals. In S. Urata, K. Kuroda, & Y. Tonegawa (Eds.), Sustainable development disciplines for humanity (pp. 71–84). Sustainable Development Goals Series. Springer. https://doi.org/10.1007/978-981-19-4859-6_5
Astuti, M., Ismail, F., Siti, F., Puspita, W., & Herlina, H. (2024). The relevance of the Merdeka Curriculum in improving the quality of Islamic education in Indonesia. International Journal of Learning, Teaching and Educational Research, 23(6), 56–72. https://doi.org/10.26803/ijlter.23.6.3
Basabe, N., Estella, S., Ferolino, H., & Cataraja, G. C. (2023). A tracer study of Bachelor of Science in Information Technology (BSIT): A case study of graduates of the University of Cebu, Philippines. Journal of Learning and Development Studies, 3(2), 43–61. https://doi.org/10.32996/jlds.2023.3.2.5
Bryman, A. (2016). Social research methods (5th ed.). Oxford University Press. https://learninglink.oup.com/access/srm6e
Camuyong, C. S. F., Decena, C. F., Reyes, K. C., Malong, M. R., Gregorio, M. C. L., Magtalas, S. A., & Adlawan, J. E. (2023). College of Arts and Sciences graduates’ performance: A tracer study. International Journal of Multidisciplinary: Applied Business and Education Research, 4(5), 1618–1631. https://doi.org/10.11594/ijmaber.04.05.23
Chukwuedo, S. O., & Ementa, C. N. (2022). Students’ work placement learning and employability nexus: Reflections from experiential learning and social cognitive career theories. Industry and Higher Education, 36(6). https://doi.org/10.1177/09504222221099198
Cosenza, R. M., & Taylor, S. L. (2014). Determinant skills for developing effective marketing curriculum. In M. Moore, & R. Moore (Eds.), New meanings for marketing in a new millennium (pp. 7–11). Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer. https://doi.org/10.1007/978-3-319-11927-4_3
Creswell, J. W. (2014). Qualitative inquiry & research design: Choosing among five approaches (4th ed.). SAGE.
Dawaton, G. C. (2021). Tracer study of Bachelor of Science in entrepreneurship graduates of Kalinga State University. Journal of Advanced Research in Social Sciences and Humanities, 6(2), 86–96. https://dx.doi.org/10.26500/JARSSH-06-2021-0205
Díaz-Garcia, V., Montero-Navarro, A., Rodríguez-Sánchez, J. L., & Gallego-Losada, R. (2023). Managing digital transformation: A case study in a higher education institution. Electronics, 12(11), Article 2522. https://doi.org/10.3390/electronics12112522
Fakir, M. S. I. (2019). Curriculum gaps of Bachelor’s Business Education in universities of Bangladesh: An analysis. International Journal of Vocational Education and Training Research, 5(1), 16–22. https://doi.org/10.11648/j.ijvetr.20190501.13
Fowler Jr, F. J. (2013). Survey research methods. Sage publications.
