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The Challenge of Sales and Marketing Silos in University Curricula: A Teaching Perspective

The Challenge of Sales and Marketing Silos in University Curricula: A Teaching Perspective
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Author(s): Harvey B. Markovitz (Pace University, New York City, USA), Mary M. Long (Pace University, New York City, USA), Deborah Fain (Pace University, New York City, USA) and Dennis Sandler (Pace University, New York City, USA)
Copyright: 2021
Pages: 17
Source title: Research Anthology on Business and Technical Education in the Information Era
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-7998-5345-9.ch020

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Abstract

A mixed-methods design was used to investigate the skills required for college graduates of sales and marketing programs to be successful. Opinions were sought from campus recruiters, sales and marketing executives, and recent alumni. Online job postings and course syllabi were also examined to identify skills that are both sought and taught. While there are specific skill sets for each discipline, a problem-solving, analytical mindset will go a long way towards landing an entry level job. The curricula must satisfy the needs of both marketing and sales executives, bridging the silos that often exist in university programs between the two disciplines. Recommendations for curriculum development are discussed.

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