Table 3 - uploaded by Balakrishnan Muniapan
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In the state of Sarawak, East Malaysia (Borneo), marketing education has seen a tremendous growth over the years. However, literatures on marketing education in Sarawak (also Malaysia), is not found in any academic journals. Therefore this paper is the first to explore the effectiveness of marketing education in meeting the organisational needs in...
Citations
... Their studies focused more on quality implementation system and were less related to Marketing education. Related studies on Human Resource Management (HRM) education in Malaysia was written by Muniapan (2010) and on business ethics (marketing) by Muniapan and Rajantheran (2011). An earlier study was conducted by Tay (2001), which was indirectly related to marketing education on management perception of MBA graduates. ...
... However the coverage of these studies was focused on business and management education in West Malaysia. Except for Ling et al (2010) and Lee et al (2011), the East Malaysian states of Sarawak and Sabah were not highlighted and not found in any of these studies. ...
The state of Sarawak is the biggest among the 13 states in Malaysia. It is strategically located in South East Asia in the island of Borneo. In the state of Sarawak, Marketing education has seen a tremendous growth over the years. Marketing is one of the most sought-after business courses by many school leavers. In Sarawak, Marketing education is provided by public and private universities and institutions of higher education in the form of degree and diploma courses. Marketing education views marketing as a discipline that can be learned through the classroom (off the job). However the employers' perspectives differ as they prefer hands on (on the job). The main challenge confronting the Sarawak institutions of higher learning is to produce marketing graduates capable of being competent marketing practitioners serving in public and private sectors. The question that remains unanswered is whether the marketing education curriculum content matches the trends and major forces in our external environment as proper attention to these dimensions will enable the institutions to produce graduates equipped with the relevant skills in the workforce or whether the curriculum content has been designed in recognition of the fact that students will need to cope with the complex nature of today's business planning and decision-making. The literature on marketing education in Sarawak, is limited and very few research articles are found exploring the effectiveness. The authors have contributed to the field of Marketing education in Sarawak in one of their previous article published five years ago. Therefore this chapter is an attempt by the authors to explore the effectiveness of marketing education in meeting the organizational needs in Sarawak from the perspectives of employers. This study uses qualitative methods which includes interview (face-to-face and telephone), informal discussions, email communications with managers, personal observations by the authors, and a review of literatures in the area of Marketing education. Marketing education, like marketing practice, is dynamic. Marketing education should continually evolve in such a manner to accommodate and satisfy various stakeholders such as government, business and industry, academics as well as students. The findings reveal several issues and challenges of Marketing education from the employers' perspectives in Sarawak. These findings will be useful for curriculum design of marketing courses. It will also assist marketing educators in understanding the organizational needs of marketing knowledge, skills and abilities required of a graduate. Future marketing students will also be able to know the industrial and organizational expectations required of them as a marketing graduate. This chapter clearly identifies some of the deficiencies in the area of practical skills required by marketing graduates in the context of Sarawak. This chapter is expected to provide the framework and prospect for conducting an in-depth quantitative research in Marketing education in future in Sarawak (Borneo).
... Studies focusing on business students' enterprising tendencies and entrepreneurship education are lacking and very few are conducted in the state of Sarawak, East Malaysia (Ling et al., 2010). Therefore, this paper has three objectives: a) To explore the general enterprising tendencies among business students in Sarawak based on five key enterprising tendencies namely the need for achievement, need for autonomy, calculated risk taking, drive and determination and creative tendency. ...
... The real challenge for universities and institutions of higher learning is to build interdisciplinary approaches, making entrepreneurship education accessible to all students (every faculty and for all disciplines), creating teams for the development and exploitation of business ideas, workshop games, case study discussions based on the real business world situation and problem-based business environment, mixing students from economic and business studies with students from other faculties and different backgrounds. Students need to be exposed early to this real situation for better understanding and to build up their self-confidence in business (Ling et al., 2010). This form of socialization will widen their life-space experiences and reinforce learning from textbooks. ...
This paper explores the General Enterprising Tendency (GET) test used to examine the enterprising tendency among business students in Sarawak. The findings from a sample of 75 final year business students indicate low scores in five key enterprising tendencies, namely: Need for achievement, need for autonomy, calculated risk taking, drive and determination and creative tendency (innovativeness). To explore the reasons for these low scores, focus group interviews with the students were conducted and reasons for the low enterprising tendencies and barriers for entrepreneurial development were identified. The authors provide some recommendations to rejuvenate the interest in entrepreneurship culture among business students and eliminate entrepreneurial barriers. This paper has a practical implication for universities and business schools to re-examine their current business and entrepreneurship curriculum, as one of the purposes of a business school is to produce entrepreneurs or business leaders to contribute to economic growth and development.
... Their studies focused more on quality implementation system and were less related to Marketing education. Related studies on Human Resource Management (HRM) education in Malaysia was written by Muniapan (2010) and on business ethics (marketing) by Muniapan and Rajantheran (2011). An earlier study was conducted by Tay (2001), which was indirectly related to marketing education on management perception of MBA graduates. ...
... However the coverage of these studies was focused on business and management education in West Malaysia. Except for Ling et al (2010) and Lee et al (2011), the East Malaysian states of Sarawak and Sabah were not highlighted and not found in any of these studies. ...
