Marketing perceptions of business administration graduates about changes that were made in their curriculum

Abstract

The adequacy of administration courses for the education of intellectually prepared and competitive professionals is an issue continuously addressed by universities. Business administration graduates of a state university, already employed, were surveyed by an e-mail self-evaluation and statistically analyzed to measure perception of modifications made in their curricular disciplines between 1980 and 2004, for the purpose of evaluating effective marketing communication. They were asked if the knowledge acquired during the course was adequate for their professional needs. The sector of the economy of the graduate, year of graduation and student age at the time were considered to have an important bearing on the subject. Interpretation of data used multivariate statistical techniques of Analysis of Correspondence and Multiple Logistic Regressions. A sample of 212 graduates replied to questions on 26 different types of academic knowledge related to disciplines offered in the course.