INDUSTRY-ACADEMY PARTNERSHIPS AND THE DEVELOPMENT OF FUTURE-READY MARKETERS: EVIDENCE FROM RIVERS STATE, NIGERIA

Abstract

The disconnect between academia and industry has led to a mismatch between the skills imparted by institutions and the needs of employers, resulting in a shortage of industry-ready marketers. IAP can bridge this gap by providing students with practical skills, internships, and mentorship opportunities, making them more employable and industry-ready. This study therefore investigates the influence of Industry-Academy Partnerships and the Development of Future-Ready Marketer in Rivers State.The study employed a descriptive survey research design. Three research questions were posed and three hypothesis were tested. The population of the study consist of marketing lecturers and final year marketing students comprising 80 and 172 respectively from the three universities offering marketing education in Rivers State. Respondents from the various institutions were surveyed through questionnaire administration. The reliability of the instrument was tested using Cronbach Alpha and a reliability coefficient of 0.89 was obtained. Data analysis was done using descriptive statistics such as mean and standard deviation while inferential statistics was done using z-test statistics at 0.05 level of significance. The findings from the analysis result reveal no significant difference in the mean rating of respondents on the influence of industry-academic partnership on the development of future-ready marketerinRivers State, Nigeria. It was concluded that by strengthening partnership in curriculum development, internship and placement, and resource sharing, institutions can equip marketing graduates with the necessary skills, knowledge, and competencies to meet industry needs.The study therefore recommends that Industry partners should be more involved in curriculum development and review to ensure marketing courses are relevant and aligned with industry needs.