MARKETING SKILLS NEEDED BY BUSINESS EDUCATION UNDERGRADUATE STUDENTS IN TERTIARY INSTITUTIONS FOR EMPLOYABILITY IN DELTA STATE

This study examined marketing skills needed by business education undergraduate students in tertiary institutions for employability in Delta State. Three research questions and three null hypotheses were formulated for this study. The study adopted descriptive method of research design. The population of the study comprised 937 Business Education students in tertiary institutions in Delta State. The sample size comprised 260 students. The sampling technique that was used for the study is the proportionate stratified sampling technique. The instrument used for collection of data in this study is a questionnaire. The face and content validities of the questionnaire were determined by experts’ judgment. Mean and standard deviation were used to answer the research questions while independent samples t-test were used to test the hypotheses at 0.05 level of significance. The findings of the study revealed that Business Education undergraduate students in tertiary institutions in Delta State need various marketing skills for employability; that there is no significant difference in the advertising skills needed by male and female undergraduate Business Education students in tertiary institutions in Delta State. The study recommended that a thorough review of the marketing curriculum in tertiary institutions in Delta State should be conducted to ensure it covers all essential marketing skills, needed in the 21th century business organization.