Ad Executives Grade New Grads: The Final Exam That Counts
研究调查了广告行业对市场营销应届毕业生的期望，发现学生在写作、口语和实习经验方面存在不足，建议高校加强相关课程和实践机会。
Each year new marketing graduates face the difficult task of landing that critical first entry-level position in an increasingly more competitive job climate. Advertising agencies can demand high quality recent graduates and choose from an overflowing pool of experienced job seekers as well. The purpose of this study is to determine if present marketing graduates measure up to the expectations of the advertising industry and, if they do not, what are their shortcomings. Results show that marketing educators may consider integrating more writing and speaking requirements within existing courses and expanding the opportunities for students to get more real-world experience through internships and cooperative education programs. The findings are augmented by sample comments made by respondent advertising executives.