Employability advantages of marketing education industry certification examinations

EMPLOYABILITY ADVANTAGES OF MARKETING EDUCATION INDUSTRY CERTIFICATION EXAMINATIONS Devon Ashley Elmore Old Dominion University, 2013 Director: Dr. John M. Ritz Industry certification of workplace skills is emerging as a key educational movement for career and technical education programs. Many states are now integrating credentialing into their programs with the goal of preparing students with labor market advantages. However, there is little empirical evidence to support the notion that obtaining an industry certification provides students with employability advantages. As a result, the purpose of this study is to collect and analyze empirical data to determine whether obtaining an industry credential can assist a prospective student with job obtainment. This dissertation examines the use o f the National Retail Foundation (NRF) Customer Service and Sales Certifications for high school marketing education students. The first research objective is to determine if the NRF industry certifications provided marketing students with any employability advantages. Second, the research sought to discover other hiring criteria that were viewed as favorable by retail store managers. Finally, the study also explored to determine if employability advantages o f industry certification differed among small and large retailers. One-hundred ninety hiring managers (n =190) completed a survey identifying the importance of twenty-six hiring criteria, how favorably they viewed the NRF certifications, and their previous knowledge o f NRF certifications. It was determined that industry certification was not viewed as an important criteria when hiring a prospective employee. It was also determined that a majority o f the employers did not ask about industry certification during the interviewing process and that they possessed little previous awareness of NRF certifications. Finally, it could not be determined if differences in hiring preferences existed between the three different malls or large and small retailers, as the response rate of was not significant for large retailers. DEDICATION This dissertation is dedicated to family and friends who provided me with support throughout this process. First, my parents, Dr. and Mrs. James Elmore, provided me with not only financial support in my many years as a student, but more importantly their emotional support. I would never be where I am today without their continuous encouragement and, for that, I am forever grateful. I am confident that I will one day be an excellent parent due to the lessons that they have taught me. Next, my grandparents, Mr. and Mrs. Joseph Oliver, were my constant cheerleaders. I love them so much and they have contributed to much of my success. My grandfather taught me a poem as a little girl that still inspires me. It is titled, “T Bag o f Tools” and was written by R.L. Sharpe (1870-1950). It reads: Isn't it strange that princes and kings, And clowns that caper In sawdust rings, And common people Like you and me Are builders for eternity? Each is given a bag of tools, A shapeless mass, A book of rules; And each must makeEre life is flownA stumbling block Or a stepping stone. My friends and family certainly equipped me with a great “bag of tools” and also supported me through each “stumbling block” and “stepping stone. ”