| Issue |
SHS Web of Conf.
Volume 90, 2021
International Conference on Entrepreneurial Competencies in a Changing World (ECCW 2020)
|
|
|---|---|---|
| Article Number | 01004 | |
| Number of page(s) | 6 | |
| Section | Stabilization and Development of SMEs in Rural Areas | |
| DOI | https://doi.org/10.1051/shsconf/20219001004 | |
| Published online | 07 January 2021 | |
Hiring Graduates for Marketing – Advantages, Disadvantages and Competency Requirements
Institute of Technology and Business, Faculty of Corporate Strategy, Department of Tourism and Marketing, Nemanická 436/7, 370 10 České Budějovice, Czech Republic
* Corresponding author: dusek@mail.vstecb.cz
The selection of suitable employees is becoming more and more demanding because of the increasing number of job applicants that want to get into a marketing career. The aim of this contribution is to find out which marketing competencies a competent graduate of economics should possess to be attractive for marketing related jobs in SMEs in the Region of South Bohemia, as well as to identify the positives and negatives of hiring such graduates. Based on data obtained from 93 SMEs with their own marketing department, the desired competent graduate for marketing related jobs can be described as a communicative and creative individual with the ability to analyse information. The main advantages of hiring graduates include creativity, the ability to work with modern technologies and/or enthusiasm for learning. On the other hand, a lack of experience and/or the longer training time are the main disadvantages of hiring fresh graduates for marketing-related jobs.
Key words: competency models / marketing competencies / graduates / HR / SME
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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