THE GRADUATE ATTRIBUTES OF BACHELOR OF BUSINESS ADMINISTRATION IN MARKETING AND ENTREPRENEURS’ SATISFACTION

Abstract

The purpose of this research is to investigate of graduate attributes of bachelor of business administration in marketing which influence small and medium entrepreneurs’ satisfaction. This is a mixed methods research. The quantitative research is causal research and used the qualitative methodology. Also include the phenomenological research by focus group technique. Data was collected from 239 small & medium enterprises in Mueang Nakhon Ratchasima province. The statistics used in analyzing the data were percentage, mean, standard deviation, and multiple regression analysis.

The results found that the satisfaction of entrepreneurs concerned with desired characteristic of graduate marketing regarding morale, ethics, responsibilities for the profession and society. This was followed by interpersonal and responsibility skills, cognitive skills, numerical analytical, communication and information technology skills, and knowledge skills, respectively. However, the results of hypothesis testing illustrations that morale, ethics, responsibilities for the profession and society, interpersonal and responsibility skills, cognitive skills, knowledge skills, and communication and information technology skills had positive effect on entrepreneurs satisfaction. In addition, conclusion and discussion include directions for future research are discussed in the last section of this research.