Adding Skill Development to Graduate Marketing: A Case History

Abstract

Three surveys of graduating MBA’s at “General” University Graduate Business School in 1988, two surveys of corporate recruiters and two published reports have led to the conclusion that MBA students want and need to acquire certain business skills. Among them are: Influencing, Negotiating and Networking. This paper describes initial attempts at teaching these skills and students’ reaction to the experience. Next steps are defined and guidance is provided to educators planning to add business skills to their programs.