Ganiera, G. P., Jaya, M., Dapiton, E. M. B., Trongcoso, J. A., & Rebote, M. V. M. (2024). A tracer study of the graduates of Bachelor of Science in Office Administration major in Office Management covering the academic years 2018, 2019, 2022, & 2023 of the Kapalong College of Agriculture, Sciences and Technology. EPRA International Journal of Multidisciplinary Research, 10(5), 603–617. https://doi.org/10.36713/epra17023
Gerland, P., Raftery, A. E., Sevcikova, H., Li, N., Gu, D., Spoorenberg, T., Alkema, L., Fosdick, B. K., Chunn, J., Lalic, N., Bay, G., Buettner, T., Heilig, G. K., & Wilmoth, J. (2014). World population stabilization unlikely this century. Science, 346(6206), 234–237. https://doi.org/10.1126/science.1257469
Ghazy, R. M., Ellakany, W. I., Badr, M. M., Taktak, N. E. M., Elhadad, H., Abdo, S. M., Hagag, A., Hussein, A. R., & Tahoun, M. M. (2022). Determinants of schistosoma mansoni transmission in hotspots at the late stage of elimination in Egypt. Infectious Diseases of Poverty, 11(1). https://doi.org/10.1186/s40249-022-01026-3
Haghanikar, T. M. (2019). Diversifying our curriculum: Values and intercultural experiences through educational technology. Journal of Educational Technology Systems, 48(2), 213–224. https://doi.org/10.1177/0047239519875735
Hasibuan, A. F., Silaban, S. M., Lubis, F., & Prayogo, R. R. (2022, January). Tracer study exploration of Medan State University graduates [Conference session]. Proceedings of the 2nd International Conference of Strategic Issues on Economics, Business and, Education (ICoSIEBE 2021) (pp. 77–83). Atlantis Press. https://doi.org/10.2991/aebmr.k.220104.011
Huang, X., Cao, J., Zhao, G., Long, Z., Han, G., & Cai, X. (2022). The employability and career development of finance and trade college graduates. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.719336
De, J. T. (2024). Beyond the Degree: Gendered Outcomes for BSBA Marketing Management Graduates. INTERNATIONAL JOURNAL of MULTIDISCIPLINARY RESEARCH and ANALYSIS, 07(03). https://doi.org/10.47191/ijmra/v7-i03-66
ITCILO. (2024). Tracer Studies: measuring impact of vocational training. International Training Centre of the International Labour Organization; ITCILO. https://www.itcilo.org/courses/tracer-studies-measuring-impact-vocational-training
Jiang, L., Chen, Z., & Lei, C. (2023). Current college graduates’ employability factors based on university graduates in Shaanxi province, China. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.1042243
Kalaw, M. (2019). Tracer study of Bachelor of Science in Mathematics. International Journal of Evaluation and Research in Education (IJERE), 8(3), 537–548. https://doi.org/10.11591/ijere.v8i3.17343
Khan, Md. A. I., & Mojkury, Md. A. H. (2021). Curricula and employability: An empirical study on tertiary level students of Bangladesh. Asian Journal of Education and Social Studies, 1–10. https://doi.org/10.9734/ajess/2021/v17i230415
Khan, W. S. (2023). Academic curriculum and labor market mismatch: A study on university graduates in Bangladesh. International Journal for Multidisciplinary Research, 5(1). https://doi.org/10.36948/ijfmr.2023.v05i01.1774 Lopena, G. L., & Madrigal, D. V. (2023). A tracer study of the business graduate programs of a Catholic university in the Philippines. International Education Studies, 16(2), 76–89. https://doi.org/10.5539/ies.v16n2p76
BBS, (2023). Labour Force Survey 2022, Bangladesh Bureau of Statistics, (p75) https://bbs.gov.bd/site/page/111d09ce-718a-4ae6-8188-f7d938ada348
McDermott, M., Gullekson, N., Kiersch, C., & Tempski, D. (2021). Improving mastery of principles of marketing concepts through interdisciplinary learning and integrated business projects. Marketing Education Review, 31(2), 183–189. https://doi.org/10.1080/10528008.2021.1908834
Micabalo, K., Poliquit, W. M., Ibanez, E., Cartalla, K. F., & Calimpong, R. (2021). Accounting skills in practice and their impact on employability: A curriculum review in an autonomous Philippine university. JPAIR Institutional Research, 17(1), 76–94. https://doi.org/10.7719/irj.v17i1.817
Morris, G., & Reid, F. (2020). Making an impact: Transforming undergraduate business education. In E. Sengupta, P. Blesinger, & C. Mahoney (Ed.), International perspectives on policies, practices & pedagogies for promoting social responsibility in higher education (Innovations in higher education teaching and learning (Vol. 32; 39?51), Emerald Publishing Limited. https://doi.org/10.1108/s2055-364120200000032004
