Tracer Study on Marketing Bachelor Program 2019-2022

Abstract

This research explored the congruence between higher education outcomes and labour market demands, explicitly focusing on graduates from the Marketing Bachelor Program between 2019-2022 at Daffodil International University. The central objective was to determine how well the skills developed at the University align with the contemporary labour market requirements. A quantitative methodology, employing the Tracer Study approach, was utilized. This approach critically examines students' learning outcomes after graduating by surveying various stakeholders, including the graduates themselves. For the context of this research, a focused group of 197 graduates from the Marketing Bachelor Program 2019-2022 cohort at Daffodil International University were surveyed. The instrument used was a customized version of the Association of African University's tracer study questionnaire, adapted to align with the specific context of the University and the study's aims. Key findings suggest that Daffodil International University does, to a notable degree, equip its marketing students with relevant skills that resonate with the labour market's needs. However, respondents raised concerns regarding certain study conditions within the institution. Specific areas for enhancement identified included the overall learning environment, curriculum relevance, strengthening faculty engagements, and fostering alumni connections. A significant point of divergence from some other African contexts was the employment rate: most of the respondents from this cohort were gainfully employed. Furthermore, while employment was notable among respondents, they expressed discontent with their current job roles. This highlights the need for a more tailored skill development approach to ensure that the education provided aligns more with real-world job demands.These findings have paramount implications for curriculum design, higher education policy formulation, and quality assurance in higher education. The study recommends that institutions like Daffodil International University emphasize strategic initiatives to enhance the harmony between higher education outcomes and labour market expectations. One such enterprise could be integrating comprehensive internship and practicum programs, ensuring graduates are better equipped with skills directly applicable to their desired career paths.