Enhancing Graduate Employability through Industry-Engaged Marketing Education

This presentation explores the strategic evolution of the undergraduate and postgraduate Marketing programmes at the University of Portsmouth, designed to enhance graduate employability. A key initiative involved collaboration with the Industrial Advisory Board to review and refine module content and assessment strategies. Partnerships with industry leaders, including Hays Travel, Hampshire and Isle of Wight Wildlife Trust Shein, and other many local SMEs, were established to integrate real-world challenges into student assessments on all Marketing modules. The presentation will showcase examples from selected modules, highlighting the implementation of authentic assessments that not only enhance student learning but also equip them with critical employability skills. The next phase of programme development focuses on embedding essential skills and behaviours aligned with employer expectations. Drawing insights from the Digital Marketing Degree Apprenticeship (DA), we will map required competencies to the broader curriculum, ensuring alignment with industry needs. Additionally, programme content is being structured in accordance with the Chartered Institute of Marketing (CIM) career roadmap, further strengthening students' career readiness. This approach directly supports the Office for Students’ (OfS) B conditions, particularly B3, by ensuring that students develop the skills, knowledge, and behaviours necessary for successful employment outcomes.