Industry-Integrated Curriculum Design for Employability in Marketing Education

Author Information

Ying Wu, University of Dundee, United Kingdom
Kirsty Beaumont, University of Dundee, United Kingdom
Ruth O'Riordan, University of Dundee, United Kingdom

Abstract

Graduate employability has become a strategic priority in higher education, particularly within business and marketing programmes where employers increasingly expect graduates to demonstrate applied competencies alongside disciplinary knowledge. Despite this emphasis, a persistent gap persists between academic curricula and the skills required in contemporary marketing practice. This paper investigates how industry-integrated curriculum design can support the development of employability competencies in marketing education. Drawing on theories of work-integrated learning and authentic learning, the study examines the implementation of an industry-engaged curriculum model across undergraduate and postgraduate marketing modules involving over 100 students collaborating on real-world marketing challenges with local industry partners. The curriculum incorporates industry-informed briefs, client-oriented projects, and competency-focused assessment tasks designed to develop skills in digital marketing strategy, analytical reasoning, collaborative problem solving, and professional communication. Using a mixed-method evaluation approach combining student feedback, assessment outcomes, and reflective teaching analysis, the study explores how structured industry collaboration shapes student learning and professional preparedness. The findings indicate that industry-integrated learning environments enhance student engagement, strengthen applied competencies, and improve students’ understanding of professional practice. By bridging disciplinary knowledge with industry experience, the study contributes to interdisciplinary and transdisciplinary approaches to curriculum design and offers practical insights for embedding employability within marketing education.

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