Title: PERCEIVED INFLUENCE OF SKILL DEVELOPMENT AND WORKFORCE EDUCATION ON ACADEMIC PERFORMANCE, EMPLOYABILITY AND ENTREPRENEURIAL READINESS OF MARKETING STUDENTS IN SOUTH EAST NIGERIA

Authors:
Onyemaizu, Ebere Nkechi & Alio Nnamdi Chidiebere

Abstract: Abstract This study explored marketing students perceptions of the role of skill development and workforce education in shaping their academic performance, employability and entrepreneurial readiness. The study adopted a descriptive qualitative research design to gain an in-depth understanding of marketing students experiences and perceptions regarding skill development and workforce education. Data were collected through semi-structured in-depth interviews with 22 marketing students drawn from selected public universities in South East Nigeria. To ensure the trustworthiness of the interview guide, the instrument was subjected to expert review by specialists in marketing education and educational research. A pilot interview was also conducted with participants who possessed characteristics similar to those of the study sample. Feedback obtained from the pilot interview was used to refine the interview questions for clarity, relevance and consistency. Dependability was further enhanced through the use of a standardized interview protocol during data collection. The interviews examined students’ exposure to skill development activities, experiences with workforce education such as SIWES and internships, perceived usefulness of acquired skills, institutional support and readiness for employment and entrepreneurship. Findings indicate that skill development and workforce education are present within marketing programmes but are moderately implemented and largely constrained by theoretical teaching approaches, limited practical exposure and inadequate learning resources. Participants reported that skill development enhances their understanding of marketing concepts, improves confidence and increases employability awareness; however, it does not fully translate into job readiness without sufficient practical experience. Similarly, workforce education provides valuable exposure to real-world marketing environments but is weakened by poor structure, limited relevance to marketing practice and weak industry–university collaboration. The combined influence of both constructs was found to improve entrepreneurial awareness and foundational competencies, although students still expressed limited confidence in establishing independent ventures due to insufficient practical depth and mentorship. Based on these findings, the study recommends stronger integration of practical skill development into curriculum delivery, improved industry partnerships, restructuring of industrial training programmes, enhanced provision of digital learning resources and expanded mentorship and entrepreneurship support systems. Keywords: Skill Development, Workforce Education, Marketing Students, Employability, Entrepreneurial Readiness, and Experiential Learning.

Publication Date: 2026-07-20