Constructing the value of a British postgraduate qualification: perceptions of alumni from marketing programmes

Abstract

Purpose – This pilot study explores the value of a British postgraduate marketing qualification by examining alumni’s perception of their education and its consequences and discuss possible implications for postgraduate marketing education. Design/methodology/approach – Primary data were collected from 30 postgraduate marketing alumni of eight countries using a Likert-scale questionnaire followed by structured interviews. Findings – The results indicate that although alumni reflect favourably on the acquisition of knowledge, development of personal characteristics and the self-actualisation aspects of their education, they are less happy with the level of practical marketing experience and quality of skills they possess. The findings indicate that marketing educators might not have forcefully delivered what they largely agree in the sense that marketing education should have an explicit focus on developing students into practitioners. Research limitations – This pilot research intends to encourage debate about the purpose of postgraduate marketing education. Further research using a bigger sample is desired. Practical implications – This study indicates that a realignment of curriculum design by postgraduate marketing education providers is needed to produce highly skilled graduates and remain competitive in the market. Originality/value – This study reveals postgraduate marketing alumni’s perceptions of the value of their British qualification. The findings should be of immediate interest and practical value to marketing educators and marketing programme leaders.