Complementary Views from Students vs. Employers in the Desired Curriculum of MBA (Marketing) in Thailand

Proceedings of 2nd International Conference on Business, Management and Economics

Year: 2019


[Fulltext PDF]

Complementary Views from Students vs. Employers in the Desired Curriculum of MBA (Marketing) in Thailand

Kawpong Polyorat



Universities in Thailand initiate several marketing strategies to draw interests from students while other groups of stakeholders such as employers are often not explicitly targeted to. In this study, the MBA (Marketing) curriculum is used to represent a focal product from a marketing viewpoint. The main research questions ask the respondents’ satisfactions desires, and appropriate revisions regarding the curriculum. A survey was conducted with both students and employers. Data from student respondents indicate that they were most satisfied with human relationship skill, problem-solving skill, and self-study skill aspects of the current curriculum and what they desire most is an ability to learn in the future. They suggest the curriculum be revised to be up-to-date. They view that the number of credits should remain unchanged, however. If the curriculum is to increase the number of credits, they suggest the addition of more marketing-related courses. Regarding the employers’ data, their top five desires for students’ quality include care for service receiver, interest in and attention to work, responsibility, Thai communication skill, and strong determination for success. Courses most desired by employers include consumer behavior, service marketing, selling techniques and negotiations, statistics and data analysis, marketing management, modern retailing, marketing for SME, marketing creativity and innovation, and current issues in marketing. The research findings provide several implications for the higher education sector to design and deliver curriculums which better suit stakeholders’ desires.

Keywords: Curriculum; Students; Employers; MBA; Marketing.