Expectations of Entrepreneurs Regarding the Characteristics of Marketing Graduates
Keywords:
Expectations, Marketing Graduate Characteristics, EntrepreneursAbstract
This study aimed to investigate entrepreneurs' expectations regarding the characteristics of marketing graduates and to compare business establishment profiles with entrepreneurs’ expectations toward these graduate attributes. The respondents comprised 400 entrepreneurs from Nakhon Ratchasima, Buriram, Surin, Sisaket, and Ubon Ratchathani provinces. Data were collected using a questionnaire and analyzed using percentage, mean, standard deviation, independent samples t-test, and one-way analysis of variance (ANOVA). The findings showed that entrepreneurs' overall expectations regarding the characteristics of marketing graduates were at a high level. Considering each dimension individually, the ethical dimension received the highest mean score, followed by personal characteristics and skills. The hypothesis testing revealed that different types of business organizations had significantly different expectations regarding all dimensions of marketing graduate characteristics, including knowledge, skills, ethics, and personal characteristics (p < 0.05). State-owned enterprises demonstrated higher expectations across all dimensions than private enterprises. In addition, organizations with different numbers of employees showed significantly different expectations regarding the ethical dimension (p < 0.05), whereas no significant differences were found in knowledge, skills, or personal characteristics. The findings offer guidance for improving the Bachelor of Business Administration in Marketing curriculum to align with higher education standards and labor market demands.
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