The Challenge of Sales and Marketing Silos in University Curricula

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.