The point was raised by several academics and business professionals that it was a major assumption that academics were aware of what was really happening in the field. Many noted that the traditional academic push for research actually isolated them from their professional practice and moves them further form reality. Practitioners recommend academics consider spending time in the field to overcome the halo effect of the ivory tower. It was also noted that many younger students will not heed any occupational advice from academics and efforts to do so would be fruitless. The draw of glamour is so strong that younger students would be unable to see themselves as the one unable to find a position.
Employers evaluate critical skills of today's marketing undergrads.
Proceedings of the 8th Annual Teaching Learning Forum, The University of Western Australia, February 1999.