INFLUENCE OF MARKETING AND COMMUNICATION SKILLS ON THE PROVISION OF SELF-EMPLOYMENT OPPORTUNITIES AMONG BUSINESS EDUCATION POSTGRADUATE STUDENTS
Keywords:
Communication Skills, Marketing Skills, Postgraduate Business Education Students, Self-Employment Opportunities.Abstract
This study examined the influence of marketing and communication skills on the provision of self-employment opportunities among business education postgraduate students. The study employed a descriptive survey research design. The participants were 171 business education postgraduate students who were self-employed as at the time the study was conducted. The instrument employed for data collection was a structured questionnaire, which was validated by two experts in business education. The data collected from the respondents was analyzed using descriptive statistics such as mean (X), standard deviation (SD) and t-test. The findings revealed that marketing skills has influence in providing self-employment opportunities among business education postgraduate students. The findings also showed that communication skills have influence in providing self-employment opportunities among business education postgraduate students. The findings also revealed that there is no significant difference between male and female business education postgraduate students as regards the influence of marketing and communication skills in providing self-employment opportunities. Based on these findings, the author of this study recommend, among others, that entrepreneurial skills (more specifically marketing and communication skills) should be emphasis among students as this will help them to engage in entrepreneurial careers and lifelong learning upon graduation.
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