Kỹ năng nghề nghiệp cho sinh viên ngành Marketing tại Học viện Chính sách và Phát triển trong bối cảnh 4.0

Abstract

Abstract:

The study was conducted to assess the current situation and training demands related to career skill groups among Marketing students from the Faculty of Business Administration, Academy of Policy and Development. Survey results from 260 Marketing students, analyzed using statistical tools via SPSS software, indicate that career skills have a significant impact on Marketing students, particularly those from cohorts K12 to K15. The findings reveal several limitations that need to be addressed in order to meet practical job requirements in the Marketing field. These include skill groups such as leadership, teamwork, communication, decision-making, analytical thinking, management, innovation, specialized skills and digital skills. Additionally, students still lack the ability to handle situations effectively and are limited in areas such as market research, planning, negotiation, inspirational communication and self-learning capabilities despite the academy’s emphasis on developing and enhancing students’ career skills. Based on the analysis, the research findings serve as a foundation for proposing solutions aimed at improving and innovating skill development to meet the demands of Marketing students in the context of Industry 4.0.

Keywords: Career skills, Marketing, students, Industry 4.0, Academy of Policy and Development.