The state of Sarawak is the biggest among the 13 states in Malaysia. It is strategically located in South East Asia in the island of Borneo. In the state of Sarawak, Marketing education has seen a tremendous growth over the years. Marketing is one of the most sought-after business courses by many school leavers. In Sarawak, Marketing education is provided by public and private universities and institutions of higher education in the form of degree and diploma courses. Marketing education views marketing as a discipline that can be learned through the classroom (off the job). However the employers' perspectives differ as they prefer hands on (on the job). The main challenge confronting the Sarawak institutions of higher learning is to produce marketing graduates capable of being competent marketing practitioners serving in public and private sectors. The question that remains unanswered is whether the marketing education curriculum content matches the trends and major forces in our external environment as proper attention to these dimensions will enable the institutions to produce graduates equipped with the relevant skills in the workforce or whether the curriculum content has been designed in recognition of the fact that students will need to cope with the complex nature of today's business planning and decision-making. The literature on marketing education in Sarawak, is limited and very few research articles are found exploring the effectiveness. The authors have contributed to the field of Marketing education in Sarawak in one of their previous article published five years ago. Therefore this chapter is an attempt by the authors to explore the effectiveness of marketing education in meeting the organizational needs in Sarawak from the perspectives of employers. This study uses qualitative methods which includes interview (face-to-face and telephone), informal discussions, email communications with managers, personal observations by the authors, and a review of literatures in the area of Marketing education. Marketing education, like marketing practice, is dynamic. Marketing education should continually evolve in such a manner to accommodate and satisfy various stakeholders such as government, business and industry, academics as well as students. The findings reveal several issues and challenges of Marketing education from the employers' perspectives in Sarawak. These findings will be useful for curriculum design of marketing courses. It will also assist marketing educators in understanding the organizational needs of marketing knowledge, skills and abilities required of a graduate. Future marketing students will also be able to know the industrial and organizational expectations required of them as a marketing graduate. This chapter clearly identifies some of the deficiencies in the area of practical skills required by marketing graduates in the context of Sarawak. This chapter is expected to provide the framework and prospect for conducting an in-depth quantitative research in Marketing education in future in Sarawak (Borneo).
... Studies focusing on business students' enterprising tendencies and entrepreneurship education are lacking and very few are conducted in the state of Sarawak, East Malaysia (Ling et al., 2010). Therefore, this paper has three objectives: a) To explore the general enterprising tendencies among business students in Sarawak based on five key enterprising tendencies namely the need for achievement, need for autonomy, calculated risk taking, drive and determination and creative tendency. ...
... The real challenge for universities and institutions of higher learning is to build interdisciplinary approaches, making entrepreneurship education accessible to all students (every faculty and for all disciplines), creating teams for the development and exploitation of business ideas, workshop games, case study discussions based on the real business world situation and problem-based business environment, mixing students from economic and business studies with students from other faculties and different backgrounds. Students need to be exposed early to this real situation for better understanding and to build up their self-confidence in business (Ling et al., 2010). This form of socialization will widen their life-space experiences and reinforce learning from textbooks. ...
This paper explores the General Enterprising Tendency (GET) test used to examine the enterprising tendency among business students in Sarawak. The findings from a sample of 75 final year business students indicate low scores in five key enterprising tendencies, namely: need for achievement, need for autonomy, calculated risk taking, drive and determination and creative tendency (innovativeness). To explore the reasons for these low scores, focus group interviews with the students were conducted and reasons for the low enterprising tendencies and barriers for entrepreneurial development were identified. The authors provide some recommendations to rejuvenate the interest in entrepreneurship culture among business students and eliminate entrepreneurial barriers. This paper has a practical implication for universities and business schools to re-examine their current business and entrepreneurship curriculum, as one of the purposes of a business school is to produce entrepreneurs or business leaders to contribute to economic growth and development.
... Studies focusing on business students' enterprising tendencies and entrepreneurship education are lacking and very few are conducted in the state of Sarawak, East Malaysia (Ling et al., 2010). Therefore, this paper has three objectives: a) To explore the general enterprising tendencies among business students in Sarawak based on five key enterprising tendencies namely the need for achievement, need for autonomy, calculated risk taking, drive and determination and creative tendency. ...
... The real challenge for universities and institutions of higher learning is to build interdisciplinary approaches, making entrepreneurship education accessible to all students (every faculty and for all disciplines), creating teams for the development and exploitation of business ideas, workshop games, case study discussions based on the real business world situation and problem-based business environment, mixing students from economic and business studies with students from other faculties and different backgrounds. Students need to be exposed early to this real situation for better understanding and to build up their self-confidence in business (Ling et al., 2010). This form of socialization will widen their life-space experiences and reinforce learning from textbooks. ...
This paper explores the General Enterprising Tendency (GET) test used to examine the enterprising tendency among business students in Sarawak. The findings from a sample of 75 final year business students indicate low scores in five key enterprising tendencies, namely: need for achievement, need for autonomy, calculated risk taking, drive and determination and creative tendency (innovativeness). To explore the reasons for these low scores, focus group interviews with the students were conducted and reasons for the low enterprising tendencies and barriers for entrepreneurial development were identified. The authors provide some recommendations to rejuvenate the interest in entrepreneurship culture among business students and eliminate entrepreneurial barriers. This paper has a practical implication for universities and business schools to re-examine their current business and entrepreneurship curriculum, as one of the purposes of a business school is to produce entrepreneurs or business leaders to contribute to economic growth and development.
