Marketing education : identifying perceived differences among market segments - a cross country analysis between the United States of America and Singapore.
Goh, Geraldine Yen Hoon.
Ong, Hwee Kim.
Tang, Peng Peng.
Date of Issue1999
College of Business (Nanyang Business School)
This study involved an evaluation of the perceived importance of some 37 competency areas deemed relevant for a successful career in marketing obtained through theadministering of a survey. The sample comprised of 250 respondents, 184 students from tertiary education institutions, 33 marketing practitioners, and 33 marketingacademicians. By simply calculating the means for each of the items, a system of priorities was established.
Final Year Project (FYP)
Nanyang Technological University