Enhanced Skill Set of Marketing Management’s Male and Female Students

Abstract: This study evaluates the skill sets of male and female BSBA Marketing Management graduates, focusing on the importance and proficiency of key competency areas. The findings show that male graduates tend to prioritize business and management competencies along with leadership skills. In contrast, female graduates place greater emphasis on interpersonal qualities and personal attitudes. Across all domains, males consistently rate their proficiency higher, with the largest gap observed in their knowledge and understanding of the job. These differences suggest distinct learning styles and career orientations between genders, highlighting the need for tailored strategies to enhance skills effectively. To address these needs, the study recommends specific interventions: leadership training, digital marketing certifications, and cross-functional projects for male students; and mentorship programs, confidence-building workshops, global marketing exposure, and communication training for female students. By implementing these customized skill development strategies, marketing education can cultivate balanced competencies and support a more inclusive and competitive workforce.

Gender differences, Marketing competencies, Skill proficiency, Business management, Leadership development

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