Nevhudoli, N. D., & Netshandama, V. O. (2023). What do Bachelor of Indigenous Knowledge Systems graduates say about their curriculum? A qualitative tracer study at the University of Venda. Journal of Curriculum Studies Research, 5(1), 141?158. https://doi.org/10.46303/jcsr.2023.11
Padgett, R. C., & Donald, W. E. (2022). Enhancing self-perceived employability via a curriculum intervention: A case of “The global marketing professional” module. Higher Education, Skills and Work-Based Learning, 13(1), 22–35. https://doi.org/10.1108/HESWBL-03-2022-0073
Patay, A. S. (2023). Factors affecting graduates’ employability of business-related programs: A tracer study. Sprin Journal of Arts, Humanities and Social Sciences, 2(05), 01–11. https://doi.org/10.55559/sjahss.v2i05.100
Rahman, M. M., Khanam, R., & Rahman, M. (2018). Health care expenditure and health outcome nexus: New evidence from the SAARC–ASEAN region. Globalization and Health, 14(1). https://doi.org/10.1186/s12992-018-0430-1
Sabeh, H. N., Husin, M. H., Kee, D. M. H., Baharudin, A. S., & Abdullah, R. (2021). A systematic review of the DeLone and McLean model of information systems success in an e-learning context (2010–2020). IEEE Access, 9, 81210–81235. https://doi.org/10.1109/ACCESS.2021.3084815
Schippers, M. C., Scheepers, A. W. A., & Peterson, J. B. (2015). A scalable goal-setting intervention closes both the gender and ethnic minority achievement gap. Palgrave Communications, 1(1), Article 15014. https://doi.org/10.1057/palcomms.2015.14
Schomburg, H. (2010, June). Concept and methodology of tracer studies: International experiences [Workshop contribution]. Graduates on the Labour Market. Questionnaire Development at the National Level, Sinaia, June 2–4 2010. https://www.scribd.com/document/254640725/Concept-and-Methodology-of-Tracer-Studies-Harald-Schomburg
Shivoro, R., Shalyefu, R. K., & Kadhila, N. (2017). Recognizing implicit employability attributes in management sciences curricula: A case of two Namibian universities. Journal of Teaching and Learning for Graduate Employability, 8(1), 123–136. https://doi.org/10.21153/jtlge2017vol8no1art639
Ssekamatte, T., Isunju, J. B., Nalugya, A., Mugambe, R. K., Kalibala, P., Musewa, A., & Bazeyo, W. (2022). Using the Kolb’s experiential learning cycle to explore the extent of application of one health competencies to solving global health challenges: A tracer study among AFROHUN-Uganda alumni. Globalization and Health, 18(1), 1–13. https://doi.org/10.1186/s12992-022-00841-5
Tefera, G. (2018). A tracer study on (2011 – 2013) Debre Berhan University graduates’ integration into the world of work. International Journal of Secondary Education, 6(2), 37–45. https://doi.org/10.11648/j.ijsedu.20180602.13
Tian, M., Lu, G., Li, L., & Yin, H. (2021). International undergraduate students in Chinese higher education: An engagement typology and associated factors. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.680392
Varhata, O., Komar, T., Afanasenko, V., Kuleshova, O., & Liudmyla Mikheieva, L. (2023). “Soft skills” as an important condition for self-creation of the personality of socioeconomic professions specialists: Theory and practice. Primedia eLaunch LLC, 162. https://doi.org/10.36074/ssicspspstp-monograph.2023
Velandia-Mesa, C., Serrano-Pastor, F. J., & Martínez-Segura, M. J. (2021). Evaluación de la investigación formativa: Diseño y validación de escala [Assessing education research training: Scale design and validation]. Revista Electrónica Educare, 25(1), 1–20. https://doi.org/10.15359/ree.25-1.3
Whitton, S. W., Sarno, E. L., Josza, K., Garcia, C. P., & Newcomb, M. E. (2023). Recruiting and retaining sexual and gender minority couples in intervention research: Lessons learned from trials of tailored relationship education programs. Family Process, 62(3), 932–946. https://doi.org/10.1111/famp.12880
Zainal Shah, N. binti, Ab Aziz, N. S. binti, & Balraj, B. M. (2022). Soft skills for employability from academics’ perspectives. Journal of Advances in Humanities Research, 1(3), 16–36. https://doi.org/10.56868/jadhur.v1i3.36
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Tanvir Abir, Rakibul Islam, Anowar Ullah, Siddiqur Rahman
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
All articles published by IJLTER are licensed under a Creative Commons Attribution Non-Commercial No-Derivatives 4.0 International License (CCBY-NC-ND4.0).